MadePossible Brand Strategy

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Strategic brand development for a new Mens-focused digital publication

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MadePossible Brand Strategy

  1. 1. ADVOCACY FOR MAN’S BEST FRIEND:A DISCUSSION WITH MTV2MARCH 16, 2010
  2. 2. WHAT DOES IT TAKE TO BE ABEST FRIEND?
  3. 3. ‘MAN’S BEST FRIEND’ IS POPULARCULTURE.
  4. 4. BEST (ADJ):MOST ADVANTAGEOUS. A ‘LEG UP.’ EXTENDING HIS POSSIBILITIES TO…
  5. 5. …BUT OUR RESEARCH INDICATESA HIDDEN CONSUMER INSIGHT. M25-34 ARE HINDERING THEIR PERSONAL GROWTH BY NOT TRUSTING THE VIRTUE OF MANHOOD.
  6. 6. PROXIMITY TO HIM IS BASED ONFAMILIARITY AND REWARD. Family
  7. 7. HOW WERE YOU ACQUAINTED INTHE PAST TO EVOLVE FORWARD?
  8. 8. M25-34 ASPIRE TO AUTHENTICITY. TRUST STATUS HIGHER LOYALTY, INCREASED RETENTION, BUSINESS RETURN EXPERIENCE
  9. 9. DOES HE SEE A REFLECTION OFHIMSELF IN MTV2?
  10. 10. 4 OF 5 MEN AGES 25-34 BELIEVE EXPERIENCE ISTHE BEST QUALITY WHEN SEEKING ADVICE.‘FRIEND’ IS PREFERED 63%BY MEN AGES 25-34 WHEN DISCUSSING THEIR LIFE.
  11. 11. M12-34 VORTEX. ASPIRATION LIFESTAGE >< >< LIFESTYLE REALITY
  12. 12. WHERE DOES HE PLACE MTV2 INHIS LIFE? BEST FRIEND ACQUAINTANCE
  13. 13. HE’S CAUTIOUSLY OPTIMISTIC,YET IS IN NEED OF AN ADVOCATE.
  14. 14. MADEPOSSIBLE IS THEUNEQUIVOCAL ADVOCATE OFM25-34.THE M25-34 SELF-FULFILLMENTRESOURCE.
  15. 15. SURROUNDING M25-34LIFESTYLE AS HE MATURES. DIGITAL MONEY CAREER LIFESTYLE MIND & BODY PRINT EXPERIENTIAL COMMUNITY
  16. 16. MADEPOSSIBLE ADDRESSESM25-34’s CONTENT LAG. Total Percent of Edit by Category Careers/Personal Finance/Children Sports/Fashion/Celebrity 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% DETAILS Details ESQUIRE Esquire GQ GQ MAXIM Maxim MADEpossible MADEPOSSIBLE
  17. 17. WE FACE A SIMILAR BUSINESSSITUATION AS MTV2.
  18. 18. BECOMING ‘MAN’S BEST FRIENDREQUIRES ENTERTAINING HISFANTASY, WHILE STIMULATINGHIS POTENTIAL.

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