Part 4. The U.S.P.S. Identity Structure
1.Whatis the currentbrand image?
2.Think ofU.S.P.S. as Product organization, Person, Symbol
3.What other extended identities exist that should be maintained as you look to fix this brand?
Part 5. The U.S.P.S. Personality
1.BPS measures. What works for the brand?
2.What personality models do they currently have with the consumer?
3.ls there anything about our competitors (and their personalities)that may impact what we say on propose to change? Showing an understanding of measurement is often discussed here.
Part 6. The U.S. P.S. Big Idea
1.What is the creative platform idea that you will be presenting to winthis business?
2.Now, begin to make it come to life as an ad campaign (to be presented as you see fit)
3.What is your tag line? Write a commercial so we understand the personality you seek
4.Make it clear who the target for your new idea is. Has it changed?
5.Will you be using celebrities? lf yes, who and why?
Part 7. Non-traditional Extensions
1.Now, build offyour idea by discussing and showing at least two examples of how you will extend your idea beyond the world of TV.
Part 8. U.S.P.S. Goes Digital
1.Now, continue to bring your idea to life by showing how it unfolds in the digital space. Are there new technologies that would aid in your success? This area is probably key to any solution.
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