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Marshall Brand Revitalization
Undertaken during my master's program, the brand revitalization project for Marshall headphones focused on analyzing the current market and brand positioning, with the aim of introducing a refreshed strategic and creative positioning for its products. Initially, we conducted an analysis of the market dynamics within the headphone industry and evaluated the competitive landscape. Subsequent primary research involved interviewing a targeted demographic regarding their purchasing behaviors and attitudes towards headphones and music. Utilizing both secondary and primary research methods, we crafted a creative brief and devised marketing campaigns. Drawing on Marshall's rich heritage in rock and roll, we developed a marketing campaign titled "More Than Sound, It's a Way of Life." The objective was to cultivate a sense of belonging within the Marshall community, convincing consumers that Marshall headphones offer more than just audio excellence—they provide an immersive rock and roll lifestyle experience, accessible anytime and anywhere.
Creative Execution
My responsibilities within the team included conducting research on marketing trends and the history of advertising, developing the creative brief and marketing positioning, and overseeing the creative execution of the social media campaign. I wrote the copy for the Instagram post and designed the campaign. This initiative was part of a collaborative campaign with Spotify, designed to engage rock and roll aficionados by inviting them to share their all-time favorite rock tracks in the comments of a specific Instagram post. These selections were then curated into playlists on Spotify, serving as the foundation for an upcoming offline collaboration. The campaign aimed to foster community engagement and strengthen the bond among fans, while reinforcing the brand's intrinsic connection to the rock music genre.
Complete Project Presentation Deck
I was also in charge of designing the decks for the presentation.
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