Write a reflective Argument base Assignment

Maximimu words limit 3000

Please read the brief (and then re-read the brief)

Check off all the 5 questions have been answered by yourself

You must compare two brands; one that has exceeded expectation and one that has fallen short.

Try to focus on brands and not their parent company (e.g. analyse Fairy instead of P&G or Dove instead of Unilever)

Make sure the brand activity is from within the last 24 months.

Construct a set of guidelines for effective brand response with 5 relevant points.

The word weighting / marking should give you a good guide as to what is needed

Check the similarity reports (you have three attempts to view these so use them)

Anything above 20% similarity is deemed high and we will use this to guide our marking

Report STRUCTURE clearly sign post and match the brief MAIN POINTS

1. Outline of your perspective on Extinction Rebellion letter (at least 350 words / 10%).

2. Your thinking on how UK ad agencies and their clients could respond to this using examples from around the world (at least 350 words / 10%).

3. Critical analysis of two brands from across the globe with activity from within the last 24 months; (2,100 words / 60%).

one which has managed to exceed customer and stakeholder expectations with its activity to address climate change with real life examples.

one which has fallen short of expectations and impacted its reputation negatively, again with real life examples.

4. Set of practical and measurable guidelines including 5 relevant points to inform brands how best to manage their approach to climate change (700 words / 20%)

5. Bibliography

Use theory & FRAMEWORKS

Use frameworks studies in weeks 4-6 such as:

Horizon Scanning

VUCA model

Stakeholder Theory

Triple Bottom Line (TBL)

Situational Crisis Communication Theory (SCCT)

Business Continuity Planning (BCP)

Geert Hofstedes cultural dimensions

Others that you have researched

Use Marketing and/or PR terminology

Check your glossary and other sources