Prior Residency Weeks - The Water Strategies Videos
During residency week, August, 2007, Professor Paul Myer worked a branding exercize focused on the impact of globalization, technology and customer empowerment. Among the class activities was an exercise to create a 30 second “customer-made” YouTube video for a bottled water product.
In addition to generating a creative video, teams were also required to conduct product research to present the following data in advance of the creative:
A brief description of the selected product, defining its features/benefits/brand attributes and competitive advantage.
The teams were challenged to:
- present a brand positioning statement & a key message
- Define a target audience and the intended purpose/expected result of the creative.
The teams had only 50 minutes to prepare and develop a 3-5 minute presentation and the 30 second video.
Click on the video links below to see what the students created!
