Creative Methodology for Corporate Communication

Creative Methodology for Corporate Communication
GR. A-K: PROF. MASSIMO BARTOCCIOLI; GR. L-Z: PROF. ANGELO GHIDOTTI
Gr. A-K: Prof. Massimo Bartoccioli
COURSE CONTENT
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Brands from an anthropological perspective.
Brands and marketing.
Brands and the value chain.
Brands and communication culture.
Semiological theory of brands.
Tribale brand.
Virale brand.
Bottom-up/Bottom-down brand.
Guerrilla marketing and brand building.
Brands and agency planning: planning systems.
* Bav (Y&R).
* Holistic (Publicis).
* Brand Wheel (Bates).
* Planning Cycle (Thompson).
Brands and food culture (Case history).
Brands and body care (Case history).
Brands telephone companies (Case history).
Brands and segments of the automobile market (Case history).
READING LIST
COVA-GIORDANO-PALLERA, Marketing non convenzionale, Il Sole24Ore.
Further information regarding the reading list will be indicated during the course.
NOTES
Further information can be found on the lecturer's webpage at
http://docenti.unicatt.it/web/searchByName.do?language=ENG, or on the Faculty notice
board.
Gr. L-Z: Prof. Angelo Ghidotti
COURSE AIMS
Understand where and how creative ideas which build a brand originate.
Follow the development of creative language, from a unique selling proposition to
digital interactive formats.
COURSE CONTENT
TEN CREATIVE IDEAS
1. Unique Selling Proposition: the idea can be found within the product
Rosser Reeves. M&Ms. DHL. Rio Mare. Sony Bravia.
USP the other way round: Bernbach. AVIS. VW Think small. Guinness.
Brinker Hotel.
2. Brand Personality: a different personality from others
David Ogilvy. Hathaway. Rolls Royce. Portorico. Axe. Barilla. Nike.
Mastercard. Johnny Walker.
3. Advertising Characters: the brand is a cartoon
Leo Burnett. Jolly Green. Tony The Tiger. Marlboro Man. Carmencita. Omino
Bianco. Mr Muscolo. Mastrolindo. Energizer bunny. Mr Chuck.
4. Talk Value: the idea generates discussion
Gossage. Pink air. Pregnant man. Whassup. Ryanair. Cadbury. Shreddies.
Whopper Freakout. Be stupid Diesel.
5. Brand spirit: when the brand introduces a value
Apple 1984. Think different. Oliviero Toscani. Benetton. Fiat 500. Telecom
Gandhi. Dove. The Independent.
6. Indivisuality: the brand has visual identity
Absolut. Economist. Esselunga. Rolling Stone. Guinness glass. Nike Swoosh. I
love NY.
7. Entertainment: humour, action, mob
Hamlet. Nun. Ikea. Nissin. Fox Sport. Whassup. Skittles. Canal +. Mr Chuck.
Halo 3. Playstation.
8. Lovemarks: the brand is a feeling
Disney. Aerolinas argentinas. Coke. Sony Bravia. Nike. Adidas. Orange. HBO
stories. Epuron Wind. Pfizer. Keep walking. P&G Hardest Job.
9. Interactvertising: digital creative formats
Interactive websites. Youtube interactive video. Virals. Facebook apps.
Branded apps. I-ads. Geolocation games. Foursquare. Twitter. Interactive
billboard. Pinterest. Iphone apps.
10. Integrated: transmedia narration
Sagami Love Distance. Queensland The best job in the world. Nike Write the
future. Bing JayZ.
READING LIST
The tutor will manage a blog on creativity for the course: Creativity Blab
http://blab2.blogspot.com/, as well as Crealab on Facebook.
Course reading
M. LOMBARDI, La creatività in pubblicità. Manuale di linguaggio multimediale: dai mezzi classici al
digitale, Franco Angeli, Milano, 2010.
Recommended reading
M. LOMBARDI, La strategia in pubblicità, Franco Angeli.
L. PANZERI, C’ero una volta, Lupetti.
M. MANCINA, Bill Bernbach e la rivoluzione creativa, Franco Angeli.
TEACHING METHOD
Lectures, presentation of campaigns, intervention by external experts, creativity
workshops.
ASSESSMENT METHOD
Students will be assessed on their level of participation, the preparation of a brief
dissertation and the final oral test.
NOTES
Further information can be found on the lecturer's webpage at
http://docenti.unicatt.it/web/searchByName.do?language=ENG, or on the Faculty notice
board.