International Branding Toolkit admarcom

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Toolbox for companies who wants to develop their brand, strategy and positioning .

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International Branding Toolkit admarcom

  1. 1. Strategy Toolkit ëOwned Admarcom
  2. 2. Strategy ToolkitSome words of caution:- “When you have a hammer, every problem seems a nail”- “A bad workman blames his tools”- “Tools not rules”- “Transpiration to aid Inspiration”
  3. 3. Other Agencies/Clients Experience BDDP BBDO Unilever R+C Saatchi Kraft Jacobs Euro RSCG France P&G Coca Cola
  4. 4. Other Agencies/Clients Experience Euro RSCG Kraft Eckes- BDDP BBDO McCann Saatchi France Coca Cola P&G Jacobs R+C Unilever GraniniAnalysis of status(descript. of situation, SWOT) x x x x x x x xAdvertisingobjects x x x x x x x x xSource of business xTarget group x x x x x x x x x xProduct/ConsumerBenefit/Brand Promise x x x x x x x x x x xReason Why/Support x x x x x x x x x x xBrand Character/Personality x x x xKey Focus x x xTonality/Stil x x x x xConsumer Insight x x xPositioning x x x xSelling/AdvertisingIdea x xMandatories x x x x x xFormalities x x x xBrand Vision xBrand as a Person x xBrand Architecture xLaddering xDisruption x Owned Admarcom
  5. 5. LearningsMost agencies and clients have the same elements in common Benefit/Promise Reason why/Support Character/Tonality Target Group Advertising Objective Situation Analysis
  6. 6. LearningsPoints of difference: Selling/Advertising Ideas already in brief (KJS, McCann) Consumer Insight (P&G, Kraft Jacobs, Euro RSCG France) Brand Positioning (Unilever, R+C, Eckes-Granini) Brand Architecture/Toolbox (Unilever) Brand as a Person (Euro RSCG) Brand Vision (BDDP, R+C) Strategic Laddering (BDDP) Key Focus (P+G) Analysis of Status (McCann, R+G)
  7. 7. Admarcom Planning Form Criteria  A strategic creative and planning form that incorporates the proven elements of other agencies and clients  In addition, our planning form contains elements that provide proprietary Admarcom elements for extra inspiration
  8. 8. Toolkit Contents
  9. 9. Toolkit Contents The digging process Brand audit Positioning development Idea process Strategic stairway Creative briefing form
  10. 10. Toolkit Contents The digging process Brand audit Positioning development War Rooms Idea process Strategic stairway Creative briefing form
  11. 11. War Rooms  Our collaborative approach to planning and strategic development, involving all agency and client groups for input and idea generation
  12. 12. War Rooms Blijft eigendom van Admarcom
  13. 13. Toolkit Contents The digging process Brand audit Positioning development Idea process Strategic stairway War Rooms Rooms War Creative briefing form
  14. 14. Proposed Instruments The Digging Process
  15. 15. Definition A qualitative and quantitative intuitive approach to uncover key facts and feelings  Dig into the consumer.  Dig into the market.  Dig into the brand/product.  Dig into the competition.  Just dig!
  16. 16. Method Define a project team  Project team: Study and analyze available material if possible including own experience with product and consumer closeness (formal or informal talk with consumer)  Digging session: In brainstorming type of session, project team members write down 10-20 facts and feelings per “dig”  Each dig is reduced to 2-3 major facts and feelings
  17. 17. Toolkit Contents The digging process Brand audit Positioning development Idea process Strategic stairway War Rooms Creative briefing form
  18. 18. Proposed Instruments THE BRAND AUDIT ? in 9 steps
  19. 19. ? Definition  A questionnaire to unearth the key brand equities, values, assets, strengths, weaknesses and opportunities  The phase in which you explore the elements that could be used to determine strategy
  20. 20. ? Step 1: Product Interrogation  Broader investigation of its quality, usefulness, performance, functional e.g. Product superiority : Araldite, the strongest adhesive Know-how : Stouffer, the closest to home-cooking Special ingredient : polished with walnut oil Country of origin : Price characteristics : less expensive, more expensive, special offer
  21. 21. ? Step 1: Product Interrogation  This also involves  Product comparison  Transforming a handicap into an opportunity Orangina: shake up the pulp  Exploiting a product reality Raider: 2 satisfying snack fingers Made by hand  Amplifying a detail Orangina: shake up the pulp
  22. 22. ? Step 1: Product Interrogation  This also involves  Dramatize know-how/demand Lustucru: rice selected grain by grain Made by robots  Torture test, stress conditions under which tough conditions does the product do very well  Others
  23. 23. ? Step 2: Brand Archaeology  Inherited characteristics : significant events in its past, core values, advertising, biography, founding fathers e.g. History : Sir Thomas Lipton Founder : Club Med, Trigano saga, happiness Values : Stouffer : tradition, authenticity
  24. 24. ? Step 2: Brand Archaeology  This also involves  Relying on segment values when a leader : Danone:health  Updating history and values : Club Med: individualist happiness  Celebrities or experts use it  Ways of using the product : sharing, giving, playing...
  25. 25. ? Step 3: Brand Character  Name:  Physical nature: an attribute or a product superiority  Character: a psychological attribute, a reason to love the brand  Style: the look of the brand, its preferred modes of expression: (sound, music, colour, words) that make up its formal “territory”  Spirit : The values of the brand, the role it wants to play in our society
  26. 26. ? Step 4: Competitive Environment  The dynamics of its position in relation to its competitors  Brand enemies : why ?  Avis : When your are only n° 2 you try harder  Pepsi : Pepsi generation versus Coke
  27. 27. ? Step 4: Competitive Environment  What is the source of the brand business  Where is the best growth opportunity ?
  28. 28. ? Step 5: Brand Experience  Its rational and emotional image in the eyes of the consumers, what the brand expresses and represents  Hamlet : reassuringly comforting amidst the stresses of everyday life  Prudential : hope  How the product effect people’s lives  How people feel when using the product
  29. 29. ? Step 6: Brand’s Point of View  In what circumstances does the consumer come into contact with the brand ?  Oil of Olay : young girls versus women around 40  McDonalds : children  It also involves shifting the debate :  Volvo or Peugeot 806 : not the car, not the driver but the child  Disadvantages for non users :  What they are missing
  30. 30. ? Step 7: Reasons for Loyalty  What is it, in the entire chain of contacts between brand and buyers, that ensures that loyalty will be maintained or, conversely, will be betrayed or broken ?  Peugeot : The showroom is the n° 1 loyalty factor. The “points” card will therefore be given out/allocated by the network, hence by the dealer.
  31. 31. ? Step 7: Reasons for Loyalty  These two points, point of entry and loyalty chain, are the primary tools in a resource strategy which will consist of allocating to each of the communication resource mix :  a target  a role  a specific time of action
  32. 32. ? Step 8: Brand Ambition  Strategic thinking behind the brand (company business plan, interview with managing or marketing director).  Steve Jobs :liberating man from machines  Chrysler :Lee Iacocca Vision : who we want to be :  tomorrow versus today  desire versus reality
  33. 33. ? Step 9: Communication Mix  Aspects of its personality expressed across the different forms of communication : coherence, use of a concept, etc...
  34. 34. Toolkit Contents The digging process Brand audit Positioning development Idea process War  Rooms Strategic stairway Creative briefing form
  35. 35. Proposed Instruments POSITIONING DEVELOPMENT
  36. 36. Definition The brand positioning is the most basic of all strategic statements about the brand. It helps to focus, guide and anchor all future marketing efforts. It is written by marketers, for marketers, in their language. It is not a consumer statement.
  37. 37. Definition The positioning statement creates a unique brand identity that  provides a clear purchase rational for the consumer  distinguishes the business in the consumers’ perception of the competitive frame  moves beyond brand identity, to consumer identity, helping consumer to position themselves in the mind of their public
  38. 38. What Brands Mean Brands are much more than products. “A product exists on the supermarket shelf. A brand resides in consumers’ minds”
  39. 39. Positioning Is akin to two marketing concepts which are often used: mission and vision. Akin, because it is not exactly the same. What are the similarities and differences?
  40. 40. Mission Is commonly used to explain the business a company is in or wants to be in. As such, the term mission has meaning largely internally to the company itself.
  41. 41. Vision Implies a strong future orientation. A vision defines not only “who we are”, but also “who we want to be”.
  42. 42. Elements and Questions Five elements that bring the positioning to life and five questions which help it to birth  Target group: To whom are you advertising to?  Brand character: Who is your brand?  Competitive frame: Where is the brand’s business?  Brand promise: What get the consumer from the brand?  Support: Why should consumer believe in your brand?
  43. 43. Element 1: Target Group Describe the people most likely to buy your brand  Who they are, how old, their interests, aspirations  Define them by their relationship to the brand
  44. 44. Element 1: Target Group Good example: Women, married or living together with man, driving a small sized, new bought (within last three years) car as a second household car, very fashion oriented and francophile with above normal household income in the age of 25-40. Brands in their relevant set are: x, y and z. Bad example: Women 25-40
  45. 45. Element 2: Brand Character Definition The brand character creates an affinity between the brand and the consumer that goes beyond the physical characteristics and benefits of the brand and describes how the consumer feels about the brand at emotional level
  46. 46. Element 2: Brand Character Use all available qualitative and quantitative research to define the brand character Describe the brand as a person and use brainstorming techniques to analize the brand character in depth and detail Ask how the brand character can be developed Use trends and social changes to develop the character long term
  47. 47. Element 2: Brand Character Good example: Mr. Proper is the housewives secret helper. What is work for others is play for him Bad example: Mr. Proper is always helpful and service oriented
  48. 48. Element 3: Competitive Frame Definition The competitive frame describes the consumers’ grouping of products with the brand competes to satisfy a specific need. It may or may not coincide with the manufacturer’s notion of competitive framework.
  49. 49. Element 3: Competitive Frame The key questions:  What is the source of the brand’s business?  Where is the best growth opportunity?
  50. 50. Element 4: Brand Promise Definition The consumer benefit or promise expresses what the brand can fully (and hopefully uniquely) deliver to the consumer. The consumer benefit has to be single minded and is the reward the consumer will get by using the brand either in form of objective performance or subjective experience.
  51. 51. Element 5: Support Definition The support or reason why statement delivers the proof for the benefit. Depending upon the Consumer Benefit made, the choice of the support can be found in the product’s price (economy), ingredients, its position in the market (leading brand), a consumer perception (dependability) or company value/reputations (Betrix).
  52. 52. The Positioning Formula For teenager, Brand Beer Target consumer Brand nameis the empathic expert for pimple problems Brand character Product/Competitive Frame that help to stop pimple before they start because Brand promiseit cleanses pore-deep to visibly remove the pimple causing elements Support
  53. 53. THE CHALLENGE OF CHANGE Presentation to Heineken
  54. 54. THE POSITIONING FORMULAFOR YOUNG ADULTS (Target consumer) (Brand name) (Brand character) (Product/Competitive Frame)THAT (Brand promise)BECAUSE (Support)
  55. 55. THE POSITIONING FORMULAFOR YOUNG ADULTS HEINEKEN (Target consumer) (Brand name) (Brand character) (Product/Competitive Frame)THAT (Brand promise)BECAUSE (Support)
  56. 56. THE POSITIONING FORMULAFOR YOUNG ADULTS HEINEKEN (Target consumer) (Brand name)IS THE UNCONVENTIONAL LEADER (Brand character) (Product/Competitive Frame)THAT (Brand promise)BECAUSE (Support)
  57. 57. THE POSITIONING FORMULAFOR YOUNG ADULTS HEINEKEN (Target consumer) (Brand name)IS THE UNCONVENTIONAL LEADER AMONG BEER BRANDS (Brand character) (Product/Competitive Frame)THAT (Brand promise)BECAUSE (Support)
  58. 58. THE POSITIONING FORMULAFOR YOUNG ADULTS HEINEKEN (Target consumer) (Brand name)IS THE UNCONVENTIONAL LEADER AMONG BEER BRANDS (Brand character) (Product/Competitive Frame)THATPROVIDES SPIRITUAL AND PHYSICAL REFRESHMENTBEYOND WHAT HAS EVER BEEN THOUGHT POSSIBLE IN THISWORLD (Brand promise)BECAUSE (Support)
  59. 59. THE POSITIONING FORMULAFOR YOUNG ADULTS HEINEKEN (Target consumer) (Brand name)IS THE UNCONVENTIONAL LEADER AMONG BEER BRANDS (Brand character) (Product/Competitive Frame)THATPROVIDES SPIRITUAL AND PHYSICAL REFRESHMENTBEYOND WHAT HAS EVER BEEN THOUGHT POSSIBLE IN THISWORLD (Brand promise)BECAUSEOF ITS IRREFUTABLE, UNCOMPROMISING PURITY. (Support)
  60. 60. Heineken can become THE BEST BEER IN THE UNIVERSE; or more specifically…THE MOST REFRESHINGBEER IN THE UNIVERSE
  61. 61. Toolkit Contents The digging process Brand audit Positioning development Idea process War Rooms Strategic stairway Creative briefing form
  62. 62. Proposed Instruments IDEAInspiring the Development of Effective Advertising
  63. 63. Definition A systematic step-by-step approach to generate consumer insights and selling (advertising) ideas
  64. 64. Search and Reapply Based on planning methods deployed by many agencies and companies:  JWT  Wells Rich Greene/BDDP  Euro RSCG  Philip Morris  Saatchi & Saatchi  Leo Burnett  Unilever  Young & Rubicam  P&G  KJF
  65. 65. Objective To provide tools that will help to improve the quality of the copy development strategy, specifically in the areas of:  ‘Insights’  ‘Advertising Ideas’ At the same time providing inspiration for post-strategic creative process.
  66. 66. Idea EggsBrand: ..................................................................................Strategic promise: ............................................................. NOW DO: ................................ ................................ Strategic Obstacle THINK: ................................ ................................
  67. 67. Idea EggsBrand: ..................................................................................Strategic promise: ............................................................. NOW FUTURE DO: DO: ................................ ................................ ................................ ................................ Strategic Obstacle Insight What if .... THINK: THINK: ................................ ................................ ................................ ................................
  68. 68. Idea EggsBrand: ..................................................................................Strategic promise: ............................................................. NOW FUTURE DO: DO: ................................ ................................ ................................ ................................ ADVERTISING IDEA ................................ ................................ Strategic Obstacle Insight What if .... THINK: THINK: ................................ ................................ ................................ ................................
  69. 69. Idea Eggs in Steps1. Strategic Obstacle
  70. 70. Idea Eggs in Steps1. Strategic Obstacle2. Consumer Insights
  71. 71. Idea Eggs in Steps1. Strategic Obstacle2. Consumer Insights3. Advertising Ideas
  72. 72. Step 1:Strategic Obstacle NOW FUTURE DO: DO: ................................ ................................ ................................ ................................ ADVERTISING IDEA ................................ ................................ Strategic Obstacle Insight What if .... THINK: THINK: ................................ ................................ ................................ ................................
  73. 73. Step 1: Strategic Obstacle A strategic obstacle is the thinking of a (large) number of consumers, that forms a barrier between what they do and what you want them to do in future. A well-defined strategic obstacle helps to develop better consumer insights. A strategic obstacle is often a mirror version of a consumer insight.
  74. 74. Step 1 - Strategic Obstacle Determine Steps Define business strategy and translate in consumer behaviour Build user base Buy/use my brand Build frequency Buy/use me more often Loyalty Stay with my brand
  75. 75. Step 1 - Strategic Obstacle Buy / Use My Brand Thinking options  I am not interested (in your benefit)  I do not believe you deliver your benefit  I already have your benefit
  76. 76. Step 1 - Strategic Obstacle Buy / Use Me More Often Thinking options  Other brands are giving me something more important  I am afraid that using you more often will harm me (cost me)  Even if I use you infrequently, I get benefit  I can get it also from other brands
  77. 77. Step 1 - Strategic Obstacle Stay with My Brand Thinking options  I don’t want you no longer  You are not delivering anymore  I get it better from other brand  I like other brand better  There is another way to get it
  78. 78. Step 1 - Strategic Obstacle Find Answers in ResearchAttitude Research,  Is your benefit widely accepted?Image Research,  Is your brand better in the key benefit area?Advantage Research,  What are the negatives associated with yourFocusgroup Research brand?  Is your benefit attractive (TPM)?  Do people believe you deliver?  Is your benefit relevant?
  79. 79. Step 1 - Strategic Obstacle Find Answers in Research  Are people using your brandHabits, differently?Practices,  Do your users have different habits?Focusgroup  What is the noticability of your superiority?
  80. 80. Step 1 - Strategic Obstacle Find Answers in ResearchBrand history,  Is your benefit as attractive asFocusgroup, in the past?Competitive advertising  Has competition improved?  Any demographic / sociological trend effecting appeal?
  81. 81. Step 2:Consumer Insights NOW FUTURE DO: DO: ................................ ................................ ................................ ................................ ADVERTISING IDEA ................................ ................................ Strategic Obstacle Insight What if .... THINK: THINK: ................................ ................................ ................................ ................................
  82. 82. Step 2: Consumer Insights A consumer insight inspires creatives helping overcome the consumer’s strategic obstacle. It presents the brand’s promise form a consumer’s point of view, rather than a manufacturer’s, adding relevance to the promise and therefore change behaviour. Consumer insights gets target consumers nodding in agreement.
  83. 83. Step 2 - Consumer Insight Types of Insights Stemming from the product, typically product or habit focussed. Stemming from the consumer’s mind, psychological, emotional, (not what consumers are doing but) why are consumers doing this?
  84. 84. Step 2 - Consumer Insight Sources of Insights Listen to consumers! Talking with consumers! Observing consumers! Also research reports. Also personal usage of product.
  85. 85. Step 2 - Consumer Insight Products Insights (checklist) Standard of excellence What is the standard of excellence in this category? (which other brands are not expected to reach) Competitive failure When do competitive products fail? Different product action Does the brand work differently from the way consumers think it works? Special ingredient Is there an ingredient that builds credibility?
  86. 86. Step 2 - Consumer Insight Products Insights (checklist) Specially made Is the product made in a very special way? Stress conditions Under which tough conditions does your product do very well? Advantage of using more often What do you gain by using the product more often? Disadvantage of non-use What are the consequences of not using the product?
  87. 87. Consumer Insight Step 2 - Psychological Insights (checklist) Existential influence on life/self How the product effects people’s lives? Influence on important matters What is the most important influence of the product on the things for which the product is used? Influence on others Who will notice that I am (not) using the brand? Trust Who can I trust to help?
  88. 88. Consumer Insight Step 2 - Psychological Insights (checklist) Influence on feelings How do you feel when using the product? Influence of surprise How do you feel when product’s performance is better than expected? New concern Can you think of a new problem? Blijft eigendom van Admarcom
  89. 89. Step 3:Advertising Idea NOW FUTURE DO: DO: ................................ ................................ ................................ ................................ ADVERTISING IDEA ................................ ................................ Strategic Obstacle Insight What if .... THINK: THINK: ................................ ................................ ................................ ................................Blijft eigendom van Admarcom
  90. 90. Step 3: Advertising Idea Creative Execution CopyDevelopment Strategy  The bridge between copy development strategy and creative execution, originating from an insight about the product, brand, consumer behaviour or feelings.
  91. 91. Step 3: Advertising Idea Definition An advertising idea combines the promise of a brand with a touch of relevant imagination, an original idea, one powerful enough to build trust and preference for that brand over a longer period of time. Told in a distinctive engaging way through a powerful claim, a demonstration or an evocative metaphor. The stimulus with which we evoke the response we want from the consumer, it stirs desire and impels action.
  92. 92. Step 3: Advertising Idea Definition An advertising idea is a credible and provocative statement of substance about the brand’s main consumer benefit.
  93. 93. Step 3 - Advertising Idea Words of Wisdom“Adds a competitive dimension to the brands strategic benefit”.“Makes the brand emotionally important”.“Provides reason to prefer your brand”.“Is a ‘big idea’ that guides total marketing mix” - not only advertising -“May be a reason why, or an unique visual”. - need not even consist of words -“ The net impression that is left with the consumer”.
  94. 94. Step 3 - Advertising Idea Simplest Form The “SO ............. THAT ...............” formula  “So aromatic that it spoils you”.  “So clean that it shines”.  “So dry that it is drier than any other diaper”. (simplest comparative form)
  95. 95. Step 3 - Advertising Idea How to Find Them? The sources A checklist Stylistics exercise Hall of fame emulation
  96. 96. Step 3 - Advertising Idea The Sources Expert opinion Archives Product tests ‘White coat’ Personal experience Advertising competitors Other countries Brainstorming
  97. 97. Step 3 - Advertising Idea Product Characteristics (checklist) Ingredients Dispenser Packaging Origin of ingredients Country of Origin
  98. 98. Step 3 - Advertising Idea Consumer Characteristics (checklist) Celebrities use it, endorse it Experts use it, endorse it Market leader, everybody uses it Exclusive, nobody uses it yet
  99. 99. Step 3 - Advertising Idea Using the Product (checklist) Sharing Giving (as present) To indulge in Playing
  100. 100. Step 3 - Advertising Idea Manufacturing Process (checklist) Made by hand Made with microscope Made by robots Made without compromise
  101. 101. Step 3 - Advertising Idea Surprising Facts (checklist) Harvested by hand Polished with walnut oil
  102. 102. Step 3 - Advertising Idea Price Characteristics (checklist) Less expensive More expensive Special offer Price/value relationship
  103. 103. Step 3 - Advertising Idea Product History (checklist) Since .............. (1975) Traditional quality Founding fathers, zie website
  104. 104. Step 3 - Advertising Idea Physical Needs (checklist) Hunger, thirst Sex Status, ego fulfilment Self actualisation Self happiness
  105. 105. Step 3 - Advertising Idea Image Characteristics (checklist) High quality Sympathetic Exotic Modern, contemporary Trustworthy
  106. 106. Step 3 - Advertising Idea Disadvantages Non-Users (checklist) What you are missing Lack of security Missed opportunity Others will notice non-usage
  107. 107. Step 3 - Advertising Idea Direct Comparison (checklist) Product comparison User comparison Comparison with standard of excellence Reduced base of comparison
  108. 108. Step 3 - Advertising Idea Own the Category (checklist) Appropriate a characteristic that is generic to category Unique problem Unique solution
  109. 109. Step 3 - Advertising Idea Stylistic Exercise Juxta position - It takes a tough man to make a tender chicken. Appropriate a role, territory - The airline that is uniting the world New benefit formulation - Just Nupe it (Nuprin) Provocative simplicity - Coke is it. Provocative language - Fingerlicking good
  110. 110. Step 3 - Advertising Idea Stylistic Exercise Humour, irony, sarcasm, satire - Heineken refreshes the parts other beer cannot reach. Deep, deep emotion - Reach out and touch somebody’s hand Poetry - Dirt is out, Tide’s in Heroics - No. 1 oblige Deep, deep loyalty - Once bitten forever smitten
  111. 111. Step 3 - Advertising Idea Hall of Fame Emulation Sounds so good, you can tell which brand of piano Jump is health food for dogs Not just clean, sunshine clean Think of it as a sportscar on two wheels For hands as soft as your face For hands as soft as your daughter’s The secret of soft skin Washing and conditioning in one The penalty of leadership The obligation of being No. 1
  112. 112. Step 3 - Advertising Idea Hall of Fame Emulation It’s Miller time One day all watches will be made this way It’s the toothpaste, dentists give to their family Ask your dentist why The ring of self-confidence With the extra ‘Bloob’ of cream Captain Iglo McDonald is always good Get heart smart Put a tiger in your tank
  113. 113. Step 3 - Advertising Idea Hall of Fame Emulation The slowest ketchup in the west Will be enjoyed by less of you Just give us a week and we’ll take of the weight Total indulgence, zero guilt From sharp minds, come sharp products Probably the best beer in the world Proud to be your Bud .... Wild freshness Just do it Planet Reebok
  114. 114. Step 3 - Advertising Idea Hall of Fame Emulation Don’t crack under pressure Dirt’s out, Tide is in Expert mothers prefer Pampers Experts choose Andy Top breeders I New York (I love New York)  April fresh It’s a big country and somebody has to furnish it Do the Pepsi test Test the West
  115. 115. Step 3 - Advertising Idea Hall of Fame Emulation Lanvin, why not? The end of the plain plane The ring of self confidence If it absolutely, positively has to be there overnight! It’s either Ella or memorex They laughed when I sat down ... Soup on the rocks Just for the taste of it The renaissance of the American automobile More car for your money
  116. 116. Step 3 - Advertising Idea Hall of Fame Emulation Temperatures never drop below Zerex Just nupe it Soft on colours, hard on dirt Wash and Go Healthy choice, the choice is yours From the inventors of CD Inventing for you The greatest show on earth 200.000 customers, we have to earn them every day again
  117. 117. Step 3 - Advertising Idea Hall of Fame Emulation A great restaurant with a nice museum attached to it Would you be more careful, if it were you who got pregnant? Precision crafted performance Rather fight than switch The ultimate driving machine World’s favourite airline Digests dirt and stains other products leave behind Refreshes parts other beers can’t reach Do you love one enough to share your last Rollo?
  118. 118. Step 3 - Advertising Idea Hall of Fame Emulation Dirt can’t hide form intensified Tide Now, isn’t that a nice reflection on you? It’s the real thing The choice of a new generation It takes a though man to make a tender chicken When the going gets tough, the tough gets going Teflon silverstone Harvested by moonlight Choosy mothers choose Lift As if we are you
  119. 119. Step 3 - Advertising Idea Hall of Fame Emulation The secret of young looking skin Don’t grow old gracefully Make your skin touchable again Come to the flavour Mmh, that’s good Never underestimate the power of soup Blessed are the meek etc. Blood, sweat and tears The legion is your fatherland Always Coca-Cola
  120. 120. Step 3 - Advertising Idea Hall of Fame Emulation We’ve got to try harder as No. 2 Luvs is love your baby can feel United colours of Benetton I’d walk a mile Good food costs less at Sainsburry The Care Company We only sell quality The heartbeat of America Let’s make things better
  121. 121. Toolkit Contents The digging process Brand audit Positioning development Idea process War  Rooms Strategic stairway Creative briefing form
  122. 122. Proposed Instruments STRATEGIC STAIRWAYS
  123. 123. Definition A method to determine the focus of the strategy
  124. 124. Advertising IdeaAwareness ARLA,Attribute ARLA, we have already creative and inspiring ideas Benefit ARLA, guarantee the best product quality Territory ARLA products, unique aroma for people who are creative in cooking and? Value ARLA shows that your family values are important for you ARLA believes that their values gives Role happiness, every day
  125. 125. Advertising IdeaAwareness Pure awareness, relevant for new brandsAttribute Benefit Territory Value Role
  126. 126. Advertising IdeaAwareness Product characteristic: - reason why - quantifiable phenomenonAttribute (the best sold car in Europe) - Permission to believe Benefit (made by experts) Territory Value Role
  127. 127. Advertising IdeaAwarenessAttribute The advantage of using the product, can be elevated to end-benefit i.e.: Benefit Persil’s whiteness (benefit) shows how much you care. Territory Value Role
  128. 128. Advertising IdeaAwarenessAttribute Benefit Not a benefit, but a mix of form and substance focussing on the type of Territory people that (we would like to) use our brand (also called lifestyle or image advertising). Value Role
  129. 129. Advertising IdeaAwarenessAttribute Benefit Territory The brand represents or adopts a value Value i.e. mother care, physical exercise. Role
  130. 130. Advertising IdeaAwarenessAttribute Benefit Territory Value The brand assumes a societal role: Benetton: “United colours of Benetton”, Role stands for anti-aids, anti-discrimination and pro-condom usage.
  131. 131. STRATEGIC LADDER for ARLA ROLE VALUE TERRITORY BENEFITATTRIBUTE AWARENESS
  132. 132. Toolkit Contents The digging process Brand audit Positioning development Idea process War Rooms Strategic stairway Creative briefing form
  133. 133. Proposed Instruments CREATIVE BRIEFING FORM
  134. 134. LISTEN TO GREAT CREATIVES
  135. 135. Inspire and Motivate “A good shepherd stays behind the flock.”
  136. 136. What is a Brief ? Instructions given to creative people are called brief “People are given orders or instructions … Artists and professionals are given briefs”. “Creative directors just do not take orders”.
  137. 137. What is a Brief ? More a request than a order. A brief contains a clear objective, but allows recipient to determine method and manner to achieve the objective. The briefer does not know how the objective will be achieved.
  138. 138. Clear Objectives Do not couch in wishy-washy terms e.g. “Highly creative and brilliant idea that will increase market share.” Be specific, also with constraints “executional guidelines”, do not over promise including specific budget.
  139. 139. Some Words of Wisdom1. The best brief can be used as a headline on a poster.2. Be creative in writing the brief.3. Be disruptive: find out what everybody else is doing (the conventions) and do something different.4. Find a single minded proposition (come alive in a compelling manner).
  140. 140. Some Words of Wisdom5. Be brief.6. Forget the proposition, focus on the personality instead.7. The consumer deserves your respect: “The consumer is not a moron …”.8. Give creative suggestions ‘starters”: “Best ideas come from the doorman.” “All ideas should be on the table.”
  141. 141. Some Words of Wisdom9. Make it inspiring.10. KISS11. Avoid jazzing up the obvious (diagrams).12. One great word cannot compensate for an ordinary / boring proposition.13. Write the brief with the intention to change the world: Reach for the Stars.
  142. 142. STAR FORM 1. Campaign Objective5. Support 2. Target Audience 6. Brand Soul4. Single Key Communication 3. Consumer Insight7. Star dust (executional guidelines)
  143. 143. STAR FORM 1. Campaign Objective 5. Support 2. Target Audience 6. Brand SoulPOINTS TO CONSIDER 4. Single Key Communication 3. Consumer Insight 7. Star dust (executional guidelines)
  144. 144. STAR FORM 1. Campaign5. Support Objective 2. Target Audience 6. Brand Soul4. Single Key Communication 3. Consumer Insight7. Star dust (executional guidelines)
  145. 145. STAR FORM1. Campaign ObjectiveWhat do you want the creative team to produce? What is the campaign intended to achieve? What step on the strategic ladder:  Awareness  Attribute  Benefit  Value  Role What is the relation to marketing objective e.g.:  Increase usage  Increase loyalty  Achieve trial
  146. 146. STAR FORM 1. Campaign Objective5. Support 2. Target 6. Brand Soul Audience4. Single Key Communication 3. Consumer Insight7. Star dust (executional guidelines)
  147. 147. STAR FORM2. Target Audience Sociographic and psychographic description Describe it in ‘likeable’ terms Who are they, how old their interests, aspirations and lifestyle Define also their relationship with the brand Include subjective attitudinal information Creatives should know and feel who they are talking to Take into consideration “influencers” who affect the purchase of the product
  148. 148. STAR FORM 1. Campaign Objective5. Support 2. Target Audience 6. Brand Soul4. Single Key Communication 3. Consumer Insight7. Star dust (executional guidelines)
  149. 149. STAR FORM3. Consumer insightIt presents the brand’s promise from aconsumer’s point of view, adding relevanceto a brand’s basic promise Product based insights Mind related insights e.g.:  Affects lives / self  Influence on others  Trust  Feelings  Concern  Surprise
  150. 150. STAR FORM 1. Campaign Objective5. Support 2. Target Audience 6. Brand Soul4. Single Key 3. Consumer Insight Communication7. Star dust (executional guidelines)
  151. 151. STAR FORM4. The single key communication Originates from an insight Is bridge between strategy and execution The single most motivating thing we can say about the brand Should be single-minded Transcends borders, media and time (next century) You may be “creative” here
  152. 152. STAR FORM 1. Campaign Objective5. Support 2. Target Audience 6. Brand Soul4. Single Key Communication 3. Consumer Insight7. Star dust (executional guidelines)
  153. 153. STAR FORM5. Support What can make your promise more believable Can be strategic (i.e. special ingredient) Can be executional (i.e. testimonial, expert) Can become promise itself (harvested in moonlight) Can be demonstration Can also be deleted! Is optional
  154. 154. STAR FORM 1. Campaign Objective5. Support 2. Target Audience 6. Brand Soul4. Single Key Communication 3. Consumer Insight7. Star dust (executional guidelines)
  155. 155. STAR FORM6. Brand Soul (or desired Brand Soul)  Can be more important than a promise / proposition  Represents the “heart”behind the brand  Should be in harmony with other points  Is a vivid expression of the relationship consumers will have with the brand  Sets the tone, style and manner
  156. 156. STAR FORM 1. Campaign Objective5. Support 2. Target Audience 6. Brand Soul4. Single Key Communication 3. Consumer Insight7. Star dust (executional guidelines)
  157. 157. STAR FORM7. Star Dust Executional guidelines Mandatorys / inclusions Logo size packshot Corporate style “Holy cows” Plain political suggestions (for consideration only)
  158. 158. STAR FORM 1. Campaign Objective 5. Support 2. Target Audience Over to you: 6. Brand SoulPut your signature on the brief 4. Single Key Communication 3. Consumer Insight 7. Star dust (executional guidelines)
  159. 159. Admarcom Strategy Toolkit By Henk Terol-2011

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