Take Nokia. Connecting people. They take a rational element, a functional benefit –connection over the phone- and lift it by adding emotional value; connecting people.
Take Apple. Think different. Apple had the same ambition as we have: lifting the category to a higher emotional level. They turned computers from ‘grey’ technical hardware into a creative tool. Think different is a line that inspires and entices people to look further and go beyond their own boundaries. Just like Explore More does for gps-users.
How to write a strategy<br
/>This deck was made to share with junior planners and planning trainees at our agency to give them some sort of structure to what appears to be a hard nut to crack: writing The Strategy.<br />I don’t know what it’s worth, who and how it can help, but if at some point in time somewhere in the world one of these slides helps to prevent someone lying awake at night like I did so many times, I will be a happy man.<br />Tom Theys<br />Head of strategy, Publicis Brussels<br />
What is a good strategy?<br
/>It’s a cultural logic<br />Something that lives in society<br />where your brand can play a (leading) role in.<br />
The role of a tagline<br
/>The true success of a brand lies within its ability <br />to add higher emotional value to a true rational value. <br />It’s lifting a rational benefit up to a higher level. <br />4<br />
Some general rules<br />and thenthrowitaway<br
/>and thenthrowitaway<br />and thenthrowthemaway<br />and thenhold on to it<br />and thenhold on to those words<br />and then live up to that<br />Use a model<br />Come up with a briefing line<br />Look at the researchaverages<br />Findthe exception<br />Tell youridea to yourpartner<br />Look for the high ambition<br />
10. Tell us what we
know<br />AKA: 10 billion flies can’t be wrong<br />Ex: Mercator – women die older<br />
11. Tell us your mission<br
/>AKA: « I have a dream »<br />!: take on real challenges thatwillbring society forward<br />Ex: Proximus – bringing people closer<br />
12. Solve the market tradeoff<br
/>AKA: are you the first to bringa breakthrough solution<br /> Ex: Honda GRRR – the first quiet and ecological diesel<br /> IKEA – design furniturenowaffordable<br />Ryanair – airlineflights for almostnothing<br />