Creating a New Brand Voice 

 Challenge and Selection 

 My challenge is to define and develop a brand voice for a new app for a Fortune 500 hospitality   company that will engage an international audience ranging from millennials to our oldest , most loyal   guests , encouraging an ongoing conversation and relationship with them . I have selected mind   mapping as my tool to identify the various elements that create this voice . Moreover , this technique   will be used to encourage collaboration and build consensus between ten stakeholders with divergent   opinions about how the voice should be articulated – taking us from “ what is ” to “ what if ” and finally , to   a voice that will wow our audience . I will need to dissuade stakeholders ’ attention from their individual   guest segments so they can view the audience holistically as real people with real needs and   expectations . This mental model was emphasized during Professor Jeanne Liedtka ’s lecture on   mindsets and the video from Sue Falcon on the prepared mind . I have used this methodology in   the past , which includes 1:1 interviews , card sorts and a group visualization exercise that proactively   involves the stakeholders in illustrating how guests should be addressed at the various stages of their   journey with us . This technique is effective in breaking brand voice into smaller , more digestible   chunks , giving stakeholders an element of control and a constant flow of feedback from their peers .   Ultimately , it allows for a smoother path to solutioning and identifies ‘ future state ’ opportunities for the   backlog .      Application 

 First , I interviewed each stakeholder individually , asking for the words they felt applied to the new   brand voice they envisioned ( e.g. approachable , helpful , professional , etc . ) . They were then asked to   prioritize these words in order of importance . Once all stakeholders went through this exercise , I   tallied the results and identified the top six adjectives before bringing the group together .      For the next activity , a large guest journey map was hung on a wall that showed major milestones   such as hotel search activity , booking path , check - in and checkout options , and the moments of   delight in between . Each of the six adjectives were assigned a unique color to create a legend   ( ‘ efficient’=blue ; ‘ polite’=yellow , etc . ) . Each stakeholder was then given a supply of color - coded sticky   dots to represent each adjective . En masse , they then placed the appropriate sticky dots at those   moments of the guest journey when the various adjectives apply , creating a ‘ heat map ’ of the brand   voice . For example , for check - in , the voice might be color - coded for warm , approachable and   professional , while the reservations form would be color - coded as straightforward and intuitive . At the   end of this exercise , the stakeholders had a powerful visual map of how the voice is articulated   throughout the guest journey .     For the final stage of this process with the stakeholders , each was given a pad of sticky notes to write   a sentence or two about how they now envisioned the brand voice . These will be collated and a brand   voice manifesto created and submitted for their final approval . 

 We will then go into our research lab with the final results translated into actual guest - facing language   to test the impact of our new brand voice , first in English and then the various languages our app and   website support . Undoubtedly , issues will be surfaced and adjustments will be needed to the new   brand voice during this phase to bring it to a place where it is most effective in communicating with   our guests .       Insight and Approach 

 While I have used these techniques in the past , professors Liedtka and Moore provided some key   insights I had not considered . Primarily , Professor Moore spoke about the importance of looking for   patterns and insights that will “ lead to creative solutions ” . As I moved through the exercises with our   stakeholders , definite patterns emerged ; such as reoccurring themes in the adjectives they used to   describe brand voice and concerns they had about guest impressions . My awareness of this helped   to smooth over more heated discussions during the guest journey map exercise ; by calling out the   patterns and feedback they provided me , I was able to pave the way for consensus to be reached .     In “ Designing for Growth ” by Jeanne Liedtka and Tim Ogilvie , the ten tools of design thinking were   discussed . I was able to leverage these for this exercise , relying heavily on visualization , journey   mapping , value chain analysis , mind mapping , and brainstorming a concept ( or , in this case , a brand   voice ) development . We will move to user testing and rapid prototyping during these lab sessions to   create messaging that resonates with the test subjects – or the customer co - creation the authors   discussed . Finally , when the new app is launched with this new brand voice , a steady stream of   metrics will inform us as to when and how the voice needs to be altered so we can continuously   engage and inspire our global audience . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Creating a New Brand Voice 

 Challenge and Selection 

 My challenge is to define and develop a brand voice for a new app for a Fortune 500 hospitality   company that will engage an international audience ranging from millennials to our oldest , most loyal   guests , encouraging an ongoing conversation and relationship with them . I have selected mind   mapping as my tool to identify the various elements that create this voice . Moreover , this technique   will be used to encourage collaboration and build consensus between ten stakeholders with divergent   opinions about how the voice should be articulated – taking us from “ what is ” to “ what if ” and finally , to   a voice that will wow our audience . I will need to dissuade stakeholders ’ attention from their individual   guest segments so they can view the audience holistically as real people with real needs and   expectations . This mental model was emphasized during Professor Jeanne Liedtka ’s lecture on   mindsets and the video from Sue Falcon on the prepared mind . I have used this methodology in   the past , which includes 1:1 interviews , card sorts and a group visualization exercise that proactively   involves the stakeholders in illustrating how guests should be addressed at the various stages of their   journey with us . This technique is effective in breaking brand voice into smaller , more digestible   chunks , giving stakeholders an element of control and a constant flow of feedback from their peers .   Ultimately , it allows for a smoother path to solutioning and identifies ‘ future state ’ opportunities for the   backlog .      Application 

 First , I interviewed each stakeholder individually , asking for the words they felt applied to the new   brand voice they envisioned ( e.g. approachable , helpful , professional , etc . ) . They were then asked to   prioritize these words in order of importance . Once all stakeholders went through this exercise , I   tallied the results and identified the top six adjectives before bringing the group together .      For the next activity , a large guest journey map was hung on a wall that showed major milestones   such as hotel search activity , booking path , check - in and checkout options , and the moments of   delight in between . Each of the six adjectives were assigned a unique color to create a legend   ( ‘ efficient’=blue ; ‘ polite’=yellow , etc . ) . Each stakeholder was then given a supply of color - coded sticky   dots to represent each adjective . En masse , they then placed the appropriate sticky dots at those   moments of the guest journey when the various adjectives apply , creating a ‘ heat map ’ of the brand   voice . For example , for check - in , the voice might be color - coded for warm , approachable and   professional , while the reservations form would be color - coded as straightforward and intuitive . At the   end of this exercise , the stakeholders had a powerful visual map of how the voice is articulated   throughout the guest journey .     For the final stage of this process with the stakeholders , each was given a pad of sticky notes to write   a sentence or two about how they now envisioned the brand voice . These will be collated and a brand   voice manifesto created and submitted for their final approval . 

 We will then go into our research lab with the final results translated into actual guest - facing language   to test the impact of our new brand voice , first in English and then the various languages our app and   website support . Undoubtedly , issues will be surfaced and adjustments will be needed to the new   brand voice during this phase to bring it to a place where it is most effective in communicating with   our guests .       Insight and Approach 

 While I have used these techniques in the past , professors Liedtka and Moore provided some key   insights I had not considered . Primarily , Professor Moore spoke about the importance of looking for   patterns and insights that will “ lead to creative solutions ” . As I moved through the exercises with our   stakeholders , definite patterns emerged ; such as reoccurring themes in the adjectives they used to   describe brand voice and concerns they had about guest impressions . My awareness of this helped   to smooth over more heated discussions during the guest journey map exercise ; by calling out the   patterns and feedback they provided me , I was able to pave the way for consensus to be reached .     In “ Designing for Growth ” by Jeanne Liedtka and Tim Ogilvie , the ten tools of design thinking were   discussed . I was able to leverage these for this exercise , relying heavily on visualization , journey   mapping , value chain analysis , mind mapping , and brainstorming a concept ( or , in this case , a brand   voice ) development . We will move to user testing and rapid prototyping during these lab sessions to   create messaging that resonates with the test subjects – or the customer co - creation the authors   discussed . Finally , when the new app is launched with this new brand voice , a steady stream of   metrics will inform us as to when and how the voice needs to be altered so we can continuously   engage and inspire our global audience .
### Output: 