New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

Idea Industries: Week 3

by: Cam Notetaker

Idea Industries: Week 3 APRD 1001

Cam Notetaker

View Full Document for 0 Karma

View Full Document


Unlock These Notes for FREE

Enter your email below and we will instantly email you these Notes for Idea Industries

(Limited time offer)

Unlock Notes

Already have a StudySoup account? Login here

Unlock FREE Class Notes

Enter your email below to receive Idea Industries notes

Everyone needs better class notes. Enter your email and we will send you notes for this class for free.

Unlock FREE notes

About this Document

These notes include lecture notes, notes from Where Good Ideas Come From: Chapter 3, and notes from The Essentials of Branding.
Idea Industries
Class Notes




Popular in Idea Industries

Popular in Department

This 8 page Class Notes was uploaded by Cam Notetaker on Friday September 9, 2016. The Class Notes belongs to APRD 1001 at University of Colorado at Boulder taught by in Fall 2016. Since its upload, it has received 398 views.


Reviews for Idea Industries: Week 3


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 09/09/16
WHERE GOOD IDEAS COME FROM Chapter 3:  (These are quotes and notes from Chapter 3 that I thought was relevant)    ● "This is a story of two hunches... Connecting the dots between them would have  certainly supplied enough probable cause to justify examining the contents of Zacarias  Moussaoui laptop"  ● “A metropolis shares one key characteristic with the Web: both environments are dense,  liquid networks where information easily flows along multiple unpredictable paths.”  ● “Liquid networks create an environment where those partial ideas can connect; they  provide a kind of dating service for promising hunches.”  ● "They help complete ideas"  ● "The problem with Ken Williams's hunch was environmental: instead of circulating  through a dense network, the Phoenix memo was dropped into the black hole of the  Automated Case a Support system."  ● "Hunches that don't connect are doomed to stay hunches."  ● "... that difference is time. The flight instructors had a bad feeling about Moussaoui in a  matter of hours; something just seemed unsettling about his manner and the questions  he asked... The Phoenix memo was not the result from a gut impression; it was an idea  that slowly took shape over time, a pattern detected after countless hours of observation  and inquiry."  ● "A new idea is something larger than that: it's a new perspective on a problem, or a  recognition of a new opportunity that has gone unexplored to date."  ● "Sustaining the slow hunch is less a matter of perspiration than of cultivation. You give  the hunch enough nourishment to keep it growing, and plant it in fertile soil, where its  roots can make new connections. And then you give it time to bloom."   ● "write everything down."  ● "ideas happen in and around their work environments, with all the daily pressures,  distractions, accountability, and constant supervision that work life so often implies. "    THE ESSENTIALS OF BRANDING:  (These are quotes and notes from The Essentials of Branding that I thought was relevant)    ● "Brands help people make a choice, a choice among salts, financial institutions, political  parties, and so on, and the choices are increasing"   ● "Business performance is based on the behavior of customers, whether they choose to  buy a particular product or service. And that behavior is based a great deal on the  perception customers have of the brand: how relevant it is to them and how  differentiated it is from the other brands in the same category. In turn, customers derive  their perceptions of a brand from the interactions they have with it. Finally, that customer  experience, ideally, is informed by a brand idea — what the brand stands for: the  promise it is willing to make and keep in the marketplace."   ● "Products are made in the factory, but brands are created in the mind.”  ● "...personal Coke brand associations are neither positive nor negative, they just come to  mind. Coke has worked incredibly hard at implanting some of these brand associations  in our minds"  ● "Every interaction, or touchpoint, in a customer’s experience of a brand makes a  difference."  ● "It is the environment of the Apple stores that encourages you to stay and explore (and  upgrade) and interact with its products and its Genius Bar...The brand is driven  throughout this whole experience, throughout every interaction."   ● "A brand can put some of the elements in place that will help people understand why  they should choose or prefer a particular good, service, organization, or idea over  another."  ● Starting a branding project:  1. Start with the right reason  2. Start with the right commitment  3. Start with the right business strategy (What are we selling? Who is it intended  for? What is the benefit to the customers?)  4. Start with the right focus: customers  ● Analyze the brand's equity (The lightning bolt seemed to be the most important and  distinctive design element associated with the brand; it was recalled and drawn many  times, and consumers associated it with a “spark of energy.” Other aspects (orange cap,  brand colors, bottle shape) also had strong recall, but did not evoke the same emotional  responses. WHY IS THAT?) ==> "But equity is not simply about awareness — it is also  about relevance. "  ● “Uncover insights and identify opportunities”  ● "The most important thing about your brand idea is that it is differentiated from the  competition and relevant to your target audience."  ● "The more visionary this idea, the more it can inspire the people who are tasked to  deliver it. And the more relevant and differentiated it is, the better the outcome."  ● "Companies o en want to incorporate a vision statement, mission statement, and  sometimes add a brand positioning statement."  ● "Fundamentally, brand architecture is about deciding what you want to show as your  face to the market and how to present your goods and services to your target audience."   ● "But all fall somewhere among three strategies:   1.  A mono brand strategy (sometimes called a “branded house”), in which one  brand is applied across everything. Examples are GE, Virgin, and IBM.   2. An endorsed or sub brand strategy, in which the organization owns a variety of  brands that include the parent name in some way. Examples are Nestlé,  Cadbury, and Marriott.   3. A multibrand strategy (or house of brands), in which a company uses many di  erent brands with no parent endorsement. Examples are Procter & Gamble  (P&G), Diageo, and GlaxoSmithKline (GSK). "  ● "One way of building internal passion for brands is through the creation of stories."  ● " A company that changes its name is expected to change the way it does business, too,  so a name change should never be undertaken lightly."   ● "to build positive associations is limited when it is viewed in isolation. It only really gains  meaning over time and in combination with all other brand signals."  ● "Most logos (also called “brandmarks,” “brand identities,” or “corporate identities”) are  made up of several components: the wordmark (usually the name of the company), a  symbol (a graphic device placed within, adjacent to, or around the logo), and the colors  chosen to reflect the brand."  ● " Great package design manages to serve the brand first and foremost, while working  within the mandatory limits of legal and structural constraints."   ● "Scent branding is a relatively new field, but more and more companies are realizing the  power of scent to build brand experiences. "  ● "The e ective use of a positive scent could have a potentially dramatic impact on  employees and customers alike."  ● " In France some years ago, a David Bowie song was used to dramatize the Vittel brand.  A er a few months, consumers remembered David Bowie but forgot Vittel. In essence,  Vittel was asking consumers to remember two brands, David Bowie and Vittel, but the  connection was strictly promotional and the stronger brand dominated recall." MUST  USE A SOUND THAT IS NOT YET FAMILIAR SO PEOPLE CAN FIRST ASSOCIATE  YOUR PRODUCT, NOT THE SOUND   ● "Implementing a brand requires developing a plan for every touchpoint on the customer  journey. It inevitably means creating guidelines: visual identity guidelines, verbal identity  guidelines, digital guidelines, and print guidelines."  ● "Advertising agency DDB talks about the 70/30 rule: 70 percent consistency but 30  percent flexibility. The 30 percent portion relates to language and cultural di erences,  buying behavior nuances, insights into the target market and its preferences"  ● " BAV posits a proven model on how brands are built that is based on the  interrelationship of four brand dimensions, known as the four pillars:   1. Differentiation: What makes your brand stand apart   2. Relevance: How appropriate this di erence is to the audience you want to reach  3. Esteem: How well regarded your brand is in the marketplace  4. Knowledge: How well consumers know and understand your brand"  ● "A strong brand has high levels of differentiation and relevance. The healthiest brands  have greater differentiation than relevance, which gives them room to grow."     9/7    HOW AMERICAN MEDIA USE TO WORK:  ● Consumer interested in content and advertising  ● Awareness built brands  ● Limited choices and no way to get rid of commercials      ALL PRODUCTS WERE LAUNCHED TO THE MAJORITY                               TV INDUSTRIAL COMPLEX                                DIGITAL AFFECTS NEARLY EVERY ASPECT OF OUR LIVES:  ● The way we communicate (Snapchat)  ● Navigate  ● Move around (uber)  ● Job (Linkedin)  ● Games (Pokemon Go)  ● Read  ● Watch  ● Listen  ● Buy/Sell things  ● Date (Tinder)  ● Opinions can be heard     TECHNOLOGY DISRUPTS NEWS INDUSTRY ⇒ TECHNOLOGY DISRUPTS ALL  INDUSTRY: 2000 ­ 2015  ● All industries have been revolutionized    THE MEDIA REVOLUTION:  ● Emergence of digital  ● Change in consumer culture  ● Change in media structure within the industry    Introduced the idea of multitasking: Many Americans function in 24 hours, doing activities that  require 36 hours. This introduces the idea of a “39 Hour Day”    MEDIA FRAGMENTS AS THE AUDIENCE SCATTERS:                                How do you connect brand and content in a digital landscape?  Ex) BMW Short Films ⇒ Looked at audience demographic, made film to create branded  experience online    CRISPIN PORTER + BOGUSKY:  ● Innovators of media neutral ideas ⇒ The first time that someone thought of a good idea  and seeing where it went VS. making a TV ad first  ● Blurred lines of PR, Advertising, and Marketing  ● TRUTH: PR stunt that said “Everyday 1200 people die from tobacco”. Then they put  1200 body bags in front of office building to raise awareness. This was filmed, yet was  not an ad.         Mini Cooper: Found a way to interact with media   ex) Created billboards and sticker pamphlets to “customize” a Cooper    2000­2010: AD AGE AGENCY OF THE DECADE    2004: The revolution got bigger!!  ● Web 2.0 ⇒ Anyone could code ⇒ rise of Facebook  ● Rise of Microsite and basic interactivity  ○ Burger King had chicken activity to see what they chicken could do. This showed  “Have it your way” slogan.  ○ Burger King also put the “King” mascot in public events to be seen (such as a  basketball game)  ● Crispin Porter + Bogusky stated “The future of advertising is… there isn’t any.”    2005:  ● Consumer generated content expanded with YouTube  ○ The 10/10 rule (10 years to build platform, 10 years to get it to the public) was  abolished. Now created 1/1 rule.   ● Diet Coke and Mentos YouTube Videos were not promoted by either of these  companies. However, it still advertised the product. Some companies tried to sue people  experimenting with their products. Some companies ran with it.   ● Time Magazine made “YOU” the person of the year.  ● The rise of YouTube stars  ○ Kelly ⇒ Created Facebook, YouTube, MySpace, Google Search  ● This shifts focus to quality, not volume.    9/9    2008: THE RISE OF SOCIAL    Burger King “Whopper Challenge” paired with Facebook and created the challenge of  unfriending people to get a free burger. This wasn’t completely successful because Facebook  was so new.     Old Spice commercial: “The man your man could smell like”  ● Had organic viral activity  ● Created Twitter campaign    2009: BRAND EXPERIENCES    HBO created a “live” technological experience that projected movies of people on the side of a  building. This created the illusion that multiple things were going on in the building. This  experience married online and offline experiences. You didn’t have to be in Lower Manhattan to  experience the story.     Post Digital: A term which has recently come into use in the discourse of digital artistic practice.   ● Burberry Store: has real displays and interactive technology display  ● IBM: Smart billboards that you could sit on like a bench ⇒  Messaging with functionality  ● Jay Z and Bing: Prior to Jay Z’s biography release, Bing supplied advertisements that  included pages from biography around the world. These pages were put in the places  that correlated with what was on the page. This promoted the idea of an experience. It  created content. This was interactive because people would find the content. Share the  content.     NOW:    Real time Marketing:                               Black­Out Super Bowl:  ● Oreos created real time advertisements ⇒ “Can you still dunk in the dark?”  ● Many companies tried to get in that conversation  ○ JC Penney tried to get in conversation but failed  ● Companies realized that if you could get in the conversation, you will benefit    Lines Blur:  ● YT video of girl twerking and caught on fire: Jimmy Kimmel created this and left it on YT  to see where it would go. Criticised the public of what we think it real just because it is  online    Issues Facing the Media Today  ● Technology is ruling the communication business  ○ Personalization  ○ Portability  ○ Expanding and contracting content avenues  ● Consumers are in CONTROL of content and relationships  ○ What I want/where I want/when I want  ○ Ability to express opinion    Technology is disrupting all industries!!    CONTROL IS AN ISSUE        THE WAY OF CONVERSATION IS SHIFTED:    One way Conversation: Brand ⇒ Mass Media ⇒ Consumer    Two way conversation: Brand <== EMedia ⇒ Consumer    Brand: spider web of conversation with and without the brand    MESSAGES ARE CHANGING 


Buy Material

Are you sure you want to buy this material for

0 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Steve Martinelli UC Los Angeles

"There's no way I would have passed my Organic Chemistry class this semester without the notes and study guides I got from StudySoup."

Janice Dongeun University of Washington

"I used the money I made selling my notes & study guides to pay for spring break in Olympia, Washington...which was Sweet!"

Bentley McCaw University of Florida

"I was shooting for a perfect 4.0 GPA this semester. Having StudySoup as a study aid was critical to helping me achieve my goal...and I nailed it!"

Parker Thompson 500 Startups

"It's a great way for students to improve their educational experience and it seemed like a product that everybody wants, so all the people participating are winning."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.