Brand ManagementSession 6: Advertising – the greatness of CreativityZeeshan Kingshuk HuqGuest Facultyzeeshan.firstname.lastname@example.org
26/15/2013/ZKHWhy this session, and what you can expect from it To have a common understanding with regard to What is the relationship between Brand, Product, andAdvertising Advertisement basics How to generate great advertising Do’s and don’ts and tips
36/15/2013/ZKHRemember the relationship? Brand is a promise Product is the system of delivering this promise Advertisement proposes and makes you believe thisdelivery of promise
46/15/2013/ZKHAdvertising is a major part of Brand Management What is the general objective of Advertising? “We sell, or else” – David Ogilvy What is a good advertisement? “I have seen one advertisement actually sell not twice asmuch, not three times as much, but 19½ times as much asanother. Both advertisements occupied the same space.Both were run in the same publication. Both hadphotographic illustrations. Both had carefully written copy.The difference was that one used the right appeal and theother used the wrong appeal.” – John Caples
56/15/2013/ZKHThe Cult of Creativity Creativity is the secret of success and it’s a job of both:client and agency Creativity awards versus creativity that works What is creative? “’If it doesn’t sell, it isn’t creative.’ Amen.” – David Ogilvy
66/15/2013/ZKHHow to produce advertising that sells Do your homework Position your brand distinctively Create / project the right image What is the big idea?
76/15/2013/ZKHHow to produce advertising that sells Do your homework Position your brand distinctively Create / project the right image What is the big idea?
86/15/2013/ZKHIt’s really tedious, but there is no substitute for it You don’t stand a chance unless you’ve done yourhomework well – occasional success can skid on theslippery surface of irrelevant brilliance Follow simple, but real detailed steps: First: Study the product you are going to advertise Second: What kind of advertising your competitors havebeen doing for simialr products, and with what success Third: Research among consumers There’s no excuse – if you can’t afford a professionalservice, do it yourself
106/15/2013/ZKHHow to produce advertising that sells Do your homework Position your brand distinctively Create / project the right image What is the big idea?
116/15/2013/ZKHYou’re lost if you’re not positioned right What is positioning “What the brand does, andfor whom”- Dove could be positioned asa detergent bar for men withdirty hands, or a toilet bar forwomen with dry skin Comparative analysis of theleading car brands – whichone means what Toyota Mercedes Volvo BMW VW
126/15/2013/ZKHHow to produce advertising that sells Do your homework Position your brand distinctively Create / project the right image What is the big idea?
136/15/2013/ZKHWho are you, andwhere are you headed … Personality Visuals
156/15/2013/ZKHHow to produce advertising that sells Do your homework Position your brand distinctively Create / project the right image What is the big idea?
166/15/2013/ZKH“ Unless youradvertising contains abig idea, it will passlike a shipin the night ”
176/15/2013/ZKHWhat is the big idea? It’s not easy, and don’t think it’s available in plenty The more through your understanding of the brand andproduct is, the more likely you are to hit jack-pot How do you know it’s a big idea? Did it make me gasp when I first saw it? Do I wish I had thought of it myself? Is it unique? Does it fit the strategy to perfection? Could it be used for more than 5 years? Sometimes, the product itself will be the big idea
326/15/2013/ZKHWhich one is more powerful? Copy or Visual? There’s no thumb-rule Sometimes the copy is the strength of an ad Sometimes the visual is enough Sometimes both complement each other so well
396/15/2013/ZKHWhich one is more powerful? Copy or Visual? There’s no thumb-rule Sometimes the copy is the strength of an ad Sometimes the visual is enough Sometimes both complement each other so wellWhatever it is, it needsto tell a “story”
416/15/2013/ZKHSummary: Great Advertising Principles1. It concentrates on one big idea2. Its promise discriminates a brand from its competitors3. It involves the target consumer4. It establishes/ develops a relationship with the consumer5. It is credible – it feels genuine6. It is simple and clear7. It integrates the brand name with the central idea8. It takes full advance of each medium9. The idea must be campaignable10.It must help build the brand personality
426/15/2013/ZKH360º Campaigns Try all touch-points – and take best ones Research should dictate over guts It’s not only the media, but the message on the mediathat’s the real catch A 360º campaign evolves from client’s brief, then toagency client service’s creative brief, and the creative /strategy’s work, coupled with media’s purchase andstrategy
436/15/2013/ZKHBrand Person provides a brief A good brief is a reflection of how well the brand personunderstands and owns his/her brand Brief means brief Concise – no more than 2 pages Simple and Clear – for anyone, free from jargons Positive and truthful – inspiring, driving excellence Outline Should be presented in person to the agency, includingthe creative team, preferably with product demo
446/15/2013/ZKHClient Service/ Strategy ensures Creative Brief All elements of Client’s brief Format depends on agency, but must include The “Conceptual Target” Desired brand personality / tone of ad Research findings / back-up information (may be inseparate appendices) Usually written by the client service person, also writtenby Strategy Person Demonstrates clearly that the agency fully understandsthe company’s brief and is sympathetic to its terms
456/15/2013/ZKHAssessing Proposed Advertisement Check whether the proposed advertisements answerthe brief given to the agency Concentrate only on those proposals which do Ask your self the following questions Is there a big idea? Is it memorable? Is it relevant? Does it discriminate the brand from its competition? Will it involve the target consumer? Does it establish/ develop a relationship? Revealunderstanding? Invoke a positive response? Does it feel genuine? Is it simple and clear? Single minded? No distraction? Is the brand name integrated? Inseparable from idea? Does it make full use of the medium’s capabilities? Is the idea campaignable? Is the style, manner consistent with brand’s persona?
466/15/2013/ZKHWhat are the expertise / role of a Brand Person? S/he is the parent of the brand, agency is the mentorthat grooms the brand Skill-set needed: Creativity A natural observer – gathers insights Networking, resourcefulness People-savvy Rational, analytical ability Capability to write succinctly Attention to details S/he is the sole responsible person for the growth of thebrand – there’s nothing s/he can escape from. Rest ofmarketing department supports her/him.
476/15/2013/ZKH“ You are only limitedby your imaginationand your energy ”
636/15/2013/ZKHMyths and details of advertising ALL CAPS IS USUALLY DIFFICULT TO READ Long texts set in reverse is difficult to read Consumers are not stupid, neither are they blind Simplicity is the best approach – and possibly the mostdifficult one as well Long headlines are more likely to be read Sex do not sell if it’s irrelevant
646/15/2013/ZKHFew Other Mantras Make the product the Hero Learn it from all great brands Own an adjective, not a superlative There can always be a better one than the best If the consumer is convinced more about your offer thanyour competitor’s one, s/he’ll buy yours Every campaign should have an ROI
656/15/2013/ZKHFew Other Mantras Repeat your winners Ambition Everyone: how much ownership have you taken? It’s difficult to take away something when it’s yours own Pursuit of knowledge Which surgeon do you want? What has the agency done with the money they’ve spent oftheir client? What really works?
Thank youQuestions n Inputs n Ideas n Next course of action
706/15/2013/ZKHBrief to Agency Why do we want new advertising? Who are we talking to? What effect should the advertising have on the consumer? Whatdoes s/he think now? What would we like her to think/do? The story – what is the single most persuasive benefit we canoffer? Why should the believe it? What are the executional considerations? What are the practical considerations, e.g. timing, advertisingproperties, competitive reaction, regulatory aspects, etc Authority Budget strength
716/15/2013/ZKHBrand Position Statement Brand Name Brand Consumer Benefit Brand Personality Product / Range / Description Major Competitors Target Consumers Reasons to Believe the Benefit Packaging Advertising Property
726/15/2013/ZKHPre-test of Ad – a probable outline Every research and advertising agency has their ownformat and method of ad pre-test General aspects should cover the simple formula ofSMILE Simplicity Memorability Interest / relevance Linkage to the brand Emotional involvement