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Write A Better Creative Brief

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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.

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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Write A Better Creative Brief Write A Better Creative Brief Presentation Transcript

  • We Make Brands better and we make Brand Leaders better™ Brand Leadership Workshop: How to write a Creative Brief
  • Learning Workshop Options 1. Strategic Thinking 2. Brand Plans 3. Positioning Statements 4. Creative Briefs 5. Brand Analysis 6. Better Advertising 7. Media Plans 8. How to Run Your Brand 9. Managing your Marketing Career 10. Motivational Lunch and Learns Brand Leadership Center Customized interactive Brand Leadership Workshops 1 2 3 4 5 6 7 8 9 10 At Beloved Brands, we run training sessions on everything a Brand Leader needs to be successful. This presentation includes how to write positioning statements and creative briefs.
  • The Brand Positioning Statement sets up the Brand’s promise to the consumer. It impacts both external communication with advertising, PR or in-store and 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 key consumer insights. • We will show you the difference between features as benefits and help build both rational benefits (what do I get?) and emotional benefits (how does it make me feel?) • We will show how it fits into a brand concept statement that can be ready for research testing. • The hands-on workshop can include writing of positioning statements, with live coaching. How to write Positioning Statements The promise the brand makes to the consumer Grays Cookie is the… To… That … That’s Because … (category frame of reference) Tasty low fat cookie (Target Market) Healthy Proac ve Preventers, 25-40, who want to do as much for overall health as they can (Ra onal/emo onal benefit/promise) gives you the best tas ng yet guilt free pleasure so you can stay in control of your health. • In blind taste tests, Grays Cookies matched the market leaders on taste, but only has 100 calories and 2g of fat. (Reasons to believe) With the target, benefit and reason to believe, you’ve created a great Posi oning Statement. • In a 12 week study, consumers using Grays once a night as a desert were able to lose 5lbs. • Grays uses all natural ingredients. Posi oning Try the new Visa Card, it gives the power back to you. • Are you red of black outs and seat restric ons from all those points you’ve earned?. • No Other Card Beats the x Visa. X Visa is the card that lets you use your points on more travel ac vi es! Use your points on any travel ac vity, anywhere you want and whenever you want to go. x helps you “beat the old, red travel points system”. Unlike most other travel credit cards, if you can charge it on your x Visa, you can redeem it with your points. With the new Visa, you can go wherever and whenever you want. Concept 3
  • The brief helps focus the strategy so that 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 the Positioning (from the Brand Positioning Statement) and distill it down into a very succinct 1 page Creative Brief. • For those who combine the positioning with the creative brief session, we build the customer value proposition with consumer target, insights, rational and emotional benefits. • We‟ll also take the strategies of the brand plan to help frame the communications objectives. • For those brands in need of a brand essence, we‟ll take help find the Brand‟s DNA, using a unique tool. • 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 Beloved Brands Inc. 55 Bridewell Cres., Richmond Hill, ON Canada L4C 9C3 T: 416-885-3911 E: graham.robertson@beloved-brands.com CREATIVE BRIEF FOR GRAY’S COOKIES 1. Why Are We Advertising · Drive awareness and consideration of the new Grays Cookies as “The Healthy Choice to Snacking” brand positioning. 2. What’s the Consumer Problem We are Addressing · Cookies are my enemy. 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. 3. Who are you talking to? · “Proactive Preventers”. They do whatever it takes to stay healthy, they run, workout and eat right. Women, 25-45 with bulls-eye target of 35-40. For many, Food can be a bit of a stress-reliever and escape even for people who watch what they eat. 4. 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” · “I read labels of everything I eat. I stick 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.” · “I shop at Whole Foods and love to explore the new items. The last few years, there have been some tremendous advances in making great tasting options—in a healthy package.” 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? (Stimulus: benefit) · 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. 8. Why should they believe us? · 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. · Grays uses all natural ingredients. 9. Tone and Manner · Successful. Motivated. Reliable. In Control. Natural. 10. Media Options · Main creative will be in specialty health magazines, event OOH signage and in-store. Want to carry the idea into digital, social media and a microsite. 11. Mandatories · The line: “best tasting yet guilt-free pleasure” must be included in the spot. · 25% of Print must carry the Whole Foods logo as part of our listing agreement. · Legal disclaimer on the taste test and the 12-week study. Creative Brief 4
  • “Complexity is your Enemy. Any fool can make something complicated. It is hard to make something simple.” - Richard Branson The creative brief takes everything you know only says what really matters to those who actually care.
  • The Work that Needs to be done before the Brief
  • The Brand’s Promise is the way You’ll Position the Brand that’s Unique from your Competitors. The Brand The Consumer How well does the brand experience live up to and consistently deliver the promise? How well does the brand stay fresh and on top of trends with consumers? Experience Freshness Innovation Culture & Operations What focused choices does the brand make to drive growth and profits? Strategy Brand Plan T h e r e a r e 5 S o u r c e s o f C o n n e c t i v i t y © Beloved Brands Inc. 7 How well does the brand benefit connect to the consumer Promise Positioning How well does the brand communicate their differences and move consumers Story Communication
  • The Advertising Strategy Sets Up the Creative Brief Within a good brand plan, you should have an advertising strategy that should answer the following six key questions. 1. Who do we want to sell to? (Target) 2. What are we selling? (Benefit) 3. Why should they believe us? (Reason To Believe) 4. What do we want the Advertising to do for the brand? (Brand Strategy) 5. What do want people to think, feel or do? (Desired Response) 6. What’s the long term Big Idea to connect with consumers? (Big Idea) These six questions form your Advertising Strategy. 8 © Beloved Brands Inc. 1 2 3 4 5 6
  • Beloved Brands know who their Target customer is. Core Target Not Our Target 9 Every Potential Customer While it’s tempting to sell to everyone. Focus your resources on those most likely to buy. 1 Who is the core target? • Start with a segmentation that divides your target into 4-8 distinct segments on the way they live, behave or believe in relationship to your category. • If you don’t have access to a segmentation study, try separating the market using a 2x2 matrix on the two most important elements in the buying decision. • Describe the demographics of the target and potential bulls-eye target. A bulls-eye should have a specific age or range of 5 years maximum. Is there a difference between the buyer and the user? • Use a buying system to map out what consumers go through at each stage in relation to your brand and competitor brands. Match up to a brand funnel. Not Our Target Target
  • 10 Drive Consumer Insights that can serve as a Connection point between Brand and Consumers. • The dictionary definition of the word Insight is “seeing below the surface”. To get deeper, keep asking yourself “so what does that mean for the consumer” until you have an “AHA moment”. What are the beliefs, attitudes or behaviors that help explain how they think, feel or act in relationship to your brand or category. • It’s not just data, trends and facts are insights. Facts are merely on the surface—so they miss out on the depth of the explanation of the underlying trends or feelings that caused the data. (e.g. In 1964, US teenagers saw the Beetles as an escape after the JFK assassination) • Insights help tell the story, paint the picture or inspire the creative juices. Insights need to be interesting or intriguing. My challenge is to think beyond specific category insights and think about Life Insights or even Societal Trends that could impact changing behaviour. Insight Tip: Try to start insights with quotations and the word I, which forces you into the consumer’s voice. See if it works for you. Examples that May Help: • 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.” 1 Target
  • 11 Beloved Brands help consumers counter a problem in their life. Who is the Enemy of your consumer? What’s the Consumer problem we are Addressing? Be a little bit creative in how you frame the enemy, but it helps the creativity know what they are using the brand to solve. Brand Enemy Starbucks Hectic Life Nike Losing Apple Frustration Listerine Losing your teeth Claritin Allergy Stuck inside Special K Jeans too tight Picking the enemy gives your brand focus. 1 Target
  • Develop a Customer Value Proposition that forces a focus on benefits—both rational and emotional. Emotional Benefit Product Features Rational Benefits Consumer Insight Step 3: Match the insights to your features and form Rational Benefits: • Matching the features up against the need states, in the consumer’s voice answering “so, what do I get?”. Step 1: layer in the Consumer Insights • Key life or category insights that frame the need states of the target Step 2: Map out your top Product Features: • Product focused strengths, claims, points of difference or unique offerings. Step 4: Emotional Benefits: • Dialing up the rational benefit by tapping into “so how does that make me feel?” Most brand purchases are a 50/50 split to rational and emotional, yet brands still get stuck talking features only. 2 Benefit Step 4 Step 2 Step 3 Step 1 12 © Beloved Brands Inc.
  • 13 Match up your Brand Assets to the Consumer Needs2 Benefit
  • Beloved Brands are either better, different or cheaper. Or not around for much longer. You have to be different to survive. “Me Too” brands may survive in the short term, but die in the longer term. 14 2 Benefit • Keep pushing yourself until you can find something in the winning zone. Get yourself out of the features mindset and explore emotional benefits. • If in the risky space, you have to innovate or find ways to bring it to market in a different way. Challenge Yourself: this is a very difficult exercise. © Beloved Brands Inc.
  • Here’s an emotional zone cheat sheet can help you map the emotional needs into your benefits Welcoming Friendly Happy Nurtured Compassion Comfort Family Oriented Honest Relaxed Interested Excited Alive Motivated Inspired Special Trust Safe Respect Trendy Playful Popular Accepted Wisdom Smarter I Seek Out Knowledge I want to be in control I Feel Optimistic I want to Feel free I want to be noticed I want to feel Liked I’d like to be comfortable I feel I can be myself Competent Reliable Interesting Down to earth Successful Likeable Easy GoingCool Using Hotspex Research Methodology, Consumers have different eight different need states they need to satisfy with the variety of brands in their lives. Match up your consumer insights to one specific area in how they might feel when using your brand. Leverage those words into your benefits 2 Benefit © Hotspex Inc
  • • Agencies use so many tricks to get it down to the ONE THING. And whatever works for them or you, the better. If it’s a postcard, a bumper sticker, “what would you say to get someone to marry you”. Find your own way to get to your one thing. • My favourite seems to be the “SHOUT FROM THE MOUNTAIN”. It forces you to want to scream just ONE THING about your brand—keep it simple. • Once you are close on the brief, challenge yourself to take out 5-15 words and the brief gets better. • Or if your mathematical, try a simple function, where the probability of success (P) directly linked to the inverse of the numbers of messages (M) you have P = 1 2m What Are We Selling? ONE main message The chances of success increases as the number of messages goes down. 16 2 Benefit Volvo has been shouting “Safety” for 30+ years. * If you don’t understand this, that’s ok. You’re probably more focused than those that do.
  • • 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 ownable 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, you have to be as honest as you can be. It’s so tempting to lie or see through rose coloured 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. Brand Truths: Why Should they Believe us?3 RTBs 17
  • Grays Cookie is the… To… That … That’s Because … (category frame of reference) Tasty low fat cookie (Target Market) Healthy Proactive Preventers, 25-40, who want to do as much for overall health as they can (Rational/emotional benefit/promise) gives you the best tasting yet guilt free pleasure so you can stay in control of your health. • In blind taste tests, Grays Cookies matched the market leaders on taste, but only has 100 calories and 2g of fat. (Reasons to believe) With the target, benefit and reason to believe, you’ve created a great Positioning Statement. • In a 12 week study, consumers using Grays once a night as a desert were able to lose 5lbs. • Grays uses all natural ingredients. 18 Positioning
  •  We have some long term thoughts on where the brand can go (vision) and the special assignment to get us on our way. (mission) And that helps shape the things we want to achieve with our brand. (goals) To get started, the brand has different options (strategies) for how to get there (tactics)  We try to find a slice of the population (target) to get them to take an action (expected result) that makes our brand bigger. We then find out what to say and how to talk to them to trigger that action (main message) 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) 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 (the medium/channel) STRATEGIC PLAN POSITIONING EXECUTION For a Brand to win, the execution has to match up and flow from within the strategy. Start with a simple plan. 19 Advertising Strategy falls within the brand strategy. Advertising is an expression of your strategy. 4 Strategy THE SIMPLEST OF PLANS
  • 1. FOCUS all your energy to a particular strategic point or purpose. Match up your brand assets to pressure points you can break through, maximizing your limited resources—either financial resources or effort. Pick a tight target market of those who can love you, and pick a unique position that you can stand behind and win. 2. You want that EARLY WIN, to kick start of some momentum. Early Wins are about slicing off parts of the business or population where you can build further. Find that connection with your consumer—moving them along the love curve. 3. LEVERAGE everything to gain positional advantage or power that helps exert even greater pressure and gains the tipping point of the business that helps lead to something bigger. Your brand finds a way to turn the consumer connectivity into a source of power the brand can leverage. 4. Seeing beyond the early win, there has to be a GATEWAY point, which is the entrance or a means of access to something even bigger. It could be getting to the masses, changing opinions or behaviours. Return on Investment or Effort, where you can translate all the power you’ve earned into profits and brand value. How Focused Strategic Thinking can Lead to a Bigger Win for the Brand. 20 There are 4 elements of a good strategy: Focus, an Early Win, Leverage point & a Gateway to something bigger. 4 Strategy
  • LOVE IT INDIFFERENT BELOVED BRAND FOR LIFE LIKE IT No Opinion. Not Aware. Confused. Not Interested. Stick to Current Brand. Satisfies Need. Thought About it. Tried it. Practical. Makes Sense. Crave It. Great Experience. A Favourite. Emotional Choice. Lifestyle Fit. Self Expressive. Outspoken Fan. Would never switch. Memories. Built into Life. Understanding where the brand is on the Love Curve, helps choose strategies to push the brand to be More Loved. Consumers move along the “Brand Love Curve” going from Indifferent to Like It to Love It to Beloved Brand for Life. 4 Strategy © Beloved Brands Inc.
  • Where your Brand sits on the Brand Love Curve sets up your Strategic Choices.… Separate Yourself Rationally: Close the sale Establish in the Mind: Awareness & Consideration Tugs at the Heart: To tighten the Connection • Mind Shift: drive a new position or re-enforce current equity • Mind Share: get more attention than competitors • New News: launching something new. • Turnaround: focused energy on opportunities, leaks • Drive Acquisition: new consumers to try. • Drive Penetration: get consumers to use more or differently • Consolidation: get consumers to do everything with brand. • Cross Sell: getting current customers to try other brands • Experience: shift focus from product to experience • Maintain: re-enforce our Brand equities. • Deeper: consolidation or broader usage of Brand. • New Reasons to Love: target our most loyal users first LOVE IT INDIFFERENT LIKE IT Continue the Magic: Maintain the LoveBELOVED • Magic: Continue surprising and delighting your core followers. • Create Feedback Loop: use social media to tighten connection • Leverage Power: drive value from the source of power. • Attack yourself: continue to improve If your brand is… Then here are the potential strategies 4 Strategy © Beloved Brands Inc.
  • …but the Brand Love Curve also helps you match up to Media Choices available to your Brand needs. 23 Announcement Style to drive popularity to establish the brand beyond the product. Search and Seek, for those looking for information or expertise to help guide them. Point of Sale, to help separate your brand, re-enforce points of difference and close the sale.Wear the badge of Experience, getting those that love to share their experiences and influence others. Influence, leverage brand advocates to spread awareness Listening Forum, enables consumers to establish their voice with the brand. Surprise & Delight Keep the passion alive with new ways to love. Exclusivity Club: reward your most loyal 4 Strategy © Beloved Brands Inc.
  • The Strategy Helps Frame the Desired Response You are Looking to Achieve 5 Desired Response Separate Yourself Rationally: Close the sale Establish in the Mind: Awareness & Consideration Tugs at the Heart: To tighten the Connection Continue the Magic: Maintain the Love Get consumer to think differently about the brand Get consumer see brand differently and to try or buy Get consumer to feel more tightly connected to the brand Get most outspoken Brand fans to stay connected 24 Then the Desired Response is to….your Strategy should be… © Beloved Brands Inc. LOVE IT INDIFFERENT LIKE IT BELOVED If your Brand is…
  • The Brand’s Big Idea should be the driver of everything connected to the brand. 25 6 Big Idea *First Exposed to DNA Tool at Level5 Strategy BC DA A B C DRecommended Process: • Brainstorm 3-4 words or a tight phrase in each of the four sections. • Collectively begin to frame the Brand’s Big Idea with a few words or a phrase
  • Examples of the Big Idea tool in action 26 6 Big Idea Canadian Wildlife Foundation Big Idea We are passionate guardians and advocates for wildlife in Canada Every business problem has a possible NFL player solution New inspiration in Toronto with new food discoveries from around the world Sports agency Charity High end Restaurant
  • 27 6 Big Idea Once you have the big Idea, it should drive all 5 connections between Brand and Consumer and help manage every part of your organization.
  • The Creative Brief
  • A few Thought Starters before you even get into the Brief
  • Advertising is Really “Inside the Box Thinking”. A creative brief puts them in the right box. The best creative people are problem solvers, not blue sky thinkers 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. 30
  • "People don't want to buy a quarter-inch drill. They want a quarter-inch hole!” Theodore Levitt Harvard Sell the Solution, Not Just Your Product. 31
  • Think about Advertising as a Balance between Freedom and Control Freedom Control 32 If you get to the Creative Meeting and you’re seeing options that are different strategies, you haven’t done your job. Most Marketers allow too much FREEDOM on the strategy but want to exhibit CONTROL on the creative. It should be the reverse. Marketers should Control the Strategy Not the Execution.
  • A Good Brief Should Be Brief, Not Long! Good briefs should have: • one objective • one target tightly defined • one main benefit • two main reasons to believe Avoid the “Just in Case” List Take Your Pen and Stroke Things Off Your Brief! 33
  • • You should write an Advertising Strategy. Work with your agency to help you out. But, you own it. • But let the Agency Translate it into a brief, in their words, their format. You can still debate every word to ensure it aligns to your strategy. It helps the agency own it and believe in it. • If you force a brief on the agency, they’ll re-write it without you there anyway. That’s just a reality. Your Agency Should Write their Own Version of Your Brief 34 This is step one giving the agency some freedom, while still maintaining control over the strategy.
  • Brand Vision/Mission Brand Positioning Brand DNA Brand Issues We Face Strategies/Tactics Creative Brief Creative Expectations Big Ideas Creative Expressions Architecture Tone/Feel Elements Execution Planning (Brand Plan) Communicating (Briefing) Execution (Aligning w/strategy) Market Feedback (Brand Review) The Planning Process has Three Phases: Planning Foundation Work, Communicating and Executing. 35 The Brand Leader must manage a degree of consistency through the entire process. Advertising is an expression of the strategy—this flow is not easy to manage.
  • Who is the intended Audience for the Creative Brief? 36 If you say the Creative Team, that’s too obvious. But, in my mind, the brief is for everyone who works on the brand. • The Creative Brief is a great tool for keeping everyone aligned—including all levels of management on the client side, the agency account team and the creative team. It’s also a great tool to keep YOU aligned to all the strategic work you’ve done. • Like a Brand Plan, the depth of work you put behind the creative brief will help to separate great from ok. Workshops can be a great tool to get all the collective wisdom down on the brief—and ensure everyone’s voice is heard in developing the brief. A brief is like the US Constitution. Yes it inspires, but it equally restricts and holds people accountable.
  • With the Six Questions of Answered in the Advertising Strategy, you now have the Basis for a Creative Brief Six Questions in the Brand Advertising Strategy 1. Who Do We want to sell to? (Target) 2. What are we selling? (Benefit) 3. Why should they believe us? (Reason To Believe) 4. What Do We want the Advertising to do for the brand? (Brand Strategy) 5. What do Want people to think, feel or do? (Desired Response) 6. What’s the long long term Big Idea to connect with consumers? (Big Idea) Advertising Creative Brief 1. Why Are We Advertising 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? (Desired Response) 7. What should we tell them? (Stimulus: benefit) 8. Why should they believe us? 9. Brand Positioning Statement 10. Tone and Manner 11. Media Options 12. Mandatories 1 2 3 4 5 6 1 5 2 3 4 + 4 6 4 21 + 3+ 6 37 6 5 Process © Beloved Brands Inc.
  • A Creative Brief Using Gray’s Cookies CREATIVE BRIEF 1. Why Are We Advertising • Drive trial of the new Grays Cookies as “The Healthy Choice to Snacking” brand positioning. 2. What’s the Consumer Problem We are Addressing 3. 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. 3. Who are you talking to? • “Proactive Preventers”. They do whatever it takes to stay healthy, they run, workout and eat right. Women, 25-45 with bulls-eye target of 35-40. For many, Food can be a bit of a stress-reliever and escape even for people who watch what they eat. 4. 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” • “I read labels of everything I eat. I stick 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? (Stimulus: benefit) • 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. 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 Positioning Statement • For “Proactive Preventers”, Women 30-45, Grays Cookies are the best tasting yet guilt-free 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, Motivated, Reliable, In Control, Natural. 11. Media Options • Main creative will be in specialty health magazines, event OOH signage and in-store. Want to carry the idea into digital, social media and a microsite. 12. Mandatories • The line: “best tasting yet guilt-free pleasure” must be included in the spot, 25% of Print must carry the Whole Foods logo as part of our listing agreement and include the Legal disclaimer on the taste test and the 12 week study. 38 Example
  • When you don’t have much time, it doesn’t mean avoid writing a brief, it just means using The Mini Brief Mini Creative Brief Objective • Launch new facebook page to drive trial among a younger audience. Who are you talking to? • “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 them 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. They taste great and are a healthy alternative. 39 Example
  • Creative Briefs Set the Tone and Messaging for All Briefs Advertising Creative Brief 1. Why Are We Advertising 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? (Desired Response) 7. What should we tell them? (Stimulus: benefit) 8. Why should they believe us? 9. Brand Positioning Statement 10. Tone and Manner 11. Media Options 12. Mandatories Media Brief P. R. Brief Packaging Brief Social Media Brief In-Store Brief Professional Brief Promo Brief Events Brief While the Brand Strategy drives the Advertising Strategy which drives the Creative Brief and that flows through all other briefs—75 to 90% of the briefs should be consistent. 40 Process
  • A D V E R T I S I N G P L A T F O R M Brand: Listerine Mouthwash Execution: 30 second TV Ad Timing: On Air Mar 15th , 2007 BRAND BACKGROUND BRAND STRATEGY ADVERTISING EXECUTION Where are we Now? • #1 dominant brand with 50 share. • A bit stuck on equity, because new news has been in our way. • Current campaign needs refreshing. How did we get here? • Solid “action hero” campaign separated us from Scope. • Good Advertising plus steady innovation has grown us by 8%. • New news dominated our advertising in 06—as our current campaign was wearing thin Tracking: What’s Working? • Action Hero breaks through: it gets brand link and strong equity scores. • New “non bottle guy” (One Man) breaks through as well. Tracking: What’s Not Working? • It has been “Hit and miss” when we move away from bottle guy. • Potential campaign wear out • Purchase intent and usage frequency are stuck. Loyal users, but they use it for problems (occasion) not prevention (routine). Brand Vision • Become Part of the Consumers daily life Brand Key Issues 1. How do we fight off Scope? 2. How do we drive frequency of use? 3. How do we drive penetration through new product innovation? Brand Objectives • Increase penetration from 18% to 22% • Increase usage frequency: 2.3L to 2.5L Brand Strategies • Drive usage frequency by connecting LMW to the brushing routine. • Drive trial of new product offerings (Whitening, Vanilla Mint) Overall Positioning Statement • For Proactive Preventers, LMW is the brand that makes you look and feel your best, because you are doing the most for your mouth that you can. Brand Essence • The Invigorating Clean leaves you feeling better about yourself. Brand Personality • Strong, defiant, reliable What’s the problem we need to solve? People think using Listerine once a day is enough What should Advertising do? • Get them to see the benefit of using it twice a day, everyday Who Are We Talking To? • Proactive Preventers, 25-35. Consumer Insights to leverage • People are doing more and more for the health of their mouth. • Consumers still think Listerine‟s primary role is for fresh breath. What Does Your Consumer Think Now? • Listerine does fresh breath, and is probably good for doing gingivitis. What Do You Want Them to Think? • Listerine does fresh breath, and is probably good for doing gingivitis. Communication ABCS Priority (top 2) • Attention, Communication Key Equities to Leverage • Bottle Guy as a likeable equity. • Gingivitis as key discriminator. What do we need to do? Need to revitalize the Action Hero campaign and drive usage frequency. What do we want people to do? Use Listerine, twice a day, every day. What do we want people to feel? I‟m letting myself down if Listerine isn‟t a part on my routine ADVERTISING STRATEGY 1. Strategy to Brief • As you see the agency’s creative brief, you want to make sure it reflects your advertising strategy. • Be fussy over every word—and keep it broad enough that you can see good ideas. TELEVISION COMMERCIAL Date March 31, 2005 Job No. Client Pfizer Canada Code No. Product Listerine CRTC No. Title GYM File No. Time 30 PAGE MUSIC: BACKGROUND MUZAK OPEN ON TOOTHBRUSH GUY IN GYM (FITNESS CENTRE) TALKING UP TWO YOUNG WOMEN WHO ARE PEDALLING EXERCISE BIKES. THEY ARE CLEARLY AMUSED BY HIM. BEHIND HIM, WITH HIS BACK TO CAMERA IS LISTERINE GUY WHO IS FOCUSED ON LIFTING FREE WEIGHTS. TOOTHBRUSH GUY: Yeah, I like to do it two, even three times a day. CUT TO REVERSE ANGLE. LISTERINE GUY IS COUNTING DOWN FINAL FEW ARM CURLS. AS HE PUTS DOWN WEIGHTS, HE NOTICES TOOTHBRUSH GUY IS DISTRACTED FROM HIS ROUTINE. LISTERINE GUY: (To Brush) Hey? CUT TO TOOTHBRUSH GUY LOOKING A BIT SHEEPISH AS HE TURNS TO HIS BUDDY. TOOTHBRUSH GUY: Oh, uh, just telling ‘em about our routine. CUT TO LISTERINE RE-ENERGIZED BY HIS BUDDY‟S ENTHUSIASM. LISTERINE GUY: Oh, good work. CUT TO TOOTHBRUSH GUY SUDDENLY LOOKING A BIT APPREHENSIVE. TOOTHBRUSH GUY: Really think we can fight Evil Gingivitis? LEGAL SUPER: Gingivitis is a minor inflammation of the gums caused by plaque above the gumline. LISTERINE GUY GESTURES TO TOOTHBRUSH GUY. LISTERINE GUY: Sure, if we can get people to use me every time they use you. CUT TO TOOTHBRUSH GUY NODDING. TOOTHBRUSH GUY: Right. CUT TO CU OF LISTERINE GESTURINGTO TOOTHBRUSH. LISTERINE GUY: Because it’s clinically proven using Listerine after brushing eliminates more germs that cause gingivitis than brushing alone. LEGAL SUPER: When used with proper oral hygiene, including flossing and dental care. Use as directed. TWO CHARACTERS DO A CELEBRATORY HI-FIVE. TOOTHBRUSH GUY: Yeah! CUT TO DETERMINED-LOOKING LISTERINE GUY LEADING HIS BUDDY OUT BY THE ARM LISTERINE GUY: Let’s roll. CUT TO TOOTHBRUSH GUY LOOKING BACK OVER HIS SHOULDER AT THE WOMEN HE HOLDS UP TWO FINGERS. FOLLOWED BY A „CALL ME‟ SIGN. TOOTHBRUSH GUY: Twice a day! (Mouths words) Call me. CUT TO SPLIT SCREEN SHOWING THE TOOTHBRUSH GUY ON ONE SIDE AND THE LISTERINE GUY ON THE OTHER IN KARATE POSES. ANNCR VO: Want your gums clean? Brush then use Listerine! LEGAL SUPER: When used with proper oral hygiene and dental care. CREATIVE BRIEF Client: Pfizer Date: February 24, 2005 Brand: Listerine Mouthwash 1. Why are we advertising at all? To continue to link Listerine to the brushing routine. 2. Who are we talking to? Reactive Preventers, aged 20-40 (bulls-eye 28). They are the kind of people who react to news by improving their ways. They usually brush twice a day and see their dentist on occasion. They may be using Listerine from time to time, but they don’t think of it as a part of their daily routine. They use it when they want the good feeling of a really clean mouth or when their dentist has alerted them to signs of gingivitis. 3. What do they currently think? Listerine kills germs and fights gingivitis. I use it once in a while, when I think I need to. 4. What do we want them to think? Listerine every time I brush will mean a healthier mouth. 5. What is the one thing we need to tell them? If you use Listerine every time you brush you have more power in the fight against gingivitis. 6. Why should they believe us? It’s clinically proven that using Listerine after brushing eliminates more germs that cause gingivitis than brushing alone. 7. Brand character? Powerful, larger than life, immortal, unfailing, sense of humour, modern and hardworking. 8. Creative Considerations Use of Bottle Guy and Toothbrush Guy What is required: Pool-out of existing campaign :30 sec TV with :25 & :15 sec cut-down English & French Timing: On air March 14th . Budget. $350.0K Docket#: WLJLIST40529 Legals & Mandatories: Cannot appeal to or show children less than 12 years old. CREATIVE BRIEF STORY BOARDS 2. Brief to Boards • Before you see boards, you want a creative expectations lunch. Gives you the chance to meet creative team, and have them directly ask for any clarifying questions • Consider an inspiring location that ties into the message. It sets the tone for what type of client you are. CREATIVE EXPECTATIONS 3. Advertising Story Boards • You want to make sure the boards match up to your brief, and your platform. • Focus on your key needs of the platform and your ABCS focus. Advertising Process that is Inspiring and PersonalProcess © Beloved Brands Inc.
  • • 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 approve that document. • Debate every word: great way to gain alignment and challenge each others thinking. Make sure you all speak the same language. Agency Should Take Your Advertising Strategy and Write the Brief 42 • Advertising Target and Selling Target can be different. With advertising target, you’re trying to get them to do something beyond just buy the product. Target should be a balance of Psychographics, Behaviours and Demographics. The tighter the better. • Try to Avoid Mandatories—or at least reduce them. Do not dictate creative style (e.g. No Humour). Do not dictate copy or demos. Control the Strategy, but you should give Freedom to the creative expression of the Strategy. Process
  • Leveraging a Big Idea allows Brand show up in a Consistent Manner: over time, across various mediums and sub brands. 43 Benefits to a Big Idea. • Helps frame the brand, making it easier to control how the brand shows up, over time, across various mediums and across the various business units. • 5-10 year life, giving brands a consistent idea to connect behind. This makes it easier to come back to the brief each year. • There becomes consistency in the tone, character and sometimes even begins to leverage a series of devices. Big Idea Helps Drive the Brand Consistency, over time, across mediums and products. Process
  • Summary Thought Starters for Better Briefs • Briefs are a Balance of Control and Freedom: You should control the strategy, not the execution. Give freedom to the creative, not the strategy. • Write the Brand and Advertising Strategy with six key questions. 1. Who Do We want to sell to? (Target) 2. What are we selling? (Benefit) 3. Why should they believe us? (Reason To Believe) 4. What Do We want the Advertising to do for the brand? (Brand Strategy) 5. What do Want people to think, feel or do? (Desired Response) 6. What’s the long range feeling the brand evokes (Big Idea) • Let the Agency write the brief. You should challenge every word on the brief to ensure you’re all on the same page. Keep the brief very brief. • The role of the brief is to create the right box, enough room to move, but enough direction that defines the problem. Creative People are problem solvers, not blue sky thinkers. So give them a problem to solve. • Let the Brand Love Curve guide where the brand is, drive the objectives around the brand funnel, focus on specific strategies and enable discussion around tactical choices. 44
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  • Grays Cookie is the… To… That … That’s Because … (category frame of reference) Tasty low fat cookie (Target Market) Healthy Proac ve Preventers, 25-40, who want to do as much for overall health as they can (Ra onal/emo onal benefit/promise) gives you the best tas ng yet guilt free pleasure so you can stay in control of your health. • In blind taste tests, Grays Cookies matched the market leaders on taste, but only has 100 calories and 2g of fat. (Reasons to believe) With the target, benefit and reason to believe, you’ve created a great Posi oning Statement. • In a 12 week study, consumers using Grays once a night as a desert were able to lose 5lbs. • Grays uses all natural ingredients. Posi oning Try the new Visa Card, it gives the power back to you. • Are you red of black outs and seat restric ons from all those points you’ve earned?. • No Other Card Beats the x Visa. X Visa is the card that lets you use your points on more travel ac vi es! Use your points on any travel ac vity, anywhere you want and whenever you want to go. x helps you “beat the old, red travel points system”. Unlike most other travel credit cards, if you can charge it on your x Visa, you can redeem it with your points. With the new Visa, you can go wherever and whenever you want. Concept Positioning Statement Brand Positioning We coach Brand Leaders on creating a Brand Idea and Positioning that will help you win in the market. Ask us how we can help create a Brand Idea that separates you from competitors. Where We Can Help You • Brand Positioning Statement • Brand Concepts for Testing • Creative Briefs ready for agency • Brand DNA and the Big Idea Beloved Brands Inc. 55 Bridewell Cres., Richmond Hill, ON Canada L4C 9C3 T: 416-885-3911 E: graham.robertson@beloved-brands.com CREATIVE BRIEF FOR GRAY’S COOKIES 1. Why Are We Advertising · Drive awareness and consideration of the new Grays Cookies as “The Healthy Choice to Snacking” brand positioning. 2. What’s the Consumer Problem We are Addressing · Cookies are my enemy. 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. 3. Who are you talking to? · “Proactive Preventers”. They do whatever it takes to stay healthy, they run, workout and eat right. Women, 25-45 with bulls-eye target of 35-40. For many, Food can be a bit of a stress-reliever and escape even for people who watch what they eat. 4. 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” · “I read labels of everything I eat. I stick 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.” · “I shop at Whole Foods and love to explore the new items. The last few years, there have been some tremendous advances in making great tasting options—in a healthy package.” 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? (Stimulus: benefit) · 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. 8. Why should they believe us? · 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. · Grays uses all natural ingredients. 9. Tone and Manner · Successful. Motivated. Reliable. In Control. Natural. 10. Media Options · Main creative will be in specialty health magazines, event OOH signage and in-store. Want to carry the idea into digital, social media and a microsite. 11. Mandatories · The line: “best tasting yet guilt-free pleasure” must be included in the spot. · 25% of Print must carry the Whole Foods logo as part of our listing agreement. · Legal disclaimer on the taste test and the 12-week study. Vision & DNA Creative Brief Brand Concep t
  • Brand Planning We coach Brand Leaders to build Strategic Plans that everyone in your organization can follow Strategic Road Map Brand Assessment Where We Can Help You • Deep Dive Brand Assessments • Brand Strategic Road Maps • Brand Plans • Marketing Execution Ask us how we can help map out a plan that guides your brand for the future. Brand Plan
  • Advertising Coach We coach Brand Leaders to get better Advertising from your Ad Agency Where We Can Help You • Review advertising process • Assess briefs, insights, strategy • Voice at creative meetings • Agency Selection Process • Advice at every stage Advice through production Ask us how we can help your brand get better advertising. Provocative Voice at Creative Meetings Advertising Audit Agency Search
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  • Meet Graham Robertson, President of Beloved Brands Graham is the voice of the modern Brand Leader. He started Beloved Brands, knowing he could “Make Brands better and Brand Leaders better™”. His Beloved Brands blog has 2 million views, and his public speaking appearances inspire Brand Leaders to love what they do. The idea behind Beloved Brands is the more love you can generate with your consumers, the more power you have in the market which drives higher growth and profits for your brand. As a brand coach, Graham helps to find growth where others couldn’t, creating Brand ideas consumers love and Brand Plans everyone can follow. For Brand Leaders wanting to reach their full potential The Brand Leadership Center offers workshops on strategic thinking, analytics, planning, positioning, creative briefs, judging advertising and media. Graham spent 20 years leading some of the world’s most beloved brands at Johnson and Johnson, Pfizer, General Mills and Coke, rising through the ranks up to VP Marketing. Graham played a major role in helping Pfizer win Marketing Magazine’s Marketer of the Year award. Love what you do. Live why you do it. ™Love what you do, Live why you do it.
  • 53 This presentation is solely for the use of client personnel, students or attendees of the presentation. No part of it may be circulated, quoted, or reproduced for distribution without prior written approval from Beloved Brands Inc. This material was developed by Beloved Brands Inc., for the sole purpose of an oral presentation; it is not a complete record of the discussion. The Brand Love Curve is a Trademark owned by Beloved Brands Inc. © Beloved Brands Inc.