MadePossible Brand Strategy

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Strategic brand development for a new Mens-focused digital publication

Strategic brand development for a new Mens-focused digital publication

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  • 1. ADVOCACY FOR MAN’S BEST FRIEND:A DISCUSSION WITH MTV2MARCH 16, 2010
  • 2. WHAT DOES IT TAKE TO BE ABEST FRIEND?
  • 3. ‘MAN’S BEST FRIEND’ IS POPULARCULTURE.
  • 4. BEST (ADJ):MOST ADVANTAGEOUS. A ‘LEG UP.’ EXTENDING HIS POSSIBILITIES TO…
  • 5. …BUT OUR RESEARCH INDICATESA HIDDEN CONSUMER INSIGHT. M25-34 ARE HINDERING THEIR PERSONAL GROWTH BY NOT TRUSTING THE VIRTUE OF MANHOOD.
  • 6. PROXIMITY TO HIM IS BASED ONFAMILIARITY AND REWARD. Family
  • 7. HOW WERE YOU ACQUAINTED INTHE PAST TO EVOLVE FORWARD?
  • 8. M25-34 ASPIRE TO AUTHENTICITY. TRUST STATUS HIGHER LOYALTY, INCREASED RETENTION, BUSINESS RETURN EXPERIENCE
  • 9. DOES HE SEE A REFLECTION OFHIMSELF IN MTV2?
  • 10. 4 OF 5 MEN AGES 25-34 BELIEVE EXPERIENCE ISTHE BEST QUALITY WHEN SEEKING ADVICE.‘FRIEND’ IS PREFERED 63%BY MEN AGES 25-34 WHEN DISCUSSING THEIR LIFE.
  • 11. M12-34 VORTEX. ASPIRATION LIFESTAGE >< >< LIFESTYLE REALITY
  • 12. WHERE DOES HE PLACE MTV2 INHIS LIFE? BEST FRIEND ACQUAINTANCE
  • 13. HE’S CAUTIOUSLY OPTIMISTIC,YET IS IN NEED OF AN ADVOCATE.
  • 14. MADEPOSSIBLE IS THEUNEQUIVOCAL ADVOCATE OFM25-34.THE M25-34 SELF-FULFILLMENTRESOURCE.
  • 15. SURROUNDING M25-34LIFESTYLE AS HE MATURES. DIGITAL MONEY CAREER LIFESTYLE MIND & BODY PRINT EXPERIENTIAL COMMUNITY
  • 16. MADEPOSSIBLE ADDRESSESM25-34’s CONTENT LAG. Total Percent of Edit by Category Careers/Personal Finance/Children Sports/Fashion/Celebrity 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% DETAILS Details ESQUIRE Esquire GQ GQ MAXIM Maxim MADEpossible MADEPOSSIBLE
  • 17. WE FACE A SIMILAR BUSINESSSITUATION AS MTV2.
  • 18. BECOMING ‘MAN’S BEST FRIENDREQUIRES ENTERTAINING HISFANTASY, WHILE STIMULATINGHIS POTENTIAL.