Lecture 1 – Branding – 03/02/2021
L’oréal Brandstorm:
Brandstorm: a student competition! A lot of different countries join.
1. select 1 category
* new products & services (imagine connected beauty devices, new diagnostic services)
* new entertaining experiences (imagine a shoppable live beauty show, 3D experience at point of
sales..)
2. Pitch your most innovative idea
3. Scoring criteria:
* innovative 30%
* useful 30%
* feasible 20%
* scalable 20%
DON’t FORGET TO SUBMIT YOUR CV DIRECTLY THROUGH YOUR BRANDSTORM SPACE → meet our
recruiters and join the l’oréal talent pool.
Boost your profile with a digital certified assessment and become an expert!
Join now: brandstorm.loreal.com/netherlands
,Fastest growing market: australia, south asia.
Skincare is one of the biggest product categories.
,Beauty is a high tech and innovative industry (from data science to reconstructed skin)
Sustainability noemen!
Digital → 75% still in physical stores! So digital can also mean: a digital device used INSIDE a store. So
digital is NOT online.
, Branding? L’oreal is a branding company. There is quite a lot of freedom how you go about your
brand. You can choose one specific brand, but if you have an idea that links to the shopping
experience as general you can use multi-brand. LET OP! kruidvat is different than Bijenkorf! You can
pick one brand and focus on it, or use some brands together. Link to the brand that fits best with
your link!
Focus on 1 brand to showcase your idea! (post-covid)
Entertainment: in the future is going to play a bigger role. Potential of involving entertainment in
beauty market is high! Being the first.
Find something that is relevant for the consumer, and create a nice branding story.
Lecture 1: Brand boundaries & brand value:
Course approach:
Sessions are not recorded.
Journal articles:
- exam literature via (links in) Canvas
- additional materials via Canvas
- structure based on work by K.L. Keller
Theory and practice:
- e.g. written exam, presentations, business case
Business Lab:
- impact on literature, approach, evaluation
- exam material: approx. 35 pages of academic/business literature per week
Checking:
- course manual, canvas!
Contacting us:
- different folks for different sessions
Evaluation:
Assignment (10%)
- presentation of a miniature branding ‘’case’’
- 5 minutes: depth over breadth
- w2-w5
- plus formalized feedback to another team in a different session
Business Case (30%) (L’oreal brandstorm)
- business case pitch
- to be discussed throughout course
- w6
- Follow-up: camus finals → national finals
Exam (60%)
- written, closed book, open questions (proctored)
- to be discussed later in course
- exam literature & slides (lecture & seminar)
- w8
L’oréal Brandstorm:
Brandstorm: a student competition! A lot of different countries join.
1. select 1 category
* new products & services (imagine connected beauty devices, new diagnostic services)
* new entertaining experiences (imagine a shoppable live beauty show, 3D experience at point of
sales..)
2. Pitch your most innovative idea
3. Scoring criteria:
* innovative 30%
* useful 30%
* feasible 20%
* scalable 20%
DON’t FORGET TO SUBMIT YOUR CV DIRECTLY THROUGH YOUR BRANDSTORM SPACE → meet our
recruiters and join the l’oréal talent pool.
Boost your profile with a digital certified assessment and become an expert!
Join now: brandstorm.loreal.com/netherlands
,Fastest growing market: australia, south asia.
Skincare is one of the biggest product categories.
,Beauty is a high tech and innovative industry (from data science to reconstructed skin)
Sustainability noemen!
Digital → 75% still in physical stores! So digital can also mean: a digital device used INSIDE a store. So
digital is NOT online.
, Branding? L’oreal is a branding company. There is quite a lot of freedom how you go about your
brand. You can choose one specific brand, but if you have an idea that links to the shopping
experience as general you can use multi-brand. LET OP! kruidvat is different than Bijenkorf! You can
pick one brand and focus on it, or use some brands together. Link to the brand that fits best with
your link!
Focus on 1 brand to showcase your idea! (post-covid)
Entertainment: in the future is going to play a bigger role. Potential of involving entertainment in
beauty market is high! Being the first.
Find something that is relevant for the consumer, and create a nice branding story.
Lecture 1: Brand boundaries & brand value:
Course approach:
Sessions are not recorded.
Journal articles:
- exam literature via (links in) Canvas
- additional materials via Canvas
- structure based on work by K.L. Keller
Theory and practice:
- e.g. written exam, presentations, business case
Business Lab:
- impact on literature, approach, evaluation
- exam material: approx. 35 pages of academic/business literature per week
Checking:
- course manual, canvas!
Contacting us:
- different folks for different sessions
Evaluation:
Assignment (10%)
- presentation of a miniature branding ‘’case’’
- 5 minutes: depth over breadth
- w2-w5
- plus formalized feedback to another team in a different session
Business Case (30%) (L’oreal brandstorm)
- business case pitch
- to be discussed throughout course
- w6
- Follow-up: camus finals → national finals
Exam (60%)
- written, closed book, open questions (proctored)
- to be discussed later in course
- exam literature & slides (lecture & seminar)
- w8
