Conflict & Brands

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A short piece on brand ideas and conflict. Feel free to download or ask questions...

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Conflict & Brands

  1. 1. Conflict And Brands Will Humphrey – Wannabe Ad Man http://wannabeadman.blogspot.com
  2. 2. In oversaturated markets, building a strong, differentiated brand is often very challenging
  3. 3. In fact, it’s as easy as making dogs and cats like each other
  4. 4. Which is pretty hard
  5. 5. Especially when existing communication tends to be focused on one area
  6. 6. Especially when existing communication tends to be focused on one area However, there are two types of idea which can solve this
  7. 7. First, a brand idea. It’s like a Big Top – capable of housing all of the thoughts and behaviour of a brand
  8. 8. Second, an executional idea. It’s like a Fire Eater, tending to focus on immediate gratification – entertainment or short term sales
  9. 9. But how’d you get these to stay upright - to be broad minded, yet focused - and not a waste of money?
  10. 10. You get your brand idea fighting.
  11. 11. The majority of high quality, long lasting brand ideas are dialectics. What do we mean?
  12. 12. The majority of high quality, long lasting brand ideas are dialectics. “ The process of arriving at the truth by stating a thesis, developing a contradictory antithesis, and combining and resolving them into a coherent synthesis”
  13. 13. The majority of high quality, long lasting brand ideas are dialectics. “ The process of arriving at the truth by stating a thesis, developing a contradictory antithesis, and combining and resolving them into a coherent synthesis” Essentially, two seemingly contrary ideas which result in a new way of thinking about a problem.
  14. 14. Persil
  15. 15. Children being clean is all important: You must look after them Persil
  16. 16. Children being clean is all important: You must look after them Children should be free to play and grow: Getting mucky is inevitable Persil
  17. 17. Children being clean is all important: You must look after them Children should be free to play and grow: Getting mucky is inevitable Dirt Is Good Persil
  18. 18. Stella Artois
  19. 19. Stella Artois People want to be seen drinking high quality beer
  20. 20. Stella Artois People want to be seen drinking high quality beer High quality means high cost
  21. 21. Stella Artois People want to be seen drinking high quality beer High quality means high cost Reassuringly Expensive
  22. 22. Avis
  23. 23. Avis People value hard working service companies that give their all
  24. 24. Avis People value hard working service companies that give their all Non-market leaders aren’t seen as providing as good service as the big boys.
  25. 25. Avis People value hard working service companies that give their all Non market leaders aren’t as seen providing as good service as the big boys We’re No2 – We Try Harder
  26. 26. Volkswagen
  27. 27. Volkswagen A small car is economical, nimble and cheap
  28. 28. Volkswagen A small car is economical, nimble and cheap Bigger is better – safer and more technological
  29. 29. Volkswagen A small car is economical, nimble and cheap Bigger is better – safer and more technological Think Small
  30. 30. There’s always a tension – but the mark of a great brand idea is that they can co-exist
  31. 31. Great executions focus on one thing, but always have the brand idea in mind
  32. 32. And I think ideas are best when they put on their gloves

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