University of Hertfordshire · 4CTA2054 Concept to Customer · Session 4 · Fri 30 Oct
Theory, funnel, journey, playbook
Afternoon workshop, 13:30 to 16:00, Fashion Base Room. Bring your Session 3 Nike Audit. By 16:00: two theory decisions, a funnel for your territory, a journey map, a first A3 playbook and a shot list for the photoshoot on Fri 20 Nov. Gaps are fine if you label them.
Step 01 · Reopen your audit 13:30 · 10 min
Write your exact customer, territory and problem. Underline what is evidenced.
Customer and circumstance One decision I carry forward Step 02 · Theory in action 13:40 · 20 min
Two theories that change two different decisions. Formula: “[Theory] says … So we will … We’ll check by …”
| Theory | What it says, one sentence | The decision it changes in my range | Evidence (source, date) | Its limit |
|---|
| C Glocalisation (example) | Global and local shape each other | Keep the Air Max sole; launch through a Korea Exclusive Access route | Nike SNKRS ONE PIECE guide, Sep 2026 | A nation is not one culture |
| | | | |
| | | | |
Step 03 · Build your funnel 14:00 · 20 min
One main channel per stage, for your territory. Never invent a number: write to be established. A draw entry is not a sale.
| Stage | Channel or platform in my territory | Content or action | KPI and formula | Target, or to be established |
|---|
| Awareness | | | | |
| Consideration | | | | |
| Conversion | | | | |
| Loyalty | | | | |
| Advocacy | | | | |
Step 04 · Sketch the journey 14:20 · 10 min
Your customer’s experience, not the brand counting. Mark every thought as fact (with a source) or assumption. Circle one moment that matters.
| Discover | Explore | Buy | Receive + wear | Share + come back |
|---|
| Touchpoint (who owns it) | | | | | |
| Doing | | | | | |
| Thinking or feeling | | | | | |
| Pain | | | | | |
| Fact (source) or assumption | | | | | |
The moment that matters, and why
Step 05 · Draft the A3 playbook 14:40 · 35 min
Rough layout here, then on A3 landscape (420 × 297 mm). Read left to right. About 250 to 350 words. Half the main area for imagery. Source keys beside claims, e.g. “Nike, 2026a”.
HeaderRange name and Nike relationship
Territory, customer and circumstance
One-line promise
MainCultural rationale and evidence
Hero product and small range view
Price band and product roles
DecisionsTheory 1: decision and limit
Theory 2: decision and limit
What stays Nike / what changes locally
ActivationFunnel, channels and launch moment
Campaign idea, creators and shot direction
KPIs, targets or to be established
FooterMain risks and permissions
Unknowns and next test
Source keys and image credits
Step 06 · Peer swap 15:15 · 15 min
Swap with a neighbour. Follow the idea from cultural rationale to product to purchase. Pick two scenario numbers before reading them.
1. Your launch hashtag becomes unavailable a week before release. What alternative route keeps the message?
2. Your hero creator becomes unsuitable. What criteria pick a replacement, and what stays Nike?
3. Your range sells out in an hour. What data would you need before calling it a success?
4. Lots of views, almost no product-page clicks. Which message or handoff would you test?
5. Your customer can only afford the entry product. Does it still deliver the idea and the Nike benefit?
6. Your pre-order delivery date moves. What protects trust?
7. A local participant says your reference is sacred or misrepresented. What follows?
8. Your customer does not use your platform or cannot reach the pop-up. What is the alternative?
Step 07 · Ten checks before feedback 15:30 · 20 min
1. A specific customer and circumstance in my territory
2. A cultural rationale with a source and a respectful explanation
3. A clear hero product and its role in the range
4. Each theory changes a visible decision
5. A limit stated for each theory
6. Each funnel stage has a channel, action, KPI and formula
7. Unknown targets, prices and outcomes labelled honestly
8. A real pain point, with assumptions marked
9. Someone could plan the shoot from my page
10. Sources, image credits, risks and next tests are visible
Tutor feedback note and my next action
Step 08 · Shoot plan for Fri 20 Nov 15:50 · 10 min
Every shot has a job in the funnel. Mood direction = light, palette, framing, movement, styling. Get model and location permission.
| Shot | Job | It must show | My shot idea | Who / permission |
|---|
| Hero | Awareness | Customer, setting, attitude, one cultural idea | | |
| Full look | Consideration | How the range works together | | |
| Detail | Consideration | One material, fastening or graphic. Real or mock-up? | | |
| Product + info | Conversion | Clear product, price, correct purchase route | | |
| Community moment | Loyalty + advocacy | A credible activity, consent, a reason to share | | |
Cultural checks: name the specific community and meaning before using a symbol. Sacred, religious, royal or political imagery needs informed review. Thailand: no sacred tattoo or ritual references as sports graphics. Korea: never imply an idol partnership. Japan: a manga licence is not free access. China: explain the local context, no national symbols as shorthand.
Theory you can cite
Kotler, P., Kartajaya, H. and Setiawan, I. (2017) Marketing 4.0: Moving from Traditional to Digital. Hoboken, NJ: Wiley.
Lemon, K.N. and Verhoef, P.C. (2016) ‘Understanding customer experience throughout the customer journey’, Journal of Marketing, 80(6), pp. 69 to 96.
Kapferer, J.-N. (2012) The New Strategic Brand Management. 5th edn. London: Kogan Page.
Aaker, J.L. (1997) ‘Dimensions of brand personality’, Journal of Marketing Research, 34(3), pp. 347 to 356.
Aaker, D.A. and Keller, K.L. (1990) ‘Consumer evaluations of brand extensions’, Journal of Marketing, 54(1), pp. 27 to 41.
Keller, K.L. (1993) ‘Conceptualizing, measuring, and managing customer-based brand equity’, Journal of Marketing, 57(1), pp. 1 to 22.
Robertson, R. (1995) ‘Glocalization: time-space and homogeneity-heterogeneity’, in Featherstone, M., Lash, S. and Robertson, R. (eds) Global Modernities. London: Sage, pp. 25 to 44.
Rogers, E.M. (2003) Diffusion of Innovations. 5th edn. New York: Free Press.
Beverland, M.B. (2005) ‘Crafting brand authenticity: the case of luxury wines’, Journal of Management Studies, 42(5), pp. 1003 to 1029.
Young, J.O. (2008) Cultural Appropriation and the Arts. Oxford: Blackwell.
Hofstede, G. (2001) Culture’s Consequences. 2nd edn. Thousand Oaks, CA: Sage. Critique: McSweeney, B. (2002) Human Relations, 55(1), pp. 89 to 118.
Simmel, G. (1957) ‘Fashion’, American Journal of Sociology, 62(6), pp. 541 to 558. Field, G.A. (1970) ‘The status float phenomenon’, Business Horizons, 13(4), pp. 45 to 52.