The document discusses principles for creating effective advertising. It emphasizes the importance of creativity and developing a big idea. Great advertising concentrates on one idea, positions the brand distinctly from competitors, involves target consumers, and helps build the brand's personality. Both visual and written components are important, and sometimes one element is more powerful than the other. Extensive research into the product, consumers, and competitors is vital for generating successful advertising.
Bangladesh Institute of Management (BIM) has a five days short course on Branding titled as 'Brand Management : Incredible Brand Building Strategy'.
Uploaded file is the outline presentation on conducted sessions about below topic;
- Brand Audit
- Big Idea
- Evaluating Advertising
#TMK #BrandMan
#BrandManBangladesh #BrandManagement
#BrandBuilding #BrandAudit
Bangladesh Institute of Management (BIM) has a five days short course on Branding titled as 'Brand Management : Incredible Brand Building Strategy'.
Uploaded file is the outline presentation on conducted sessions about below topic;
- Brand Audit
- Big Idea
- Evaluating Advertising
#TMK #BrandMan
#BrandManBangladesh #BrandManagement
#BrandBuilding #BrandAudit
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Confusing movement with progress is pretty common in business – with people often running around like headless chickens. But it’s not about how busy you are, it’s about effectiveness: trying to avoid all the timewasting trivia and focusing on the important stuff.
A lion sleeps for over 18 hours day, and yet is still the undisputed king of the beasts. It is the master of minimal effort, maximum return. This is at the heart of the Sleeping Lion approach. For over 12 years, I have been advising companies on how to simplify and improve sales, marketing and business development – through consultancy, workshops and facilitation.
There are a range of tools and exercises available here that draw together Branding, Customer Loyalty, Marketing, Sales, People Development, Productivity, Idea Generation and Business Ethics – everything you need to focus and align your product, people and communication strategies. If you require help with any of these, I can run bespoke training sessions.
Entrepreneur's guide to building a memorable startup brandIryna Nezhynska
This guide is my contribution to the global startup community.
The goal: to change the overall early business’s mindset that branding is “always a long and expensive process that is available for big companies only”. It used to be, but it is no longer a truth. Moreover I wanted to remind startups that in the era of product overload, your success depends on how people will perceive you and what emotions will turn them into your customers.
That is why I created this step-by-step guide to building a Minimum Viable Brand for startups. It will help you to create product that people will love.
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesStephen McGill
A presentation that I made to a wonderful crowd at the Ottawa Search & Digital Marketing Meetup on April 15, 2014. Terrific group of people to speak to.
The marketing skills you need to be a successful Brand LeaderBeloved Brands Inc.
Our Brand Leader white paper on marketing skills
At Beloved Brands, we use a 360-degree approach to marketing, which can highlight the skills you need to be successful in running your brand. You must know how to analyze the performance of your brand through a deep-dive business review. Brand Leaders have to be able to think strategically to sort through issues and make decisions on direction. You must know how to define your brand with a positioning statement and a brand idea. Marketers need to understand how to write a brand plan that everyone can follow.
My personal project.
Please, visit my portfolio: behance.net/eirena
And don't forget to click "Appreciate this", if you really like my work :)
All copy is written by my own. And all
Bootstrap Business Seminar 5: Creating an Awesome BrandCityStarters
The 5th Seminar in our Bootstrap Business Seminar series looks at how to create an awesome brand with Creative Director at Branding Agency One Ltd, Ben Mumby-Croft.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Confusing movement with progress is pretty common in business – with people often running around like headless chickens. But it’s not about how busy you are, it’s about effectiveness: trying to avoid all the timewasting trivia and focusing on the important stuff.
A lion sleeps for over 18 hours day, and yet is still the undisputed king of the beasts. It is the master of minimal effort, maximum return. This is at the heart of the Sleeping Lion approach. For over 12 years, I have been advising companies on how to simplify and improve sales, marketing and business development – through consultancy, workshops and facilitation.
There are a range of tools and exercises available here that draw together Branding, Customer Loyalty, Marketing, Sales, People Development, Productivity, Idea Generation and Business Ethics – everything you need to focus and align your product, people and communication strategies. If you require help with any of these, I can run bespoke training sessions.
Entrepreneur's guide to building a memorable startup brandIryna Nezhynska
This guide is my contribution to the global startup community.
The goal: to change the overall early business’s mindset that branding is “always a long and expensive process that is available for big companies only”. It used to be, but it is no longer a truth. Moreover I wanted to remind startups that in the era of product overload, your success depends on how people will perceive you and what emotions will turn them into your customers.
That is why I created this step-by-step guide to building a Minimum Viable Brand for startups. It will help you to create product that people will love.
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesStephen McGill
A presentation that I made to a wonderful crowd at the Ottawa Search & Digital Marketing Meetup on April 15, 2014. Terrific group of people to speak to.
The marketing skills you need to be a successful Brand LeaderBeloved Brands Inc.
Our Brand Leader white paper on marketing skills
At Beloved Brands, we use a 360-degree approach to marketing, which can highlight the skills you need to be successful in running your brand. You must know how to analyze the performance of your brand through a deep-dive business review. Brand Leaders have to be able to think strategically to sort through issues and make decisions on direction. You must know how to define your brand with a positioning statement and a brand idea. Marketers need to understand how to write a brand plan that everyone can follow.
My personal project.
Please, visit my portfolio: behance.net/eirena
And don't forget to click "Appreciate this", if you really like my work :)
All copy is written by my own. And all
Bootstrap Business Seminar 5: Creating an Awesome BrandCityStarters
The 5th Seminar in our Bootstrap Business Seminar series looks at how to create an awesome brand with Creative Director at Branding Agency One Ltd, Ben Mumby-Croft.
Visi kami adalah memastikan semua pengguna telefon bimbit mendapat peluang untuk memperolehi pendapatan pasif secara berulangan;
Secara tidak langsung dapat membantu meringankan beban kos sara hidup yang tinggi dan menguruskan kewangan dengan lebih baik.
The cluster gathers yet prestigious protagonists like the CEA LIST or the CNRS LAAS, but also various innovative start-ups, recognized experts of their fields, like Gostai, Robotswin or Workfly. Even though, Aldebaran Robotics was clearly the star company in the Genesics2 forum, held in Paris on the 7th of February 2011, many promising French companies showed up and exhibited their robots to the audience. Most of these robots are a...
DSN Newsletter August 2010 Vol 1 Issue 1Phil Lane Jr.
Deep Social Networking was inspired by statistics that point to an ever growing youth population of 66% of people in Southeast Asia being under the age of 25, as well as, the need for the nearly 250 million Indigenous People living in the region, to be connected to the Internet.
At Pharmapack Europe 2012 we saw this year that compliance is a big topic amongst suppliers of packaging solutions for the pharmaceutical industry. Many packaging solutions for this industry now go far further from their primary function of protecting the content, and include features like easy dosage and application, child resistance, senior friendliness and tamper evidence. Electronics is also making its way towards providing intelligent information to patients to improve compliance. The other major trend ...
Kaupunginjohtaja Jussi Pajunen käynnisti keskustakirjastohankkeen selvitystyön elokuussa 2007.
Selvityksen päätehtävä oli synnyttää näkemys sisällöstä, toimintamallista, koosta ja sijainnin luonteesta.
Pluto Finlandin tekemä selvitystyöhanke kattoi yli 160 asiantuntija-, päättäjä-, vaikuttaja- ja käyttäjähaastattelua, tutkimusten ja lähdekirjallisuuden sekä Suomea, pääkaupunkiseutua ja Helsinkiä koskevien strategioiden läpi käynnin. Tämän lisäksi tutustuttiin johtavien kirjastojen toimintaan maailmalla.
”…uudesta, vasta suunnitteilla olevasta Helsingin keskuskirjastosta puhutaan eri tasolla.
Ei siinä mietitä minkä näköinen se on ja minkälaisia huoneita siihen tulee,
vaan mikä on kirjaston merkitys nykyisin.”
Risto Nieminen musiikkitalosta ja suomalaisesta kulttuurilaitosten tulevaisuudesta, Suomen Kuvalehti 32/2009.
The 10 Most Common Marketing Pitfalls (and How to Avoid Them)Fivestars
When you have about a million other things to worry about when running your business, marketing sometimes gets the short end of the stick. Here, we explore the 10 most common marketing mistakes people make and ways to combat them.
Free Download on How to stop writing Ugly Creative Briefs
The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. 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.
This presentation is about radical differentiation for businesses. There are winners and losers in business. The winners learn how to RADICALLY differentiate their business from ALL competition.
The Disruptive Reader: Three Urgent Questions for B2B Marketing InnovatorsShelly Lucas
This reader is dedicated to the marketing misfits. The interrogators. Because marketers who are courageous enough to ask probing questions are the ones who transform their businesses and ignite their careers.
Noboru World_10 Marketing mistakes startups need to stop!.pdfNoboru World
If you are a startup marketing agency, there are ample chances to commit mistakes due to various reasons. Either you could be an amateur in the field or an experienced team desperate to create an attractive clientele.
For instance, you are a startup marketing agency with an efficient core team and other needed resources. But, being a startup with non-bigger or zero brand experience, there are always the chances of committing blunders on different scales.
Judging creative idea guide, this material will help the marketer especially those who work on advertising or brand to be able to formulate rational and structured thinking of judging creative idea
Through this ebook, you can learn how to strengthen your brand, build the best website for your business, and optimize your site to make it easier for people to discover on Google.
Thought Leadership Marketing Guide [2021]Emir Atlı
https://hockeystack.com/blog/thought-leadership-marketing-guide
If you have been looking for ways to grow your business, then you might've heard the term "thought leadership marketing."
I don't know what you have learned so far about it, but if you still have questions about what is and how you can become a thought leader, then this beginner guide to thought leadership marketing is just what you were looking for.
Let's get started with the basics.
Welcome to the first issue of the relaunched Pragmatic Marketer magazine.
Last year, the number of people who have taken Pragmatic Marketing courses reached a milestone 85,000—demonstrating the growth of product management and marketing as a field in the 20 years we’ve been around. And with that rapid growth and constant evolution, industry professionals need a centralized resource to turn to for best practices, case studies and information about their roles. Our magazine had already built a reputation as an industry resource, and we felt the
time was right to invest in relaunching it.
Our hope is that this magazine will get important conversations started in the product management and marketing community, so it seems fitting that our inaugural issue focus on the world of communicating.
We lead with an article about a challenge everyone faces: how to work more effectively with customers. Cindy Alvarez offers you 20 ways to get the ball rolling. We follow with tips and best practices for communicating with everyone from CEOs and shareholders to finance executives and sales guys.
We’ve introduced three new recurring sections—Build Better Products, Sell More Stuff and Lead Strategically—designed to offer best practices to help you in your day-to-day roles and to address the topics that you’ve told us matter most to you.
We hope you enjoy our magazine, and please feel free to communicate with us at editor@pragmaticmarketing.com. We welcome feedback, questions or ideas for what you’d like to see in future issues of Pragmatic Marketer.
We want to be that trusted resource that you look forward to every quarter.
Sincerely,
Craig Stull, Founder/CEO
20220410 Managerial Communication Lecture 11.pdfZeeshan Huq
A class lecture which was delivered as part of a course on Managerial Communication at IBA's MBA program.
It includes practical tips and insights and training into how to make awesome presentation that'll hook the audience!
Few slides are based on Lesikar's book, but majority are from practical, real-life experience.
20220403 Managerial Communication Lecture 10.pdfZeeshan Huq
Class taken at IBA as a session for Managerial Communicaiton Course. Talks about how to conduct a meeting, tips in managing the meeting, and the team dynamics. Detailed discussion on how one can hone their communication in an office environment vs. how to hold an online meeting.
This presentation was supported with class assignments and videos.
The contents are public, but would appreciate if you credit my name.
20220327 Managerial Communication Lecture 09.pdfZeeshan Huq
Class taken at IBA for Managerial Communicaiton Course. Talks about oral communication / non-written communication and talks about how one can hone their communication in an office environment.
This presentation was supported with class assignments and videos.
The contents are public, but would appreciate if you credit my name.
20220307 Managerial Communication Lecture 06Zeeshan Huq
Class Lecture on Managerial Communication Course at IBA. The class was also full of videos and practical demonstrations. You can certainly copy anything, but please do mention / credit my name :-)
Class Lecture for Managerial Communication Course taught at IBA for MBA Students. Includes theory, the who what whom when, reasoning and an engaging class assignment which students could learn the tricks from
Consumer Behaviour for IBA Executive CourseZeeshan Huq
A session for Executive MBA Students of Institute of Business Administration, University of Dhaka. This is part of a guest lecture series within Principles of Marketing course by Khaled Mahmud, Associate Professor. Session dated 26-FEB-21. Was supported with many videos which are not attached.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
The key differences between the MDR and IVDR in the EUAllensmith572606
In the European Union (EU), two significant regulations have been introduced to enhance the safety and effectiveness of medical devices – the In Vitro Diagnostic Regulation (IVDR) and the Medical Device Regulation (MDR).
https://mavenprofserv.com/comparison-and-highlighting-of-the-key-differences-between-the-mdr-and-ivdr-in-the-eu/
Set off and carry forward of losses and assessment of individuals.pptx
20130603 brand management chapter 6
1. Brand Management
Session 6: Advertising – the greatness of Creativity
Zeeshan Kingshuk Huq
Guest Faculty
zeeshan.huq@gmail.com
2. 2
6/15/2013/ZKH
Why this session, and what you can expect from it
To have a common understanding with regard to
What is the relationship between Brand, Product, and
Advertising
Advertisement basics
How to generate great advertising
Do’s and don’ts and tips
3. 3
6/15/2013/ZKH
Remember the relationship?
Brand is a promise
Product is the system of delivering this promise
Advertisement proposes and makes you believe this
delivery of promise
4. 4
6/15/2013/ZKH
Advertising is a major part of Brand Management
What is the general objective of Advertising?
“We sell, or else” – David Ogilvy
What is a good advertisement?
“I have seen one advertisement actually sell not twice as
much, not three times as much, but 19½ times as much as
another. Both advertisements occupied the same space.
Both were run in the same publication. Both had
photographic illustrations. Both had carefully written copy.
The difference was that one used the right appeal and the
other used the wrong appeal.” – John Caples
5. 5
6/15/2013/ZKH
The Cult of Creativity
Creativity is the secret of success and it’s a job of both:
client and agency
Creativity awards versus creativity that works
What is creative?
“’If it doesn’t sell, it isn’t creative.’ Amen.” – David Ogilvy
6. 6
6/15/2013/ZKH
How to produce advertising that sells
Do your homework
Position your brand distinctively
Create / project the right image
What is the big idea?
7. 7
6/15/2013/ZKH
How to produce advertising that sells
Do your homework
Position your brand distinctively
Create / project the right image
What is the big idea?
8. 8
6/15/2013/ZKH
It’s really tedious, but there is no substitute for it
You don’t stand a chance unless you’ve done your
homework well – occasional success can skid on the
slippery surface of irrelevant brilliance
Follow simple, but real detailed steps:
First: Study the product you are going to advertise
Second: What kind of advertising your competitors have
been doing for simialr products, and with what success
Third: Research among consumers
There’s no excuse – if you can’t afford a professional
service, do it yourself
10. 10
6/15/2013/ZKH
How to produce advertising that sells
Do your homework
Position your brand distinctively
Create / project the right image
What is the big idea?
11. 11
6/15/2013/ZKH
You’re lost if you’re not positioned right
What is positioning
“What the brand does, and
for whom”
- Dove could be positioned as
a detergent bar for men with
dirty hands, or a toilet bar for
women with dry skin
Comparative analysis of the
leading car brands – which
one means what
Toyota
Mercedes
Volvo
BMW
VW
12. 12
6/15/2013/ZKH
How to produce advertising that sells
Do your homework
Position your brand distinctively
Create / project the right image
What is the big idea?
15. 15
6/15/2013/ZKH
How to produce advertising that sells
Do your homework
Position your brand distinctively
Create / project the right image
What is the big idea?
17. 17
6/15/2013/ZKH
What is the big idea?
It’s not easy, and don’t think it’s available in plenty
The more through your understanding of the brand and
product is, the more likely you are to hit jack-pot
How do you know it’s a big idea?
Did it make me gasp when I first saw it?
Do I wish I had thought of it myself?
Is it unique?
Does it fit the strategy to perfection?
Could it be used for more than 5 years?
Sometimes, the product itself will be the big idea
26. 26
6/15/2013/ZKH
Which one is more powerful? Copy or Visual?
There’s no thumb-rule
Sometimes the copy is the strength of an ad
Sometimes the visual is enough
32. 32
6/15/2013/ZKH
Which one is more powerful? Copy or Visual?
There’s no thumb-rule
Sometimes the copy is the strength of an ad
Sometimes the visual is enough
Sometimes both complement each other so well
39. 39
6/15/2013/ZKH
Which one is more powerful? Copy or Visual?
There’s no thumb-rule
Sometimes the copy is the strength of an ad
Sometimes the visual is enough
Sometimes both complement each other so well
Whatever it is, it needs
to tell a “story”
41. 41
6/15/2013/ZKH
Summary: Great Advertising Principles
1. It concentrates on one big idea
2. Its promise discriminates a brand from its competitors
3. It involves the target consumer
4. It establishes/ develops a relationship with the consumer
5. It is credible – it feels genuine
6. It is simple and clear
7. It integrates the brand name with the central idea
8. It takes full advance of each medium
9. The idea must be campaignable
10.It must help build the brand personality
42. 42
6/15/2013/ZKH
360º Campaigns
Try all touch-points – and take best ones
Research should dictate over guts
It’s not only the media, but the message on the media
that’s the real catch
A 360º campaign evolves from client’s brief, then to
agency client service’s creative brief, and the creative /
strategy’s work, coupled with media’s purchase and
strategy
43. 43
6/15/2013/ZKH
Brand Person provides a brief
A good brief is a reflection of how well the brand person
understands and owns his/her brand
Brief means brief
Concise – no more than 2 pages
Simple and Clear – for anyone, free from jargons
Positive and truthful – inspiring, driving excellence
Outline
Should be presented in person to the agency, including
the creative team, preferably with product demo
44. 44
6/15/2013/ZKH
Client Service/ Strategy ensures Creative Brief
All elements of Client’s brief
Format depends on agency, but must include
The “Conceptual Target”
Desired brand personality / tone of ad
Research findings / back-up information (may be in
separate appendices)
Usually written by the client service person, also written
by Strategy Person
Demonstrates clearly that the agency fully understands
the company’s brief and is sympathetic to its terms
45. 45
6/15/2013/ZKH
Assessing Proposed Advertisement
Check whether the proposed advertisements answer
the brief given to the agency
Concentrate only on those proposals which do
Ask your self the following questions
Is there a big idea? Is it memorable? Is it relevant?
Does it discriminate the brand from its competition?
Will it involve the target consumer?
Does it establish/ develop a relationship? Reveal
understanding? Invoke a positive response?
Does it feel genuine?
Is it simple and clear? Single minded? No distraction?
Is the brand name integrated? Inseparable from idea?
Does it make full use of the medium’s capabilities?
Is the idea campaignable?
Is the style, manner consistent with brand’s persona?
46. 46
6/15/2013/ZKH
What are the expertise / role of a Brand Person?
S/he is the parent of the brand, agency is the mentor
that grooms the brand
Skill-set needed:
Creativity
A natural observer – gathers insights
Networking, resourcefulness
People-savvy
Rational, analytical ability
Capability to write succinctly
Attention to details
S/he is the sole responsible person for the growth of the
brand – there’s nothing s/he can escape from. Rest of
marketing department supports her/him.
63. 63
6/15/2013/ZKH
Myths and details of advertising
ALL CAPS IS USUALLY DIFFICULT TO READ
Long texts set in reverse is difficult to read
Consumers are not stupid, neither are they blind
Simplicity is the best approach – and possibly the most
difficult one as well
Long headlines are more likely to be read
Sex do not sell if it’s irrelevant
64. 64
6/15/2013/ZKH
Few Other Mantras
Make the product the Hero
Learn it from all great brands
Own an adjective, not a superlative
There can always be a better one than the best
If the consumer is convinced more about your offer than
your competitor’s one, s/he’ll buy yours
Every campaign should have an ROI
65. 65
6/15/2013/ZKH
Few Other Mantras
Repeat your winners
Ambition
Everyone: how much ownership have you taken?
It’s difficult to take away something when it’s yours own
Pursuit of knowledge
Which surgeon do you want?
What has the agency done with the money they’ve spent of
their client?
What really works?
70. 70
6/15/2013/ZKH
Brief to Agency
Why do we want new advertising?
Who are we talking to?
What effect should the advertising have on the consumer? What
does s/he think now? What would we like her to think/do?
The story – what is the single most persuasive benefit we can
offer?
Why should the believe it?
What are the executional considerations?
What are the practical considerations, e.g. timing, advertising
properties, competitive reaction, regulatory aspects, etc
Authority
Budget strength
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Brand Position Statement
Brand Name
Brand Consumer Benefit
Brand Personality
Product / Range / Description
Major Competitors
Target Consumers
Reasons to Believe the Benefit
Packaging
Advertising Property
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Pre-test of Ad – a probable outline
Every research and advertising agency has their own
format and method of ad pre-test
General aspects should cover the simple formula of
SMILE
Simplicity
Memorability
Interest / relevance
Linkage to the brand
Emotional involvement