Creative Brief Workshop

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The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.

1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.

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Creative Brief Workshop

  1. 1. Workshop to help Brand Leaders write a Creative Brief to help guide your brand’s marketing execution Turn your Brand Communications Strategy into a Creative Brief
  2. 2. We make brands stronger. We make brand leaders smarter. Define the Brand Think Strategically Big Idea At Beloved Brands, we use a branding approach Vision Analysis Key Issues Strategies Execution • Advertising • In-Store • Innovation • Consumers • Category • Channels • Competitors • Brand Values, Goals • Experience Brand Plan Create Brand Plans Inspire creative execution Analyze performance Sm art Creative Ideas
  3. 3. Training Workshop Creative Briefs The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication. • Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution. • Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work. • The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response. • Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
  4. 4. We make brands better. We make brand leaders better. The role of a Brand is to create a tight bond with your consumers, that will lead to a power and profit beyond what the product alone could ever achieve.
  5. 5. Creative Execution must amplify your brand story and brand positioning so that your brand stands out in the cluttered marketplace, connecting with your most cherished consumers so they will see, think, act or feel differently about your brand than before they saw the message. The end goal must be to create a lasting love with consumers.
  6. 6. Media is a business investment that showcases your creative execution of your brand story, at points in your most desired consumer’s life where they are most willing to engage in your brand story. It only pays back if the media tightens the bond with consumers and puts your brand on a pathway to becoming more powerful and profitable in the future.
  7. 7. We make brands stronger. We make brand leaders smarter. We make brands stronger. We make brand leaders smarter. Promise Brand Story Innovation Purchase Moment Experience Big Idea Brand Positioning Advertising and Communication Product Development Selling and Retail Operations and Culture Consumer The Brand Innovation drives ideas, concepts, testing, launches through system.Build culture to support consumer experience creating a brand credo with purpose, values, service behaviors. 2 4 3 1 CREATIVE(BRIEF(( 1.""Why(Are(We(Adver3sing( Drive&trial&of&the&new&Grays&Cookies&as&“The&Healthy&Choice&to&Snacking”&brand&posi>oning.&&& 2.#What’s(the(Consumer(Problem(We(are(Addressing( I’m&always&watching&what&I&eat.&&And&then&BAM,&I&see&a&cookie&and&I’m&done.&&As&much&as&I&look&aHer& myself,&I&s>ll&like&to&sneak&a&cookie&now&and&then.&&" 3.((Who(are(you(talking(to?( “Proac>ve&Preventers”.&Suburban&working&women,&35L40,&&who&are&willing&to&do&whatever&it&takes&to& stay&healthy.&&They&run,&workout&and&eat&right.&For&many,&Food&can&be&a&bit&of&a&stressLreliever&and& escape&even&for&people&who&watch&what&they&eat.&&&&" 4.((Consumer(Insights( L&“I&have&tremendous&willLpower.&&I&work&out&3x&a&week,&watch&what&I&eat&and&maintain&my&figure.&&But& we&all&have&weaknesses&and&cookies&are&mine.&&I&just&wish&they&were&less&bad&for&you”& L&&“I&read&labels&of&everything&I&eat.&&I&s>ck&to&1500&calories&per&day,&and&will&find&my&own&ways&to& achieve&that&balance.&&&If&I&eat&a&400&calorie&cookie,&it&may&mean&giving&something&up.”& 5.(What(does(our(consumer(think(now?( I’ve&never&heard&of&Grays&Cookies.&&But&I’d&likely&need&to&try&it&and&see&if&I&like&it.&&If&it&really&does&taste& that&good,&it’s&something&I&might&consider&as&a&snack.&&& 6.((What(do(you(want(your(consumer(to(think/feel/do?((Desired(Response)( We&want&them&to&try&Grays&and&see&if&they&like&the&great&taste.&&" 7.((What(should(we(tell(them?((S3mulus:((benefit)( With&Grays&Cookies&you&can&s>ll&have&a&great&tas>ng&cookie&without&the&guilt,&so&you&can&stay&in& control&of&your&health.&& 8.((Why(should(they(believe(us?( In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&taste,&but&only&has&100&calories&and& 2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&as&a&desert&were&able&to&lose&5lbs.&&& 9.((Brand(Posi3oning(Statement( For&“Proac>ve&Preventers”,&Women&30L45,&Grays&Cookies&are&the&best&tas>ng&yet&guiltLfree&pleasure# so&you&can&stay&in&control&of&your&healthy&lifestyle.&&That’s&because&Grays&combines&the&great&taste&in&a& low&fat&and&calorie&sensible&cookie.&In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on& taste,&but&only&has&100&calories&and&2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night& as&a&desert&were&able&to&lose&5lbs.&&& 10.((Tone(and(Manner( Successful,&Mo>vated,&Reliable,&In&Control,&Natural.& 11.((Media(Op3ons( Main&crea>ve&will&be&in&specialty&health&magazines,&event&OOH&signage&and&inLstore.&&Want&to&carry& the&idea&into&digital,&social&media&and&a&microsite.&&& 12.((Mandatories( The&line:&“best&tas>ng&yet&guiltLfree&pleasure”&is&on&the&packaging.&25%&of&Print&must&carry&the&Whole& Foods&logo&as&part&of&our&lis>ng&agreement&and&include&the&Legal&disclaimer&on&the&taste&test&and&the& 12&week&study.&&& Brief focuses creative & media decisions on positioning & strategy 5 Influence purchase moment through channels, e-commerce, selling and merchandising At Beloved Brands, we promise to make your brand stronger and your brand leaders smarter. We believe big ideas, focus and passion matter, because the more loved a brand is by consumers, the more powerful and profitable that brand will be. We will challenge you to think different, because the thinking that got here may not get you to the next level. Our Credo Align execution to focus on moving consumers through stages of the buying system Consumers connect with Big Idea through 5 supporting touch-points Consider Satisfied Buy Search Fan Loyal Repeat Aware 6 The role of any marketing execution is to tighten the bond with your consumers to drive brand growth Marketing Execution
  8. 8. Creative Brief Workshop Agenda The role of a brand and how the positioning and strategy set up the Creative Brief Writing the Brand Communications Strategy that sets up the Creative brief The good and bad of a writing a Creative Brief 1 2 3
  9. 9. 1 The role of a creative brief The role of a beloved brand is to create a bond, power and profit beyond what the product alone could achieve.
  10. 10. Find the magic in the execution of a brand All of our work is done through other people. Our greatness as a Brand Leader has to come from the experts we engage, so they will be inspired to reach for their own greatness and apply it on our brand. Brand Management has been built on a hub-and- spoke system, with a team of experts surrounding the generalist Brand Leader. When I see Brand Managers of today doing stuff, I feel sorry for them. They are lost. Brand Leaders are not designed to be experts in marketing communications, experts in product innovation and experts in selling the product. You are trained to be a generalist, knowing enough to make decisions, but not enough to actually do the work. Find strength being the least knowledgeable person in every room you enter.
  11. 11. Time to step back and let the creativity unfold It is okay to know exactly what you want, but you should never know until the moment you see it. As the client, I like to think of marketing execution like the perfect gift that you never thought to buy yourself. How we engage our experts can either inspire greatness or crush the spirit of creativity. Experts would prefer to be pushed than held back. The last thing experts want is to be asked for their expertise and then told exactly what to do. There is a fine line between rolling up the sleeves to work alongside the experts and pushing the experts out of the way. It is time to step back and assume your true role as the Brand Leader. It is a unique skill to be able to inspire, challenge, question, direct and decide, without any expertise at all. Brand Leaders need to rediscover the lost art of doing nothing.
  12. 12. Managing Creative development process Focused Brief Brief creates the box the ad must play. Need objective, insights, desired response, benefit, RTB. Strategy Pre Work Build Insights, create Big Idea and lay out a Brand Concept, Advertising Communications Plan. Tissue Session Use when you don’t have a campaign. Be open to new ways of looking at your brand. Focus on big ideas, push for better. Creative Expectations Meet creative team to convey your vision, strategy, inspire and focus. Creative Meeting Be positive, focus only on big picture, give direction, make decisions. No solutions. No Details. Are you inspiring? Feedback Memo Details, challenges but without giving specific solutions. Use feedback to create a new box. Management Check In: Keep your boss aware, sell-in where needed. Ad Testing Use testing to confirm your pick, not make your decision. Gain Approval Sell in the Ad. Be ready to fight resisters to make it happen. Production Manage the Tone to fit the brand. Always, get more than you need Post Production Talk directly with and leverage every expert The biggest challenge for most Brand Leaders is to stay focused on your vision at every stage, always inspire and yet challenge 1 6 7 4 5 3 2 8 9 10 Process Graphic
  13. 13. We make brands stronger. We make brand leaders smarter. Give more freedom on execution Control the brand strategy Brand leaders always want options, so they write a big wide brief with many “strategic” options. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
  14. 14. We make brands stronger. We make brand leaders smarter. Advertising people are more “in the box” problem solvers, than they are blue sky thinkers. • Creative people are motivated by the challenge of the problem, more than the execution of a simple solution. Give them a problem. • The role of the brief is to create the right box, enough room to move, but enough direction that defines the problem. THE BOX The role of a creative brief is to “create the right box” The smaller the brief, the bigger the idea will be.
  15. 15. We make brands stronger. We make brand leaders smarter. 1. Your Solutions: They find it demotivating to be asked for their expertise (solving problems) and then not utilized (given the answer) 2. A blank canvas: They prefer a problem to solve, not a wide open request for options. 3. An unclear problem: They need focus in order to deliver great work for you. 4. Long list of Mandatories: A tangled weave of mandatories that almost write the ad itself, yet trap the creative team from doing anything breakthrough, surprising or spectacular. What creative people don’t want from their client Don’t be the over-directive type of brand leader
  16. 16. We make brands stronger. We make brand leaders smarter. A good brief should be brief, not long! Good briefs should have: • one objective • one desired consumer response • one target tightly defined • one main benefit • two main reasons to believe Avoid the “Just in Case” List Take your pen and stroke a few things off your creative brief!
  17. 17. 1. The creative team: The obvious choice, but a mistake if you think the only choice. A good brief should focus the creative team on a tight problem. 2. The boss of the brand team: Brief allows them to understand the intentions of the work, from a strategic and positioning view, making it easier for them to approve the work. The brief is part of the managing your boss. 3. Main agency plus any related agencies, keeping all the work aligned and focused. It should allow every part of the marketing execution to support the main creative idea 4. The next management team, after the current one, helping to build longevity of a campaign and consistency in the brand positioning. 5. You, so that even within the project you can stay focused on the strategy before you see the creative. controls the brand manager from changing their mind or adding things. Who is the audience for your creative brief? We make brands stronger. We make brand leaders smarter.
  18. 18. We make brands stronger. We make brand leaders smarter. Stop thinking that Advertising is like a bulletin board where you can pin up one more message Works Fast Longer lasting Taste great Savesmoney All natural ingredients Guaranteedor yourmoney back Provenscience • Somehow Marketers have convinced themselves that they can keep jamming one more message into their ad. • The consumer’s brain does not work that way. They see 5,000 brand messages a day. They may engage in 5-10 a day. When they see your cluttered messy bulletin board, their brain naturally rejects and moves on. • Not only are you not getting your last message through, you are not getting any messages through. Think of Advertising like standing on top of a mountain and just yelling one thing. It is very hard to yell a long message.
  19. 19. We make brands stronger. We make brand leaders smarter. 1. See if the strategy can be executed. Develop a testable brand concept with with rational and emotional benefits, plus support points that you know are actually motivating. 2. Tighten your brief as much as you can. Narrow the target and add engaging insights that tell their story. Focus on the desired consumer response before deciding what your brand should say. Focus on one benefit and one message. 3. Make it personal. Meet the creative team before the first creative meeting to connect, align them with your vision and inspire them to push for great work. 4. Lower the pressure. Hold casual tissue sessions to narrow solutions before going to scripts. 5. Stay big picture at creative meetings. Avoid getting into little details. Do that after the meeting. When giving direction, avoid giving your own solutions and but rather try to create a “new box” for the creative team to figure out the solutions. 6. Take creative risks. Build your career by being the brand that will stand out by being different.. 7. Manage your boss at every stage. Early on, sell them, on your vision what you want. Then be willing to fight for great work at every step of the process. 8. Try to be one of your agency’s favorite clients. Be the client that they “want to” work on your brand instead of being the one they “have to” work on your business. It really matters. 8 little secrets to help Brand Leaders get better execution on their brand
  20. 20. 2 Writing the Brand Communications Strategy that sets up the Creative brief The 7 questions that make up a Marketing Execution Strategy
  21. 21. We make brands stronger. We make brand leaders smarter. Who is in the consumer target?  (Who is the most motivated to buy what you do?) What are we are selling?  (What is your main benefit (rational/emotional)?) Why should they believe us?  (Support points to back up what you say) What is your organizing Big Idea? (What is the Soul or Essence for the brand?) What do we need the advertising to do?  (Strategic Choices) What do want people to think, feel or do?  (Desired Response) Where will you deliver the message? (Media Plan) 1 Positioning Brand Plan The 7 questions of a Brand Communications Strategy 2 3 4 5 6 7
  22. 22. We make brands stronger. We make brand leaders smarter. We summarize our great work into a Consumer Target Profile that can be used in everything we do Target Name Pro-Active Preventers Target Description • Suburban working women, 35-40, who are willing to do whatever it takes to stay healthy. They run, workout and eat right. For many, Food can be a bit of a stress-reliever and escape. Their needs • Great tasting food, satisfy craving, healthy choices, maintain weight. Their enemy • Guilt, failure, out of control diet, temptation. Insights that tell their story • “I have tremendous will-power. I work out 3x a week, watch what I eat to maintain my figure. But we all have weaknesses and cookies are mine. I just wish they were less bad for you” • “I read labels of everything I eat. I stick to 1500 calories per day, and will find my own ways to achieve that balance.” What do they think now? • I have only recently heard of Gray’s Cookies. I’ve tried them a few times and did like them. I wouldn’t say I use them all the time. How are they buying? • Most have been influenced by friends who have tried. Those who are buying, still do so less frequently than their normal favorite cookies. The household has yet to adopt the product. The mom uses it when she’s trying to diet. We want them to think/feel/do • See: Get noticed so consumers are aware of Gray’s, see it on shelf, see actual product. • Think: Gray’s might be a healthy alternative to my favorite cookies. • Do: Try Grays to see if they like the great taste. • Feel: Feel more in control with Gray’s as part of their routine, feeling less guilt. • Whisper: Tell their friends they love Gray’s, and share the success they are having. Target Market
  23. 23. We make brands stronger. We make brand leaders smarter. Consumer Benefits Ladder worksheet Target: “Proactive Preventers”. Suburban working women, 35-40, who are willing to do whatever it takes to stay healthy. They run, workout and eat right. For many, food can be a bit of a stress- reliever and an escape. Needs: Great taste, satisfy craving, healthy, maintain weight. Consumer Enemy: Guilt, failure, out of control diet, temptation. Insights: 1) “I have tremendous will-power. I work out 3x a week, watch what I eat and maintain my figure. But we all have weaknesses and cookies are mine. I just wish they were less bad for you” 2) “I read labels of everything I eat. I stick to 1500 calories per day, and will find my own ways to achieve that balance.” Emotional Benefits: 1) I feel in control of my health. 2) I feel more confident in my diet. 3) I feel more knowledgeable about what I am putting in my body. Functional Benefits: 1) I get a great tasting cookie, as good as my current cookie 2) I get a low calorie snack to make my diet easier. 3) I can eat this when I’m hungry. Features: 1) In blind taste tests, Grays matched the market leaders on taste, but only has 100 calories and 2g of fat. 2) In a 12 week study, consumers using Grays once a night as a desert were able to lose 5 pounds. 3) All natural ingredients. Consumer Benefit
  24. 24. We make brands stronger. We make brand leaders smarter. Delicious, low carb, low calorie cookies that help controls hunger and replace their favorite cookie. Products & Services Consumer Reputation The fresh face in the cookie aisle, known equally for health as it is the great taste. Brand Role Healthy doesn’t have to taste bad. We need to make healthy, low carb cookies that never settles on taste. Internal Beacon Gray’s is the helping hand that allows people to control their cravings and maintain their weight. Dietitians and fitness coaches see Grays as a healthy snack, for a low carb low calorie diet. Influencer Reputation Grays are the best tasting yet guilt free pleasure so you can stay in control of your health. Tool to help define the Big Idea for your brand Big Idea Map
  25. 25. We make brands stronger. We make brand leaders smarter. The consumer’s first interaction with a brand will be with a big idea that delivers the Brand Promise The big idea must motivate consumers think, feel and move towards the Purchase Moment Surpising Innovation builds from the big idea to keep up to trends, satisfy a broader array of needs and stay ahead of competitors Happy experiences must over-deliver the original promise of the big idea. Every happy purchase tightens the bond and spread the brand love to others. The Brand Story must use the big idea to entice consumers to think, feel and act in ways that will benefit the brand. GRAYS Guilt free pleasure gourmet cookies 2 5 1 3 4 We make brands stronger. We make brand leaders smarter. Consumer GRAYS Lemon creme Guilt free pleasure gourmet cookies GRAYS Peanut Butter Guilt free pleasure gourmet cookies GRAYS Ginger Bread Guilt free pleasure gourmet cookies GRAYS Cranberry Time Guilt free pleasure gourmet cookies The consumer’s first interaction with a brand will be with a big idea that delivers the Brand Promise Purchase Moment Innovation Experience The consumer may engage in the big idea through the telling of the Brand Story GRAYS Guilt free pleasure gourmet cookies 2 5 1 3 4 Grays Cookies were created with a bit of luck Gray’s Cookies is based on a 40-year-old family recipe that had been used for years in a local coffee shop in Stowe Vermont. Gray’s was a local favorite and even among tourists, famous for it’s Chocolate Chip and Peanut Butter flavors. No one realized it was also a healthy treat— low fat, low calories. A taste of guilt free pleasure We make brands stronger. We make brand leaders smarter. Consumer GRAYS Lemon creme Guilt free pleasure gourmet cookies GRAYS Peanut Butter Guilt free pleasure gourmet cookies GRAYS Ginger Bread Guilt free pleasure gourmet cookies GRAYS Cranberry Time Guilt free pleasure gourmet cookies The consumer’s first interaction with a brand will be with a big idea that delivers the Brand Promise Purchase Moment Innovation Experience The consumer may engage in the big idea through the telling of the Brand Story GRAYS Guilt free pleasure gourmet cookies 2 5 1 3 4 A consumer engages a brand at 5 main touch-points Old school marketing engaged consumers in a relatively orderly and linear way Big Idea Map
  26. 26. We make brands stronger. We make brand leaders smarter. Those 5 main touch-points are non-linear and random, within a confusing and cluttered marketplace Purchase Moment Brand Story Innovation Surprise Competitive messages Consumer Brand Promise Without an organizing big idea, the brand is at risk of showing up as a complete mess within the cluttered mess of the market The Brand Influential Voices Happy Experiences Ubiquitous connections Experiences beyond products Big Idea Map
  27. 27. We make brands stronger. We make brand leaders smarter. Take control of your weight by replacing your favorite snack with Grays. Real life stories that show women living “All the pleasure. None of the guilt.” We never sacrifice on taste so you won’t have to sacrifice your cookie. Interrupt purchase routine to set up Grays as the better alternative. Celebrate weight loss results to empower you to stay in control. Consumer Brand Brand Promise Brand Story Happy Experiences Purchase Moment Innovation Surprise Positioning Advertising and Communication Product Development Selling and Retail Operations and Culture The big idea aligns everything you do around the 5 consumer touch-points Grays are the best tasting yet guilt free pleasure so you can stay in control of your health. Big Idea Map
  28. 28. We make brands stronger. We make brand leaders smarter. Indifferent Love It Like It Beloved Unknown Where your brand sits on on the Brand Love Curve should guide your brand’s next strategic move Get noticed so consumers see the brand in a crowd Establish brand positioning in the consumer’s mind Magical experiences that inspire brand lovers to influence their friends Tighten bond with your most loyal brand lovers Build a trusted following with each happy purchase Brand Strategy
  29. 29. We make brands stronger. We make brand leaders smarter. Take the strategy from your brand plan. Strategic Objective: • Gain new “proactive preventers” by advertising Gray’s “stay in control” positioning, moving consumers from consideration to trial and drive Gray’s market share Goals: • Increase penetration from 10% to 12%, specifically up from 15% to 20% with the core target. Monitor usage frequency among the most loyal to ensure it stays steady. Tactical Program: • Ensure all programs target the “Proactive Preventer” target, who is 35-40 female, who work out 3x a week. • Use “guilt free treat” message across advertising, packaging, in-store and events, which has tested as the most motivating and own-able message for Gray’s. • Recommend a balanced consumer marketing mix of advertising to drive positioning and sampling to drive trial. More details are outlined on the next strategy. Watch out: • At this point, we believe the product taste and consumer habits around healthy eating can help drive frequency of use. Brand Strategy Drive trial by advertising Gray’s “stay in control” positioning
  30. 30. Start with “what do we want our consumer to see, think, do, feel or influence?” Only after you know what you expect from consumers can you answer “What should we tell them?” 2 1 Desired Response Start with the desired response, coming from the strategy, and then decide what to say. Consumer We make brands stronger. We make brand leaders smarter.
  31. 31. We make brands stronger. We make brand leaders smarter. Get Consumers to THINK differently about your brand Drive ACTION to get consumers to buy and create a following. Get Current Loyal users to connect emotionally and LOVE you more Create outspoken loyal fans to whisper to their friends on your behalf Stand out so consumers NOTICE the brand in a crowd market place Where your brand sits on the Brand Love Curve should focus your team’s marketing execution focus Think Buy InfluenceSee Feel Head Feet Heart SharingEyes BelovedIndifferent Like It Love ItUnknown Desired Response
  32. 32. Media Decision Making Model Low Blowfish plan, so brand appears big to a narrow audience What is the budget size? Medium Selective plan, to specific targets at specific touch-points. High Mass plan, to drive awareness to purchase. How tightly connected is your brand with your consumer? Where will consumers engage? Where on brand funnel will you exert impact? What is your core strength? Product Show why you are better Story Tell what makes you different Price Call to action to drive high volume Experience Prove how people are better What is the best media that delivers the Creative? Match your media to the part of the consumer’s life where they will watch, listen, learn, engage, decide and act Where on the path to purchase will you focus your media? Communicate Stickiness Attention Branding A B C S Set a range of media options, then make sure the media fits up to deliver the creative. 1 6 45 32 See Think Buy Feel Share What is your desired strategic focus of your advertising? Consider Satisfied Buy Search Fan Loyal Repeat Aware BelovedIndifferent Like It Love ItUnknown Match your media to your strengths Media Strategy
  33. 33. We make brands stronger. We make brand leaders smarter. Strategic Questions on Media 1.What is budget size? • Brand profit situation and the size of the business • Past media ROI projected forward • Impact of current advertising results • Future investment opportunities or future threats to battle • What is the degree of competitive pressure? 2.What is brand’s core strength? • Whether you are a story-led, product-led, experience-led or price-led impacts the main message. 3.Where will your consumers engage? • Who is your target consumer? • Adjacent or related products/services. • What part of the consumer’s life where they will watch, listen, learn, engage, decide and act? • Align with day-in-the-life, moments during the week or year, and life moments. 4.How tightly connected is your brand with your consumer? • Where does your brand sit on the brand love curve? • What is the communication focus: to see, think, buy, feel or influence? 5.Where should the focus of the brand funnel? • Focus on awareness, consideration, search, buy, satisfy, repeat, loyal or fans. • Match up to the communication focus of the strategy. 6.What is the best media option that delivers the creative execution? • The big idea should drive the creative idea. • ABC’S: Attention, Branding, Communication and Stickiness • Test creative execution options against media choices to see which works best. Media Strategy
  34. 34. We make brands stronger. We make brand leaders smarter. Consider Aware Fan Loyal Repeat Satisfied Buy Search Awareness Ads Invest in mass media to establish position in consumer’s mind PR/Content/SEO Use information to teach those seeking to learn more pre decisions Retail/Home Page Close the deal by separating your brand from the competitors at the last minute during purchase moment. Post Purchase Help Create experience to re-enforce promise, after sales help for new users to get the most from the brand. Love those who love you most Surprise & delight rewards to drive ritual among your most loyal users Use emotions to build frequency Using reasons for usage to turn into routine. Leverage emotional bond Drive repeat Turn trial into an experience, reward happy customers, emotionally re-enforce reasons purchase makes sense Outspoken Army Create club, leverage loyalists to influence friends, especially through social media Use media choices to move consumers to see, think, do, feel or influence as they move through the brand funnel Consumer Media Strategy
  35. 35. I want to escape I want to connect with others I want to be smarter I want to express myself I want to buy things I want to control the variables I want to go somewhere I want to stay aware Optimism Stay in control Feel comfortable Feel myself Feel liked Feel free Get noticed Knowledge How the context of media matters to your brand’s creative placement I want to escape I want to connect with others I want to be smarter I want to express myself I want to buy things I want to control the variables I want to go somewhere I want to stay aware How consumers use media their and related mood state How media choices match up to those needs Media Strategy We make brands stronger. We make brand leaders smarter.
  36. 36. We make brands stronger. We make brand leaders smarter. Consumer Make brand newsworthy to help decisions. Enlist lovers as advocates to influence others. Tell your brand story in own-able, breakthrough, motivating way. Help consumers make smarter decisions using knowledge, influence to close the sale. Partner with channels or adjacent partners to manage consumer through purchase cycle. Big Idea The Brand To ensure consistency in the marketing execution, everything should line up underneath the big idea Media Strategy Paid Media Earned Media Shared MediaOwned Media
  37. 37. We make brands stronger. We make brand leaders smarter. Brand Communications Plan Strategy: • Use awareness to drive trial of the new Grays Cookies as “The Healthy Choice to Snacking” brand positioning. Increase penetration from 10% to 12%, specifically up from 15% to 20% with the core target. Target Market: • “Proactive Preventers”. Suburban working women, 35-40, who do whatever it takes to stay healthy. Main Benefit: • Guilt free cookie that tastes so good that you can stay in control of your health. Support Points: • In blind taste tests, Gray’s matched the leaders on taste, but only 100 calories and 3g of net carbs. • In a 12-week study, consumers using Gray’s once a night as a desert were able to lose 5-10 pounds. Big Idea: • Grays are the best tasting yet guilt free pleasure. What do we want consumers to think, do or feel? Desired Response: • Try Grays to see if they like the great taste. Media Options • Main creative will be TV 15-second spot, with specialty health magazines, event signage and in-store sampling. Want to carry the idea into digital, social media and a microsite.
  38. 38. We make brands stronger. We make brand leaders smarter. Creative Brief 1. Why are we Advertising? 2. What’s the consumer problem we are addressing? 3. Who are you talking to? 4. Consumer Insights 5. What does our consumer think now? 6. What do you want your consumer to see/think/feel/do? 7. What should we tell them? 8. Why should they believe us? 9. Brand Positioning Statement 10.Tone and Manner 11.Media Options 12.Mandatories 1 6 2 3 4 5 7 1 1 1 5 5 2 1 4 4 4 31 2 7 3 5 6 6 4 6 Transforming your work in to a Creative Brief Process Graphic Who is in the consumer target?  (Who is the most motivated to buy what you do?) What are we are selling?  (What is your main benefit (rational/emotional)?) Why should they believe us?  (Support points to back up what you say) What is your organizing Big Idea? (What is the Soul or DNA for the brand?) What do we need the advertising to do?  (Strategic Choices) What do want people to think, feel or do?  (Desired Response) Where will you deliver the message? (Media Plan) Brand Communications Strategy
  39. 39. We make brands stronger. We make brand leaders smarter. A well written creative brief takes everything you know about the brand and strategically desire, and distills it down to 1 page. And the main brief should drive every other brief within your brand, giving you consistency from the core of the Brand’s communication strategy. A good brief should be… BRIEF! Creative Brief 1. Why are we Advertising Drive trial of Gray’s Cookies by positioning it as ‘The good tasting healthy cookie’. 2. What’s the consumer problem we are addressing Consumers struggle to fight off the temptation of cookies and the guilt when they cheat. 3. Who are we talking to? “Proactive Preventers”. Suburban working moms, 35-40, who are willing to do whatever it takes to stay healthy. They run, workout and eat right. For many, food can be a stress-reliever and escape even for people who watch what they eat. They feel guilty when they cheat. 4. Consumer Insights The consumer insight is, “I have tremendous will-power. I work out 3x a week, watch what I eat and try to maintain my figure. But we all have weaknesses and cookies are mine. I just wish they were less bad for you. I feel guilty when I cheat.” 5. What does our consumer think now? I have never heard of Grays Cookies. But I would likely need to try it first to see if I like it. If it really does taste that good, it’s something I might consider as a snack. 6. What do we want your consumer to think/feel/do? (desired response) We want them to TRY Grays and believe the great taste will win them over. 7. What should we tell consumers? (stimulus: benefit) Gray’s Cookies is great tasting cookie without the guilt. 8. Why should consumers believe us? In blind taste tests, Grays Cookies matched the market leaders on taste, but only has 100 calories and 2g of fat. In a 12 week study, consumers using Grays once a night as a desert were able to lose 5lbs. 9. Brand Positioning Statement For the healthy proactive preventers, who want to do more for their health, Gray’s is a guilt free cookie that tastes so good that you can stay in control of your health. That’s because in blind taste tests, Gray’s matched the leaders on taste, but only 100 calories and 3g of carbs. In a 12-week study, consumers using Gray’s once a night as a desert were able to lose 5-10 pounds. 10. Tone and Manner A safe choice to stay in control. An honest and down to earth choice. 11. Media Options Main creative will be 30 sec TV ad, supported by event signage and in-store display. Want to carry the idea into digital, social media and build a microsite. 12. Mandatories The line: “best tasting yet guilt-free pleasure” is on our packaging. At least 25% of print must carry the Whole Foods logo as part of our listing agreement. Include the legal disclaimer on the taste test study.
  40. 40. 3 The good and bad of a writing a Creative Brief Looking at every element of the Creative Brief, outlining common mistakes and how to fix them.
  41. 41. We make brands stronger. We make brand leaders smarter. Smart briefs have one very clear objective. Ugly briefs try to do too many things in one brief.   I see too many briefs that have both penetration and usage frequency as one objective. Stop this. Those are TWO STRATEGIES that leads you to two targets, two objectives, two messages and possibly two different media options. Your creative people will come back with one ad that does penetration and one for frequency. An ugly unfocused Brief Why are we advertising? Drive trial of Grays Cookies stealing from mainstream competitors and AND get current users to use more often. A smart focused Brief Why are we advertising? Drive trial of Grays Cookies by positioning it as “The good tasting Healthy cookie” Advertising Objective
  42. 42. We make brands stronger. We make brand leaders smarter. Strategic flaw of most brand plans is trying to drive penetration & usage frequency at the same time. Penetration Strategy gets someone with very little experience with your brand to likely consider dropping their current brand to try you once and see if they like it. Usage Frequency Strategy gets someone who knows your brand to change their behavior in relationship to your brand, either changing their current life routine or substituting your brand into a higher share of the occasions.
  43. 43. We make brands stronger. We make brand leaders smarter. The best ads are rooted in consumer insights so you can connect and move the consumer in a way that benefits your brand. I recommend that you start with the consumers enemy—every product started by solving a problem, but the best brands fight off an enemy in the consumers life. An ugly product driven Brief What’s the consumer problem we are addressing? Gray’s market share is still relatively small, held back by low awareness and trial and the product usage is not on par with the category. A smart consumer driven Brief What’s the consumer problem we are addressing? Consumers struggle to fight off the temptation of cookies and the guilt when they cheat. The brief should focus on the consumer problem, not the product problem Consumer Problem
  44. 44. We make brands stronger. We make brand leaders smarter. An ugly broad target Brief Who are we talking to? 18-50 year olds, current customers, new customers and employees. They shop at Grocery, Drug and some Mass. They use 14.7 cookies a month. A smart and highly targeted Brief Who are we talking to? “Proactive Preventers”. Suburban working moms, 35-40, who are willing to do whatever it takes to stay healthy. They run, workout and eat right. For them, food is a stress-reliever and escape even for people who watch what they eat. They feel guilty when they cheat. Having a 20 year age gap is too wide—your creative people will give you one ad for 25 year olds and one for 50 year olds. You want CREATIVE options, not STRATEGIC options. We recommend a maximum 5 year age gap to give your ad focus. Also, going after current and new users is unfocused. Smart briefs have a highly focused target market. Ugly briefs target everyone “just in case” Consumer Target
  45. 45. We make brands stronger. We make brand leaders smarter. A big wide creative brief gives up strategic control over the advertising A good brief should set up “creative” options, but never allow more “strategic” options
  46. 46. We make brands stronger. We make brand leaders smarter. A bad “stats driven” Brief Consumer Insights Gray’s product taste drives high trial (50%) compared to other new launches (32%). Consumers use Gray’s 9.8 times per month compared to the category leader at 18.3 times per month. An insights driven Brief Consumer Insights “I have tremendous will-power. I work out 3x a week, watch what I eat and try to maintain my figure. But we all have weaknesses and cookies are mine. I just wish they were less bad for you. I feel guilty when I cheat.” The smart brief frames the consumer insights with the word “I” that forces you to get into their shoes and put the insight in quotes that forces you to use their voice. These insights add more depth to the story of the consumer so the creative team can build stories that connect with your consumer. . The best ads are those where you can almost see the insight shining through the work. Smart briefs use consumer insights to bring the consumer to life. Consumer Insights
  47. 47. We make brands stronger. We make brand leaders smarter. A bad Brief What does the consumer currently think? Gray’s only has 35% awareness and 9% penetration. Over 42% of consumers say they like the taste. However, they only eat Grays 3.6x per month. A Better Brief What does the consumer currently think? While Gray’s Cookies have achieved a growing small base of brand fans, most consumers are unfamiliar with the brand and have yet to try Gray’s. Those who love it, describe Gray’s as “The fresh face in the cookie aisle, known equally for health as it is the great taste.” The smart brief provides a very clear statement of how the consumer currently sees the brand, and provides a bridge from the overall brand strategy found in the Brand Plan to objective of the brief, while setting up a desired response in the next question. The ugly brief throws out random data without any effective conclusions. The creative teams would likely just ignore these types of meaningless statements. Because the best Advertising must move the consumer, we must lay out the starting point. What do they think now?
  48. 48. We make brands stronger. We make brand leaders smarter. Ugly convoluted brief tries to do everything: What is the Desired Consumer Response? We want them to THINK that Grays are unique. We want them to FEEL they can stay in control. And we want them to TRY Grays and see if they like them. A smarter and focused Brief What is the Desired Consumer Response? We want them to TRY Grays and believe the great taste will win them over. You should choose ONE of think, feel or act, not a combination. The best advertising can only move one body part at a time—so you have to decide, or else your creative team will show you creative options for each of these strategies and you will be randomly choosing your favorite ad not the ad that is on strategy. Good advertising can only get the consumer to do one at a time: see, think, feel and do. Desired Response
  49. 49. We make brands stronger. We make brand leaders smarter. An ugly feature oriented Brief What should we tell them? (Stimulus: benefit) Grays Cookies are the perfect modern cookie, only 100 calories and less than 2g of Fat. For those looking to lose weight, the American Dietician Society recommends adding Gray’s to your diet. You can find Gray’s at all leading grocery stores. A smart benefit focused Brief What should we tell them? (Stimulus: benefit) With Grays Cookies you can still have a great tasting cookie without the guilt. Focus your main message stimulus on what consumers get (functional benefit) or how it makes consumers feel (emotional). Also, narrow down to one thing, not a laundry. The ugly brief lists out product features as the main message. It is a marketing myth to believe that if you tell the consumer a lot of things, at least they will hear something. I believe if you tell them too much, they will shut you out and not hear anything. Smart briefs focus on the consumer benefits, while ugly briefs focus only on the product features. Main Message
  50. 50. Mathematical argument for your brand’s BIG IDEA to be a single message The probability of success (P) is directly linked to the inverse of the number of messages (M) you have in your brand communication. P = 1 2m _
  51. 51. Reality holds true in Ipsos tracking. After 1000 GRPs Main message recall: 50% Secondary message recall: 25% Third message recall: 12.5% Reality Check on your logic: If the consumer sees 5,000 ads a day, and engages in about 5 per day, why would you ever want to give them too many messages once you have their attention.
  52. 52. We make brands stronger. We make brand leaders smarter. Ugly brief has random support points Why should they believe us? Gray’s Cookies are the recommended by doctors and pharmacists. Plenty of before and after photos and consumer comments. Over 70% of consumers prefer Gray’s to Dad’s. Gray’s cookies have been made in America since 1963, containing all natural ingredients. No other brand beats Gray’s on fiber content. Smart brief uses the support to close off potential logic gaps Why should they believe us? • In blind taste tests, Grays Cookies matched market leaders on taste, but only has 100 calories and 2g of fat. • In a 12-week study, consumers using Grays once a night as a desert were able to lose 5lbs. Smart briefs focus on support points relative to the benefit, while ugly throw out random claims. The smart brief looks at the main benefit and assesses the potential gaps in the logic, listening to potential doubts consumers may have. The ugly brief uses random claims that have little to do with the strategy or the main message. These claims will create a potential mess if brought into one piece of creative. Smart briefs use support points to close off any gaps around main message, not introduce something new Support Points
  53. 53. We make brands stronger. We make brand leaders smarter. Ugly brief selects random emotional tones What is the tone and manner of the brand? Optimistic, smart, down-to-earth, trusted, knowledgeable and yet friendly. Smart brief uses tones that match up with where you play What is the tone and manner of the brand? A safe choice to stay in control. An honest and down-to-earth choice. The tone and manner should not just be a random guess, but a match up with the potential emotional space that your brand will own and win with. Gray’s is trying to win the “Stay in Control” emotional space. If you go back to the emotional benefit zones, you will see other support emotions such as “safe”. The emotional space beside “control” brings in other emotions such as honest and down-to earth. It seems half the briefs say, “Smart, trusted, reliable and friendly.” If you refer back to the emotional cheat sheet in the positioning chapter, you will see that those are four distinct emotional zones, which could cause your brand to appear schizophrenic in tone. Smart brands understand the emotional tone and manner they choose to own. Tone and Manner
  54. 54. We make brands stronger. We make brand leaders smarter. Curious for knowledgeSense of optimism Stay in control Feel comfortable Feel myself Motivated Special Successful Inspired Interesting Alive Cool Playful Popular Trendy Like-able Friendly Intimate Happy Easy- going Nurtured Compassion Down-to--earth Relaxed Honest Family Trust Safe Respect Reliable Informed Wisdom Smarter Competent Feel liked Feel free Get noticed Excited Emotional benefit cheat sheet Consumer Values Exhilarating 8 emotional zones with 40 total emotional benefits Hotspex Tone and Manner
  55. 55. We make brands stronger. We make brand leaders smarter. Ugly media “laundry list” brief:  What is the media choice? TV, 30 second and 15 second. Include 5- second tag for promotions. Print includes magazine and newspaper. Need separate display headers for Walmart. Need to work Facebook, Twitter and Instagram campaign. Must be able to use video on our website and YouTube channel. Smart brief uses media guidelines:  What is the media choice? Main creative will be 30 sec TV ad, supported by event signage and in-store display. Want to carry the idea into digital, social media and build a microsite. Ask to see each creative idea presented through a 30-second TV, a simple billboard and a long print ad. This will allow you to see how each advertising idea could play out across almost every possible media type. Smart brands understand the emotional tone and manner they choose to own. Media Choices
  56. 56. We make brands stronger. We make brand leaders smarter. Long Copy Print Ask to see the creative idea expressed as a 30 sec video, long copy print and billboard versions for each creative idea When you ask for… Billboard • TV (15s, 30s, 60s) • Movie Theatre Ads 30/60 second video It can be re-purposed to… • Newspaper/magazine • Social Media content • Outdoor Billboard • Digital Billboard Seeing how each creative idea plays out in the 3 core media options allows you to see which media might fit best for that creative idea. • Viral Video • Website video • Website information • PR/website, brochure • In-store display sign • Magazine back cover Media Choices
  57. 57. We make brands stronger. We make brand leaders smarter. Smart briefs have few mandatories, while ugly briefs use mandatories to steer the creative outcome. Marketers use mandatories to attempt to control the final outcome with a prescriptive list that backs the agency into a creative corner. To tick off each mandatory, it creates a messy, ugly “Frankenstein” ad that tries to piece everything together. A bad prescriptive brief attempts to control the creative process Mandatories • Avoid humor, as a sarcastic tone will not work with our target market.  • Preference is for real customer testimonials supported by before/after with our 90-day guarantee tagged on. • Ensure brand shown in first seven seconds. • Use ‘Snookie’ as our spokesperson. • Ad setting in pharmacy will add credibility Good attempt to give freedom to the creative Mandatories • The line: “best tasting yet guilt-free pleasure” is on our packaging • 25% of Print must carry the Whole Foods logo as part of our listing agreement • Include the Legal disclaimer on the taste test and the 12 week study. Don’t cheat the brief with a long list of mandatories that try to steer or control the creative outcome. Mandatories
  58. 58. We make brands stronger. We make brand leaders smarter. What looks like a smarter Creative Brief to you? Target the people most motivated by what you do best Use what we stand for to show consumers what they get from us • Spreading your resources against a target so broad, everyone will think you message is for someone else. • Consumers don’t care what you do, they selfishly and rightfully so care about what they get. • Trying to drive trial and usage at the same time will leave consumers confused as to what to think, do or feel. • With so many messages, people won’t know what you stand for, and you’ll never get a reputation for anything. • Consumers hear 7000 efficiently placed messages a day, and quickly reject boring messages all day long. They likely will connect and engage with 5 messages a day. Will it be yours? Trying to be everything to anyone, makes you nothing to everyone Focus on getting consumers to do only one thing at a time: think, feel or do Use the creative work to tell the brand story in a way we love and believe in Connect with our target where they are most likely to engage with our brand story Target competitive users most desirable to us, while maintaining our base Tell what we do, so that it makes us appear the best in the category Get new users to buy and current users to use more at the same time. Make sure we get all our key messages into the creative Use efficient media options that provides us with the highest ROI A B Consumer centric brief Brand centric brief
  59. 59. Sometimes when you too fast, it takes too long. When you do a phone call brief, things tend to spin out of control. Either on the creative side who must create something great out of nothing or on senior management who must approve the ad to which they are unsure of the intent.
  60. 60. We make brands stronger. We make brand leaders smarter. When you don’t have much time, it doesn’t mean you avoid writing a brief, it just means using The Mini Brief The Mini Brief Objective Launch new Facebook page to drive trial among a younger audience. Target “Proactive Preventers”, women 35-40, live a healthy lifestyle but still cheat once in a while. Consumer Insights “Cookies are my weakness, the enemy of my diet, but I love them” Desired Response We want consumers to try Grays and experience the unbelievable taste. What We’ll Tell Them Grays Cookies are the best tasting yet guilt-free pleasure so you can stay in control of your health. You have to try it to believe it. When the core of your master brand brief is complete, then the mini brief is really easy and should take 15-20 minutes to complete. You are just borrowing elements or scaling them differently. The effort could save you hours of time either on creative side or management approval.
  61. 61. We make brands stronger. We make brand leaders smarter. Summary of Learning on Creative Brief • To set up the creative brief, we start by doing our homework to lay out seven key questions. 1) Who is in the consumer target?  2) What are we are selling? 3) Why should they believe us? 4) What’s the long range feeling the brand evokes? 5) What do we want the advertising to do for the brand? 6) What do want people to think, feel or do? 7) Where will you deliver the message • A well written creative brief takes everything you know about the brand and strategically desire, and distills it down to 1 page that would include 1) What is the objective? 2) What’s the consumer problem we are addressing? 3) Who are you talking to? 4) Consumer Insights 5) What does our consumer think now? 6) What do you want your consumer to think/feel/do? 7) What should we tell them? 8) Why should they believe us? 9) Brand Positioning Statement. 10) Tone and Manner. 11) Media Options and 12) Mandatories. • The best creative briefs should have: one objective, one desired consumer response, one target tightly defined, one main benefit and two main reasons to believe • Brand leaders should control the strategy but give freedom on marketing execution. Brand Leaders always want options, so they write a big wide brief with many strategics options. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision.
  62. 62. We make brands stronger. We make brand leaders smarter. We will help you unleash your full potential Brand Coaching Services
  63. 63. We make brands stronger. We make brand leaders smarter. We make brands stronger. We make brand leaders smarter. Our role is to challenge you to think differently about your future, so that you can realize your full potential. TM
  64. 64. We make brands stronger. We make brand leaders smarter. Define the Brand Think Strategically Big Idea At Beloved Brands, we use a branding approach Vision Analysis Key Issues Strategies Execution • Advertising • In-Store • Innovation • Consumers • Category • Channels • Competitors • Brand Values, Goals • Experience Brand Plan Create Brand Plans Inspire creative execution Analyze performance Sm art Creative Ideas
  65. 65. We make brands stronger. We make brand leaders smarter. We make brands stronger. We make brand leaders smarter. We lead a 360 assessment of your business, looking at the marketplace, consumers, channels, competitors and the brand. We help you define your brand, with a simple, unique, inspiring, motivating and own-able Brand Positioning Statement. We will create a Big Idea that will transform your brand’s soul into a winning brand reputation. We help you build a strategic Brand Plan that everyone who works on the brand can follow We coach on Marketing execution, helping to tighten the bond with your consumers and drive brand growth We will build a Brand Management training program, to unleash the full potential of your Marketing team. 1 2 3 4 5 6 TM
  66. 66. We make brands stronger. We make brand leaders smarter. We will lead a 360 brand assessment, looking at the marketplace, consumers, channels, competitors and brand Deep Dive Review Macro view of marketplace looking at economic, consumer, technology, trends. Define consumer target, looking at beliefs, buying habits, growth trends and key insights. 2 5 1 3 4 Understand brand performance and reputation. Use brand funnel, tracking results, pricing analysis, distribution gaps and financial results. Look at channel performance, customer strategies, distribution gaps, merchandising performance. Dissect closest competitors by looking at performance, positioning, innovation, pricing, distribution and reputationSummarize the analysis into drivers and inhibitors currently facing brand as well as threats and opportunities for the future. Drivers Inhibitors Factors of strength or inertia that accelerate your brand’s growth. Weaknesses or friction slows brand down, leak to fixi Opportunities Threats Changing consumer needs, technologies, channels, legal, Competitor launch, trade barriers, customer preference. 6 Look at macro subsegments or formats • Some different types of macro views you want to look at includes performance of size, format or benefit segments. Look at the channel performance at the category level. You can also look at macro competitive market share trends. • With each chart, you are looking for a break in the data to tell a story on the category. 0" 10" 20" 30" 40" 50" 60" XL" Large"size" Mid"Size" Travel"size" Overall" 2012" 2013" 2014" 2015" Healthy( Whitening( Freshening( Repair( 0" 20" 40" 60" 80" 100" 120" 140" Grocery" Drug" Mass" Club" Overall" 2012" 2013" 2014" 2015" Size Formats Benefit Segment Where sold Allergy Category $ Share 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% P E D ec 29 01 P E F eb 23 02 P E A pr20 02 P E June 15 02 P E A ug 10 02 P E O ct05 02 P E N ov 30 02 Jan 25 2003 M ar22 2003 M ay 17 2003 July 12 2003 S ept06 2003 N ov 01 2003 D ec 27 2003 Feb 21 2004 A pr17 2004 June 12 2004 A ug 07 2004 O ct02 2004 N ov 27 2004 Jan 22 2005 M ar20 2005 M ay 14 205 Jul9 2005 S ep 3 2005 O ct29 2005 Reactine Benadryl Claritin Aerius Allegra Chlor-Tripolon C/L Competitive Market Share Category Analysis The Brand Funnel Awareness Familiar Consider Purchase Repeat Loyal Unknown Indifferent Love It Like It Beloved The Brand Love Curve 0 15 30 45 60 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Gray's Dad's Sue's Devonshire Competitive market share performance Customer scorecards Customer A Scores Overall Sales Dollars 39 Share of Category 11% % dollar change +19.1% Your Brand Share 33% % change +3.3 points Share Index 105 Your brand’s avg Price $6.33 % change +3.3% Price Index 125 Share of Co-Op Ads 33% % change +18% Co Op Index 143 Share of Merch 25% % change -2% March Index 111 Customer scorecards Customer A Scores Overall Sales Dollars 39 Share of Category 11% % dollar change +19.1% Your Brand Share 33% % change +3.3 points Share Index 105 Your brand’s avg Price $6.33 % change +3.3% Price Index 125 Share of Co-Op Ads 33% % change +18% Co Op Index 143 Share of Merch 25% % change -2% March Index 111 and versus other periods. Pricing Differences by Channel First, look at the average price and change versus year for each channel. Match up the data to what the sales colleagues are saying about the different prices for each ch Depending on channel/brand, you should be looking at deal pricing, % on deal and coop ad points. Compare ea the channels and compare to prior years. Food Drug Mass Club Avg Price $6.55 $6.47 $6.62 $6.54 % change vya -6.4% -2% +3.1% -1.9% Avg Price on Deal 5.99 6.59 5.29 5.49 % change vya +8.3% -12.3% +1.7% +2.7% % on deal 32% 22% 38% 20% +/- vya +7 pts +1 pt +10 pts -2 pts A B We make We make brand Distribution gap analysis Tops Kroger CVS Club A&P Safeway 7-1 Gray’s 8 ct Choc Chip Gray’s 16 ct Choc Chip Gray’s 8 ct Mint Chip Gray’s 16 ct Mint Chip Gray’s 8 ct Lemon W We ma Distribution gap analysis Tops Kroger CVS Club A&P Safewa Gray’s 8 ct Choc Chip Gray’s 16 ct Choc Chip Gray’s 8 ct Mint Chip Gray’s 16 ct Mint Chip Gray’s 8 ct Lemon W We mak Draw conclusions. Compare how you're doing in each channel and versus other periods. We We make Pricing Differences by Channel First, look at the average price and change versus year ago, for each channel. Match up the data to what the sales colleagues are saying about the different prices for each channel. Depending on channel/brand, you should be looking at the deal pricing, % on deal and coop ad points. Compare each of the channels and compare to prior years. Food Drug Mass Club Avg Price $6.55 $6.47 $6.62 $6.54 % change vya -6.4% -2% +3.1% -1.9% Avg Price on Deal 5.99 6.59 5.29 5.49 % change vya +8.3% -12.3% +1.7% +2.7% % on deal 32% 22% 38% 20% +/- vya +7 pts +1 pt +10 pts -2 pts A A B B We make brands stron We make brand leaders sma Distribution gap analysis Tops Kroger CVS Club A&P Safeway 7-11 Gray’s 8 ct Choc Chip Gray’s 16 ct Choc Chip Gray’s 8 ct Mint Chip Gray’s 16 ct Mint Chip Gray’s 8 ct Lemon We make b We make brand l Distribution gap analysis Tops Kroger CVS Club A&P Safeway 7-11 Gray’s 8 ct Choc Chip Gray’s 16 ct Choc Chip Gray’s 8 ct Mint Chip Gray’s 16 ct Mint Chip Gray’s 8 ct Lemon Program tracking shows how well you are doing behind key marketing activities • Program tracking or testing results can compare how well the program has done against key measures. • You will also be able to get scores that match up to the brand funnel such as Awareness (aided, unaided), purchase scores (share of last 5 purchases) and purchase intention. Tracking Results Gray’s Norm Aided Recall 38 62 Unaided Recall 30 46 Brand Recognition 10 23 Brand Link .33 .50 Main Message 64 60 Uniqueness 38 22 Purchase Intent 10 9 Ad Tracking Brand Analysis
  67. 67. We make brands stronger. We make brand leaders smarter. Define a focused consumer target profile with insights, enemies and buying patterns. Use our Benefits Ladder to move from features to rational and emotional benefits We will help you define your brand, with a simple, unique, motivating and own-able Brand Positioning Statement. 2 5 1 Use our benefit cheat sheets to understand the Functional and Emotional benefits you can own. 3Benefits Ladder 4 Determine your winning zone, where your brand is better, different or cheaper. Winning positioning statement that is unique, own- able motivating to consumers Brand Positioning Building a winning brand positioning statement To (Target) • Healthy proactive preventers who want to do more for their health, working moms, who are 35-40 years old. Gray’s is the (Category) • Tasty healthy cookie option That is the (Benefit) • Guilt free cookie that tastes so good that you can stay in control of your health That’s because (Support Points) • In blind taste tests, Gray’s matched the leaders on taste, but only 100 calories and 3g of net carbs. • In a 12-week study, consumers using Gray’s once a night as a desert were able to lose 5-10 pounds. 1 2 3 4 Consumer Target Product features Functional benefits Emotional benefits Works betterFunctional Benefits Simplify Life Make Smarter Make Healthier Saves money Helps family Sensory Appeal Stay Connected Experience Seek knowledgeFunctional Benefits Stay in control Feel myself Feel comfortable Feel optimistic Feel free Get noticed Feel liked
  68. 68. We make brands stronger. We make brand leaders smarter. Brand’s Big Idea We will help create a Big Idea that will transform your internal brand soul into a winning external brand reputation. The Big Idea helps simplify the brand message as an outward expression of the inner Brand Soul We make brands stro We make brand leaders sm Promise Brand Story Innovation Purchase Moment Experience Big Idea Brand Positioning Advertising and Communication Product Development Selling and Retail Operations and Culture Consumer The Brand Big Idea Drive consistency using the brand’s Big Idea to show up the same way at all 5 consumer touch-points Consumers have 7 seconds to connect with a brand’s Big Idea A brand finds its equilibrium when the Big Idea impacts a brand reputation to perfectly match up to the Brand Soul Soul Reputation= Based on their personal experiences, consumers form a reputation they spread to others. 1 2 3 4 5 =Big Idea Brand Soul Consumer
  69. 69. We make brands stronger. We make brand leaders smarter. 2 4 31 Strategic questions to help frame the key issues 5 We will help build a strategic Brand Plan that everyone who works on the brand can follow Drivers and inhibitors currently facing brand. Risks and opportunities for future. Deep dive review looks at every potential area of the brand • Market: Macro view, economic indicators, consumer behavior, technology, political • Consumer: Target, buying habits, trends, consumer enemies, key insights • Channels: growth channels, major customers, available tools and programs • Competitors: Performance, positioning, innovation, pricing, distribution, perceptions. • Brand: Funnel, reputation, tracking results, pricing, distribution, financial analysis. Drivers Inhibitors Factors of strength or inertia that accelerate your brand’s growth. Weaknesses or friction slows brand down, leak to fixi Opportunities Threats Changing consumer needs, technologies, channels, legal, Competitor launch, trade barriers, customer preference. What is the core strength your brand can win on? How engaged are consumers? What is your current competitive position? How tightly connected is your consumer to your brand? What is the current business situation your brand faces? 3 1 5 4 We make brands stronger. We make brand leaders smarter. 1. Where could we be? 2. Where are we? 3. Why are we here? 4. How can we get there? 5. What do we need to do? Before getting started on your Brand Plan, map out your strategic thinking by asking 5 simple strategic questions Vision/Purpose/Goals Situation Analysis Key Issues Strategies Execute & Measure Questions to ask Planning elements 1 2 3 4 5 6 Use “where are we” questions to uncover answers that frame the overall brand plan. Lay out elements of the Brand Plan, on one page and in a formal presentation Brand Plan 2 The Annual “Brand Plan On a Page” Analysis Issues and Strategies Executional Plans P&L forecast • Sales $30,385 • Gross Margin $17,148 • GM % 56% • Marketing Budget $8,850 • Contribution Margin $6,949 • CM% 23% Drivers • Taste drives a high conversion of Trial to Purchase • Strong Listings in Food Channels • Exceptional brand health scores among Early Adopters. Highly Beloved Brand among niche. Inhibitors • Low familiar yet to turn our sales into loyalty • Awareness held back due to weak Advertising • Low distribution at specialty stores. Poor coverage. • Low Purchase Frequency even among most loyal. Threats • Launch of Mainstream cookie brands (Pepperidge Farms and Nabisco). • De-listing 2 weakest skus weaken in-store presence • Legal Challenge to tastes claims Opportunities • R&D has 5 new flavors in development. • Sales Broker create gains at Specialty Stores • Explore social media to convert loyal following. Key Issues 1. What’s the priority choice for growth: find new users or drive usage frequency among loyalists? 2. Where should the investment/resources focus and deployment be to drive our awareness and share needs for Gray’s? 3. How will we defend Gray’s against the proposed Q1 2014 ‘healthy cookie’ launches from Pepperidge Farms and Nabisco? Strategies 1. Continue to attract new users to Gray’s 2. Focus investment on driving awareness and trial with new consumers and building a presence at retail. 3. Build defense plan against new entrants that defends with consumers and at store level. Goals • Increase penetration from 10% to 12%, specifically up from 15% to 20% with the core target. Monitor usage frequency among the most loyal to ensure it stays steady. • Increase awareness from 33% to 42%, specifically up from 45% to 50% within the core target. Drive trial from 15% to 20%. Focus for sales is to close distribution gaps going from 62% to 72%. • Hold dollar share during competitive launches and continue to grow 11% post launch gaining up to 1.2% share. Target zero losses at shelf. Advertising • Use awareness to drive trial of the new Grays. Target “Proactive Preventers”. Suburban working women, 35-40.Main Message of “great tasting cookie without the guilt, so you can stay in control of your health”. Media includes 15 second TV, specialty health magazines, event signage, digital and social media Sampling • Drive trial with In-store sampling at grocery, Costco, health food stores and event sampling at fitness, yoga, women’s networking, new moms. Distribution • Support Q4 retail blitz with message focused on holding shelf space during the competitive launches. Q2 specialty blitz to grow distribution at key specialty stores. Innovation • Launch two new flavours in Q4/15 & Q4/16. Explore new diet claims, motivating and own- able. Competitive Defense Plan • Pre Launch sales blitz to shore up all distribution gaps. At launch, heavy merchandising, locking up key ad dates, BOGO. TV, print, coupons, in-store sampling. • Use sales story that any new “healthy” cookies should displace under-performing and declining unhealthy cookies. Brand Vision: To be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. $100 Million brand by 2020. Forecast Analysis Brand Vision Strategies Execution Key Issues Goals 1 5 4 3 2 6 5
  70. 70. We make brands stronger. We make brand leaders smarter. We make brands stronger. We make brand leaders smarter. Promise Brand Story Innovation Purchase Moment Experience Big Idea Brand Positioning Advertising and Communication Product Development Selling and Retail Operations and Culture Consumer The Brand Innovation drives ideas, concepts, testing, launches through system.Build culture to support consumer experience creating a brand credo with purpose, values, service behaviors. 2 4 3 1 CREATIVE(BRIEF(( 1.""Why(Are(We(Adver3sing( Drive&trial&of&the&new&Grays&Cookies&as&“The&Healthy&Choice&to&Snacking”&brand&posi>oning.&&& 2.#What’s(the(Consumer(Problem(We(are(Addressing( I’m&always&watching&what&I&eat.&&And&then&BAM,&I&see&a&cookie&and&I’m&done.&&As&much&as&I&look&aHer& myself,&I&s>ll&like&to&sneak&a&cookie&now&and&then.&&" 3.((Who(are(you(talking(to?( “Proac>ve&Preventers”.&Suburban&working&women,&35L40,&&who&are&willing&to&do&whatever&it&takes&to& stay&healthy.&&They&run,&workout&and&eat&right.&For&many,&Food&can&be&a&bit&of&a&stressLreliever&and& escape&even&for&people&who&watch&what&they&eat.&&&&" 4.((Consumer(Insights( L&“I&have&tremendous&willLpower.&&I&work&out&3x&a&week,&watch&what&I&eat&and&maintain&my&figure.&&But& we&all&have&weaknesses&and&cookies&are&mine.&&I&just&wish&they&were&less&bad&for&you”& L&&“I&read&labels&of&everything&I&eat.&&I&s>ck&to&1500&calories&per&day,&and&will&find&my&own&ways&to& achieve&that&balance.&&&If&I&eat&a&400&calorie&cookie,&it&may&mean&giving&something&up.”& 5.(What(does(our(consumer(think(now?( I’ve&never&heard&of&Grays&Cookies.&&But&I’d&likely&need&to&try&it&and&see&if&I&like&it.&&If&it&really&does&taste& that&good,&it’s&something&I&might&consider&as&a&snack.&&& 6.((What(do(you(want(your(consumer(to(think/feel/do?((Desired(Response)( We&want&them&to&try&Grays&and&see&if&they&like&the&great&taste.&&" 7.((What(should(we(tell(them?((S3mulus:((benefit)( With&Grays&Cookies&you&can&s>ll&have&a&great&tas>ng&cookie&without&the&guilt,&so&you&can&stay&in& control&of&your&health.&& 8.((Why(should(they(believe(us?( In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&taste,&but&only&has&100&calories&and& 2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&as&a&desert&were&able&to&lose&5lbs.&&& 9.((Brand(Posi3oning(Statement( For&“Proac>ve&Preventers”,&Women&30L45,&Grays&Cookies&are&the&best&tas>ng&yet&guiltLfree&pleasure# so&you&can&stay&in&control&of&your&healthy&lifestyle.&&That’s&because&Grays&combines&the&great&taste&in&a& low&fat&and&calorie&sensible&cookie.&In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on& taste,&but&only&has&100&calories&and&2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night& as&a&desert&were&able&to&lose&5lbs.&&& 10.((Tone(and(Manner( Successful,&Mo>vated,&Reliable,&In&Control,&Natural.& 11.((Media(Op3ons( Main&crea>ve&will&be&in&specialty&health&magazines,&event&OOH&signage&and&inLstore.&&Want&to&carry& the&idea&into&digital,&social&media&and&a&microsite.&&& 12.((Mandatories( The&line:&“best&tas>ng&yet&guiltLfree&pleasure”&is&on&the&packaging.&25%&of&Print&must&carry&the&Whole& Foods&logo&as&part&of&our&lis>ng&agreement&and&include&the&Legal&disclaimer&on&the&taste&test&and&the& 12&week&study.&&& Brief focuses creative & media decisions on positioning & strategy 5 Influence purchase moment through channels, e-commerce, selling and merchandising At Beloved Brands, we promise to make your brand stronger and your brand leaders smarter. We believe big ideas, focus and passion matter, because the more loved a brand is by consumers, the more powerful and profitable that brand will be. We will challenge you to think different, because the thinking that got here may not get you to the next level. Our Credo Align execution to focus on moving consumers through stages of the buying system Consumers connect with Big Idea through 5 supporting touch-points Consider Satisfied Buy Search Fan Loyal Repeat Aware 6 We coach on Marketing execution, helping to tighten the bond with your consumers and drive brand growth Marketing Execution
  71. 71. We make brands stronger. We make brand leaders smarter. We will build a Brand Management Training Program, to unleash the full potential of your Marketing team. Training Program Strategic Thinking Brand Positioning Brand Plans Creative Briefs Brand Analytics and the Business Review Marketing Execution Creating a Beloved Brand Consumer Centricity Managing your Marketing Career 1 2 6 4 5 3 7 8 9 Menu of training programs
  72. 72. Investing in your people pays off with smarter strategies, amazing execution and stronger brand results We will unleash the full potential of your people so you will see a direct impact on your brand’s growth trajectory. We will train your team on the fundamentals of brand management • Address gap on brand analytics and strategic thinking, to ensure you end up with smarter Brand Plans and Creative Briefs. • Improve judgment and decision-making to ensure your Marketing execution pays back. • We can see first hand the impact that training has on your team’s skills, motivations and behaviors. • Our workshop style training provides an immediate impact on their day-to-day jobs.
  73. 73. We make brands stronger. We make brand leaders smarter. Graham spent 20 years in Brand Management leading some of the world’s most beloved brands at Johnson and Johnson, Pfizer, General Mills and Coke, rising up to VP Marketing. In his career, he has won numerous Advertising and Innovation awards. Graham played a major role in helping Pfizer win Marketing Magazine’s “Marketer of the Year” award. Graham started Beloved Brands believing he could make brands stronger and brand leaders smarter. Graham will challenge you and your team to think differently and strategically. He leads workshops that will help define your Brand Positioning Statement, create a Big Idea for your brand, and write Brand Plans to motivate and focus everyone that works on the brand. He will build Brand Management training programs that will help unleash the full potential of your team, so your team can produce exceptionally smart work that drives stronger brand results. The Beloved Brands robust client roster has included the NFL Players Association, Reebok. Acura, Shell, Jack Link’s, 3M, Melitta, Capital One and Pfizer. Graham Robertson at Beloved Brands One of the voices of today’s Brand Leaders.
  74. 74. We make brands stronger. We make brand leaders smarter. Graham Robertson at Beloved Brands Significant career experience in Brand Management Education • MBA, Ivey School of Business, Western University, 1994 • Bachelor of Commerce, Carleton University, 1989 Work History • President, 2009- Present • VP Marketing, 2005-08 • Group Brand Director, 1999-2005 • Senior Brand Manager, 1997-99 • Associate Brand Manager, 1994-96 • Coca-Cola, Summer Marketing Intern, 1993 • Marketing Training Program, 1989-92
  75. 75. We make brands stronger. We make brand leaders smarter. Do you want to get smarter about Marketing? Visit beloved-brands.com Over 5 million views from Marketers getting smarter
  76. 76. We make brands stronger. We make brand leaders smarter. We would love the opportunity to help you unleash the full potential of your brand and the full potential of your team of brand leaders. Graham Robertson • 416 885 3911 • graham@beloved-brands.com

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