what language and aesthetics are most appropriate to bring your brand to life?

Based upon what you’ve learned about your target audience 18-24 in Boston, what language and aesthetics are most appropriate to bring your brand to life? Explain your decision and why it appeals to your target audience


1- Read from the course textbook, Public Health Branding – Chapter 4. This reading will outline competitive analysis ( Evans, W. D., & Hastings, G. (2008). Public health branding: Applying marketing for social change. Oxford University Press. ISBN 9780199237135. This book is the basis for adapting brand campaigns to health initiatives. It will be the back bone for the course. ) 2- Read from the course textbook, Marketing Metaphoria, Chapters 7 and 8 to understand how to bring “connection” and “resource” to life in marketing (Zaltman, G. & Zaltman, L (2008). Marketing Metaphoria. Harvard Business Press. ISBN 1422121151. This book is an exploration of the deep metaphors that underlie the brands we know and love-both product and health oriented campaigns. ) 3- https://www.youtube.com/watch?v=3fdSv71kuHY 4- https://www.youtube.com/watch?v=hb-JA8WfApU 5- Read, “Logos: What makes them work, PART 1 and PART 2. P.1- http://www.marketingprofs.com/5/mccarthy4.asp P.2- http://www.marketingprofs.com/5/mccarthy5.asp 6- Read, “Does Your Logo Meet These Five Brand Rules?” http://www.marketingprofs.com/articles/2013/11008/does-your-logo-meet-these-five-brand-rules#ixzz2fNhbCvOT 7- Read, “The psychology of color in marketing and branding.” https://www.helpscout.net/blog/psychology-of-color/ 8- Read, “What does your brand sound like?” https://hbr.org/2014/02/what-does-your-brand-sound-like/ 9- Read, “Branding, Defining your Public Health Organization” http://www.nwcphp.org/communications/news/branding-defining-your-public-health-organization Check out the example company brand guidelines for Johns Hopkins and the Australian Government Examples… 10- Read, “If Apple Made iMilk And Nike Sold Fruit: Designer Groceries As Art” http://www.npr.org/sections/thesalt/2015/02/09/384951360/if-apple-made-imilk-and-nike-sold-fruit-designer-groceries-as-art 11- Read, “Why fruit and vegetables have become their own brand” http://www.theguardian.com/sustainable-business/2015/mar/23/why-fruit-and-vegetables-have-become-their-own-brand 12- check out www.FNV.com http://www.fnv.com/ Fear Tactics 13- Read the pdf “Health Promotion Messages, To Scare or Not to Scare?” I will upload it 14- Read, “Obesity Campaigns: The Fine Line Between Educating and Shaming” http://www.theatlantic.com/health/archive/2012/09/obesity-campaigns-the-fine-line-between-educating-and-shaming/262401/#.UUMfL1hoY5I.email 15- Additional learning: NCI Pink Book, Stage 3: Implementing the Program (page 91-107) I will upload it


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