A creative brief for one of the most exciting, up-and-coming personal brands in the planning/strategy marketplace.
If you just want the full presentation, a YouTube version with audio can be found here: http://youtu.be/W5kWe1KIPM0
6. The First 18 Years
which we have to ignore because it is
“too far in the past to be relevant”
7. Soccer: 12 years
• 2nd Place, Tri-City Indoor
Soccer Tournament (2000)
Flute: 9 Years
• All-State Invitational Band First
Chair (2005)
• 2nd Place California State Small
Ensemble Competition (2004)
Academics: 13 Years
• National Merit Scholar (2005)
• AP Scholar with Distinction (2005)
Robotics: 3 Years
• Strategy Team Leader (2004-2005)
• Drive Train Team Leader (2005)
• 2nd Place FIRST Robotics San Jose
Regionals (2005)
• Attendance FIRST Robotics
Nationals (2004)
Boy Scouts: 15 Years
• Eagle Scout (2004)
• Venturing Leadership Award (2005)
• Venturing Ranger (2006)
• Venturing Silver (2008)
Youth Theater: 10 Years
• Writer (2001-2004)
• Director (2001-2005)
• Actor (1995-2005)
• Set Construction (1997-2005)
• Lighting Board Operator (2004-
2005)
8. Soccer: 12 years
• 2nd Place, Tri-City Indoor
Soccer Tournament (2000)
Flute: 9 Years
• All-State Invitational Band First
Chair (2005)
• 2nd Place California State Small
Ensemble Competition (2004)
Academics: 13 Years
• National Merit Scholar (2005)
• AP Scholar with Distinction (2005)
Robotics: 3 Years
• Strategy Team Leader (2004-2005)
• Drive Train Team Leader (2005)
• 2nd Place FIRST Robotics San Jose
Regionals (2005)
• Attendance FIRST Robotics
Nationals (2004)
Boy Scouts: 15 Years
• Eagle Scout (2004)
• Venturing Leadership Award (2005)
• Venturing Ranger (2006)
• Venturing Silver (2008)
Youth Theater: 10 Years
• Writer (2001-2004)
• Director (2001-2005)
• Actor (1995-2005)
• Set Construction (1997-2005)
• Lighting Board Operator (2004-
2005)
13. Examine Research for Trends
Think Strategically
Public Speaking & Presentations
Lead Creative Teams
Harness the Creative Process
Prepare and Manage Budgets
Identify Consumer Insights
Write Critically
Client-Facing Communications
Facilitate Brainstorming
Tell Stories Effectively
Organize Schedules
Conceive, Shoot, Edit and Publish Video Projects
25. Demographics
Age : 35-54 years old
Location: United States of America
Education: Bachelors Degree or more
(MBA, Miami Ad School, VCU
Brandcenter, etc.)
Occupation: Planning Director at an
Advertising Agency.
Ethnic background: Predominantly
white, with Asian and Hispanic as
distant seconds.
Family life: No children.
26. Psychographics
Personality: Curious by nature,
observant.
Attitudes: Drawn to things that
stimulate their mind. Nothing is more
interesting than a question that
demands answering.
Values: They struggle to sublimate
cynicism in a cold and cynical field.
Interests/hobbies: Reading, writing,
people watching.
Lifestyles: Typically lead busy, on the go
lives. Buy into the “Work Hard, Play
Hard” ethos.
32. Pure, chaste
Eager to please
Their lack of experience means they
don’t know you’re bad at sex
Virgins
33. Consumer Decision Matrix
Planners are hired for four things, in order:
1) Passion for the work.
2) The way they think.
1) Their interesting, compatible personality.
2) Prior experience.
34. In the category, consumers
are willing to try a NEW brand
over an ESTABLISHED brand if
they feel the NEW brand
matches their PERSONALITY.
In other words:
36. The Idea
The SMP/Tagline
“When the personality and enthusiasm is right, the level of
experience is an after-thought.”
The eagerness of a virgin with the skills, intelligence, and
personality of your future best friend.
45. Want to Learn More?
erikfryd@gmail.com
650-346-7280
www.erik-frydenlund.com
For anyone born after 1990: http://dictionary.reference.com/browse/rolodex
