Brand Planning for Clients

BRAND PLANNING FOR CLIENTS By Griffin Farley Presented to USF Masters of Business Administration Students

YOU ARE THE NEXT GEN OF CLIENTS 2 Business (or Business Consulting) financially rewards a Masters degree better than Ad Agencies do... so don’t work for ad agencies, hire ad agencies and be the client

I DON’T HAVE A MASTERS DEGREE 3 I don’t have a masters degree which is why I work for an advertising agency

4 1) Earlier this year I watched the movie BIG with my family 2) The main character was promoted to VP of Product Development because he was able to bring insights about kids to upper management. The consumer (himself as a 14 year old boy) was the only thing he knew to talk about. 3) The best planners are able to think about their consumers like that

MY FIRST JOB IN ADVERTISING 5 My first job in advertising was at an agency called J. Walter Thompson in Los Angeles working on a toy account.

year year year year year year 1 2 3-4 5-6 7 8-11 6 Since my years at J. Walter Thompson I’ve worked on many different brands, but what’s more interesting to me on this page of logos is not the brands that are represented but the consumers that I’ve h the pleasure of thinking about and talking to during my job.

WHAT DO I DO ON A DAILY BASIS? THINK ABOUT PEOPLE THINK ABOUT CULTURE THINK ABOUT STORYTELLING 7 What do I do on a daily basis? Early in my career I was taught to think about three things and as clients I hope that you will think about these things. Challenge your agencies to bring you ideas like this and push them to hire account planners that work on your business. Become best friends with these people so they will feed you more insight.

8 What is planning and how does it fit into an agency structure?

9 What makes a good account planner?

BOOKS EVERY CLIENT SHOULD READ 10 Two books every future client should read. Chief Culture Officer by Grant McCracken and Blue Ocean Strategy by W. Chan Kim and Renee Mauborgne. I am going to use some of their thinking in this presentation. These books will help you think like a strategic planner from a clients point of view.

ZAG WHEN EVERYONE ELSE ZIGS 11 This chart is from the book ZAG: The #1 Strategy for High-Performance Brands by Marty Neumeier. We tend to ask the wrong questions in testing because we focus on category-like questions which will make Good and Different ideas test poorly.

HOW DO YOU KNOW WHEN IT ZAGS? 12 This is a story that Jon Steel talks about in his book Truth, Lies and Advertising. If you look at the message of homeless signs you already know what the category norm includes: Homeless and Hungry. Please Help. While that message is sad everyone has heard it over and over again. The Homeless man on the right has a sign that reads: Ninja’s killed my family - Need Money for Kung-Fu Lessons. Which message would test better in focus groups if we asked questions like: Do you recognize this person as homeless? Do you think that this person would spend the money you give them on food? Does the message bring a tear to your eye? Does is make you feel guilty for the person holding the sign?

PENALTY FOR WRONG QUESTIONS 13 What is are the right questions? This is the multi-million dollar question, literally. Here are some stories of brands that did not ask the right questions.

THE PENALTY Levi’s miss the Hip Hop trend. Penalty $1 billion dollars. Quaker pays too much for the Snapple brand. Penalty $1.4 billion dollars. Facebook claims 7 billion photos as their own. Penalty public outrage. 14 Source: Chief Culture Officer. These decisions did not put people or culture first. As a client it is important to speak to people and listen to trend spotters to discover where the market potential might be.

INSIGHTS THAT ZAG 15 Where do insights come from?

WHERE DO INSIGHTS COME FROM? 16 Insights can come from any number of places but when I write strategy for advertising I make sure that I think about each of these aspects to help find those marketplace opportunities that truly Zag. Research is important to uncover these insights and sometimes you need Ethnography research to discover the unknowns about the unknowns.

CASE STUDIES THAT ZAG 17

FALLON click photo for web link Television 18

MCCAAN-ERICKSON click photo for web link Video Game 19

T.A.G. / MCCAAN-ERICKSON click photo for web link Video Game 20

BBH click photo for web link Whiskey 21

GOODBY SILVERSTEIN click photo for web link Ice Cream 22

BBH click photo for web link Deodorant 23

BBH click photo for web link Fragrance 24

CP+B click photo for web link Mini-Van 25

BBH click photo for web link Candy 26

BBH click photo for web link Moisturizer 27

BBH click photo for web link Music Album 28

DROGA 5 click photo for web link Political Candidate 29

REACH TO RELEVANCE 30

CONNECTION PLANNING Engagement Media Plans Plans Reach & Relevance & Frequency Context Cost per Cost per Thousand Advocate (CPM) (CPA) Share of Share of Voice Culture 31

RELEVANCE go where people are, not where media is found Copy: “Hey, city that never sleeps. Wake up.” Product: Folgers 32

ENGAGEMENT go where people are, not where media is found Copy: “Keep Playing” Product: A Venice Italy Casino 33

CONTEXT know the time and place of your message Copy: “To all those who use our competitors’ products: Happy Father’s Day.” Product: Durex condoms 34

CONTEXT click photo for web link 35

PARTICIPATION media that makes people participate Message: Make trash a sport Product: Nike 36

NEW PRODUCT DEVELOPMENT 37 I have worked with lots of different clients and everyone I know loves new product development. They love new packaging, new products, new store environments, etc etc. I’m going to share with you some of my favorite frameworks for innovation.

CONSUMER PARADOX Paradoxes must have intersections 38 Paradoxes highlight vulnerabilities and anxieties. Look for tension created by conflicts and look for the energy of the situation.

CONSUMER PARADOX Karaoke Japan Alcohol 39

DISCOVERING CONSUMER PARADOX Ethnography Videos Consumer Conflict Boards (mood boards) Social Networks (the worlds largest focus group) 40 Where do we find consumer paradox’s

CONSUMER PARADOX What intersections have real marketplace potential? 41 The big question that you will have to decide as a client is, “What intersections have real marketplace potential?”

MOVE FROM ONE TO ANOTHER 42 Tangible becomes Intangible. Products become Services and Services become Products.

ROME BIKE SHARING 43 A bicycle becomes a service. Consumers want to ride bikes but have no place to store them and they get stolen to often.

BAKER TWEET 44 An intangible tweet becomes a tangible device. Consumers love fresh baked goods but never know when things are the freshest.

HAND-ME DOWN TAG 45 A tangible product becomes an intangible memory maker with hand-me down tags. Howies wanted to let consumers know that their clothing would last for generations so they included Hand-Me Down tags.

INNOVATION ISN’T ALWAYS NEEDED click photo for web link 46 This is Roy Sutherland talking about Shreddies.

PURPOSE OVER POSITION 47 This is the last thing that I’m going to leave with you.

METHOD 48

METHOD: THE BELIEF BRAND click photo for web link 49 Eric Ryan at the Account Planning Conference.

CONSUMER PARADOX Method Style Substance 50

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Brand Planning for Clients

by Griffin Farley on Mar 26, 2010

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Brand Planning for Clients — Presentation Transcript