How to do BEP analysis

1. 1
Ultimate Brief
Workshop
Hand-outs

2. 2
Brand Engagement Pilot Approach
• Define Competitive
Communication Landscape
• Select Brand Opportunity
and Communication Task
• Define Target Audience
• Describe Consumer Insight
• Outline Brand Proposition
• Write OBI
• Define KPI's
• Create the Big Idea
• Assess the Big Idea
• Validate the Big Idea
• Develop Media Neutral
contact points
recommendation
• Define and assess Media
Neutral Plan
• Validate Media Neutral Plan
• Assess the creative
executions of the Big Idea
across contact points
• Pre-test selected
executions
• Execute Media Neutral
Plan
• Track & measure KPI's
• Draw key learnings

3. 3
The Ultimate Brief
6. Brand Proposition
4. Target Audience
•
3. Communication Task
•
7.Ownable Brand Idea
•
8.Key Performance Indicators
•
2. Brand Opportunity
•
1. Competitive Landscape
• I. Brand Essence
•
5. Insight
•
II. Functional Benefit
•
III. Emotional Benefit
•
IV. Reason to believe (including 60/40+)
•
V. Brand Personality
•

4. 4
Rational Communication
Competitor #2
...
Nestlé Brand
Competitor #1
Define what our brand and competitor brands are
communicating
Emotional Communication

5. 5
Rational
Emotional
100%
0%
0%
100%
The Intender tool

6. 6
Rational
Emotional
100%
0%
0%
100%
The Intender tool – Killers Questions
How are competitors trying to help people, based upon all
their communication?
We are trying to help you to do what……..?
We are trying to help you to have what……?
We are trying to help you to become who……..?
We are trying to help you know what…..?
We are trying to help you belong to which group of people?

7. 7
The Purchase funnel
% of
consumers
who know the
brand
% of
consumers
who consider
buying the
brand
% of
consumers who
purchased
brand once
% of
consumers
who
purchased
brand more
than once
% of
consumers
who used
the brand x
times within
given time
frame
% of Consumers
who would
recommend the
Brand to family
and Friends

8. 8
Communication Task – list of reasons why
Reasons
why

9. 9
Low High
High
Low
Addressability with Communications
Business
Impact
Medium
Medium
Monster Mission

10. 10
The 4Rs
REALITY
A deep truth...
RELEVANT
Relevant to your brand or business...
RESONATES
That strikes a chord with your target – consumer and shopper...
REACTION
Which leads to a competitively differentiated idea,
powerful enough to change behaviour...

11. 11
Tips to write an insight
Source: Consumer Team SGDU/Oxford Strategic Marketing
• Keep it to one sentence
• Be clear and single-minded
• Imagine it as a statement spoken by the
consumer or shopper themselves
• Think about starting the sentence with “I…”
• Use consumer/shopper language – not
marketing or advertising language
• Express the functional or emotional
factors that lead to behaviour
• Choose verbs like “ want ”, “ need”, “
wish”, “ love” or “ believe”

12. 12
The brand essence is the DNA of the brand

13. 13
Use Heart Strings to find the Emotional Benefit
The Heart Strings tool is an spectrum (non exhaustive) of 16 basic
human motivations that we can use to define our emotional benefit

14. 14
Power achievement, competence, leadership
Independence freedom, ego integrity
Curiosity knowledge, truth
Acceptance positive self image, self worth
Order cleanliness, stability, organisation
Saving collection, property
Honour morality, character, loyalty
Idealism fairness, justice
Social contact friendship, fun
Family children
Status wealth, titles, attention, awards
Vengeance winning, aggression
Romance beauty, sex
Hunger food, dining, hunting
Physicality fitness
Tranquillity relaxation, safety
End Benefit of Each Motivation

15. 15
“A deep consumer truth”
Emotional Benefit Framework

16. 16
Use the "OBI template"
to construct your OBI statement
Brand
Proposition
• Brand Essence
• Functional Benefit
• Emotional Benefit
• Reason to Believe
Input
1.With it's Functional Benefit of (...)
2.Supported by the Reason to Believe (...)
3.The Brand's Essence (...)
4.Helps me emotionally to Emotional Benefit
OBI definition template
Tool
OBI Statement
Few words
statement
Output

17. 17
Assess your OBI statement
Is it Strong?
Have you found a new communication space or a better way of
owning an existing one? Check your OBI against your competitive
communication landscape map.
Is it Strategic?
Does your OBI promote media neutral thinking, Does it have the
potential to tell a story to consumers wherever they may encounter
the brand?
Is it Sustainable?
Is it a communication idea that has the potential to be owned
over time and why?

18. 18
Communication KPIs (1/2)
Purchase
funnel
Awareness
TOM, Spontaneous
awareness, Prompted
awareness, Total
awareness
Repurchase
("brand
consumed at
least twice")
Loyalty ("brand
consumed most
often")
Consideration
("brand considered
for next purchase")
Trial ("brand
ever tried")

19. 19
Brand image
Overal opinion
Rejection
Communication KPIs (2/2)
Like or dislike on
1-10 scale
Based on brand
attributes
brand not
considered for
purchase

20. 20
How to present a Big Idea: the Big Idea template
Input Tool Output
WHAT is the communication trying to
persuade people to believe?
The Objective
HOW is this communicated?
The Creative Mechanism
The Big Idea
What ?
How ?
Brief
23
The Ultimate Brief
2. Brand Opportunity
3. Communication Task
4. Target Audience
5. Insight
6. Brand Proposition
I. Brand Essence
7.OBI
8.KPI’s
II. Functional Benefit
III. Emotional Benefit
IV. Reason to believe (including 60/40+)
V. Brand Personality
1. Competitive Communication Landscape

21. 21
How to play the game
• Split in two teams (50% Nestlé, 50% Agency)
• Choose your « Super judge »
• Use « Big Idea Assesment » to evaluate the Big Idea
Good cop
Bad cop
Good cop
Good cop
Bad cop
Bad cop

22. 22
Big Idea Assessment checklist
Good Cop Bad Cop
Is it a clear expression of the OBI?
Is it campaignable over time and across various
media?
Is it an original idea, unique within the
Competitive Communication Landscape?
Can it be owned by the brand in the medium /
long term?
Is the Brand Opportunity clearly addressed?
Does it respond to the Communication Task?
Does it consider the specificity of the Target
Audience?
Is it built on the Insight?
Is it in line with the Brand Essence?
Is it built on clear Emotional and Functional
Benefits?
Are the Reasons to Believe expressed strongly
enough for the consumer?
Does it respect the Brand Personality?

23. 23
Each team fills in the comments for all the questions
The team evaluates each question and decide if the
criteria is fullfiled
The « superjudge » facilitates and validates the
evaluation of the question
The team decides what needs to be done with the Big
Idea (adjustments, improvements, change it etc)
Guidance for Big Idea Assesment

24. 24
Executions assessment checklist
• Is it a clear expression of the Big Idea?
• Is it true to the OBI?
• Does it utilize the full potential of the specific media?
• Does it connect emotionally the consumer with our
brand?
• Is it original, fresh and distinctive?
• Is it effective? Does it have the potential to transform
the brand’s future?
• Does it clearly communicates Emotional and
Functional Benefits?
• Is the Brand Opportunity clearly addressed?
• Does it respond to the Communication Task?
• Does it consider the specificity of the Target Audience?
• Is it built on the Insight?
• Is it in line with the Brand Essence?
• Are the Reasons to Believe expressed strongly
enough for the consumer?
• Does it respect the Brand Personality?