Advanced strategic thinking for adv professionals

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A 2 day workshop for Advertising and Communication Professionals on how to adapt to the new marketing reality.

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Advanced strategic thinking for adv professionals

  1. 1. Advanced Strategic Thinking For a Human-centric Marketing era! 11-12 June 2014!
  2. 2. Detailed Course Outline 1) A Marketing Tipping Point has created the need for a new Approach.! • New Marketing characterized by creating Shared Value! 2) The Human-Centric Brand & Marketing Model! • - Transparency! • - Participation! • - Coherency! • - Generosity! • - Acts not Words! • - Act Small! 3) Consumer Experience Mapping! • Case Study Part 1: Nutritional Drink! 4) Human-centric Marketing: Brand Meaning /Purpose! • Inspirational examples of Human-Centric Brands: Dove, IBM, Omo/Persil, Innocent Drinks! 5) Discovery of a Brand Purpose! • 5 step process! • Use Invitro Innovation’s proprietary Brand Questions & Provocations Card deck.! 6) Case Study Part2: Nutritional Drink Brand Purpose ! • Hands On application of the Human-Centric model to discover a compelling Brand Purpose for this product type.!
  3. 3. MODULE 1) ! A New Approach To Marketing!
  4. 4. A"Shift"In"The"Balance"Of"“Power”" Organisation producer Individual – human level consumer
  5. 5. OLD MARKETING NEW MARKETING MANIPULATION MEANING 10
  6. 6. The"Shift" Brand As Broadcaster Brand As Facilitator Product(led( Selling( Interruption( Repetition( One(way( Control( Brand(led( Utility(/( Shared(Value( Participation( Consistency( Two(way( Sponsor( 11
  7. 7. Evolution of Marketing Brand As Broadcaster Brand As Facilitator 12
  8. 8. New"Thinking" Sean"Summers:"Twinings"Marketing"Director,"describes"a"new"approach:" “Previously,in,our,marketing,we,had,given,very,rational"reasons"to,buy, Twinings,and,got,a,rational"response.,Now,it’s,about,understanding"our" role"within"consumers"lives"and"it’s"triggered"an"emotional"response.,, It’s,happening,across,food,and,drink,sector,because,from,a,functional, point,of,view,,anyone,can,come,up,with,a,new,@lavour,or,innovation,and,, it’s,expected,by,consumers.,They"are"looking"for"brands"that"go"beyond"" that"and"give"something"extra."That’s"where"you"get"loyalty"and"brand" love.”" 14 Source: http://www.marketingweek.co.uk/twinings-doubles-marketing-spend/3033813.article
  9. 9. “We"need"to"stop"interrupting"what" people"are"interested"in"and"BE"what" people"are"interested"in.”" Craig Davis, Chief Creative Officer, JWT 15
  10. 10. Brand" "interests" Consumer"" interests" COMMON GROUND That Common Ground is a Shared Purpose people"aren’t"so"much"to"looking"to"buy;"" as"to"buy"into"something( 16
  11. 11. Organisational perspective A(Transaction( Human perspective Shared"Purpose" The"Shift" 17
  12. 12. MODULE 2) ! The Human-Centric Brand & Communication Model! - Transparency! - Participation! - Coherency! - Generosity! - Acts not Words! - Act Small
  13. 13. 19
  14. 14. The Human-Centric Brand Model! 1. TRANSPARENCY • The internet has made the cost of information seeking lower and shifted the balance of power towards a more informed and empowered consumer. ! • There has been plenty of opportunities for Asian brands to rise to the occasion during recent product contamination crises, however brands have chosen to be reactive rather than tackle the issues head on. ! 20
  15. 15. Dole and Transparency! 22
  16. 16. The Human-Centric Brand Model! 2. ACTS NOT JUST WORDS • Stop communicating products and start making communication products.! • Useful entertaining or memorable, not interruptive, experiences.! • Create, don’t fill, media space.! – Be Media Positive, Not Media Neutral! • “Media is less and less often about crafting a single message to be consumed by individuals, and more and often a way of creating an environment for convening and supporting groups.” ! • Ideas that can be advertised, not advertising ideas! 23
  17. 17. The Human-Centric Brand Model! ACTS NOT WORDS BEST JOB IN THE WORLD • Task:! – Tourism Queensland tasked their agency to launch a new brand, the Islands of the Great Barrier Reef across eight key international markets. ! • Creative Idea:! – They created "The Best Job in the World" – a position that sounds too good to be true. The best thing about the job being its location – the Islands of the Great Barrier Reef. ! 24
  18. 18. The Human-Centric Brand Model! 3. COHERENCY NOT CONSISTENCY • Best in class examples of coherency vs consistency! – Nike! – Apple! – Madonna! Coherency 25
  19. 19. The Human-Centric Brand Model! 4. GENEROSITY Generous ideas are better than big ideas ! – We have an expectation that Brands should have ! a POSITIVE IMPACT ON THE WORLD! – At least Be Useful! – Not just a commercial proposition. Have a social mission.! – This is not CSR as we have known it!! – Understand what people are interested in and work back from there! 27
  20. 20. The Human-Centric Brand Model! Agents of Generosity 28
  21. 21. Generosity: From Good Deeds to Good Brands • Nike Woman demonstrated that SPORT can be a powerful force in building the self-esteem of young women. ! • They deliver their message through a series of web short films featuring the inner strength of celebrated Sports Women.! • <PLAY NIKE HERE I AM – Maria Sharapova>! 32
  22. 22. The Human-Centric Brand Model! Generosity: From Good Deeds to Good Brands TOMS Shoes was founded on a simple premise: With every pair you purchase, TOMS will give a pair of new shoes to a child in need. 33
  23. 23. The Human-Centric Brand Model! 5. PARTICIPATION • It’s not what we do; it’s what people do to what we do that matters! – We tend to design finite, complete products.! – We’re not very good at designing for gaps.! 34
  24. 24. The Human-Centric Brand Model! PARTICIPATION Lurpak 35
  25. 25. The Human-Centric Brand Model! Wonderbra: Uses Participation to close the distance between regular women and the brand 36
  26. 26. The Human-Centric Brand Model! Partipation 37
  27. 27. 38
  28. 28. Participation: Penguin is Generous by providing a Reading Group Utility and Dating service through Match.com 40
  29. 29. Participation to Brand Co-Parenting / Creation • Faith Popcorn suggests a whole new level of consumer participation which she calls “BRAND CO-PARENTING”. ! • This level of participation transcends the research focus group, the suggestion box and toll-free hotlines. Inviting consumers to truly participate in the brand means relinquishing control.! 42
  30. 30. Participation Which Shapes the Offering 43
  31. 31. The Human-Centric Brand Model! 6. ACT SMALL Small is the new Big! – Big used to have inherent value! – Now it can be a liability! "! “The bigger a brand gets, the smaller it should act, because no one likes big.” ! 45
  32. 32. The Human-Centric Brand Model! ACT SMALL 46
  33. 33. The Shift in Communication Interruption Image manipulation Saying things at people Intangible value Perception Participation Value creation Doing things for people Tangible value Behavior 47
  34. 34. MODULE 3) ! Consumer Experience Mapping!
  35. 35. Consumer Experience Mapping! • The objective of Experience Mapping is to walk in the shoes of the consumer as they start to interact with our category, from need identification, through to pre-purchase research, the actual buying of the product or service to consuming and post-consumption activities.! • By mapping the consumer experience through the full purchase journey, pain and pleasure points in the journey can be identified; the pain points are opportunities for the brand to innovate.! 49
  36. 36. Consumer Experience Mapping: ! Paint Purchase! 50
  37. 37. 2 Key Pain Points! Help consumers make more confident colour choices Narrow brand and choose colour Purchase product and get advice There is so much choice Which colour is right for me? I am not experienced in painting How can I learn quickly and easily Play a role in the “How To” of painting 52
  38. 38. Consumer Experience Mapping! Case Study Part 1: Nutritional Drink! handout
  39. 39. Case Study: Worksheets Consumer Experience Mapping: Nutritional Drink Step 1: Walk through the typical consumer experience 1. NEED TRIGGER ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ 2. EXPLORE / RESEARCH ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ 3. DECIDING SHOPPING ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ 4. CONSUMPTION ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ 5. POST-CONSUMPTION ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ ___________________________
  40. 40. Case Study: Worksheets Consumer Experience Mapping: Nutritional Drink Step 2: IDENTIFY PAIN POINTS 1. NEED TRIGGER ______________________ ______________________ ______________________ ______________________ ______________________ ______________________ 2. EXPLORE / RESEARCH ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ 3. DECIDING SHOPPING __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ 4. CONSUMPTION ____________________________ ____________________________ ____________________________ ____________________________ ____________________________ ____________________________ 5. POST-CONSUMPTION ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ ___________________________
  41. 41. Case Study: Worksheets Consumer Experience Mapping: Nutritional Drink Step 3: KEY MARKETING & COMMUNICATION OPPORTUNITIES 1. OPPORTUNITY ONE IDENTIFIED _________________________________ _________________________________ _________________________________ IDEAS FOR OPPORTUNITY ONE 2. OPPORTUNITY TWO IDENTIFIED _________________________________ _________________________________ _________________________________ IDEAS FOR OPPORTUNITY TWO 3. OPPORTUNITY THREE IDENTIFIED _________________________________ _________________________________ _________________________________ IDEAS FOR OPPORTUNITY THREE
  42. 42. MODULE 4) ! Human-centric Marketing: branding and purpose!
  43. 43. teams" people" leaders" companies" innovations" organisations" 61
  44. 44. PurposeMmade™"="A"clear"purpose" 1."Informs"coherent"actions" 2."Creates"opportunities"for"" "Shared"Purpose." 62
  45. 45. A"shared"purpose" We(need(people(to(join(us(in(our(Purpose:( " M"Attract"the"right"collaborators,"" """partners,"employees" M"Invite"followers"and"believers" """not"just"customers" " " 63
  46. 46. Imagine"an"All"Purpose"Protest!"
  47. 47. Brand"Purpose"Inspiration" Technology Provider! Consumable Products! Social Enterprise / Charity! Management Consultancy! 65
  48. 48. WHY DOES IBM EXIST? To create solutions for a Smarter Planet! HOW DO THEY work IN THEIR FIELD OF computing? Instrumented. Intelligent. Interconnected.! What products and services do they create? Smarter computing: The IT infrastructure that enables a Smarter Planet! 67
  49. 49. Innocent Drinks is a young brand born with a purposeful brand idea. All products in the portfolio exist to serve the brand purpose. They wear their values and beliefs on their sleeves for all to see. Their values and beliefs are a key differentiator for brands in their highly competitive category. A 13 year old brand of healthy juices, smoothies and snacks that embraces a refreshingly fun and honest approach to drinks. 69
  50. 50. Product Led Communications Strong Innocent tone of voice (playful, mocking of health products) Strong product visual (distinctive yet simple Innocent packaging) Consistent visual world (natural, fresh produce, green grass, blue skies) 70
  51. 51. Brand Participation / Experience through Events and Initiatives Innocent has created events and initiatives that are uniquely born out of the brand values of authenticity, purity and fun. Innocent Village fete Innocent Big Knit The Village Fete is a two day family event held in Regent’s Park in August organised by Innocent drinks. First fete held in August 2007 and just over 60,000 came out to enjoy the sunshine. 71
  52. 52. WHY DOES innocent EXIST? _______________________________________! HOW DO THEY work IN THEIR FIELD? _____________________________________! What products do they create? __________________________________________! 72
  53. 53. MODULE 5) ! Discovery of a Brand Purpose! Step 1: How does the category sell itself today?! Step 2: Discover a category negative! Step 3: What deep need do you deliver to?! Step 4: What Values matter to your target?! Step 5: What Good could you do?! Invitro Innovation’s proprietary Brand Questions & Provocations Card deck.!
  54. 54. Unlocking"your"Brand"Purpose" 74
  55. 55. III. DISCOVERY II. BUSINESS CONTEXT I. BRAND ORIENTATION IV. BRAND DEFINITION IV. IDEATION 75, Branding Purpose TOOLS Step 1: How does the category sell itself today?! Step 2: Discover a category negative! Step 3: Our great strength! Step 4: What deep need do you deliver to?! Step 5: What Values matter to your target?! Step 6: What Good could you do?! 75
  56. 56. Unlocking Brand Meaning 76
  57. 57. Discovering Opportunities for Brand Meaning/ Purpose Dove Real Beauty • How does the category sell itself today? Unattainable standard of Beauty Perfection • Is there a category negative that could be overturned? Women and girls are pressured by the media into believing they are ugly • What deep need does the category really need to deliver to? That we all want to celebrate our unique looks • Which values which matter to the target, could the category adopt? Originality, self-confidence • What good could the category do? Encourage young women to accept their looks ,bodies and ultimately themselves 77
  58. 58. III. DISCOVERY 79
  59. 59. III. DISCOVERY 81
  60. 60. IV. IDEATION 82
  61. 61. Which Values which matter to the customer base, could we embrace?! 83
  62. 62. IV. IDEATION 84
  63. 63. IV. IDEATION 85
  64. 64. Inspired by Another brand Step 1: " How does brand x operate?! Step 2: " If they launched a ______ Brand how would they do it?! " " - Branding ,customer experience, touch points, pricing " structure, marketing, promotions?! 86
  65. 65. IV. BRAND DEFINITION 87
  66. 66. Discovering Opportunities for Brand Meaning/ Purpose Example: Play Robot, Soccer and Ronaldinho 88
  67. 67. Discovering Opportunities for Brand Meaning/ Purpose Fill in for Omo • How does the category sell itself today? • Is there a category negative that could be overturned? • What deep need does the category really need to deliver to? • Which values which matter to the target, could the category adopt? • What good could the category do? 89
  68. 68. WHY DOES omo EXIST? To encourage parents to see the good ! in letting their kids get dirty! HOW DO THEY work IN THEIR laundry FIELD? Omo XXX technology makes it easy to remove the marks left by regular outdoor and indoor play! What products do they create? Omo is a laundry detergent with XXX cleaning technology! 91
  69. 69. MODULE 6) ! Case Study Part 2: Nutritional Drink! Brand Purpose ! Nutritional Drink ! Hands On application of the Human-Centric model! to discover a compelling Brand Purpose for this product type.!
  70. 70. WORKSHEET Step 1: ! How does the category sell itself today?! WORKSHEET Step 2: ! Is there a category negative that can be overturned?!
  71. 71. WORKSHEET! Step 3: What is our Greatest Strength as a Brand?!
  72. 72. WORKSHEET! Step 4: What deep need do they deliver to?!
  73. 73. WORKSHEET! Step 5: What Values matter to your target?!
  74. 74. WORKSHEET! Step 6: What Good could you do?!
  75. 75. Summary Worksheet: Nutritional Drink!
  76. 76. Worksheet Brand Meaning/ Purpose Summary Ensure wants to create a world in which
  77. 77. Ensure Nutritional Drink! Activate the Brand using Participation / Acts not Words!
  78. 78. WHAT ARE YOU GOING TO PUT A DENT IN, THATS WORTH PUTTING A DENT IN YOU Umair Haque

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