10. Idea
Business
Creative Marketing
Communications
Business Plan
Marketing Plan
Communication Strategy
Creative Idea
Media Plan
Then Now
Successful brands speak with one voice — through a distinctive,
ownable idea that is relevant to customers and differentiated from other
brand entities . . . yet easily understood and effortlessly recalled.
11. Old System
Treating every person as though they
were the same person.
Pushing every single message, ad,
promotion and website design to the
entire world.
New System
Knowing who your customers are
and what they need/desire.
Tailoring all aspects of your
marketing to provide value at the
right place & right time.
12.
13.
14.
15.
16. The Brand makes you think
…What is the value
proposition beyond
the product?