Paul Gaskell from The Value Engineers' presentation from The Future of Branded Content, by Fire Circus

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Paul Gaskell from The Value Engineers' presentation from The Future of Branded Content, brought to you by Fire Circus - conferences and events that fuel your innovation

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Paul Gaskell from The Value Engineers' presentation from The Future of Branded Content, by Fire Circus

  1. 1. KEEP IT COMPLEX STUPID MANAGING MULTIPLICITY
  2. 2. Strategic Brand Consultancy for marketers who what to out-think, not out-spend the competition
  3. 3. What’s the real challenge here?
  4. 4. And this isn’t a new challenge
  5. 5. The origin of the species… To succeed in an over-communicated society, a company must create a position in the prospect’s mind, a position that takes into consideration not only a company’s own strengths and weaknesses, but those of its competitors as well Ries & Trout
  6. 6. …and its offspring…
  7. 7. …the guardians of the single minded statement
  8. 8. That worked reasonably well in a simpler world
  9. 9. But the world no longer works like that
  10. 10. Is your brand strategy gathering dust?
  11. 11. We’ve gone from regiment…
  12. 12. …to horde
  13. 13. From strategic monolith to tactical free-for-all
  14. 14. We need to find a balance… vs.
  15. 15. BLOCKBUSTER We need to find a balance… THRILLERS ZONE OF CATASTROPHIC BOREDOM ENJOYABLE CHATTER TWEET SCALE BRAND SPONSORED ART PRODUCT PERSONALITY BRAND TYPE
  16. 16. So what are the key elements? Positioning Proposition(s)
  17. 17. So what are the key elements? Long-term, central, largely unchanging purpose and core Positioning Evolving expression adapted to different target groups and changing markets/sectors Proposition(s)
  18. 18. So what are the key elements? Longer term mission and purpose Shorter term; what’s the current offer? Cross category, need, segment and product Varies by category, need, segment and product The ‘heart and soul’ of the brand Varies over time Positioning Proposition(s)
  19. 19. So what are the key elements? What is the vision for our business? Who are we targeting (target audience) What are our fundamental beliefs of the business ? What’s in it for them (benefits)? How does the brand behave (personality & culture)? Why should they believe us (RTBs)? Positioning Proposition(s)
  20. 20. A new model BRAND VISION The brand’s long-term purpose
  21. 21. How do we use it? The monolith The tactical not-quite-so-free-for-all Communicate, communicate, communicate ‘Outsourced’ to internal / external content owners

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