A

Look

into

the Mind

of

The Portfolio of Brandon ‘B.Wonder’ Thornton

Brand Strategist/Cultural Influencer

“The most beautiful thing we can experience is the mysterious. It is the source of all true art and all science. He to whom this emotion is a stranger, who can no longer pause to wonder and stand rapt in awe, is as good as dead; his eyes are closed.”

— Albert Einstein

The Mind of Wonder

If someone asked you what the one most important thing in your life was or if you could keep one thing in your life and have everything else perish, what would it be?

For me that response is simple. My mind and my ability to think is the most important thing in my life and is the one thing I would never let perish. To some this may seem like a strange answer, but it is the absolute truth.

More than what I earn, more than where I live, more than anything I may have or I may gain, more than anything I may lose.

More than anything I may accomplish, more than what anyone may think of me. More than any relationship or network that I may build.

More than any circumstance or obstacle that may come against me. More than any success that may benefit me.

My mind and what I think is more important to me than anything else in my life, simply for the fact that what I think will determine all of these.

With my mind, I can always find or create the solution.

These following pages are a glimpse into my most prized possession - my mind. The mind that is always seeking to find and create new opportuni-ties, new perspectives, new solutions and new perceptions. The mind that is always looking to learn new things. The mind that has no limits or boundar-ies. The mind that loves the unknown and that is always looking to knock down the walls of conformity and the unconventional. The mind that always questions. The mind that never settles for the easy way out.

The mind of wonder.

If soMeone Asked you whAt the one Most IMportAnt thIng In your LIfe wAs or If you couLd keep one thIng In your LIfe And hAve everythIng eLse perIsh, whAt wouLd It be?

Each and everyday people encounter situations and people that spark strong emotions, passionate reactions and deep thoughts. Many of these emotions, reactions and thoughts are powerful things that can influence the ignition of change in the world and those around us. However, very few people take these powerful elements seriously and fail to embrace them and do anything with them. They fail to ponder, analyze and question. They simply let those thoughts, reactions and emotions of change, challenge and transformation drift off into oblivion and continue to accept a world in which they simply exist.

Wonder is what I experience when I notice things in the world. I wonder why things are the way they are. I wonder why people settle when they can work for better. I wonder what I can change. I wonder how I can be an example and an inspiration. I wonder what new information I can learn and what new doors I can open. I wonder how I can challenge myself to be a better person. I wonder how I can challenge those around me to be better people. I wonder how I can challenge the world I live in.

In crowds, I wonder. In my dreams, I wonder. In my solitude, I wonder. I wonder because I want to take action. I wonder because there are so many unanswered questions. I wonder because I want to be remembered. I wonder because I do not want what has the potential to be something powerful to simply drift away into oblivion.

whAt Is wonder?

A lot of people feel I am a conceited, self-loving, ego-maniac, but I be-lieve that is how anyone is labeled who is different or misunderstood or simply refuses to let anyone or anything get in the way of their goals and dreams.

People have a need to place others in boxes. I refuse to be put in one. I hate boxes.

Truth is, if you relate to me, you feel me as a person and what I stand for, not for who I am or what I do.

I am a down-to-earth person, I just happen to see the world a little dif-ferently than everyone else.

At the end of the day, I know life is much bigger than me and what any-one thinks. I think and I wonder about how to get the most out of life everyday.

My life goal is to travel in space and build a spaceship. (It is yet to be determined if this will actually hap-pen.) I want to be a world traveler.

I am ambitious. I am always thinking and trying to figure things out. I love to learn new things. I love to question. I love to teach. Most of all, I love to share these new discoveries.

Rarely do I like to be told the cor-rect answer. Sometimes I’d rather figure things out the hard way. I am far from perfect. I do not want to be perfect. I am difficult to deal with at times.

I am passionate. This works to my advantage at times and against me at other times.

I have a big heart even though I do not feel it or show it all the time. I can be cold. I can be warm. I am still working on who I am. I believe we all are.

I am learning to love life because I am learning that life loves me.

I am an artist. I love basketball. I love music. They are my best friends.

A lot of people do not ‘get’ me; sometimes I barely ‘get’ myself. I hate when other people ‘think’ they ‘get’ me.

I have a very open mind. I hate con-formity. I am scared of very little, which scares me a whole lot.

I love to think. People should think for themselves. I am a grinder. I always go hard as I can. I love com-petition.

who Is wonder?

My mind is a circus at times. I am wrong a lot. I admit when I am wrong. I like real people. I like enemies. They teach me a lot.

One day I want to help a great amount of people. I want to be re-membered for my character. I want to change the world. My mind is a circus at times.

I love myself. I know a lot about myself, and there is still much to learn. That’s just a little bit about myself and there is still more to come as I continue to learn, grow and evolve.

From my experience interning, freelancing and attending the VCU Brandcenter, I have learned and practiced the strategic elements of business and marketing as well as gained real-world experience creating research and working with creative teams to develop strategies that solve business problems and align with the brand’s truth and promise to its consumers.

Some of the brands I have had the opportunity to work on include the X Games, Method, The Muhammad Ali Center, Goodwill, The Connoisseur Magazine, The Virginia Diner, The Jane Goodall Institute, Coty Cosmetics, Read To Them, and Christopher Newport University to name a few.

The following pages include case summaries of some of the favorite brands and projects I have worked on and shows the approach I took toward the business problem, situation and challenge to develop an authentic, ownable and action-able strategy that could produce results for the brand, engage target audiences as well as inspire strong creative work from creatives.

Enjoy!

the work of wonder

TargetThe X Brand has three different targets to appeal to in order to develop the 24/7/365 brand; Curious Onlookers, Mainstream Sports fans and Action Sports fans.

the X brAnd: stAyIng true to A cuLture

SituationThe X Games had a long history with its core consumer: the action sports fan and actions sports participant. In recent years, the X Games has pursued endeavors to become more than just games, but a total brand. Along with shifting the perception of X to be more than just game in an attempt to develop the brand comes a whole challenge of remaining authentic to a target that is extremely critical of ‘selling out’, while at the same time appealing to a whole new audience with a growing interest in X.

ChallengeTo create a universal brand identity that unifies X web, gear and event offerings and expands X into a 24/7/365 brand experience.

OpportunityDevelop authentic engagement opportunities that brings the X brand to the ground level for all of its current and potential consumers:

Curious On LookersCurious On Lookers: Fans who are aware of the X Games and action sports and the buzz surrounding it, but have never really followed the sport or pursued any interest.

Action Sports FansThese fans are the core target group - Skaters, Snowboarders, BMXers, etc. They are the faithful participants in the action sports world and hold the key to the culture that they protect. X was created for this group, and the brand would not survive without their guiding light.

Mainstream Sports FansFans of the more traditional sports such as baseball, football, basket-ball, etc. They are aware of action sports, may participate on some level and may know some of the big stars, but may not really consider action sports a ‘sport’.

Each of these targets play a key role in the X brand as well as the sporting world. Considering how these different targets currently relate to X and how they interact with other sports, leagues and games, it was clear that each of these targets were essential in developing a successful brand for X. From research, it was found while each of these fans were different and contributed to the sporting world in their own ways, the common thread was that they were enthusiasts and passion pursuers. The X brand had to appeal to this common thread.

InsightThe public knows about X and is familiar with its offerings, but no one feels it is for them.

X had an unclear audience and a clear perception problem. Fans were receiving mixed messages. Actions sports fans were beginning to believe that X Games was created to get other people involved with the actions sports world and was a true representation of their culture. The curious onlookers and mainstream sports fans felt that X was created exclusively for the action sports fans and while they could participate on some level, they felt excluded from any deep involvement

StrategyIn order for the public to feel that the X brand is for them, we will provide a gateway to action sports that provides one element of the culture that each person (target) can relate to.

SolutionThere are No Spectators.

Everyone can be a part of this brand. The only prerequisite is to be passionate. Passion Pursuers can use X as a tool to incorporate elements of this culture and community into their own individual lifestyles and identity. They can pick and choose what parts of this culture appeal to them and incorporate it into their lives. We have to educate about the evolution, allow participation through gear and supporting the community through resources and exposure.

Target:

Method Mavens. We Are The People Against Dirty.

The Method Mavens are people who are already into the style and substance of Method. This core target is perfect for expanding our reach. These Mavens are usually newlyweds, new moms and most importantly leaders of new. The Mavens have a bond with Method and its products, and feel a sense of ownership in the company. For the Mavens, the act of cleaning is an art. It is a ritual that provides a little therapy. It’s revitalization. To the Mavens, Method products are like crayons, and they use these products on the canvas of their home. Home cleaning is not their number one priority; however, it is a part of the commitment to a healthy home environment. Their homes are an extension of themselves. It’s a second skin, and they want the very best products that express the same love they feel for their homes and families.

Method : A renAIssAnce brAnd

SituationBefore there was Method, the cleaning industry was all about low prices and new features. In 2002, when Method was introduced to the market, it became a renaissance brand introducing a whole new way of looking at the clean-ing category, based not on features and low prices, but on style and design that could become a part of the home. When Method was introduced to the market, the cleaning category was flat, and consumers were buying more from big box stores. Method’s new approach as a home accessory led to tremendous growth for Method, growing 3390% in three years. However, despite this tremendous growth, Method only had .0055% of total market share and was beginning to feel pressure from the Big 7 companies (P&G, Kimberly Clark, etc.), private labels and natural green products. This set of new challenges had forced Method to think about the next thing that would not only sus-tain their growth, but also continue to grow their brand and stay true to what made them such a success, being a thought leader.

ChallengeTo enlist the help of Method brand advocates to grow Method as a thought leader.

OpportunityEncourage advocates to buy across categories, support new innovations in current categories and to help recruit oth-ers with a similar mindset.

SolutionDon’t Just Clean. Design.

For the Method Mavens, we wanted to create a call to action for them to gather behind and to inspire their spirits. What we created was a new brand manifesto that would serve as the basis of the campaign and a three phased plan that would first rally the Mavens, then empower the Mavens and lastly sustain the momentum they have gained from the first two phases.

InsightTo the Method Mavens, Method represents the power of design.

Method stands for a smarter way to do more than just clean. It is working with the home, not against it. Method is a higher level of thinking. It is the rebirth of cleaning. It is more than creating something new.

StrategyDesign A Better World.

Method has created a new way of cleaning that incorporates design, cleaning and chal-lenging the traditional. Here design is more than just the style and substance of the products, but is also a tool and philosophy that the Mavens can use in their everyday lives and pass on to each other.

TargetThe Ali Generation.

The main target for this campaign is the Ali Generation. In choosing a target, we decided it was most important to choose a target that understood the full significance of Muhammad Ali as an American Icon. The Ali Generation grew up in the 60s and 70s, during the time of Ali’s prime and a unique moment in history. The whole world was changing in terms of values and beliefs. They experienced the life and transformation of Ali and the society during that time first hand. As a result, they recognize Ali’s transformative essence.

What makes this generation special is their need for constant evolution and reinvention of themselves. They have already achieved a lot in life and now, they are seeking self-actualization and self-fulfillment in numerous arenas in their life. They will never forget their achievements, their history and they do not want it to be forgotten.

the MuhAMMAd ALI center: A trAnsforMAtIve eXperIence.

SituationWhile The Muhammad Ali Center is well known to residents of Louisville, Kentucky, it is not well known through-out the U.S. The Center now serves as a destination, hoping to attract visitors to come and learn. However, for it to fully live up to its potential, the Center must spread its reach, voice and influence far beyond Kentucky’s borders, while facing multiple challenges such as a limited budget, an unfair perception from the public and staying true to the legacy of a legend.

ChallengeTo increase the awareness of Muhammad Ali’s legacy as well as increase membership and visitation to The Muham-mad Ali Center.

OpportunityCreate engagement opportunities that build relationships with current and new visitors.

InsightPassing on their Legacy.

The Ali Generation’s greatest motivation is to pass their legacy on to younger genera-tions. This is important because the younger generation knows Ali was ‘The Greatest’, but really cannot fully grasp and understand the significance of Ali in the times today. Communication with the Ali Generation will open the doors of opportunity to connect to younger generations

StrategyAppreciate the ability to be who you are.

The Ali Generation’s feelings about Ali are intertwined with the transformative experi-ences they shared with him while growing up. Now that they are growing up, they see a connection between those times and now. They want us to appreciate all the changes that are happening today, and not be taken for granted what we’ve been given. This is why they see a symbol of overcoming yesterday’s struggles, of standing up for what we believe against overwhelming odds, and in doing so, making today’s opportunities all the more possible.

SolutionStand for Something.

This is the essence of Muhammad Ali, the Center and his life. He symbolizes and em-bodies it and inspires us to incorporate this mindset into our own lives and shows us the benefits of overcoming our own challenges.

Why are we advertising?To create a universal brand identity that unifies X web, gear, and event offerings, ex-panding X into a 24/7/365 brand.

What is the objective of the advertising?To communicate that the X brand is more than just games and offers many avenues through which to experience the action sports community and culture.

Who are we talking to?In the process of becoming an action sports fan there are three levels: intrigued, em-braced, and infatuated. We are looking to speak to speak to all three of these levels, with different content. In doing so the underlining tie is they are all enthusiasts. EnthusiastsEnthusiasts possess an adventurous spirit. They are energetic, lively, and optimistic. They want to contribute to the world. They are interested in the whole view: how arts, music, fashion and sports interweave in this culture.

They are girls, boys, men, and women who range in age from 8 to 40.

They adults are typically making under $50,000.

What insights do we have about our target that will help us?

Enthusiasts:- Seek companionship, affection and attention.- Like to laugh and engage in stimulating conversation.- Like stories and epic contexts.- Are not looking to conform, but are looking for suggestions on what they can add to their personal style.- Value freedom and independence.- Don’t like to be told what to do.- Have a variety of interests- Follow their gut instincts.- Value spontaneity and optimism even if they might not always practice it.

They might:- Have short attention spans.- Have a variety of interests that compete for their time.- Have trouble committing to one thing.

creAtIve brIef

What is the single most important thing (rational or emotional) we want the audience to take away from our communications?X is the springboard into the action sports culture and community, offering an entryway to become part of this exciting and constantly evolving culture.

Why should they believe us?X is about breaking down intimidating barriers to entry into action sports culture, by educating about the evolution, allowing participation through gear, and supporting the community though our vast resources and exposure.

Why is it relevant to them?Passion Pursuers can use X as a tool to incorporate elements of this culture and commu-nity into their individual lifestyles and identity. They can pick and choose what parts of this culture appeal to them, and appropriate it.

What is the single thing we want to avoid?Over emphasizing the “extremeness” of the sports and lifestyle. The X brand presents people who dedicate their life to what they love, rather than just being extreme.

What is our brand tonality and attitude?The tone is that of an older brother: not the ultimate authority, but your first introduc-tion to what’s cool. He isn’t the final word on what’s popular, but your glad someone is pointing you in the right direction and helping you navigate something you are inter-ested in.

Interesting media touch points to amplify message:Community: Create opportunities for sports, art, music and style to grow and be displayed through events. Allow the heroes of action sports to allow interactions with consumers.

Digital: Make it easy to learn about where this culture comes from. Make it easy to create new elements of this culture tricks, music, art, etc. Make it easy to share what has been learned and created.

Point of Purchase: Make the moment of purchase be the start, rather than the end point, of involvement with the X brand.

Are there any mandatories to keep in mind?15MM budget. URL. Must utilize Disney affiliate networks.

The SituationIn 2006, Sony discontinued its revolutionary robot dog, Aibo, due to corporate restructuring. During the 6 years since its introduction in 1999, the Aibo quickly became one of the most innovative toys and the first significant creation utilizing artificial intelligence. When Aibo hit the market it created a new category, ERS (Entertainment Robot Systems), which has now flourished into a very competitive segment, where there has been many big brand copycats and knockoffs. The Aibo is returning to the market by popular demand with even more capabili-ties and improved artificial intelligence. With Aibo’s popularity and brand subculture, Sony hopes to again revolutionize the ERS category and refine the interactive toy.

The ObjectiveTo relaunch the Sony Aibo and reestablish the Aibo brand as the true leader in the ERS cat-egory. The communication should spark interest about artificial intelligence and the enhanced behavioral capabilities of the Aibo amongst the target.

Who are we talking to?The Technophile

Who is the Technophile? A technophile, as the name suggests, is a person who is immersed in the latest technology. He is tech savvy as well as tech thirsty, and even though he has great knowledge of the field, he seeks to better himself by learning of the newest innovations first hand. All types of technolo-gy give him a high, whether it is the latest flat screen TV, computer hardware or sunglasses that play MP3s. He has the passion and the disposable income to acquire these gadgets. He is an active member of the open source community and the web 2.0 generation, and is involved in programming and creating content for the web as well as spreading his opinions about certain technologies. What do we know about the Technophiles?

TECHNOLOGY AS A CHALLENGE.- Practitioners of Reverse engineering. They love to conquer unconquered territory by learning the workings of all hardware and software and working backwards to develop ways to make it better.

- Only want to be limited by their limits. They look at technology as a medium by which to better themselves. They look at technology to challenge them as they play with it. The longer they play and the more they accomplish, the more complex the challenge becomes for them. An easy technology or a simple problem for them leads to boredom and limits their imagina-tion.

creAtIve brIef

TECHNOLOGY IS THEIR BEST FRIEND.Technology is their only companion. They spend the majority of their life with technology on a professional level as well as a personal level. Technology is not only their entertainment but also as a means to their livelihood.

What is the single most important thing to communicate?“The Aibo is the old dog that keeps learning new tricks.”

Why is this believable?Aibo is back with enhanced features that render it more life-like than any other toy robot in its category. Aibo’s superior Artificial Intelligence and programmability empowers the owner to develop its personality and interactive abilities.

Why is this relevant?The Aibo personifies the challenges provided by technology as well as the companionship that is derived from it.

Brand Values

- Endless Imagination, Unexpected Creativity, Bright Thinking- Sony is a leader in product innovation and a brand devoted to imagination and helping dreamers dream. With the Sony Aibo, the brand wants to bring these values to life by bridging the gap between fantasy and reality and turning technology into a tool for human evolution.

Mandatories- Product Name, Logo and Tagline- Website URL- Limited Edition Release

Media Contact Points - Print Ads, Internet, Events- Wired Magazine “Wired, Tired, Expired”- WeFeelFine.org (website)- Viral Videos (Youtube)- E3 Game Convention- Demo Convention- ISoHunt.com (Bittorant DL site)

What is the Creative Brand Management track?

The Creative Brand Management curriculum combines the fundamentals of the traditional MBA, the strategic ele-ments of business and marketing and real-world experience working with creative teams to develop brand strate-gies that solve business problems with a heavy emphasis on group collaboration.

The Inevitable Clashing of Two Worlds: The Influence of the Creative Brand Manager

Have you ever thought how Kanye West’s latest blog posting could effect your Customer Lifetime Value? Or how Banksy’s latest art exhibition and cost/benefit analysis go hand in hand? Or even why the latest sneaker trend or BMX rider’s music choice could effect your next year’s budgeting forecast?

The world of traditional business is steadily increasing with a plethora of brands, corporations and industries that are not driven simply by supply and demand, profit margins and bottom line results, but by their roots and con-sumers that are deeply sewn into society’s evolving and ever progressing culture.

A brave new world is emerging out of the current economic strife that will require a brave new outlook, one that utilizes the old processes and formulas of streamlined thinking and gives way to the importance of evolving cre-ativity and culture.

For that reason, the Creative Brand Manager is the business professional of the future. The Creative Brand Man-ager is the clashing of two worlds that many people do not think belong together, merging as one. We are not just number crunchers, left-brain analysts and strategists, but we are also artists, storytellers and embracers of the unknown worlds and cultures around us. We are the realization that creativity can be applied to any level and discipline within an organization.

In my two years in the Creative Brand Management program, not only have I been able to learn what it takes to manage a brand daily, but I have continuously learned what it takes to identify, nurture and grow a brand in the present and well into the future.

In today’s ever changing business environment, worlds that traditionally were not seen as coexisting are coming together and lines are being erased between conventional and conceptual thinking. The Creative Brand Manage-ment track is at the forefront of that trend in the academic world of business, branding, marketing and advertising and is preparing its students to be the leaders in this clashing of worlds.”

the cLAshIng of two worLds: The Emergence of the Creative Brand Manager in the New World of Business.

Brandon ‘B. Wonder’ Thornton Brand Strategist & Cultural Influencer

804.814.0242

imalwayswondering@gmail.com

themindofwonder.tumblr.com

I am always wondering.