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.
E.T. BRIOSCHI, Dalla pubblicità alla comunicazione d’azienda. Problematiche, metodologie e
questioni aperte, Vita e Pensiero, Milano, 2013.
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 how creative idea, built by brands, are born and develop.
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. Levi’s.
Johnny Walker. Honda.
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. Giovanni
Rana.
4. Talk Value: the idea generates discussion
Gossage. Pink air. Whassup. Ryanair. Cadbury. Monnities. T-Mobile.
Anorexia. Heineken Auditorium
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. Nike Swoosh. I love
NY.
7. Entertainment: humour, emotion, cinema
Hamlet. Fox Sport. Skittles. Canal +. Shreddies. Disney. Aerolinas argentinas.
Orange. HBO. Epuron.
8. Digital creativity
Interactive websites. Youtube interactive video. Virals. Facebook apps.
Branded apps. I-ads. Geolocation games. Foursquare. Twitter. Interactive
billboard. Pinterest. Iphone apps.
9. Integrated and activation ideas
Queensland The best job in the world. Nike Write the future. Bing JayZ.
Walker Sandwich – Small business Saturday – Samsung Bridge of light – My
blood is red and black – Red Bull Stratos – If we made it.
10. Cannes Winners: the evolution of creativity in 25 years of awards
Perrier lion – Rubber cement Nuns – Nissin Cup Noodles – Diesel Mono
village – Mike Skateboarder – Indipendent Litany – Bud Whassup – Fox sport
Regions – Nike Tag – Ikea Lamp – Playstation Mountain – Honda Grr –
Guinness Noitulove – Dove Evolution – Cadbury Gorilla – Old Spice – Nike
Livestrong – Ikea Showroom – Chipotle back to the start – Metrotrain Dumb
ways to die.
READING LIST
Il docente cura una pagina Facebook sulla creatività
https://www.facebook.com/groups/creativandolab/
Course reading
M. LOMBARDI, La creatività in pubblicità. Manuale di linguaggio multimediale: dai mezzi classici al
digitale, F. Angeli, Milano, 2010.
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.
