Task A:

1. Select ONE of these three brands

 Brand 1: Tesla
 Brand 2: T-Mobile
 Brand 3: Sling TV
o Develop a messaging map guided by the positioning, persona and content found on the website or
in other media (please cite any sources). Use the messaging format presented in the videos "Messaging
Development," "Messaging Applied" and "Messaging Example."
 Target audience statement(
 Umbrella/core message statement – should be focused on one key promise/value proposition
 3-5 message pillars that are mutually exclusive (each is its own thing, no redundancy) and self
exhaustive (they cover all the essential points between them)
 3-5 proof points for each pillar – these should be facts, features, stats,
 Follow proper format; concise, error-free writing (
o Write an “elevator pitch” messaging paragraph based on the message map –
 An elevator pitch (also known as "boilerplate language") communicates the main points of your
message map in a short paragraph (typically 3-4 sentences)
 See the assignment video above for an example on how to do this
 Should fits directly with message map
 Should be concise (3-4 clear sentences) and error-free

TASK B: Share brand names, logos and taglines you like

 Share two brand names you personally like and why, in 2-3 sentences each
 Share two logos you personally like and why, in 2-3 sentences each
 Share two taglines you personally like and why, in 2-3 sentences each
 All six should be from different brands (i.e. don’t repeat brands)
 Try to be original and include at least 1-2 options that most people don’t know or rarely think of (most
commonly cited logos/taglines won’t surprise you: Nike, Apple, Coca-Cola, etc)

Task C:
1. Evolve your brand (Estee Lauder)
 Situation: the decision has been made to switch the primary and secondary audiences that you've
outlined in your midterm. Based on your new primary audience, do the following: 
 Change the brand position and persona
 Use a positioning tool to arrive at a new position (use a different tool than you used for
the midterm) 
 Write new positioning statement
 Define persona with archetype or character, supported by 5 characteristics (bullet points)
o Create new brand identity (must fit position/persona)
 Name – come up with at least 3 options, pick your favorite
 Logo – sketch or design (not graded on design skills)
 Tagline
o Create new message map
 Value prop based on position
 3-5 pillars
 2-3 proof points per pillar
o Prep for new brand launch: 
o Identify all existing places/pieces where brand identity must change (product, packaging,
signage, business cards, URL, etc)
o Identify all audiences who must be notified of the new brand (internal and external)

Task D: Share at least 2 comments about brand launches 

 Should be about brand launches examples of brand launches you like, stories about brand launches you
have been a part of, etc.