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1. Building Blocks to Brand
development

2. Prepared for Client Co Name Project Name or Code Name ConfidentialMay 13, 2014 1
How to develop your brands
Build more
powerful
emotional
connections
Penetrating target insight
Profound cultural understanding
Distinctive brand character creation
Creative optimization
360˚ Activation

3. Prepared for Client Co Name Project Name or Code Name ConfidentialMay 13, 2014 2
Start with people, not product
 Gain real understanding of targets’ lives &
motivations
 Capture the deep-rooted needs and desires that
science must deliver on
 Probe how consumers use categories and how
brands fit into their lives
Techniques to unlock deep insight
 AV-id on line communities with tailor-made tasks
recorded over time and designed to capture
creative/emotional and in-the-moment experiences
 Relationship to products/brands
 Deprivation
 Immersive Ethnography to fully experience
consumers lives and routines
Penetrating target insight

4. Prepared for Client Co Name Project Name or Code Name ConfidentialMay 13, 2014 3
Pretask output for GI Digital Platform
Copers feel victimized by life and
need emotional support from their
GI products. I surely indulge and stuff my face.
Then to the sofa, to find my place.
It doesn't take long until I feel the burn.
Ugh...not this again, to the medicine cabinet I turn.
There it is, a bottle of relief, down it comes.
It's soothes and relieves, oh my bottle of Tums.
I take two and chew them up and quickly swallow.
I vow to do better and in my self-pity, try not to wallow.
My indigestion…
Penetrating target insight for Tums

5. Prepared for Client Co Name Project Name or Code Name ConfidentialMay 13, 2014 4
Complement target insight with
a fresh cultural perspective
 Bring to light the things consumers can’t tell us:
the cultural and social contexts that shape their
behavior and actions.
 Decode the meanings behind the messages
that influence the way they think
about the world.
Communications
Decoder Methods
 Analysis of ads/packs/social media to define and
map category, brand codes and/ or concepts
such as ‘pain’ or ‘energy’,
 Identification of recurring themes or ‘territories’
that group codes together
 Stretch to adjacent categories to inspire ideas for
fresh expression that can springboard directly into
creative development
Profound cultural understanding

6. Prepared for Client Co Name Project Name or Code Name ConfidentialMay 13, 2014 5
Stop looking for expressions of
superior efficacy. Find the most
compelling way to convey relief.
Profound cultural Insight for Advil

7. Prepared for Client Co Name Project Name or Code Name ConfidentialMay 13, 2014 6
Craft a unique brand personality
to combat parity
 So often it is not what, but how things are said
that we remember
 Defining the unique ‘human’ qualities of a brand,
such that we know it like a familiar person, is a
sure way to build deeper emotional connections
and loyalty with our audience.
 But 4 or 5 words can’t provide adequate depth
and clarity as to who a brand is.
Building
Brand Character
 The CharacterLab™ method, based on Jungian
principles, measures the intensity of a brand’s
current archetypes against those of competitors.
 Results are used as a framework to orient brand
character choices and develop rich character
portraits, with precise guidelines for how the brand
should speak and behave.
Distinctive brand character creation

8. Prepared for Client Co Name Project Name or Code Name ConfidentialMay 13, 2014 7
Turn respect into love.
Reconnect with moms.
Show them you understand the
reality and aspirations of modern
parenting while embracing a
warmer, wiser and more
joyful character.
Distinctive brand character creation for Pampers

9. Prepared for Client Co Name Project Name or Code Name ConfidentialMay 13, 2014 8
Bring consumers into the creative
development process early
 Consumers rarely generate good creative ideas.
 But they can help to determine whether an idea
has legs. And they can help creative teams to
understand how to make a good idea great.
 Very early-stage creative concepts can be
explored with greater freedom and lower risk,
giving an indication of potential and pointers for
further development
OptimizerTMing
Creative Routes
 Optimizer™ is a ‘hot recycling’ approach that
efficiently maximizes the potential of each idea.
 Consumers discuss each creative concept while
the creative/client team observes and assesses
reactions in the light of key objectives
 First-hand feedback allows creatives to quickly
hone the ideas felt to have most potential, These
refined ideas are then submitted to the next round
of groups for validation.
Iterative creative optimization

10. Prepared for Client Co Name Project Name or Code Name ConfidentialMay 13, 2014 9
Nature without artificeThe Naturalness territory is
overused. Optimizer helped us to
choose the most stand-out creative
idea to express Nature Valley’s
brand of naturalness:
‘Nature without Artifice.’
Iterative creative optimization for Nature Valley

11. Prepared for Client Co Name Project Name or Code Name ConfidentialMay 13, 2014 10
Ensure the brand is mobilized for 360˚ action
 The best brand strategy is powerless if not
activated across relevant target touch-points.
 Increasingly, TV is no longer the primary vehicle.
A campaign’s actionability must be pressure-tested
beyond traditional media and across multiple
channels.
The 360˚ Activation sessions
 An inspiring experience for client and (multiple)
agency teams that combines deep brand
immersion with co-creation of the 360˚ action plan.
 Brand immersion leads to identification of a ‘big
idea’ activation platform which is used to ideate
across key touch points, using a day in the life
consumer journey exercise.
 Teams leave the room aligned behind an exciting
action plan rooted in the brand’s character and
including clear next steps/commitments.
360˚ Activation

12. Prepared for Client Co Name Project Name or Code Name ConfidentialMay 13, 2014 11
True 360˚ planning helped a cross-
functional client/agency team to reach
beyond TV to all potential points of
encounter. Shared experience built buy-
in to a clear activation plan. Roll-out of
the activation program is underway
following a successful launch.
360˚ Activation for Martell