Creative Brief Workshop

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This will help you to write an advertising strategy that sets up your desired outcome from advertising and the brand positioning.

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Creative Brief Workshop

  1. 1. Creative Briefs Workshop for brand leaders to help them write a Creative Brief to help guide your brand’s marketing execution
  2. 2. We make brands stronger. We make brand leaders smarter. Brand Positioning • Brand Plans • Marketing Execution • Brand Team Training
  3. 3. We make brands stronger. We make brand leaders smarter. Get Smarter about Marketing Visit beloved-brands.com Over 4 million views from marketers getting smarter
  4. 4. How to think strategically Write smarter Brand Plans Create winning Brand Positioning Statements Write smarter Creative Briefs Be smarter at Brand Analytics Get better Marketing Execution How to build Media Plans How to run your Brand Managing your Marketing career Motivational lunch and learns 1 2 6 4 5 3 7 8 9 10 Workshop for brand leaders to help them write a creative brief that comes from the brand positioning, big idea and brand strategy. Beloved Brands training programs are designed to make your team of BRAND LEADERS smarter
  5. 5. We make brands stronger. We make brand leaders smarter. A big wide creative brief gives up strategic control over the advertising A good brief should set up “creative” options, but never allow more “strategic” options
  6. 6. Creative Brief Workshop Agenda The role of a brand and how the positioning and strategy set up the Creative Brief Writing the Marketing Execution Strategy that sets up the Creative brief The good and bad of a writing a Creative Brief 1 2 3
  7. 7. 1 The role of a creative brief The role of a beloved brand is to create a bond, power and profit beyond what the product alone could achieve.
  8. 8. We make brands better. We make brand leaders better. The role of Brand is to create a unique IDEA that transforms the brand’s soul into a brand reputation that is perceived in the minds and hearts of the consumer, consistently delivered by the experience, creating a bond, power and profit, beyond what the product alone could achieve. We believe the more loved a brand is by consumers, the more powerful and profitable that brand can be.
  9. 9. Marketing Execution has to make your brand stronger. It has to create a bond with consumers who connect with the soul of the brand, it establishes your brand’s reputation based on a distinct positioning and it influences consumers to alter their behavior to think, feel or act, making the brand more powerfully connected, eventually leading to higher sales, share and profit.
  10. 10. We make brands stronger. We make brand leaders smarter. Big Idea BIG IDEAS help simplify brand messages that makes it easily understood and remembered. The idea must be unique, own-able and motivating. It must gain a quick entry, be layered easily and have longevity over the life of the brand to establish a brand reputation that expresses the brand’s soul at every consumer touchpoint. Passion Brands are constrained by limited resources to apply against unlimited choices which forces brand leaders to FOCUS their choices on the most motivated target market, on an own-able winning brand positioning, on the smartest strategic options and executional actives that will get consumers to think, feel and move in a way that builds consumer love for the brand. PASSION creates an amazing work on the brand that touches consumers at every touchpoint, telling the brand story, launching innovative products, moving consumers through the purchase moment and creating brand experiences that exceed the brand promise and re- enforces the brand’s reputation, building brand love with the most loyal brand fans. BRAND LOVE requires 3 key ingredients
  11. 11.   Marketing Execution As brand leaders, we don’t really do anything at all. In fact, everything we execute is through either external or internal creative people. Marketing Execution includes paid advertising, social media, search media, home page, event marketing, public relations, package design, in-store signage and displays, promotions, professional marketing and B2B marketing. We can see a difference between those who are good at Marketing Execution and those who are not. Simply put, the good ones consistently get good Marketing into the market, and they consistently keep bad marketing out of the market. Those good at Marketing Execution have creative leadership, communicate their expectations and desires, stay strategic at every turn, use their instincts and have strong decision making skills. They also sell it into their company every time.
  12. 12. We make brands stronger. We make brand leaders smarter. Build brand experience by influencing the CULTURE and creating a BRAND CREDO that frames the purpose, values and sets up service behaviors. CREATIVE(BRIEF(( 1.""Why(Are(We(Adver3sing( Drive&trial&of&the&new&Grays&Cookies&as&“The&Healthy&Choice&to&Snacking”&brand&posi>oning.&&& 2.#What’s(the(Consumer(Problem(We(are(Addressing( I’m&always&watching&what&I&eat.&&And&then&BAM,&I&see&a&cookie&and&I’m&done.&&As&much&as&I&look&aHer& myself,&I&s>ll&like&to&sneak&a&cookie&now&and&then.&&" 3.((Who(are(you(talking(to?( “Proac>ve&Preventers”.&Suburban&working&women,&35L40,&&who&are&willing&to&do&whatever&it&takes&to& stay&healthy.&&They&run,&workout&and&eat&right.&For&many,&Food&can&be&a&bit&of&a&stressLreliever&and& escape&even&for&people&who&watch&what&they&eat.&&&&" 4.((Consumer(Insights( L&“I&have&tremendous&willLpower.&&I&work&out&3x&a&week,&watch&what&I&eat&and&maintain&my&figure.&&But& we&all&have&weaknesses&and&cookies&are&mine.&&I&just&wish&they&were&less&bad&for&you”& L&&“I&read&labels&of&everything&I&eat.&&I&s>ck&to&1500&calories&per&day,&and&will&find&my&own&ways&to& achieve&that&balance.&&&If&I&eat&a&400&calorie&cookie,&it&may&mean&giving&something&up.”& 5.(What(does(our(consumer(think(now?( I’ve&never&heard&of&Grays&Cookies.&&But&I’d&likely&need&to&try&it&and&see&if&I&like&it.&&If&it&really&does&taste& that&good,&it’s&something&I&might&consider&as&a&snack.&&& 6.((What(do(you(want(your(consumer(to(think/feel/do?((Desired(Response)( We&want&them&to&try&Grays&and&see&if&they&like&the&great&taste.&&" 7.((What(should(we(tell(them?((S3mulus:((benefit)( With&Grays&Cookies&you&can&s>ll&have&a&great&tas>ng&cookie&without&the&guilt,&so&you&can&stay&in& control&of&your&health.&& 8.((Why(should(they(believe(us?( In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&taste,&but&only&has&100&calories&and& 2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&as&a&desert&were&able&to&lose&5lbs.&&& 9.((Brand(Posi3oning(Statement( For&“Proac>ve&Preventers”,&Women&30L45,&Grays&Cookies&are&the&best&tas>ng&yet&guiltLfree&pleasure# so&you&can&stay&in&control&of&your&healthy&lifestyle.&&That’s&because&Grays&combines&the&great&taste&in&a& low&fat&and&calorie&sensible&cookie.&In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on& taste,&but&only&has&100&calories&and&2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night& as&a&desert&were&able&to&lose&5lbs.&&& 10.((Tone(and(Manner( Successful,&Mo>vated,&Reliable,&In&Control,&Natural.& 11.((Media(Op3ons( Main&crea>ve&will&be&in&specialty&health&magazines,&event&OOH&signage&and&inLstore.&&Want&to&carry& the&idea&into&digital,&social&media&and&a&microsite.&&& 12.((Mandatories( The&line:&“best&tas>ng&yet&guiltLfree&pleasure”&is&on&the&packaging.&25%&of&Print&must&carry&the&Whole& Foods&logo&as&part&of&our&lis>ng&agreement&and&include&the&Legal&disclaimer&on&the&taste&test&and&the& 12&week&study.&&& COMMUNICATIONS BRIEF focuses CREATIVE and MEDIA on building a brand story that establishes a unique own-able positioning and moves consumer to think, feel and act. We will help focus your MARKETING EXECUTION to create a bond with consumers that will drive growth for your brand. Influence PURCHASE MOMENT with channels, merchandising and e- commerce At Beloved Brands, we promise to make your brand stronger and your brand leaders smarter. We believe big ideas, focus and passion matter, because the more loved a brand is by consumers, the more powerful and profitable that brand will be. We will challenge you to think different, because the thinking that got here may not get you to the next level. Our Credo Own-able Motivating High High Low Low Use the BIG IDEA MAP to lay out the brand promise, story, innovation, purchase moment and experience. Promise Experience Purchase Moment InnovationStory Big Idea BrandConsumer Align execution to CONSUMER BUYING SYSTEM to focus on moving consumers from awareness to purchase to repeat and to loyalty. 4 2 4 3 1 5 6 Develop INNOVATION PLAN with a stage- gate process that move ideas, concepts, testing, launches through the system.
  13. 13. We make brands stronger. We make brand leaders smarter. We have some long term thoughts on where the brand can go (vision) and and an inspiration that keeps us going (purpose). Those thoughts help shape the things we want to achieve (goals) with our brand. To get started, there are things that are getting in the way (key issues) of us achieving our goals. The brand has various options for how to get there. We apply our resources (budget/ people) against the best options. We try to find a slice of the population (target) to get them to take an action (expected result) that makes our brand bigger/better/ stronger (big idea). We then find out what to say (main message) and how to talk to them to trigger that action We need to re-enforce why we can do it and others can’t. (support) We then create the most motivating stimulus (product, ad, promotion, experience) to get them to take action and put it in part of their life where they are most likely to hear it and act on it. (medium/channel/service) Describing the entire Planning process sounds pretty simple. Yet, why is it so difficult to write a good plan? Brand Plan Positioning Execution
  14. 14. We make brands stronger. We make brand leaders smarter. 1. Do you develop a testable brand concept with with rational and emotional benefits, plus support points that you know are actually motivating? 2. How tight is your brief? Do you narrow the target and add engaging insights? Do you focus on the desired consumer response before deciding what your brand should say? Do you focus on one benefit and one message? 3. Do you meet creative team before the first creative meeting to connect, align them with your vision and inspire them to push for great work? 4. Do you hold tissue sessions to narrow solutions before going to scripts? 5. At creative meetings, do you stay big picture, avoid getting into details? When giving direction, do you avoid giving your own solutions and but rather try to create a “new box” for the creative team to figure out the solutions? 6. Do you take creative risks, and are you willing to be different to stand out? 7. Do you manage your boss at every stage? Do you sell them, on your vision what you want? Are you willing to fight for great work? 8. Are you one of your agency’s favorite clients? Do they “want to” or do they “have to” work on your business? Eight ways for a Brand Leader to get better Marketing Execution for your brand
  15. 15. We make brands stronger. We make brand leaders smarter. How brand leaders should manage the ADVERTISING PROCESS at every stage Focused Brief   Brief creates the box the ad must play. Need objective, insights, desired response, benefit, RTB. Strategy Pre Work   Build Insights, create Big Idea and lay out a Brand Concept, Advertising Communications Plan. Tissue Session   Use when you don’t have a campaign. Be open to new ways of looking at your brand. Focus on big ideas, push for better. Creative Expectations   Meet creative team to convey your vision, strategy, inspire and focus. Creative Meeting   Be positive, focus only on big picture, give direction, make decisions. No solutions. No Details. Are you inspiring? Feedback Memo   Details, challenges but without giving specific solutions. Use feedback to create a new box. Management Check In:   Keep your boss aware, sell-in where needed. Ad Testing   Use testing to confirm your pick, not make your decision. Gain Approval   Sell in the Ad. Be ready to fight resisters to make it happen. Production   Manage the Tone to fit the brand. Always, get more than you need Post Production   Talk directly with and leverage every expert The biggest challenge for most Brand Leaders is to stay focused on your vision at every stage, always inspire and yet challenge 1 6 7 4 5 3 2 8 9 10
  16. 16. We make brands stronger. We make brand leaders smarter. Give more freedom on execution Control the brand strategy Brand leaders always want options, so they write a big wide brief with many “strategic” options. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. How clients can get better Marketing Execution Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision.
  17. 17. We make brands stronger. We make brand leaders smarter. Creative Marketing Execution people are “in the box” problem solvers, not blue sky thinkers. The idea of a creative brief is to “create the right box” • Creative people are motivated by the challenge of the problem, more than the execution of a simple solution. Give them a problem. • The role of the brief is to create the right box, enough room to move, but enough direction that defines the problem. The smaller the brief, the bigger the idea. THE BOX
  18. 18. We make brands stronger. We make brand leaders smarter. A good brief should be brief, not long! Good briefs should have:   • one objective   • one desired consumer response   • one target tightly defined   • one main benefit   • two main reasons to believe Avoid the “Just in Case” List Take your pen and stroke a few things off your creative brief!
  19. 19. We make brands stronger. We make brand leaders smarter. • Let agency write the brief: If you think writing the brief yourself gives you control. Think again. They’ll just write another one for the Creative Team, and you won’t even approve that document. • Debate every word: great way to gain alignment and challenge each others thinking. • A good brief has a consistent flow throughout the document. The objective, target, benefit and RTB should all flow together. Agency should take your Marketing Execution strategy and then write the creative brief Letting the agency write the brief does not give up control. Your ability to approve their understanding of your strategy gives you more control.
  20. 20. We make brands stronger. We make brand leaders smarter. 1. Your Solutions: They find it demotivating to be asked for their expertise (solving problems) and then not utilized (given the answer) 2. A blank canvas: They prefer a problem to solve, not a wide open request for options. 3. An unclear problem: They need focus in order to deliver great work for you. 4. A tangled weave of mandatories that almost write the ad itself, yet trap the creative team from doing anything breakthrough, surprising or spectacular. What creative people don’t want Don’t be the over-directive type of brand leader
  21. 21. 2 Writing the Marketing Execution Strategy that sets up the Creative brief The 7 questions that make up a Marketing Execution Strategy
  22. 22. We make brands stronger. We make brand leaders smarter. 7 questions of a Marketing Execution Brief Who is in the consumer target?    (Who is the most motivated to buy what you do?)   What are we are selling?    (What is your main benefit (rational/emotional)?)   Why should they believe us?    (Support points to back up what you say) What’s the long range feeling the brand evokes? (What is the Big Idea and Soul for the brand?)   What do we want the advertising to do?  (Strategic Choices)   What do want people to think, feel or do?  (Desired Response) Where will you deliver the message? (Media Plan)   1 2 3 4 5 6 7 Positioning Brand Plan
  23. 23. We make brands stronger. We make brand leaders smarter. As consumers move along the Brand Love Curve with the brands they choose, the bond tightens and the consumer behaviors change Indifferent Like It Love It Beloved Consumer No opinion Crave Brand It will do Outspoken brand fan
  24. 24. We make brands stronger. We make brand leaders smarter. Brands need to stand out to win The role of the Brand Positioning Statement is to take everything you know about your brand and begin making decisions on who you will serve, what you will say that is unique, own-able and motivating to get consumers to think, feel and act differently. Your positioning has to reflect your internal brand soul and help shape your external brand reputation.
  25. 25. We make brands stronger. We make brand leaders smarter. What consumers want The ideal space for your brand to PLAY matches up what consumers want with what your brand does best What your brand does best The first step is to match up what your consumers want with what your brand does best After defining your target market, you should begin by matching up your target market’s need states against your brand assets. Match Up the consumer wants to your brand assets
  26. 26. We make brands stronger. We make brand leaders smarter. What consumers want What your competitor does best What your brand does best Winning Zone: your brand’s clear difference matters to consumers The ideal place for your brand to WIN is where ONLY your brand can match up to what the consumer wants
  27. 27. We make brands stronger. We make brand leaders smarter. What consumers want What your competitor does best What your brand does best Brands have to be better, different, cheaper… or else not around for very long. Winning Zone: your brand’s clear difference matters to consumers Losing Zone: competitor meets consumers needs better than you Risky Zone: equally meet consumer needs. You win through speed, innovation and emotional connection Dumb Zone: Competitive battle where consumer doesn’t care at all
  28. 28. We make brands stronger. We make brand leaders smarter. Find the space your brand can own and win How OWN-ABLE is this idea for your brand? How MOTIVATED are consumers by your brand’s idea? High High Low Low Losing Zone Consumers want it, but your competitor owns it Winning Zone You own what consumers want Dumb Zone Consumers don’t want it and you don’t own it. Risky Zone Can win through speed, innovation & emotion
  29. 29. Four questions that make up a Brand Positioning Strategy 1 Who is the consumer target?    (Who is the most motivated to buy what you do?)   What are we are selling?    (What is your main benefit (rational/emotional)?)   Why should they believe us?    (Support points to back up what you say) What’s the long-range feeling the brand evokes? (What is the Big Idea and Soul for the brand?)   3 2 4
  30. 30. Who is the most motivated to buy what you do? Everything starts and ends with the Consumer in mind. Listen to your consumers, get in their shoes to understand their mindset and speak in their voice as you represent them to your brand. Instead of just asking which consumers you want, ask which consumers want you. Who is in the consumer target?    1
  31. 31. We make brands stronger. We make brand leaders smarter. • Instead of figuring out who you want, focus on who wants you!!! • Pick the target that is most motivated by what you do. Target Everyone Not Not A good target not only decides who is in your target but who is not in your target. Not Not Everything starts with a focused customer target
  32. 32. We make brands stronger. We make brand leaders smarter. Difference between “selling” and “marketing” target Selling Target: Reactively sell to those who engage and show interest in your brand, regardless if they fit your ideal target. Do not spend your limited resources as you have seen no signs that they’ll respond enough to provide an efficient pay back. Marketing Target: Focus your limited resources on those consumers most motivated by what your brand offers, those most likely respond to your brand story and product offering, which then turns into the fastest, highest return on investment and effort. Program Target: Specific campaign target that you hope to move to think, feel or do with your specific marketing program. Spreading your limited resources (financial, people, time) across an entire population is cost prohibitive. While targeting everyone “just in case” might safe at first, it is riskier because you never see the full impact of your effort to know if it worked. 
  33. 33. We make brands stronger. We make brand leaders smarter. Within each category, there are consumers who lead, influence, follow and lag. Understand your target. What type of consumer you target helps decide your overall strategy Consumer Innovators 2.5% Early Adopters 13.5% Early Majority 34% Late Majority 34% Late Adopters 16%
  34. 34. You can’t sell a golf ball that goes that goes 50 yards farther to someone who hates golf. You can easily sell it to people who love golf. You have to matter the most to those who already care the most.
  35. 35. Consumer insights connect when consumers say “I thought I was the only one who felt like that.”
  36. 36. We make brands stronger. We make brand leaders smarter. Insights should start with “I” to get in the consumer’s shoes and use quotes to use their voice. Good insights get in the SHOES of your consumer and use their VOICE For a Bank: “I am so busy driving my kids around, I can never get to the bank during banking hours. I wish there was a bank that worked around my life, rather than me working around the banks’ life”. Quit Smoking: “I know I should quit. I’ve tried to quit so many times, it’s ridiculous. I’m not myself, I’m grouchy, irritable and feel out of control. Quitting Smoking Sucks.” For a Bank: Recent research shows customers would use the bank 3.4x/ month and spend $56 more/month if our Bank were open till 8pm. Quit Smoking: There are no real competitors. But studies show that people try to quit cold turkey 7x before reaching for a smoking aid to help them quit. Lousy, boring insights Good insights
  37. 37. While 
 PRODUCTS 
 solve small problems 
 we didn’t know we had… …BRANDS  beat down the enemies that torment us every day.
  38. 38. We make brands stronger. We make brand leaders smarter. While products solve regular problems, the most beloved brands beat down the enemies that torment us every day. Starbucks “Hectic Life” Disney “growing up” Nike “Losing” Special K “Jeans are too tight” Apple “Frustration” Staples “Business is complicated” FedEx “Hate to wait” Facebook “Fear of Losing touch” Volvo “Other drivers”
  39. 39. We make brands stronger. We make brand leaders smarter. Consumer Target Profile Target Consumer Target Name Pro-Active Preventers Demographic Description • Suburban working women, 35-40, who are willing to do whatever it takes to stay healthy. They run, workout and eat right. For many, Food can be a bit of a stress-reliever and escape. Their needs • Great tasting food, satisfy craving, healthy choices, maintain weight. Their enemy • Guilt, failure, out of control diet, temptation. Insights that tell their story • “I have tremendous will-power. I work out 3x a week, watch what I eat to maintain my figure. But we all have weaknesses and cookies are mine. I just wish they were less bad for you” • “I read labels of everything I eat. I stick to 1500 calories per day, and will find my own ways to achieve that balance.” What do they think now? • I have only recently heard of Gray’s Cookies. I’ve tried them a few times and did like them. I wouldn’t say I use them all the time. How are they buying? • Most have been influenced by friends who have tried. Those who are buying, still do so less frequently than their normal favorite cookies. The household has yet to adopt the product. The mom uses it when she’s trying to diet. We want them to think/feel/do • Think: Gray’s might be a healthy alternative to my favorite cookies. • Do: We want them to try Grays to see if they like the great taste. • Feel: We want them to feel more in control, with less guilt.
  40. 40. We make brands stronger. We make brand leaders smarter. Brand Management has changed, not because of the change in media, but the change in the consumer. 1. Consumers see more brand messages than their brains can handle. 2. Consumers are tired of being burned by faulty brand promises. 3. Consumers now take control over the buying process. 4. Consumers connect with brands that they believe in. 5. Consumers reward amazing experiences over products alone. Brand Leaders need to change with the consumer changes The most loved brands are driven by big ideas, focus and passion. The smartest brands are managed with sound fundamentals.
  41. 41. We make brands stronger. We make brand leaders smarter. How importance and involvement impacts strategy Motivate engaged advocates to spread influence. Invest to stay top of mind, innovative and emotionally engaged. Stay involved, mass media, social presence, selective targets, fit to lifestyle. Be where they are type media approach. Need to interrupt, mass media, search, leverage influencers to drive importance, social media to engage with friends. Drive involvement and routine via search, PR, key influencers and motivational help Importance Involvement High Low HighLow Indulgence Brands Impulse items, lots of switching and variety within consideration set. Confectionary, fast food, perfume, beer, music. Drive importance by connecting to emotions in their lives. High Profile Badge product, favorite part of everyday life. Fashion, cell phones, restaurants, entertainment, sports, coffee and cars. Need to stay relevant and in the spotlight. Commodities Everyday household items, staples or commodities with marginal differentiation. Many consumer packaged goods. Need to drive importance or make higher involvement. Essentials Necessities such as healthcare, banking, insurance, supplies or software. Need to drive involvement to peak interest during problems. Drive routine to counter low compliance.
  42. 42. What is your main benefit (rational/emotional) Doing a Consumer Benefits Ladder helps to organize your thinking as a great tool for bringing the benefits to life. Find the rational benefit by putting yourself in the shoes of the consumer and seeing the brand features from their eyes: start asking yourself over and over “so if I’m the consumer, what do I get from that?”. Then find the emotional benefit by asking “so how does that make me feel?” What are we are selling?  2
  43. 43. We make brands stronger. We make brand leaders smarter. Line up strategy behind your brand’s core strength PromiseProduct Price Experience Highly Competitive Medium LowFocus on what you are best at. Let go what matters the least. We give 4 chips, forcing one at the high, two at the middle to support the strength, and let go of one at the low.
  44. 44. We make brands stronger. We make brand leaders smarter. Examples of brands with the various core strengths PromiseProduct Price Experience
  45. 45. We make brands stronger. We make brand leaders smarter. How your brand’s core strength helps guide strategy • Establish reputation for superiority • Invest in Innovation to stay ahead of competitors • Rational selling and product focused communication, directly calling attention to differences. • Challenge yourself to evolve and grow by creating an emotional connection. • Own low price, attack any challengers. • Focus on efficiency with low cost & volume. • Invest time in production/sourcing, using power to win negotiations. • Need good solid products, consumers willing to accept lower experience. • Call to action style communication • Focus on building Big Idea and everything (product, experience) lined up under it. • Invest in brand communication that connects with motivated audience. Leverage brand lovers to influence. • Emotional selling and advertising. • Know where price matters or does not. • Focus on building a culture and organization with the right people. • Invest in training the face of the brand. • Use purpose and values to inspire & guide team. • Word of mouth, earned media, social media, key influencers, testimonials. PromiseProduct Price Experience
  46. 46. We make brands stronger. We make brand leaders smarter. Matching your brand assets to consumer needs Your brand assets Various scattered consumer need states Liquid Format Safe Sugar Free 24 hours 35 years Tastes Great Complete Relief Doctor Reco Long LastingMade in USA ADA approved Zero Carbs All Family Popular DietaryBrand History Key Features Functional Benefits Superiority Claims Emotional Benefits Key Indicators Brand Imagery Target Ownership Brand Icons New Uses
 Line Extensions Fast Acting After defining your target market, you should begin by matching up your target market’s need states against your brand assets. The can be found through market research tools, including need state analysis, U&A, tracking data or qualitative methods.
  47. 47. We make brands stronger. We make brand leaders smarter. Your brand assets Various scattered consumer need states Brand History Key Features Functional Benefits Superiority Claims Emotional Benefits Key Indicators Brand Imagery Target Ownership Brand Icons New Uses
 Line Extensions After defining your target market, you should begin by matching up your target market’s need states against your brand assets. The can be found through market research tools, including need state analysis, U&A, tracking data or qualitative Liquid Format Safe Sugar Free 24 hours 35 years Tastes Great Complete Relief Doctor Reco Long Lasting Made in USA ADA approved Zero Carbs All Family Popular Dietary Good match with brand Poor match with brand Fast Acting Matching your brand assets to consumer needs
  48. 48. We make brands stronger. We make brand leaders smarter. Target and insights  What do consumers want? Brand features  What does your brand do? Rational benefits  What do consumers get? Emotional benefits  How does that make them feel? Consumer Define target, need states, enemies and insights. Functional In consumer’s voice, answer, “so, what do I get?” Find benefits using a Consumer Benefits Ladder Features Product-focused strengths, claims, differences or unique offerings. 1 3 2 Emotional Look at rational benefit, asking, “so how does that make me feel?” 4
  49. 49. We make brands stronger. We make brand leaders smarter. Consumer Define target, need states, enemies and insights. Functional In the consumer’s voice, answer, “so, what do I get?” Find benefits using a Consumer Benefits Ladder Features Product-focused strengths, claims, differences or unique offerings. 1 3 2 Emotional Look at rational benefit, asking, “so how does that make me feel?” 4 Target: “Proactive Preventers”. Suburban working women, 35-40, who are willing to do whatever it takes to stay healthy. They run, workout and eat right. For many, Food can be a bit of a stress-reliever and escape. Consumer Enemy: Guilt, failure, out of control diet, temptation. Insights: 1) “I have tremendous will-power. I work out 3x a week, watch what I eat and maintain my figure. But we all have weaknesses and cookies are mine. I just wish they were less bad for you” 2) “I read labels of everything I eat. I stick to 1500 calories per day, and will find my own ways to achieve that balance.” Emotional Benefits: 1) I feel in control of my health. 2) I feel more confident in my diet. 3) I feel more knowledgeable about what I am putting in my body. 4) I feel comfortable with my appearance. Rational Benefits: 1) I get a great tasting cookie, as good as my current cookie 2) I get a low calorie snack to make my diet easier. 3) I get a new favorite cookie I can turn to when I’m hungry. Features: 1) In blind taste tests, Grays matched the market leaders on taste, but only has 100 calories and 2g of fat. 2) In a 12 week study, consumers using Grays once a night as a desert were able to lose 5 pounds. 3) Made of all natural ingredients. Gray’s Cookies
  50. 50. We make brands stronger. We make brand leaders smarter. I’m curious for knowledge I feel optimistic I want to be in control I am comfortable I want to be myself Motivated Special Successful Inspired Interesting Alive Cool Playful Popular Trendy Like-­‐able Friendly Intimate Happy Easy-­‐ going Nurtured Compassion Down-­‐to-­‐-­‐earth Relaxed Honest Family Trust Safe Respect Reliable Informed Wisdom Smarter Competent I want to feel liked I want to feel free I want to be noticed Excited Emotional Cheat Sheet: 8 emotional consumer moods Consumer
  51. 51. We make brands stronger. We make brand leaders smarter. A great articulation of the difference between rational product features and emotional brand benefits.
  52. 52. We make brands stronger. We make brand leaders smarter. Stop telling consumers what you do and start telling them what they get and how it will make them feel. Features What do you do? Rational Benefits What do i get? Emotional Benefits How do I feel? Gray’s is the fastest working headache medication. Gray’s helps you to get on with your day. With Gray’s, you can feel optimistic that nothing will get your way today. Gray’s Bank stays open till 8pm. Gray’s Bank works around your life instead of you working around our life. With Gray’s Bank, you can be comfortable you can get to the bank when you need to. Gray’s cereal is a great tasting low calorie cereal. Using Gray’s twice a day, you can lose 5 pounds in two weeks. With Gray’s, you can feel inspired to stay in control of your weight.
  53. 53. People don’t really want a quarter-inch drill. They just want a quarter-inch hole.
  54. 54. Support points to back up what you say Claims can be an effective tool in helping to support your Reason to believe. We look at four types of claims: process, product, third person and behavioral. Why should they believe us?  3
  55. 55. We make brands stronger. We make brand leaders smarter. Rational truths (what the head says): what the consumer thinks about the brand. 1. Attributes: these are the non-negotiable attributes about the brand. These can be claims, known facts about the brand, deep perceptions, trends on the brand or elements that are obvious. 2. Associations: top of mind associations that are owned or own-able by the brand. When you think about a brand, what do you automatically link that brand with? Emotional truths (what the heart says): how consumer feels about the brand. 1. Values: what does the brand stand for. If the brand were a person, what qualities would you put to it. 2. Personality: how the brand behaves, the style it projects or the way it communicates with consumers. Be honest because these are truths of your brand, you have to be as honest as you can be. It’s so tempting to lie or see through rose colored glasses. But like every person, every brand has flaws. But like every person, knowing yourself in an honest way, helps you stay true to yourself. Why should they believe us?
  56. 56. We make brands stronger. We make brand leaders smarter. Process • Detail how your product works differently • Showcase your point of difference in the production process. • What do you do differently within the production process • What added service/details do you provide in the value chain Product • Usage of an ingredient that makes you better • Process or ingredient that makes you safer Third person • Experts in the field who can speak on the brand’s behalf. • Past users/clients with proof support of their stories. Behavioral • Clinical tests • In market usage study • Before and after studies Using Claims to support your RTB
  57. 57. We make brands stronger. We make brand leaders smarter. It’s crucial that you do all the work prior to the RTB to understand the role that the claim plays. • Claim should fit under a benefit as a proof or support point. For an emotional benefit, it’s good to have a rational RTB or claim. For a rational benefit, it’s good to have an emotional claim. • Claims should match up to the consumer, either leveraging the insight to expand on a potential story pathway to follow or leveraging the claim as a way to conquer a consumers enemy. • Claims can help bring a product feature to life. Claims have to fit the strategy, never the other way around
  58. 58. We make brands stronger. We make brand leaders smarter. What consumers want What your competitor does best What your brand does best Superiority Claims using claims as a way to highlight your brand’s clear difference matters to consumers Parity Claims: When you have a virtual tie, parity claims can help the leader or those using the claim as a support point to innovation and emotional connection Dumb Claims: Avoid claims where consumer doesn’t care at all. Do a claims sorting exercise to ensure your statements matter. Using Claims to support your RTB
  59. 59. We make brands stronger. We make brand leaders smarter. LOVE IT INDIFFERENT LIKE IT Breakthrough Claim: At indifferent stage, the strategy is about getting consumers to THINK differently about your brand. Use rational claim, but ensure they are highly creative to be arresting and breakthrough enough to be noticed. Focus on why you’re different than either the entire category or one of the leader brands. Be different! Separate Yourself: Use claims or build support points to separate yourself on quality, performance, experience or value. Use innovation to get ahead, address gaps or flaws in the category. Be Better! Experience Claims: Shift your claims to being more emotional with either your current users to re-enforce the love they have for you, or you can use your users emotional feelings in order to get more of the consumers who like you to engage deeper. BELOVED Broaden Offering: As the leader, you can use innovation and supporting claims to support any improvement your making with your claim against your prior version. Competitively, only use claims to attack back. Big Idea should drive CLAIMS with consumers and match up to where your brand is on Brand Love Curve
  60. 60. We make brands stronger. We make brand leaders smarter. Use brainstorms to ensure CLAIMS are break through, motivating to consumers and own-able for your brand Diverge #1 • At this stage you are pushing for quantity not quality. No bad ideas. Get as many ideas as you can, even the dumb ideas, creating energy for the group to build upon. Converge #1 • To help with decision making pot ideas onto a simple grid, The two that I use depending on the situation “Big vs Small up against Easy vs Difficult” or “Big Win vs Own-able”. Diverge #2 • Take the winning ideas from converge #1 and blow them out into real concepts that look like real life ads. Push the ideas even harder to make them more creative, stronger or more own-able. Converge #2 • Group voting process to enable the group to focus on the top winners. You can keep the list large or you can take the winning ideas into a testing methodology. Beloved Brands brainstorming process
  61. 61. We make brands stronger. We make brand leaders smarter. Building a winning brand positioning statement To (Target) • Healthy proactive preventers who want to do more for their health, working moms, who are 35-40 years old. Gray’s is the (Category) Tasty healthy cookie option That is the (Benefit) • Guilt free cookie that tastes so good that you can stay in control of your health That’s because (Support Points) • In blind taste tests, Gray’s matched the leaders on taste, but only 100 calories and 3g of net carbs. • In a 12-week study, consumers using Gray’s once a night as a desert were able to lose 5-10 pounds.
  62. 62. We make brands stronger. We make brand leaders smarter. The final brand positioning statement For the healthy proactive preventers, who are working moms, Gray’s is the guilt free cookie that is the healthy option that tastes so good that it makes it easy you can stay in control of your health. That’s because in blind taste tests, Gray’s matched the leaders on taste, but only 100 calories and 3g of carbs. In a 12- week study, consumers using Gray’s once a night as a desert were able to lose 5-10 pounds.
  63. 63. What is the Big Idea and Soul for the brand Idealized state is when the BIG IDEA drives the brand REPUTATION which then perfectly matches up to the brand SOUL Build a Big Idea that is supported by product, consumer views, brand character, brand role & internal beacon. This 7 second brand definition helps frame the 60 second brand, 30 minute brand and lifetime brand, always consistently telling the same story. What’s the long range feeling the brand evokes? 4
  64. 64. What is your brand’s shout from the mountain? What is your brand’s Big Idea
  65. 65. We make brands stronger. We make brand leaders smarter. BIG IDEA simplifies the brand message with an outward expression of the BRAND SOUL, which reflects the purpose, values & motivations. Big Idea As consumers EXPERIENCE the brand, they either accept or reject idea Consumers who are continually satisfied become loyal and develop a BOND with brand The brand’s BIG IDEA transforms your internal BRAND SOUL into an external BRAND REPUTATION. CONSUMERS only have 7 seconds to CONNECT with the brand’s big idea Idealized state is when the BIG IDEA drives the brand REPUTATION which then perfectly matches up to the brand SOUL Soul Reputation= Consumers transform their BRAND LOVE into a REPUTATION they spread 1 2 3 4 5 6 =Big Idea Brand Soul Consumer
  66. 66. We make brands stronger. We make brand leaders smarter. What is it that creates a bond between the consumer and the brand? Consumer Brand
  67. 67. We make brands stronger. We make brand leaders smarter. Modern consumer world sets up case for a Big Idea After decades of being burned by false promises, modern consumers are naturally cynical and constantly doubting brands. They test the brand by asking detailed questions. 7 second brand 60 second brand In today’s crowded branded marketplace, the modern consumers see 7,000 brand messages a day. The fastest thing our brains do is reject brand messages. Modern consumers like to take control over their buying process as they move from consideration to search and finally to a purchase moment. 30 minute brand Lifetime brand As the modern consumer experiences the brand, they either accept or reject the promise. Consumers are more loyal to brands they share a common purpose and shared values. Brands need to move with consumers through to the purchase moment Brands need to create experiences that match the brand story Brands need an entry point to gain permission to the consumer’s brain. Brands need a solid story that closes off any doubts consumers may have Can you describe your brand to CONSUMERS in 7 seconds, 60 seconds, 30 minutes and over the lifetime of the brand, always telling the same story? 1 2 34 Consumer
  68. 68. We make brands stronger. We make brand leaders smarter. Complex brand organization affirms case for Big Idea The people of an organization deliver the brand story, innovation, purchase moment and experience Together, they create a bond with consumers. Everyone needs a common understanding and talking points of the brand. 7 second brand60 second brand The organizational support behind brands can be complex. Various departments have differing motivations and misaligned goals. Organizations need to break down silos to ensure various groups move in the same direction, each with unique solutions that line up with other groups 30 minute brand Lifetime brand It is the culture of the organization who deliver the experience the brand. People are the face of the brand, and will be the source of creating loyalty with consumers Brands need a plan that gets everyone on the same page with strategics, tactics and project plans. The culture under the brand is quickly becoming the new product that consumers connect with. Brands need an internal beacon to rally the motivations of their employees Brands need to lay out the detail so everyone can know the impact they have Can you describe your brand to YOUR TEAM in 7 seconds, 60 seconds, 30 minutes and over the lifetime of the brand, always telling the same story? 1 2 3 4 Brand
  69. 69. We make brands stronger. We make brand leaders smarter. 7 second brand 60 second brand 30 minute brand Lifetime brand Decision Point Experience Point Entry Point Testing Point A BIG IDEA for your brand helps ensures consistency in the consumers mind as they notice, test, decide and experience the brand. Consumer
  70. 70. We make brands stronger. We make brand leaders smarter. Consumers first connect with a brand’s BIG IDEA, which should be an outer reflection of the BRAND SOUL Big Idea Consumer Brand BIG IDEAS that help simplify brand messages that makes it easily understood and remembered. The idea must be unique, own-able and motivating. It must gain a quick entry, be layered easily and have longevity over the life of the brand.
  71. 71. We make brands stronger. We make brand leaders smarter. Apple makes technology so simple that everyone can be part of the future. Can you explain your brand in 7 seconds? Special K inspires and empowers women to take control and maintain their healthy body. Starbucks provides a personal moment of escape from a hectic life, between work and home. Rolex stands for performance and prestige. Assembled with scrupulous attention to detail to meet the most exacting standards. BIG IDEAS that help simplify brand messages that makes it easily understood and remembered. The idea must be unique, own-able and motivating. It must gain a quick entry, be layered easily and have longevity over the life of the brand.
  72. 72. We make brands stronger. We make brand leaders smarter. Products & Services Consumer Reputation Brand Role Internal Beacon Big Idea Brand Character The Big Idea blue print model to help come up with your brand’s Big Idea Internal ViewExternal View The Bridge
  73. 73. We make brands stronger. We make brand leaders smarter. Big Idea Blueprint Focused point of difference that your brand can win on, because it meets consumer needs, while separating your brand from competitors. Products & ServicesConsumer Reputation Desired outward reputation of the brand, that attracts, excites, engages and motivates consumers to think, feel and purchase. Brand Role Internal rallying cry that reflects your purpose, values, motivations helping to inspire, challenge and guide the culture, including everyone’s focus and daily behaviors. Internal Beacon The link between consumer and brand, reflecting the way we service, support and enable our consumers to ensure they make the most of our brand offering. Big Idea has to accurately express the brand’s soul, so it is simply understood, engaging, own-able and moves consumers to purchase. Set of emotional characteristics, and personality traits that help consumers connect passionately and identify with the brand on a deeper self-reflective level. Brand Character Internal ViewExternal View The Bridge
  74. 74. We make brands stronger. We make brand leaders smarter. Apple uses surprising technology that changes the world. We make every product stylish, simple, easy to use. Essential to stay at the fore-front of technology. Products & ServicesConsumer Reputation Apple is an inspiring and enabling coach that teaches you easy ways to unlock modern technology so you can avoid any intimidation or frustration Brand Role At Apple, we are a consumer driven company that starts with the consumer experience and then works back to the technology, to eliminate consumer frustrations. Internal Beacon At Apple, we think like consumers. We make it so easy to use modern electronics, so that you will feel smarter and at the leading edge of technology Apple makes technology so simple that everyone can be part of the future.Apple is optimistic and excited for what the future has to offer, wanting to make a dent in the universe, motivating and inspiring Brand Character Big Idea Blueprint
  75. 75. We make brands stronger. We make brand leaders smarter. Build an escape around the coffee ritual. The best coffee, incredible deserts. Constant surprises. Regular favorites. Personal meeting place with friends or alone. Products & ServicesConsumer Reputation Personal escape, urban and European in style. Modern slightly edgy, never satisfied drives constant innovation. Brand Role To create the best moments, we need the highest quality products, highest personal touch service and best atmosphere. Internal Beacon We create moments. Little escape where you can get away from it all. We know your name and exactly how you want your drink. Starbucks has an urban, European cool, that’s part of every neighborhood. Brand Character Big Idea Blueprint Starbucks provides a personal moment of escape from a hectic life, between work and home.
  76. 76. We make brands stronger. We make brand leaders smarter. Nike’s Big Idea Nike pushes your athletic boundaries beyond what you thought was possible, so you can win on your own terms. Amazing slogan. But not a big idea. Big Idea focuses entire organization, from what type of shoes you make, who you hire, how you design stores to the “Just Do It” slogan. A slogan never drives your brand strategy. The brand strategy drives your slogan.
  77. 77. We make brands stronger. We make brand leaders smarter. Discovering your brand SOUL by creating a BIG IDEA 34 12 1. Product: start by figuring out exactly what you do, in the most passionate words that would excite you and your consumers. 2. Reputation: assess how your most engaged and loyal consumers would view your offering, to ensure it attracts, excites and engages them in a way that changes their behavior. 3. Beacon: Create an internal rallying cry for everyone to follow that reflects the purpose, values, motivations to deliver the brand you created. 4. Character: Use the emotional characteristics, and personality traits that help consumers connect passionately with the brand. 5. Role: Assume a role for how you can ensure consumers can get the most from what you do. This is the bridge between the internally driven soul and the externally driven reputation. After you summarize everything, the internal view with your products and culture, matched to the external view through the eyes of your consumer. The Big Idea should come to you as everything you do surrounds it. 5 Building the Big Idea Blueprint
  78. 78. We make brands stronger. We make brand leaders smarter. Low calorie, tasty, delicious, light tasting, low fat, low carb, controls hunger, rich flavors, creamy filling. Products & ServicesConsumer Reputation New, Innovative, Moms, Fresh, Different, surprisingly tasty, Low Calorie, the Diet Cookie, unknown, sugar free, snack replacement. Brand Role Delicious, soft, creamy, be as good as a regular cookie, never settle on taste, healthy, low carb, sugar is evil, natural Internal Beacon Enabling, supportive, knowledgeable, helping hand, controls hunger, helps indulge, pleasure The Big Idea Optimistic, excited, motivating, inspiring, helps stay in control, positive, knowledgeable, food-lovers Brand Character Build your brand’s big idea by brainstorming KEY WORDS for each area Brainstorm 10-15 words for each area, then vote on the best 3-4 words Step 1
  79. 79. We make brands stronger. We make brand leaders smarter. Delicious, low carb, low calorie cookies that help controls hunger and replace their favorite cookie. Products & ServicesConsumer Reputation The fresh face in the cookie aisle, known equally for health as it is the great taste. Brand Role Healthy doesn’t have to taste bad. We need to make healthy, low carb cookies that never settles on taste. Internal Beacon Gray’s is the helping hand that allows people to control their cravings and maintain their weight. The Big Idea Optimistic, excited, motivating, inspiring, helps stay in control, positive, knowledgeable, food-lovers Brand Character Turn the key words of each area into summary KEY PHRASES Take the best 3-4 words and build key phrases to summarize each area Step 2
  80. 80. We make brands stronger. We make brand leaders smarter. Delicious, low carb, low calorie cookies that help controls hunger and replace their favorite cookie. Products & ServicesConsumer Reputation The fresh face in the cookie aisle, known equally for health as it is the great taste. Brand Role Healthy doesn’t have to taste bad. We need to make healthy, low carb cookies that never settles on taste. Internal Beacon Gray’s is the helping hand that allows people to control their cravings and maintain their weight. GRAYS are the best tasting yet guilt free pleasure so you can stay in control of your health.Optimistic, excited, motivating, inspiring, helps stay in control, positive, knowledgeable, food-lovers Brand Character Inspire yourself to come up with a BIG IDEA that summarizes everything Using the 5 areas to inspire you, try to write a summary Big Idea Step 3
  81. 81. Mathematical argument for your brand’s BIG IDEA to be a single message The probability of success (P) is directly linked to the inverse of the number of messages (M) you have in your brand communication. P = 1 2m _
  82. 82. We make brands stronger. We make brand leaders smarter. • Create a simple brand promise that separates your brand from competitors, based on being better, different or cheaper. • Use your brand story to motivate consumers to think, feel or act, while beginning to own a reputation in the mind and hearts of consumers. • Fundamentally sound product, staying at the forefront of trends and using technology to deliver on your brand promise. • The moment of truth as consumers move through the purchase cycle and use channels, messaging, processes to make the final decision. • Turn the usage of your product into an experience that becomes a ritual and favorite part of their day. Brand Promise Purchase Moment Innovation Experience 5 consumer TOUCH-POINTS that need to align under the BIG IDEA All 5 touch points work under the brand’s big idea Brand Story
  83. 83. We make brands stronger. We make brand leaders smarter. Use big idea to connect and separate brand from competitors Use your brand’s differences to move consumers Keep your brand fresh and on top of trends Move consumers through buying system Consistently over-deliver the promise Consumer Brand Promise Brand Story Innovation Purchase Moment Experience Big Idea Positioning Communication Product Development Selling Operations & Culture BIG IDEA aligns all 5 consumer TOUCH-POINTS
  84. 84. We make brands stronger. We make brand leaders smarter. Take control of your weight by replacing your favorite snack with Grays. Real life stories that show women living “All the pleasure. None of the guilt.” We never sacrifice on taste, you won’t have to sacrifice your cookie. Interrupt purchase routine to set up Grays as the better alternative. Weight loss results empowers you to stay in control. Promise Brand Story Innovation Purchase Moment Experience Positioning Communication Product Development Selling Operations & Culture BIG IDEA: Grays are the best tasting yet guilt free pleasure BIG IDEA aligns all 5 consumer TOUCH-POINTS Consumer
  85. 85. We make brands stronger. We make brand leaders smarter. Social Media Home PageEarned Media SearchPaid Media Purchase MediaExperiential Make brand newsworthy to help decisions. Enlist lovers as advocates to influence others. Tell brand story in own-able, breakthrough, moving way. Help consumers make smarter decisions. Knowledge, influence to close the sale or sell brand. Bring brand to life to replicate ideal brand experience Manage consumer through entire purchase cycle. Big Idea Brand Align all MARKETING EXECUTION under the BIG IDEA Consumer
  86. 86. We make brands stronger. We make brand leaders smarter. BIG IDEA allows consistent delivery of the brand story with a big CREATIVE idea and MEDIA execution BIG IDEA should guide CREATIVE IDEA that sets up the Master Brand as well as sub brands or sub messages… …the MEDIA PLAN should also leverage BIG IDEA to balance how to execute the Master Brand and sub brands or other mediums. Creative Big Idea Sub Brand Campaign Sub Brand Campaign Sub Brand Campaign J F M A M J J A S O N D  TV  TV  TV Facebook Event Event Sampling Digital Twitter In  Store  Displays  PR  PR  Facebook FacebookWeather  Twitter YouTube Big Idea Master Brand Anthemic Campaign
  87. 87. We make brands stronger. We make brand leaders smarter. Customer Big Idea External story of the brand which creates a position in the mind/heart Internal story of the brand which creates the customer experience Logo/Packaging Sales Materials Communications Values/Culture Innovation Service The external and internal story are of equal importance to the experience you create.
  88. 88. We make brands stronger. We make brand leaders smarter. Brand Story Brand Positioning Strategic Plan Retail Selling Organization Culture Driving Profits Vision& Purpose& Goals& Key& Issues& Strategies& Tac7cs& Calendar& Budget& Target& Insights& Consumer& Enemy& Features& Ra7onal& Benefits& Emo7onal& Benefits& Statement& Winning& Concept& Social& Media& Digital& Look&and& Feel& Communica7ons& Strategy& Brief& Crea7ve& Idea& Paid& Media& Earned& Media& Trends& Direct& Interac7on& Voice&of& Consumer& Consumer& Experience& Consumer& Insights& Behaviors& Talent& Hiring& Training& Values& Revenue& CAGR& P&L&Mgmt.& COGS& ROI& Priori7es& Investment& Forecasts& Share& Data& NPD& Produc7on& PorOolio& Mgmt.&& R&D& Plan& Brainstorm& NPD& Investment& Launch& Plan& Customer& Priori7za7on& Key&Accounts& Distribu7on& In&store&& Message& In&store& Experience& Buyer& Rela7ons& Budget& Home&& Media& Consumer Focus Program& Tracking& Pricing&&& Promo7on& Customer& Analy7cs& Program& Budgets& Org&& Structure& Leadership& Mo7va7on& Brand&Story& NPD& Research& Product Innovation Diagnos7c& Tracking& Our&& Consumers& Service& Systems& Service& Values& Media&& Customer& Innova7on& Claims& The! Big Idea! BIG IDEA WHEEL drives every part of your ORGANIZATION Big Idea
  89. 89. We make brands stronger. We make brand leaders smarter. Brand Soul A brand finds equilibrium when the BRAND SOUL, BIG IDEA and REPUTATION are all the same. Big Idea
  90. 90. We make brands stronger. We make brand leaders smarter. Using the POSITIONING and the BIG IDEA to generate BRAND CONCEPT options BIG IDEA: Grays are the best tasting yet guilt free pleasure
  91. 91. We make brands stronger. We make brand leaders smarter. Guilt free pleasure with Gray’s Cookies Try Gray’s Cookies and find your way to stay healthy • Do you feel guilty when you stick your hand in the cookie jar? Wouldn’t it be great if you could just sneak a cookie without worry that you have gone off your diet? • Gray’s Cookies are the best tasting yet guilt free pleasure so you can stay in control of your health. • That’s because Gray’s is low in fat and calories, yet still tastes great. In blind taste tests, Gray’s cookies matched the market leaders on taste, but only 100 calories, with 2g of fat and 3g of sugar. In a 12 week study, consumers using Gray’s once a night as a desert lost10 pounds. Main headline should capture the Big Idea for your brand Use Support visual to summarize concept Enemy or insights helps connect quickly with consumers Support points with two reasons to believe Motivating call to action to prompt purchase intent Main Benefit in a promise statement Using the POSITIONING and the BIG IDEA to generate BRAND CONCEPT options
  92. 92. We make brands stronger. We make brand leaders smarter. Where you are on the Brand Love Curve focuses your brand on what strategy to guide your next move. LIKE IT BELOVED INDIFFERENT LOVE IT Establish your brand in the consumer’s mind Separate your brand from the pack to create a following Continue magic and get loyalists to speak on your behalf Tug at heartstrings to tighten bond with your most loyal
  93. 93. We make brands stronger. We make brand leaders smarter. Establish your brand in the consumer’s mind Separate your brand from the pack to create a following Tug at heartstrings to tighten bond with your most loyal Continue magic and get loyalists to speak on your behalf 1. Mind Shift: drive new position or re- enforce current 2. Mind Share: more attention than competitors 3. New News: launch something new. 4. Turnaround: focus energy on gaps, leaks 5. Drive Penetration: new consumers 6. Drive Usage: get consumers to use more/ differently 7. Consolidation: get consumers to use for everything 8. Cross Sell: get current customers to try other products 9. Experience: shift from product to experience 10. Maintain: re- enforce Brand equities. 11. Deeper love: consolidation or broader usage 12. New Reasons to Love: target most loyal user. 13. Magic: continue surprising and delighting loyalists. 14. Leverage Power: drive value from source of power. 15. Attack yourself: continue to improve 16. Use loyalists: to influence others. INDIFFERENT LIKE IT LOVE IT BELOVED Use the Brand Love Curve to focus your strategy
  94. 94. We make brands stronger. We make brand leaders smarter. When getting into execution mode, think about the desired response before planning the stimulus Too many Brand Leaders start with the stimulus. But, you should start with the response and let that guide what you’re going to tell them. What do we want our consumer to think, feel or do? What should we tell them? Consumer
  95. 95. We make brands stronger. We make brand leaders smarter. Consider Aware Fan Loyal Repeat Satisfied Buy Search Awareness Ads Invest in mass media to establish position in consumer’s mind PR/Content/SEO Use information to teach those seeking to learn more pre decisions Retail/Home Page Close the deal during purchase moment, separate brand from competition. Post Purchase Help Create experience to re-enforce promise, after sales help for new users to get the most from the brand. Indifferent Like ItLove It Beloved Love those who love you most Surprise & delight rewards to drive ritual among your most loyal users Use emotions to build frequency Using reasons for usage to turn into routine. Leverage emotional bond Drive repeat Turn trial into an experience, reward happy customers, emotionally re-enforce reasons purchase makes sense Outspoken Army Create club, leverage loyalists to influence friends, especially through social media Use media choices to move consumers to think, feel or do as they move along consumer buying system Consumer
  96. 96. We make brands stronger. We make brand leaders smarter. The Head The Feet The Heart The Soul Indifferent Like It Love It BelovedWhere are you now? Where should you focus? Brand Love Curve focuses your brand execution Get new consumers to THINK differently about your brand Drive ACTION to get consumers to buy and create a following. Get current Loyal users to connect emotionally and LOVE you more Get brand lovers to FEEL a part of the Brand
  97. 97. We make brands stronger. We make brand leaders smarter. I’m curious for knowledge I want to be Noticed I feel Optimistic I want to be in Control I am Comfortable I want to be myself Our Consumer Mo#vated) Special) Successful) Inspired) Excited) Interes#ng) Alive) Cool) Playful) Popular) Trendy) Likeable) Friendly) In#mate) Happy) Easy)Going) Nurtured) Compassion) Down)to)Earth) Relaxed) Honest) Family) Trust) Safe) Respect) Reliable) Knowledge) Wisdom) Smarter) Competent) I want to feel liked I want to feel Free ©)Hotspex)Inc) An#Emo'onal#Cheat#Sheet#for#Brands# Beloved'Brands' Consider Aware Fan Loyal Repeat Satisfied Buy Search Use the Consumer Buying System to match marketing execution to where your consumer stands Paid Media, Events. In-store, Sales, Sampling, Website After sales service, Training. Indifferent Like ItLove It Beloved Emotional, Digital targeted media. Loyalty clubs, Apps, Innovation. Repeat incentives, routine message. VIP club, surprises. Social Media. Earned Media, Search, Content The Head T he Feet The Heart T he So u l
  98. 98. We make brands stronger. We make brand leaders smarter. New school media planning allows brand leaders to use their most loyal fans to influence their network Instead of YELLING at all consumers, you should whisper to your most loyal brand fans, hoping they WHISPER to all their friends. Aware Loyal Aware Purchase Loyal Purchase Old School New School
  99. 99. We make brands stronger. We make brand leaders smarter. I want knowledge I feel optimistic I want control I am comfortable I want to be myself I want to feel liked I want to feel free I like being noticed Align your media up to the your brand’s emotional zone Consumer
  100. 100. We make brands stronger. We make brand leaders smarter. Consumer Social Media Home PageEarned Media SearchPaid Media Purchase MediaExperiential Make brand newsworthy to help decisions. Enlist lovers as advocates to influence others. Tell brand story in own-able, breakthrough, moving way. Help consumers make smarter decisions. Knowledge, influence to close the sale or sell brand. Bring brand to life to replicate ideal brand experience Manage consumer through entire purchase cycle. Big Idea Brand To ensure consistency in the MARKETING execution, everything should line up underneath the BIG IDEA
  101. 101. We make brands stronger. We make brand leaders smarter. Creative Brief 1. What is the objective? 2. What’s the consumer problem we are addressing? 3. Who are you talking to? 4. Consumer Insights 5. What does our consumer think now? 6. What do you want your consumer to think/feel/do? 7. What should we tell them? 8. Why should they believe us? 9. Brand Positioning Statement 10.Tone and Manner 11.Media Options 12.Mandatories How the 7 questions of the Brand Communications Strategy sets up the Creative Brief Who is in the consumer target?  (Who is the most motivated to buy?) What are we are selling?  (What is your main benefit?) Why should they believe us?  (Support points to back up what you say) What’s the long range feeling the brand evokes? (What is the Big Idea/Soul for the brand?) What do we want the advertising to do for the brand?  (Strategic Choices) What do want people to think, feel or do?  (Desired Response) Where will you deliver the message? (Media Plan) 1 6 2 3 4 5 7 1 1 1 5 5 2 1 4 4 4 31 2 7 3 5 6 6 4 6
  102. 102. We make brands stronger. We make brand leaders smarter. CREATIVE(BRIEF(( 1.""Why(Are(We(Adver3sing( Drive&trial&of&the&new&Grays&Cookies&as&“The&Healthy&Choice&to&Snacking”&brand&posi>oning.&&& 2.#What’s(the(Consumer(Problem(We(are(Addressing( I’m&always&watching&what&I&eat.&&And&then&BAM,&I&see&a&cookie&and&I’m&done.&&As&much&as&I&look&aHer& myself,&I&s>ll&like&to&sneak&a&cookie&now&and&then.&&" 3.((Who(are(you(talking(to?( “Proac>ve&Preventers”.&Suburban&working&women,&35L40,&&who&are&willing&to&do&whatever&it&takes&to& stay&healthy.&&They&run,&workout&and&eat&right.&For&many,&Food&can&be&a&bit&of&a&stressLreliever&and& escape&even&for&people&who&watch&what&they&eat.&&&&" 4.((Consumer(Insights( L&“I&have&tremendous&willLpower.&&I&work&out&3x&a&week,&watch&what&I&eat&and&maintain&my&figure.&&But& we&all&have&weaknesses&and&cookies&are&mine.&&I&just&wish&they&were&less&bad&for&you”& L&&“I&read&labels&of&everything&I&eat.&&I&s>ck&to&1500&calories&per&day,&and&will&find&my&own&ways&to& achieve&that&balance.&&&If&I&eat&a&400&calorie&cookie,&it&may&mean&giving&something&up.”& 5.(What(does(our(consumer(think(now?( I’ve&never&heard&of&Grays&Cookies.&&But&I’d&likely&need&to&try&it&and&see&if&I&like&it.&&If&it&really&does&taste& that&good,&it’s&something&I&might&consider&as&a&snack.&&& 6.((What(do(you(want(your(consumer(to(think/feel/do?((Desired(Response)( We&want&them&to&try&Grays&and&see&if&they&like&the&great&taste.&&" 7.((What(should(we(tell(them?((S3mulus:((benefit)( With&Grays&Cookies&you&can&s>ll&have&a&great&tas>ng&cookie&without&the&guilt,&so&you&can&stay&in& control&of&your&health.&& 8.((Why(should(they(believe(us?( In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&taste,&but&only&has&100&calories&and& 2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&as&a&desert&were&able&to&lose&5lbs.&&& 9.((Brand(Posi3oning(Statement( For&“Proac>ve&Preventers”,&Women&30L45,&Grays&Cookies&are&the&best&tas>ng&yet&guiltLfree&pleasure# so&you&can&stay&in&control&of&your&healthy&lifestyle.&&That’s&because&Grays&combines&the&great&taste&in&a& low&fat&and&calorie&sensible&cookie.&In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on& taste,&but&only&has&100&calories&and&2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night& as&a&desert&were&able&to&lose&5lbs.&&& 10.((Tone(and(Manner( Successful,&Mo>vated,&Reliable,&In&Control,&Natural.& 11.((Media(Op3ons( Main&crea>ve&will&be&in&specialty&health&magazines,&event&OOH&signage&and&inLstore.&&Want&to&carry& the&idea&into&digital,&social&media&and&a&microsite.&&& 12.((Mandatories( The&line:&“best&tas>ng&yet&guiltLfree&pleasure”&is&on&the&packaging.&25%&of&Print&must&carry&the&Whole& Foods&logo&as&part&of&our&lis>ng&agreement&and&include&the&Legal&disclaimer&on&the&taste&test&and&the& 12&week&study.&&& A well written creative brief takes everything you know about the brand and strategically desire, and distills it down to 1 page. And the main brief should drive every other brief within your brand, giving you consistency from the core of the Brand’s communication strategy. A good brief should be… BRIEF!
  103. 103. 1. The creative team: The obvious choice. A good brief should focus the creative team on a tight problem. 2. The boss of the brand team: Brief allows them to understand the intentions of the work, from a strategic and positioning view, making it easier for them to approve the work. 3. Main agency plus any related agencies, keeping all the work aligned and focused. It should allow every part of the marketing execution to support the main creative idea 4. The next management team, after the current one, helping to build longevity of a campaign and consistency in the brand positioning. 5. You, so that even within the project you can stay focused on the strategy before you see the creative.  controls the brand manager from changing their mind or adding things. Who is the audience for your creative brief? We make brands stronger. We make brand leaders smarter.
  104. 104. 3 The good and bad of a writing a Creative Brief Looking at every element of the Creative Brief, outlining common mistakes and how to fix them.
  105. 105. We make brands stronger. We make brand leaders smarter. The good and bad of a Creative Brief I see too many briefs that have both penetration and usage frequency as one objective. Stop this, it’s TWO STRATEGIES that leads you to two targets, two objectives, two messages and possibly two different media options. Your agency will come back with one ad that does penetration and one for frequency. Unfocused Brief Why are we advertising? Drive TRIAL of Grays Cookies AND get current users to USE MORE often. Focused Brief Why are we advertising? Drive trial of Grays Cookies by positioning it as “The good tasting Healthy cookie” Advertising Objective
  106. 106. We make brands stronger. We make brand leaders smarter. Strategic flaw of most brand plans is trying to drive penetration & usage frequency at the same time. Penetration Strategy gets someone with very little experience with your brand to likely consider dropping their current brand to try you once and see if they like it. Usage Frequency Strategy gets someone who knows your brand to change their behavior in relationship to your brand, either changing their current life routine or substituting your brand into a higher share of the occasions.
  107. 107. We make brands stronger. We make brand leaders smarter. The best ads are rooted in consumer insights so you can connect and move the consumer in a way that benefits your brand. We recommend that you start with the consumers enemy—every product started by solving a problem, but every brand fights off an enemy in the consumers life. A product driven Brief What’s the consumer problem we are addressing? Gray’s market share is still relatively small. It is held back by low awareness and trial and the product usage is not on par with the category. A consumer driven Brief What’s the consumer problem we are addressing? I’m always watching what I eat. And then BAM, I see a cookie and I’m done. As much as I look after myself, I still like to sneak a cookie now and then. Consumer Problem The good and bad of a Creative Brief
  108. 108. We make brands stronger. We make brand leaders smarter. A broad target Brief Who are we talking to? 30-50 year olds, current users and potential users. They shop mainly at Grocery and some Mass. They use 24.7 cookies a month A highly targeted Brief Who are we talking to? “Proactive Preventers”. Suburban working women, 35-40, who are willing to do whatever it takes to stay healthy. They run, workout and eat right. For many, Food can be a bit of a stress-reliever and escape even for people who watch what they eat. Having a 20 year age gap is too wide—your agency will give you one ad for 30 year olds and one for 50 year olds. You want CREATIVE options, not STRATEGIC options. We recommend a maximum 5 year age gap to give your ad focus. Going after current and new users is unfocused. The good and bad of a Creative Brief Consumer Target
  109. 109. We make brands stronger. We make brand leaders smarter. A bad “stats driven” Brief Consumer Insights Gray’s product taste drives high trial to purchase (50%) compared to other new launches (32%)Consumers only use Gray’s 9.8 cookies per month compared to the Category Leader at 18.3 cookies. An insights driven Brief Consumer Insights “I have tremendous will-power. I work out 3x a week, watch what I eat and maintain my figure. But we all have weaknesses and cookies are mine. I just wish they were less bad for you” Bring insights into the brief as ways to tell the story to the creative team, so they can build stories that connect with your consumer. The best ads are those where you can almost see the insight shining through the work. The good and bad of a Creative Brief Consumer Insights
  110. 110. We make brands stronger. We make brand leaders smarter. A bad Brief What is the Desired Consumer Response? We want them to THINK that Grays Cookies are unique. We want them to FEEL they can stay in control with Grays and it will keep them feeling successful in living their healthy lifestyle. And we want them to TRY Grays and see if they like the great taste. A Better Brief What is the Desired Consumer Response? We want them to FEEL they can stay in control with Grays. You should choose ONE of think, feel or act, not a combination. Good advertising can only move one body part at a time—so you have to decide, or else your agency will show you creative options for each of these strategies and the best ad will decide your brand strategy. The good and bad of a Creative Brief Desired Response
  111. 111. We make brands stronger. We make brand leaders smarter. A feature oriented Brief What should we tell them? (Stimulus: benefit) Grays Cookies are the perfect modern cookie, only 100 calories and less than 2g of Fat. For those looking to lose weight, the American Dietician Society recommends adding Gray’s to your diet. You can find Gray’s at all leading grocery stores. A Benefit focused Brief What should we tell them? (Stimulus: benefit) With Grays Cookies you can still have a great tasting cookie without the guilt. Speak in terms of benefits, not features. Focus your stimulus on what consumers get (rational benefit) or how consumers feel (emotional). Try to narrow what you TELL consumers to ONE THING, not a laundry list of things. If you tell them too much, they’ll hear NOTHING. The good and bad of a Creative Brief Message Stimulus
  112. 112. We make brands stronger. We make brand leaders smarter. The best briefs have few mandatories. I’ve seen Brand Leaders write long mandatories lists, that makes it so prescriptive the creative agency ends up backed into a creative corner. Fastest way to a “frankenstein” ad. A bad prescriptive attempt to control the creative process Mandatories • Avoid humor, as a sarcastic tone will not work with our target market. • Preference is for real customer testimonials supported by before/after with our 90 day guarantee tagged on. • Ensure brand shown in first 7 seconds. • Use Snookie, as our spokesperson. • Ad setting in pharmacy will add credibility. Good attempt to give freedom to the creative Mandatories • The line: “best tasting yet guilt-free pleasure” is on our packaging • 25% of Print must carry the Whole Foods logo as part of our listing agreement • Include the Legal disclaimer on the taste test and the 12 week study. The good and bad of a Creative BriefMandatories
  113. 113. We make brands stronger. We make brand leaders smarter. What looks like a smarter Creative Brief to you? Target the people most motivated by what you do best Use what we stand for to show consumers what they get from us • Spreading your resources against a target so broad, everyone will think you message is for someone else. • Consumers don’t care what you do, they selfishly and rightfully so care about what they get. • Trying to drive trial and usage at the same time will leave consumers confused as to what to think, do or feel. • With so many messages, people won’t know what you stand for, and you’ll never get a reputation for anything. • Consumers hear 7000 efficiently placed messages a day, and quickly reject boring messages all day long. They likely will connect and engage with 5 messages a day. Will it be yours? Trying to be everything to anyone, makes you nothing to everyone Focus on getting consumers to do only one thing at a time: think, feel or do Use the creative work to tell the brand story in a way we love and believe in Connect with our target where they are most likely to engage with our brand story Target competitive users most desirable to us, while maintaining our base Tell what we do, so that it makes us appear the best in the category Get new users to buy and current users to use more at the same time. Make sure we get all our key messages into the creative Use efficient media options that provides us with the highest ROI A B Consumer centric brief Brand centric brief
  114. 114. We make brands stronger. We make brand leaders smarter. When you don’t have much time, it doesn’t mean avoid writing a brief, it just means using The Mini Brief The Mini Brief Objective Launch new Facebook page to drive trial among a younger audience. Target “Proactive Preventers”, women 35-40, live a healthy lifestyle but still cheat once in a while. Consumer Insights “Cookies are my weakness, the enemy of my diet, but I love them” Desired Response We want consumers to try Grays and experience the unbelievable taste. What We’ll Tell Them Grays Cookies are the best tasting yet guilt-free pleasure so you can stay in control of your health. You have to try it to believe it. Never do the “phone call brief” because when you try to cut corners and go too fast, it actually takes longer.
  115. 115. We make brands stronger. We make brand leaders smarter. Summary of Learning on Creative Brief • To set up the creative brief, we start by doing our homework to lay out seven key questions. 1) Who is in the consumer target?  2) What are we are selling? 3) Why should they believe us? 4) What’s the long range feeling the brand evokes? 5) What do we want the advertising to do for the brand? 6) What do want people to think, feel or do? 7) Where will you deliver the message • A well written creative brief takes everything you know about the brand and strategically desire, and distills it down to 1 page that would include 1) What is the objective? 2) What’s the consumer problem we are addressing? 3) Who are you talking to? 4) Consumer Insights 5) What does our consumer think now? 6) What do you want your consumer to think/feel/do? 7) What should we tell them? 8) Why should they believe us? 9) Brand Positioning Statement. 10) Tone and Manner. 11) Media Options and 12) Mandatories. • The best creative briefs should have: one objective, one desired consumer response, one target tightly defined, one main benefit and two main reasons to believe • Brand leaders should control the strategy but give freedom on marketing execution. Brand Leaders always want options, so they write a big wide brief with many strategics options. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision.
  116. 116. We make brands stronger. We make brand leaders smarter. Brand Management Training
  117. 117. We make brands stronger. We make brand leaders smarter. The smarter your brand team, the more incredible the work they will produce and the stronger the brand results you will see. We teach everything a brand leader needs to be smarter, including strategic thinking, analytics, planning, briefing and marketing execution. Do you want to make your brand team smarter?
  118. 118. We make brands stronger. We make brand leaders smarter. We will make your team of BRAND LEADERS smarter, so they produce smarter work that drives stronger brand results. How to think strategically Write smarter Brand Plans Create winning Brand Positioning Statements Write smarter Creative Briefs Be smarter at Brand Analytics Get better Marketing Execution How to build Media Plans Customer Marketing Managing your Marketing career Motivational lunch and learns 1 2 6 4 5 3 7 8 9 10 “Graham makes Brand Leaders. His boot camp style instruction is perfect for the development of anyone in brand management. He challenges you to be better, makes you question your decisions with rigor and provides the right level of coaching to bring you to the next level.” Program Participant
  119. 119. We make brands stronger. We make brand leaders smarter. Strategic thinkers see “what if” questions before seeing solutions, mapping out a range of decision trees that intersect and connect by imagining how events will play out. • At Beloved Brands, we believe that strategic thinking is one of the foundations from which all marketing is built upon. • We start with the seven elements of good strategic thinking: vision, opportunity, focus, speed, early wins, leverage and a gateway to gain bigger results. • We use four questions to help frame your brand’s strategy, looking at your competitive position, what is your brand’s core strength, how tightly connected is your brand with your consumer and what is the internal situation your brand faces. • We look at the role of brand strategy in creating a bond, power and profit. • We will lead you through a hands-on workshop that lets you try out concepts on your own brands with hands-on coaching to help you improve. How to think strategically Turning focus into bigger gains for your business Workshop 1: Strategic Thinking
  120. 120. We make brands stronger. We make brand leaders smarter. Before you dive into strategy, you have to dive into the brand’s performance metrics and look at every part of the business—category, consumers, competitors, channels and brand. • At Beloved Brands, we show how to turn data into strategic stories that help express opinions backed by fact.   • We start with good analytical principles and show how to assess category, consumer, channels, brand, competitors to tell health & wealth of Brand • We use the analysis to turn fact into insight and data breaks sets up strategic choices. • We show you how to turn analytical thinking into projections extrapolating data into the future, starts with what you are see in the current. • We summarize how to write analytical stories for management, with a hands-on workshop to develop a Business Review presentation using your own brands. How to do brand analytics Turning data into analytical story telling Workshop 2: Analytical Thinking Specialty" Overall"" 16" 62" 72" 62" Gray's' Dad's' %"By"Channel" 0' 20' 40' 60' 80' Gray's" Dad's" Category" 73" 40" 38" Share"of"Business"from"Food"
  121. 121. We make brands stronger. We make brand leaders smarter. A good Brand Plan provides a road map for everyone in the organization to follow: sales, R&D, agencies, senior leaders, even the Brand Leader who writes the plan. • At Beloved Brands, we explain and then show Brand Leaders how to write each element of their Brand Plans, looking at brand vision, purpose, values, goals, key Issues, strategies and tactics. • We’ll show how your strategic options get executed in terms of media, R&D or the brand experience the culture creates behind the promise. • With each key term, we’ll take it on a test run using your brand for the example, giving feedback on the spot. We’ll use a hands-on workshop to put the Brand Plan into a presentation for management and a very tight one page Brand Plan summary document for all to follow. How to write a brand plan Creating a brand plan that everyone can follow Workshop 3: Brand Plans
  122. 122. We make brands stronger. We make brand leaders smarter. How to write Positioning Statements The promise the brand makes to the consumer The brand positioning statement sets up the brand’s promise to the consumer, impacting both external communication (advertising, PR or in-store) as well as internally with employees who deliver that promise. • At Beloved Brands, we explain and show brand leaders how to write classic brand positioning statements with the target market, key benefits and reason to believe (RTBs). • We start with the consumer and build a customer value proposition. We’ll teach how to define the target market and build insights to bring their story to life. • We show you the difference between features and benefits, looking at rational benefits (what do I get?) and emotional benefits (how does it make me feel?) • We will show how to turn positioning into a brand concept that can be ready for research testing. • Our hands-on workshop helps you write your brand’s positioning statement with live coaching. Workshop 4: Brand Positioning Target and insights! What do consumers want?! Brand features! What does your brand do?! Rational benefits! What do consumers get?! Emotional benefits! How does that make them feel?!
  123. 123. We make brands stronger. We make brand leaders smarter. The brief helps focus the strategy so that all agencies can take key elements of the brand plan positioning to and express the brand promise through communication. • At Beloved Brands, we help the brand leaders take the elements of strategy (from the Brand Plan) and positioning (from the Brand Positioning Statement) to distill it down to a very succinct 1-page Creative Brief. • We start with the role of advertising in changing consumer behavior to drive drive the brand’s bond, power and profit. • Before the brief, we show you how to do your homework with an advertising strategy that combines positioning and brand plan. We then turn the Brand Communications Strategy into a creative brief to produce great communications of the brand story • The hands-on workshop is a great tool for developing creative briefs on your brand, looking at objectives, target, consumer insights, stimulus and response. How to write Creative Briefs Translating the strategy for agencies Workshop 5: Creative Briefs CREATIVE(BRIEF(( 1.""Why(Are(We(Adver3sing( Drive&trial&of&the&new&Grays&Cookies&as&“The&Healthy&Choice&to&Snacking”&brand&posi>oning.&&& 2.#What’s(the(Consumer(Problem(We(are(Addressing( I’m&always&watching&what&I&eat.&&And&then&BAM,&I&see&a&cookie&and&I’m&done.&&As&much&as&I&look&aHer& myself,&I&s>ll&like&to&sneak&a&cookie&now&and&then.&&" 3.((Who(are(you(talking(to?( “Proac>ve&Preventers”.&Suburban&working&women,&35L40,&&who&are&willing&to&do&whatever&it&takes&to& stay&healthy.&&They&run,&workout&and&eat&right.&For&many,&Food&can&be&a&bit&of&a&stressLreliever&and& escape&even&for&people&who&watch&what&they&eat.&&&&" 4.((Consumer(Insights( L&“I&have&tremendous&willLpower.&&I&work&out&3x&a&week,&watch&what&I&eat&and&maintain&my&figure.&&But& we&all&have&weaknesses&and&cookies&are&mine.&&I&just&wish&they&were&less&bad&for&you”& L&&“I&read&labels&of&everything&I&eat.&&I&s>ck&to&1500&calories&per&day,&and&will&find&my&own&ways&to& achieve&that&balance.&&&If&I&eat&a&400&calorie&cookie,&it&may&mean&giving&something&up.”& 5.(What(does(our(consumer(think(now?( I’ve&never&heard&of&Grays&Cookies.&&But&I’d&likely&need&to&try&it&and&see&if&I&like&it.&&If&it&really&does&taste& that&good,&it’s&something&I&might&consider&as&a&snack.&&& 6.((What(do(you(want(your(consumer(to(think/feel/do?((Desired(Response)( We&want&them&to&try&Grays&and&see&if&they&like&the&great&taste.&&" 7.((What(should(we(tell(them?((S3mulus:((benefit)( With&Grays&Cookies&you&can&s>ll&have&a&great&tas>ng&cookie&without&the&guilt,&so&you&can&stay&in& control&of&your&health.&& 8.((Why(should(they(believe(us?( In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&taste,&but&only&has&100&calories&and& 2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&as&a&desert&were&able&to&lose&5lbs.&&& 9.((Brand(Posi3oning(Statement( For&“Proac>ve&Preventers”,&Women&30L45,&Grays&Cookies&are&the&best&tas>ng&yet&guiltLfree&pleasure# so&you&can&stay&in&control&of&your&healthy&lifestyle.&&That’s&because&Grays&combines&the&great&taste&in&a& low&fat&and&calorie&sensible&cookie.&In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on& taste,&but&only&has&100&calories&and&2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night& as&a&desert&were&able&to&lose&5lbs.&&& 10.((Tone(and(Manner( Successful,&Mo>vated,&Reliable,&In&Control,&Natural.& 11.((Media(Op3ons( Main&crea>ve&will&be&in&specialty&health&magazines,&event&OOH&signage&and&inLstore.&&Want&to&carry& the&idea&into&digital,&social&media&and&a&microsite.&&& 12.((Mandatories( The&line:&“best&tas>ng&yet&guiltLfree&pleasure”&is&on&the&packaging.&25%&of&Print&must&carry&the&Whole& Foods&logo&as&part&of&our&lis>ng&agreement&and&include&the&Legal&disclaimer&on&the&taste&test&and&the& 12&week&study.&&&

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