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Allen Edmonds Creative Brief

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Allen Edmonds Creative Brief

CB 2 Lab B5: Katie Anderson, Spencer Barry-Jenkins, Ashley Diddell

Why Are We Advertising?

To position Allen Edmonds as an inspirational lifestyle brand for rising professional men Who Are We Talking To?

Mod Manllennials are 25-30 year old men who “strongly believe that the better he looks the more he will be respected”. He views personal style as an opportunity to convey his

ambitious personality and attention to detail. For him, dressing well translates into confidence, and serves as inspiration for him to achieve his professional goals. The Mod Manllennial “dresses for the job he wants, not the job he has.

What Do We Know About Them?

“The way I dress shares who I am without having to say anything.” (Team 2B, insights) What Do We Want Them To Take Away?

An Allen Edmonds man goes a step above the rest.

Support “You can never spend too much on your personal image” (Team 2B, in-depth

interview)

This demographic is financially prepared to spend more money on high-end brands and 51 percent will buy products that represent their personality. (Team

2B, research) Style is a motivator for achieving success and gives him a leg up on the

competition (Team 2B, insights)

Tone

Determined, matter-of-fact, prideful Creative Sparks

You deserve the best, so wear the best “It’s totally impossible to be well-dress in cheap shoes” - Hardy Amies

Celebrating the self-made man Mandatories

Allen Edmonds logo, Allen Edmonds website, Allen Edmonds content marketing