A white paper is a recommendation to change an industry (NOT a company, that’s a Proposal). It’s often based on two or more successful case studies (which may come from another different industry as well) demonstrating a successful strategy, recommended to be implemented across an industry with the goal of evolved change.
Industry sector choices (following the case study theme): LUXURY (in general), or specific sub-sectors of Luxury: fashion, textile, jewelry, perfume, watches
Industry topics are often those areas that have hit you the wrong way as you have done research for your case study. Any moment that has disturbed you, felt uncomfortable, in the digital online marketing and research, is probably an area that the industry needs addressing. Common topic areas are marketing themes & projects, advertising themes, possible collaborations, etc., often in the area of social or ethical issues. I have EXCLUDED SUSTAINABILITY/ ENVIRONMENTAL, business plans and methods, excluding clean cosmetics as well, for your white paper topics, for the reason that these sectors are already being forced to adopt measures in this area, are expanding heavily in these areas; your white paper topic should be original and creatively thought out, so social /ethical, product functionality, product philosophy, luxury concept, digital marketing (social media) or authenticity-related topics related to marketing/advertising or other product concerns will more commonly be your focus, as well as themes listed below. Feel free to email your topic to your professor, for pre-writing review, if desired.
A white paper is an authoritative document intended to fully inform the reader on a particular topic. It combines expert knowledge and research into a document that argues for a specific solution or recommendation. The white paper allows the reader to understand an issue, solve a problem, or make a decision.
A white paper is a recommendation: so it’s not just a fun fact. It has to say “you should.”
A white paper is based on two or more successful case studies: so it’s backed by real-world examples.
A white paper demonstrates a successful strategy: so there’s data showing that the recommendation works.
A white paper speaks to an entire industry sector: so it’s not addressed to consumers or to any specific client.
Purpose: you will have a chance to apply persuasive techniques to a White Paper and practice correctly referencing graphical elements within a document. In addition, focus on clarity, concision, and visual appeal.