Challenge- 

 I am heading marketing in ABC and my groups challenge is to improve on branding and establish   brand architecture for ABC .A well - defined brand architecture helps drive effectiveness in a brand   portfolio . When brands and their roles within a portfolio are clearly defined , there is internal and external clarity on   what the brands stand for a how a brand relates to other brands . A defined architecture helps present the brand   consistently across geographies and touch points . Clarity and consistency drive efficiencies – in marketing spends , in   synergizing efforts consistency and efficiency enhances the effectiveness of the brand in stronger brands . 

 We are , for the first time , defining a brand architecture strategy for the ABC . This will help us   leverage our most precious asset other brands in our portfolio to the fullest extent . Put simply , we are developing a   framework to help us decide on how we use the ABC brand , how we relate other brands to   ABC and finally , how we best present the ABC brand to the internal and external   world . 

 Selection- 

 My team has gone through several design thinking activities / tools , therefore we decided to start with learning   launch tool followed by Visualization , or Visual thinking . By using Learning launch we can experiment to quickly test   an idea and prototype for Visualization . Visualization , or Visual Thinking , was used to achieve a shared   understanding of a problem space among a diverse group of stakeholders ( Manufacturing /Sales /After Market etc . )   before attempting to identify and define possible solutions to the problem . 

 From Week 4 – We can quickly learn to develop prototype of designs /logos and from Week 1 we can put prototype   to get stake holders to add value by feedback through visualization . 

 Application - 

 By using Learning launch 1st , we use the term “ wordmark ” we are referring to the “ ABC ” mark . The   millennium logo is the symbol that currently goes with the wordmark . 

 The following will be the changes resulting from the brand architecture exercise : 

 • A coherent , simple brand architecture strategy , for The “ ABC ” word mark is being refreshed 

 • The brand will be presented in a darker shade of the ABC red - the color red becomes the primary   color of the brand . 

 Our team completed an anonymous survey . The surveys included questions about our new , proposed millennium   logo and color , understanding feelings /perceptions about the change . 

 For our second learning launch , we focused on gaining clarity about implementation and deployment . 

 • The millennium logo becomes a product badge for the mobility products and will not be used at the corporate   level 

 • A graphic element , the Ridge , has been introduced 

 • Brand voice ( how the brand speaks , in the printed form ) principles have been developed 

 All the changes listed above are the result of feedback received from internal and external stakeholders . We   conducted an extensive global research study to evaluate all the elements of the ABC identity mark ,   the colors we use in our visual system etc . 

 Insights- 

 By applying Launch tool research informed us of the need for change and also provided insights into the direction   and extent of change . The symbol that currently goes with the wordmark . New Wordmark the following are the   changes , resulting from the brand architecture exercise : 

 A coherent , simple brand architecture strategy , for all group companies to follow the “ ABC ” word   mark is being refreshed .The brand will be presented in a darker shade of the “ ABC ” red ; the color   red becomes the primary color of the brand 

 The millennium logo becomes a product badge for the mobility products , products and will not be used at the   corporate level A graphic element , the Ridge , has been introduced Brand voice ( how the brand speaks , in the   printed form ) principles have been . 

 The decision to define a brand architecture strategy for the group was taken around the time “ ABC ”   was approved . 

 This exercise is the result of the group ’s intent to build a strong global brand and the change will help us achieve our   aspiration . 

 All the changes listed above are the result of feedback received from internal and external stakeholders . 

 The brand logo of “ ABC ” is a pictorial representation of how the brand is interpreted within the   organization . This illustration helps us understand how the brand aligns with the vision of the organization . The   overarching Core Purpose acts as the rationale behind which every employee of the organization works . This is   supported by the brand pillars that hold everything together . The core values act as our guiding foundation to   balance the strong tenets surmised in the brand pillars . 

 OLD LOGO                                                                                                                      NEW LOGO 

 Approach- 

 Brainstorming sessions led by ‘ Design Thinking ’ were conducted and learning launch and Visualization   were chosen as tools to move forward . 

 If it looks good , you 'll see it . If it sounds good , you 'll hear it . If it 's marketed right , you 'll buy it .   “ ABC ”    always churns out products that look good and they certainly market it right ! The   process of creating these products involves a dedicated and disciplined workforce and most importantly ,   creative minds . However , creativity flourishes in an environment , where everyone is willing to embrace   change . 

 Earlier , the brand identity was about the celebration . The idea was centered on the belief that   “ ABC ”    are second to none , and that through the quality , reliability and durability of   “ ABC ” products and services , the group would prove that to the world . But in a changing   world , with “ ABC ”   strongly established in the global economy , and with the group 's own   businesses expanding to new sectors and new geographies , the our leaders felt that its central ideals   needed to be redefined . 

 Thanks    Ahmed 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Ahmed
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: Challenge- 

 I am heading marketing in ABC and my groups challenge is to improve on branding and establish   brand architecture for ABC .A well - defined brand architecture helps drive effectiveness in a brand   portfolio . When brands and their roles within a portfolio are clearly defined , there is internal and external clarity on   what the brands stand for a how a brand relates to other brands . A defined architecture helps present the brand   consistently across geographies and touch points . Clarity and consistency drive efficiencies – in marketing spends , in   synergizing efforts consistency and efficiency enhances the effectiveness of the brand in stronger brands . 

 We are , for the first time , defining a brand architecture strategy for the ABC . This will help us   leverage our most precious asset other brands in our portfolio to the fullest extent . Put simply , we are developing a   framework to help us decide on how we use the ABC brand , how we relate other brands to   ABC and finally , how we best present the ABC brand to the internal and external   world . 

 Selection- 

 My team has gone through several design thinking activities / tools , therefore we decided to start with learning   launch tool followed by Visualization , or Visual thinking . By using Learning launch we can experiment to quickly test   an idea and prototype for Visualization . Visualization , or Visual Thinking , was used to achieve a shared   understanding of a problem space among a diverse group of stakeholders ( Manufacturing /Sales /After Market etc . )   before attempting to identify and define possible solutions to the problem . 

 From Week 4 – We can quickly learn to develop prototype of designs /logos and from Week 1 we can put prototype   to get stake holders to add value by feedback through visualization . 

 Application - 

 By using Learning launch 1st , we use the term “ wordmark ” we are referring to the “ ABC ” mark . The   millennium logo is the symbol that currently goes with the wordmark . 

 The following will be the changes resulting from the brand architecture exercise : 

 • A coherent , simple brand architecture strategy , for The “ ABC ” word mark is being refreshed 

 • The brand will be presented in a darker shade of the ABC red - the color red becomes the primary   color of the brand . 

 Our team completed an anonymous survey . The surveys included questions about our new , proposed millennium   logo and color , understanding feelings /perceptions about the change . 

 For our second learning launch , we focused on gaining clarity about implementation and deployment . 

 • The millennium logo becomes a product badge for the mobility products and will not be used at the corporate   level 

 • A graphic element , the Ridge , has been introduced 

 • Brand voice ( how the brand speaks , in the printed form ) principles have been developed 

 All the changes listed above are the result of feedback received from internal and external stakeholders . We   conducted an extensive global research study to evaluate all the elements of the ABC identity mark ,   the colors we use in our visual system etc . 

 Insights- 

 By applying Launch tool research informed us of the need for change and also provided insights into the direction   and extent of change . The symbol that currently goes with the wordmark . New Wordmark the following are the   changes , resulting from the brand architecture exercise : 

 A coherent , simple brand architecture strategy , for all group companies to follow the “ ABC ” word   mark is being refreshed .The brand will be presented in a darker shade of the “ ABC ” red ; the color   red becomes the primary color of the brand 

 The millennium logo becomes a product badge for the mobility products , products and will not be used at the   corporate level A graphic element , the Ridge , has been introduced Brand voice ( how the brand speaks , in the   printed form ) principles have been . 

 The decision to define a brand architecture strategy for the group was taken around the time “ ABC ”   was approved . 

 This exercise is the result of the group ’s intent to build a strong global brand and the change will help us achieve our   aspiration . 

 All the changes listed above are the result of feedback received from internal and external stakeholders . 

 The brand logo of “ ABC ” is a pictorial representation of how the brand is interpreted within the   organization . This illustration helps us understand how the brand aligns with the vision of the organization . The   overarching Core Purpose acts as the rationale behind which every employee of the organization works . This is   supported by the brand pillars that hold everything together . The core values act as our guiding foundation to   balance the strong tenets surmised in the brand pillars . 

 OLD LOGO                                                                                                                      NEW LOGO 

 Approach- 

 Brainstorming sessions led by ‘ Design Thinking ’ were conducted and learning launch and Visualization   were chosen as tools to move forward . 

 If it looks good , you 'll see it . If it sounds good , you 'll hear it . If it 's marketed right , you 'll buy it .   “ ABC ”    always churns out products that look good and they certainly market it right ! The   process of creating these products involves a dedicated and disciplined workforce and most importantly ,   creative minds . However , creativity flourishes in an environment , where everyone is willing to embrace   change . 

 Earlier , the brand identity was about the celebration . The idea was centered on the belief that   “ ABC ”    are second to none , and that through the quality , reliability and durability of   “ ABC ” products and services , the group would prove that to the world . But in a changing   world , with “ ABC ”   strongly established in the global economy , and with the group 's own   businesses expanding to new sectors and new geographies , the our leaders felt that its central ideals   needed to be redefined . 

 Thanks    Ahmed
### Output: 