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Brand Repositioning

Description: This project was a detailed analysis of a hypothetical brand repositioning. By studying the values, archetype, personality and current target group of the music brand Energy Sistem and comparing it with Sony I aimed at bringing the initial Lover archetype back to live by redirecting the target group, creating a brand story and idiating four steps to implement brand communication in a multisensory way. All this with the aid of the 7 Basic Plots put to use for brand storytelling, the five sense branding principle by Metadesign and the relationship pyramid used in advertising campaigns.

Genre: Branding analysis

During: Winter semester 2022