Author Archives: Steve Lee

About Steve Lee

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Brand Essence exercise

7 July 2010, Skype, Attendees : EA Draffen (EAD), Garry Paxton (GP), Liz Paxton (LP), Peter Cudd (PC), Steve Lee (SL)

LP took us through a Brand Essence exercise to help us focus and encapsulate our conception of REALISE. This is designed to elicit our subject thoughts and the end product is 3 words encapsulating the essence possibly leading to a strap line and logo. LP introduced the concept and her prior experience with large well know alcoholic drinks brands. We all then embarked on a brainstorming session (thought-shower if you prefer). We considered

  • How we describe it
  • How it users feel
  • How it makes users ‘look’
  • What it does for users
  • Facts and Symbols
  • Brand Personality

The Empty brand essence wheel

[Action: All] complete Facts and symbols

[Action: LP] provide us with completed wheel including the points we identified

[Action: ALL] independently find 3 words for centre

Authors note: – a worthwhile exercise that made us focus on and discus our ambitions for the project. Complicated by having several user types, all with their own view of REALISE.

Other business

EA announced that GP has joined the REALISE advisory board.