Brand Project 4

1. Objective: To (verb) (audience) that (brand) (product) will (benefit) because (support statement/reason why).
1. *To allow strong women that Rebecca Minkoff bags and apparel will continue to empower women because Rebecca Minkoff products are created to make women feel great about themselves and encourage them to believe in themselves.*
2. Target: who the ad communicates to
1. Women ages 16-40
2. These women have an edgy yet playful aesthetic
3. Middle to upper class (accessible luxury)
3. Support: the benefits/reason to buy
1. The brand to find your luxury yet accessible apparel and accessories that have the “playful and subtly edgy designs that can be spotted around the world on young women and celebrities alike.”
4. Brand Character: attributes:  
1. She created a  brand that is lead by woman and would empower woman from all socioeconomic backgrounds and cultures.
2. Uplifts, empowers, and makes woman feel confident.
3. Inspires followers and consumers to lead a more fearless life

5. Tone: attitude
1. Powerful, emotional, inspiring, hardworking, positive, uplifting, confidence and thought provoking
6. Single-Minded Proposition: one sentence that sums up the brand as a whole
1. Rebecca Minkoff uses her playful and subtly edgy designs, giving woman the power to be confident.

7. Big idea: idea that delivers the single-minded proposition
1. To produce powerful, edgy, and playful clothing and accessories that matches the aesthetic of the brand and appeals to the brand’s target customer.