If you knew that being a better client would get you better advertising could you do it? Here are some tips on how to be a Better Client and how to turn it into getting better work.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Feel free to download. Brands need to stand out to win. Marketers face limited resources that they apply to an unlimited choices. The role of the Brand Positioning Statement is to take everything you know about your brand and begin making focused decisions on who you will serve, what you will say that is unique, own-able and motivating to get consumers to think, feel and act differently to create a bond that is stronger than what the product alone could do. A good positioning statement should balance the rational and emotional benefits for the consumer. Your positioning has to reflect your internal brand soul and help shape your external brand reputation.
We coach Brand Leader on the principles of good analysis, how to assess health and wealth of the brand and turning your analytical thinking into strategic stories, projections and reports. We look at:
1. Principles of Good Analytics Gain more support for your analysis by telling analytical stories through data.
2. Health and Wealth of the Brand Assess brand situation looking category, consumer, channels, brand and competitors
3. Analytical stories get Decision Makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
4. Turn analytical thinking into projections Extrapolating data into the future, starts with what you are see in the current.
5. Monthly Brand Report Keep everyone on the team informed, engaged and aware of the strategic thinking
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Feel free to download. Brands need to stand out to win. Marketers face limited resources that they apply to an unlimited choices. The role of the Brand Positioning Statement is to take everything you know about your brand and begin making focused decisions on who you will serve, what you will say that is unique, own-able and motivating to get consumers to think, feel and act differently to create a bond that is stronger than what the product alone could do. A good positioning statement should balance the rational and emotional benefits for the consumer. Your positioning has to reflect your internal brand soul and help shape your external brand reputation.
We coach Brand Leader on the principles of good analysis, how to assess health and wealth of the brand and turning your analytical thinking into strategic stories, projections and reports. We look at:
1. Principles of Good Analytics Gain more support for your analysis by telling analytical stories through data.
2. Health and Wealth of the Brand Assess brand situation looking category, consumer, channels, brand and competitors
3. Analytical stories get Decision Makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
4. Turn analytical thinking into projections Extrapolating data into the future, starts with what you are see in the current.
5. Monthly Brand Report Keep everyone on the team informed, engaged and aware of the strategic thinking
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
Anyone who does not include “profit” in their definition of brand likely has never run a brand before. To me, a product is the basic commodity you sell but a brand creates a bond, with the intention of achieving a power and profit beyond what the product alone could achieve. The only reason you would ever add more investment to create a brand is because you believe you can get more back from that investment than just selling the product. If you wish to succeed in Brand Management, you have to understand brand finance. After all, you are running a business. If you started your brand to fulfill a personal passion or promise, I will tell you that a profitable brand will allow you to fulfill a lot more promises. If you just like the activity of Marketing, then you should become a subject matter expert, not in charge of a branded business.
Workshop for Brand Leaders to make them smarter at media planning and help them make better decisions with their Brands. We help the Brand Leader look at media as an investment within the planning process, assess media’s role in your advertising, and show strengths/weaknesses of both traditional and digital media.
On a daily basis I hear Marketing buzz words bantered about and it becomes obvious people say them and don’t really even know what they mean. I think people use the sacred marketing words like relevant, equity or insights, because they figure no one will challenge them. Of course, everyone puts “strategic thinker” on their Linked In profile. The problem I see is that a generation of Brand Leaders have not been properly trained and it’s starting to show. For the past 20 years, companies have said “on the job” training is good enough. But now the lack of training is starting to show up. The mis-use of these words can be linked to the lack of understanding of the fundamentals of marketing.
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.
We make brands stronger and brand leaders smarter. Here's how we can help:
1. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation.
2. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan.
3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand.
4. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth.
5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
We outline the 20 core skills and 20 behaviors that are needed for successful Marketing team.
As the leader of a marketing team, you have to realize you are only as good as your people on the team. The only way your team will get better is if you identify the gaps on your team, then give your people the feedback on the gaps they need to close, and then build personal development plans for how to close those gaps. We look at people development in three different ways: skills, behaviors and experiences. We will showcase five major skill areas that includes the ability to: 1) analyze brand performance 2) think strategically 3) define the brand positioning 4) create brand plans and 5) how to inspire, challenge and make decisions on creative brand execution. We will then outline five major leader behaviors that includes: 1) accountable to results 2) team leadership 3) broad influence 4) authentic style and 5) inspiring leadership on execution. To help with the development of your people, you can use the Skills and Leadership Assessment tools to determine where your team sits today.
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
We look at the role of the Brand Leader, how to develop marketing execution strategy, tools to make marketing decisions and how to give direction to an agency.
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.
How to write your annual Brand Plan so that everyone in your organization can...Beloved Brands Inc.
Have you ever noticed that people who say, “We need to get everyone on the same page” rarely have anything written down on ONE page? People use the term “fewer bigger bets” all the time, yet these same people seem to be fans of those small little projects that deplete resources. People say they are good decision-makers, yet struggle when facing strategic choices, so they try to justify doing both options. A well-written Brand Plan should force your hand in how to allocate your brand’s limited resources to drive the highest return. We believe that a Brand Plan should be on one page!
We have mapped out the 7 elements of smart strategic thinking, as a way to guide and challenge you to think strategically. Challenge yourself to take your brand strategy and see how it lines up to our 7 elements of smart strategic thinking. Do you have a vision, are you focused enough, are you taking advantage of some opportunity? You can have this on the brand overall, or any project that you are working on. We will show you how the model works, then provide examples drawn out using Apple, Starbucks and Special K.
Презентация о том, как правильно писать креативный бриф и зачем это нужно.
Написана специально для выступления перед бренд менеджерами компании Unilever.
Создана на основе аналогичной презентации Мити Воскресенского http://duckofdoom.ru/
Do you know your consumer better than your competition knows your consumer?
Think of consumer insights like you do intellectual property. Your knowledge of your consumer is a competitive advantage. Consumer Insights are little secrets hidden beneath the surface, that explain the underlying behaviors, motivations, pain points and emotions of your consumers. Insights provide a connection point to show consumers that your brand is meant for them.
What are you doing to drive brand love with your consumers? The deeper the love a brand can build with your most cherished consumers, the more powerful and profitable that brand will be, going far beyond what the product alone could ever deliver.
There is only one source of revenue. Not the products you sell, but the consumers who buy them.
• Brands sit somewhere on the hypothetical Brand Love curve
• There are 5 connections needed to create love for your brand
• The Brand Connectivity and love generates power for your brand.
• Having Power for your brand helps generates profit in 8 ways
Here is the ideal Brand plan format that includes the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements. We use both a 20 page PPT slide deck and a plan on a page format
Anyone who does not include “profit” in their definition of brand likely has never run a brand before. To me, a product is the basic commodity you sell but a brand creates a bond, with the intention of achieving a power and profit beyond what the product alone could achieve. The only reason you would ever add more investment to create a brand is because you believe you can get more back from that investment than just selling the product. If you wish to succeed in Brand Management, you have to understand brand finance. After all, you are running a business. If you started your brand to fulfill a personal passion or promise, I will tell you that a profitable brand will allow you to fulfill a lot more promises. If you just like the activity of Marketing, then you should become a subject matter expert, not in charge of a branded business.
Workshop for Brand Leaders to make them smarter at media planning and help them make better decisions with their Brands. We help the Brand Leader look at media as an investment within the planning process, assess media’s role in your advertising, and show strengths/weaknesses of both traditional and digital media.
On a daily basis I hear Marketing buzz words bantered about and it becomes obvious people say them and don’t really even know what they mean. I think people use the sacred marketing words like relevant, equity or insights, because they figure no one will challenge them. Of course, everyone puts “strategic thinker” on their Linked In profile. The problem I see is that a generation of Brand Leaders have not been properly trained and it’s starting to show. For the past 20 years, companies have said “on the job” training is good enough. But now the lack of training is starting to show up. The mis-use of these words can be linked to the lack of understanding of the fundamentals of marketing.
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.
We make brands stronger and brand leaders smarter. Here's how we can help:
1. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation.
2. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan.
3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand.
4. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth.
5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
We outline the 20 core skills and 20 behaviors that are needed for successful Marketing team.
As the leader of a marketing team, you have to realize you are only as good as your people on the team. The only way your team will get better is if you identify the gaps on your team, then give your people the feedback on the gaps they need to close, and then build personal development plans for how to close those gaps. We look at people development in three different ways: skills, behaviors and experiences. We will showcase five major skill areas that includes the ability to: 1) analyze brand performance 2) think strategically 3) define the brand positioning 4) create brand plans and 5) how to inspire, challenge and make decisions on creative brand execution. We will then outline five major leader behaviors that includes: 1) accountable to results 2) team leadership 3) broad influence 4) authentic style and 5) inspiring leadership on execution. To help with the development of your people, you can use the Skills and Leadership Assessment tools to determine where your team sits today.
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
We look at the role of the Brand Leader, how to develop marketing execution strategy, tools to make marketing decisions and how to give direction to an agency.
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.
How to write your annual Brand Plan so that everyone in your organization can...Beloved Brands Inc.
Have you ever noticed that people who say, “We need to get everyone on the same page” rarely have anything written down on ONE page? People use the term “fewer bigger bets” all the time, yet these same people seem to be fans of those small little projects that deplete resources. People say they are good decision-makers, yet struggle when facing strategic choices, so they try to justify doing both options. A well-written Brand Plan should force your hand in how to allocate your brand’s limited resources to drive the highest return. We believe that a Brand Plan should be on one page!
We have mapped out the 7 elements of smart strategic thinking, as a way to guide and challenge you to think strategically. Challenge yourself to take your brand strategy and see how it lines up to our 7 elements of smart strategic thinking. Do you have a vision, are you focused enough, are you taking advantage of some opportunity? You can have this on the brand overall, or any project that you are working on. We will show you how the model works, then provide examples drawn out using Apple, Starbucks and Special K.
Презентация о том, как правильно писать креативный бриф и зачем это нужно.
Написана специально для выступления перед бренд менеджерами компании Unilever.
Создана на основе аналогичной презентации Мити Воскресенского http://duckofdoom.ru/
Do you know your consumer better than your competition knows your consumer?
Think of consumer insights like you do intellectual property. Your knowledge of your consumer is a competitive advantage. Consumer Insights are little secrets hidden beneath the surface, that explain the underlying behaviors, motivations, pain points and emotions of your consumers. Insights provide a connection point to show consumers that your brand is meant for them.
What are you doing to drive brand love with your consumers? The deeper the love a brand can build with your most cherished consumers, the more powerful and profitable that brand will be, going far beyond what the product alone could ever deliver.
There is only one source of revenue. Not the products you sell, but the consumers who buy them.
• Brands sit somewhere on the hypothetical Brand Love curve
• There are 5 connections needed to create love for your brand
• The Brand Connectivity and love generates power for your brand.
• Having Power for your brand helps generates profit in 8 ways
Here is the ideal Brand plan format that includes the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements. We use both a 20 page PPT slide deck and a plan on a page format
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
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.
The Minimum Loveable Product: Go Beyond the Minimum Viable ProductDialexa
Minimum Viable Products (MVP) rarely make "good" products. We discuss an alternative: the Minimum Loveable Product. In the world of platform engineering, coordinating your software (and perhaps hardware teams) to deliver a valuable product that your target audience will use is critical to success.
http://by.dialexa.com/beyond-the-minimum-viable-product-why-you-should-build-a-minimum-loveable-product
Your Real Valuation: How Focusing on Delivering Customer Value Generates Busi...saastr
The foremost topic on every founder's mind right now: how to weather the ups-and-downs of an unpredictable economy. Gusto, has swerved with every economic curve since its founding 10 years ago. But throughout it all, Gusto has defined valuation differently—in terms of the value it provides to customers vs the value it extracts. In this talk, Gusto CEO and founder Josh Reeves can speak to how Gusto has weathered the ups-and-downs of the economy—and why aligned success models (what's good for the customer = what's good for society = what's good for your business) are so important, especially now. Josh can share the specific business decisions Gusto has had to make with this approach, particularly over the past few years and today.
📌 Go to http://bit.ly/build-business-ideas to read the full article! 👇🏻
10-steps guide for corporate innovators to:
------------------------------------------------------
- Validate business ideas with proved methodologies
- Communicate these ideas more effectively with a structured format
Get our ideal Brand Plan template in a downloadable PowerPoint file.
Link: https://beloved-brands.com/product/brand-plan-template/
Includes ideal slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans.
Our brand plan template provides formatted blank slides with key marketing definitions where you can insert your own brand plan.
Gain access to our one-page brand plan and our one-page Brand Strategy Roadmap.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/ for online marketing course
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/ for brand positioning
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Use your 7-second pitch to manage your brand reputation.
How do you define yourself, by where in the marketplace you see yourself having the biggest impact?
What is the primary benefit you provide your target, whether they are potential prospects?
What is the secondary benefit you provide your target, whether they are potential prospects?
What is the expected result you deliver, that matches up to your target’s potential goals?
The step-by-step process for how to define your B2B brand.
This type of thinking is in my second book, B2B Brands, which I wrote as the playbook for how to create a B2B brand that your customers will love.
https://beloved-brands.com/brand-positioning/
B2B Brands is an actionable “make it happen” playbook, not just some theory or opinion book.
To reach your full potential as a B2B brand leader, you will learn to think, define, plan, inspire and analyze:
How to think strategically
Write a brand positioning statement
Come up with a brand idea
Write a brand plan everyone can follow
Write an inspiring creative brief
Make decisions on marketing execution
Conduct a deep-dive business review
Learn finance 101 for marketers
My goal in writing this book is to make you a smarter B2B brand leader so your brand can win in the market.
To order B2B Brands on Amazon https://lnkd.in/ecesjkq on Rakuten Kobo: https://lnkd.in/eqrf-sU or on Apple Books: https://lnkd.in/eVD63iK
How to make decisions on advertising that drives brand linkBeloved Brands Inc.
Brand leaders who are good at advertising can get great ads on the air and keep bad ads off the air.
You need to make decisions to find the sweet spot where your brand’s advertising is both different and smart.
To be different, you need to achieve a branded breakthrough, using creativity to capture consumers. Gain their attention amid the market clutter and link your brand closer to the story.
To be smart, you need a motivating message to communicate the main message memorable to connect with consumers, and make the ad stick enough to move them to see, think, feel, or act differently than before they saw the ad.
In our Beloved Brands book, I outline principles for achieving attention, brand link, communication, and stickiness—the model I call the ABC’s. I show examples of some of the best ads in the history of branding to support those principles. I hope to challenge your thinking about your brand’s advertising.
Brand link is not just about more of your brand, but rather the right engagement of your brand, and the placement of your brand. Sometimes less is more, when you tell stories.
This type of thinking is in my Beloved Brands book, can be found on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X
Anyone who does not include “profit” in their definition of a brand has never run a brand before. To me, a product is a basic commodity you sell. A brand creates a bond that leads to a power and profit beyond what the product alone can achieve.
If you want to succeed in brand management, you have to understand brand finance. After all, you are running a business. If you only like the activity of marketing, then you should become a subject matter expert, because if you cannot work the finances of your brand, you will not get promoted beyond brand manager.
There are eight ways you can drive brand profits
1️⃣ Premium pricing
2️⃣ Trade loyal consumers up to a higher price
3️⃣ Lower cost of goods
4️⃣ Lower marketing and selling costs
5️⃣ Steal competitive users
6️⃣ Get loyal users to use more
7️⃣ Enter into new markets
8️⃣ Find new uses for the brand
This type of thinking is in my Beloved Brands book, which I wrote as the playbook to help brand leaders build a brand that consumers love. You will learn how to think, define, plan, execute and analyze. We have a specific chapter on a Finance 101 for Marketers. To order Beloved Brands on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X or on Kobo: https://lnkd.in/g7SzEh4
Too many people think that brand management matters most to a consumer brand, and they underestimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines.
These slides are from our brand management training program. With our Brand Plan training, we will show you how to come up with the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements.
At Beloved Brands, we help brands find growth and we make brand leaders smarter.
This is one of the chapters of my new book: Beloved Brands. If you like this chapter, you can find the book on Amazon at https://lnkd.in/eF-mYPe
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.
Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business.
Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review.
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
How to use brand analytics to lead a business review on your Brand
You owe your brand a deep-dive business review at least once a year. It should be the start of your brand planning process. Otherwise, you are being negligent to your brand and will operate on the surface level, missing what’s going on beneath the surface. To go deep, you need to look at everything–including the category, consumers, channels, competitors and then your own brand.
We will look at four levels of Marketing which are Assistant Brand Manager, Brand Manager, Marketing Director and VP/CMO. While we present in a linear way, I think learning is rather random. We gain confidence through our success but we learn from our failures. You must boldly look to make an impact and take chances. Put all your passion into your work. At every level you have to adjust to the new role. Brand Managers fail when they keep acting like ABMs who are looking for a to-do list. Directors fail when they keep acting like Brand Managers by micro-managing and making every decision. And, VPs fail when they don’t know what to do. We all say we want to advance, but don’t think of it as just a title: think of it as a challenge to step back.
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
Workshop to help brand leaders write brand plans that everyone in the organization can follow. Case Study, using fictional “Gray’s Cookies” brand to complete a Brand Plan, which is the final stage of our overall Beloved Brands planning process.
Case Study, using fictional “Gray’s Cookies” brand to complete a business review, which is the first stage of our overall Beloved Brands planning process.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
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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.🤯
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Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
3. What Makes Someone Good at
Advertising?
They are able to consistently get good advertising on
the air, and keep bad advertising off the air.
It sounds easy, but every ad that turned out great,
had a long list of detractors and obstacles to maneuver or overcome.
5. Theory #1: You Blame Yourself
You are the Biggest Obstacle in Getting Great Advertising!
• You Never Find Your Comfort Zone: You are convinced that you’re not
good at advertising. No experience, feel awkward or had a bad
experience. You are skeptical, uptight, and easily annoyed.
• You Don’t Know If It’s Really Your Place to Say Something: You figure the
ad agency is the expert—that’s why we pay them so much—so you give
them a free reign (aka no direction) Or you give the agency the chance to
mess up, and blame them later.
• You settle for something you hate, because of time pressure, or you don’t
know why. You don’t really love it, but it seems ok for now. The agency
says if we don’t go for it now, we’ll miss our air date and have to give up
our media to another brand.
• You can’t sell it in to management: you need to make sure if it’s the right
thing to do, you are able to sell the idea in. Tell them how it works for your
brand—and how it delivers the strategy.
5
6. Theory #2: You blame your Agency.
Your Agency is the Biggest Obstacle in Getting Great Advertising…
if only we had a better agency?
• Agency writes a brief you don’t like—or you box them into a strategy they
aren’t really big on. If either of you force a strategy on the other, then
you’re off to a bad start. Have some deep rich discussions. Get on the same
page, literally.
• Creative team over sells you: you get hood-winked with the “we are so
excited” speech: You’re not sure what you want, so you settle for the best
board in front of you—even if you know it’s not great.
• You lose connection with the Agency: Agencies are more emotional than
clients. But they want to make great work. Keeping your agency motivated so
that you become the client they want to make great work on.
• You lose traction through the production and Edit: Talent, lighting, directors
and edits can reflect tone—and if the tone changes from the board to the
edit, then so does your ad. You should make sure the final edit matches your
vision of the board.
6
7. Theory #3: You Blame Your Brand.
Your Brand is the Biggest Obstacle in Getting Great Advertising….
if only we had a better brand?
• “I work on a boring Brand” argument. You think that Cool brands like
Nike, Apple, Ikea etc. are so much easier to work on. However, think
again, because your boring brand has so much room to maneuver.
• You are too careful and think we can’t swing too far: Good ads either go left
or right, not in the middle of the road. Going in the middle is the riskiest
move to make. Keep in mind, consumers might not notice your “big shift”.
Don’t talk to yourself!
• Advertising Roulette: Where brand managers haven’t done the depth of
thinking or homework, briefing the creatives is like a game of chance. There’s
very few real decisions made. What tends to happen, is brands go round and
round for years looking for an ad idea—still never digging in deep.
• Your Strategy Sucks: You figure if we don’t have a great strategy, a good ad
might help. Some strategies are boring or just can’t be executed. If
advertising is an expression of strategy, then maybe your strategy is just a bad
strategy. Re-look your brief.
7
8. If you knew that being a good client
got you better advertising work,
would you actually be a good client?
9. Which Type of Client Do You Want to Be?
You’re You
Good at Suck at
Advertising Advertising
10. Do you treat your Agency like a trusted Partner, or
just another Supplier?
It’s like asking: would you prefer to parachute in tandem with an expert,
or are you good on your own and only ask for help when needed?
10
11. It all Depends on when You Ask for Help versus
when you tell them what to do.
Do you ask Do you tell them
for help? what to do?
If you ask for help, you will hear a candid “Yes” and “No”
But if you just tell them what to do, you will only ever hear “Yes”
11
12. Getting Great Advertising is a Balance between
Freedom and Control
Control
Freedom
Most Marketers allow too much FREEDOM on the strategy but want
to exhibit CONTROL on the creative.
It seems odd because it should be the reverse. You should control
the Strategy and give freedom on the Execution.
12
13. Advertising is Really “Inside the Box Thinking”
The best creative people are
problem solvers, not blue sky
thinkers
Creative people are motivated by the
challenge of the problem, more than
the execution of a simple solution.
The role of the brief is to create the right
box, enough room to move, but enough
direction that defines the problem.
The Smaller the Brief, the Bigger the Idea.
13
14. Creative People Thrive “In the Box”
There’s three things Creative people don’t want:
1. A blank canvas: They prefer a problem that they need to
solve through creativity.
2. An unclear problem: They don’t want endless streams of data.
They don’t want so many options built into a brief, they don’t know
where to start. Giving information “just in case” is confusing for
them. They need focus in order to deliver great work for you.
3. Your Solutions: They find it demotivating to be asked for their
expertise (solving problems) and then not utilized (given the
answer) Stop writing copy. When I need to articulate creative “bad
ideas”, I try such hyperbole to make sure it is “really bad”.
Best feedback you can give Creatives is: a) when they are close, steer them closer
b) when they are NOT close, “put them in a new box” (aka rephrase the problem)
Agency Creative people are Problem Solvers. Let
them solve problems.
14
15. Love the work
Be passionate, challenge the work to be better, take
chances, reward effort and celebrate successes together.
16. Five Ways You can Be a Great Client
1.
1 Brand Planning
2.
2 Advertising Strategy
3
3. Creative Brief
4
4. Feedback at Creative Meetings
5
5. Decision Making on Creative
16
17. 1 Your should engage your agency in a consistent manner from the first point
of struggle to the last moment of success.
Brand Vision/Mission
Brand Positioning
Planning Brand DNA
(Brand Plan) Brand Issues We Face
Strategies/Tactics
Creative Brief
Creative Expectations
Communicating Big Ideas
(Briefing) Creative Expressions
Market Feedback
Architecture (Brand Review)
Tone/Feel
Execution Elements
Execution
(Aligning w/strategy)
At Each step, having the agency at the table with a strong
voice helps you maneuver to the end execution.
17
18. 1 Leverage Agency Input into the Process with a 3 Step Process to
build Superior Tactics before the Brand Plan is fully Baked.
Step One Give Agencies 2-3 weeks to
come back with their ideas.
Brand Plan Bit of a buffet.
Vision, Mission Strategy
Step Two All Agencies work together
Brand Team briefs all over 2-3 weeks to create a
agencies at the same complete cohesive plan.
time, outlining brand
Ideas
Advertising, PR, In Store
strategies in the plan.
Each agency presents their
ideas separately. Brand Step Three
Team gives direction to
Tactical Plan
each agency and tries to
Advertising, PR, In Store
piece the tactics together.
Agencies work together to
align, build on, enhance and
narrow tactics down and
present a consolidated plan.
19. 2 Brand Team Should Provide Context to the Advertising
Strategy via Six Key Questions.
Within a good brand plan, you should have an advertising strategy that should
answer the following six key questions.
1. Who Do We want to sell to? (Target)
2. What are we selling? (Benefit)
3. Why should they believe us? (Reason To Believe)
4. What Do We want the Advertising to do for the brand? (Brand Strategy)
5. What do Want people to think, feel or do? (Desired Response)
6. What’s the long range feeling the brand evokes (Brand DNA)
These six questions form your Advertising Strategy.
19
20. 3 Agency Should Take Your Advertising Strategy
and Write the Brief
• Let Agency Write the Brief: If you think
writing the brief yourself gives you
control. Think again. They’ll just write
another one for the Creative Team, and
you won’t approve that document.
• Debate every word: great way to gain
alignment and challenge each others
thinking. Make sure you all speak the
same language.
• Advertising Target and Selling Target can be different. With advertising target, you’re
trying to get them to do something beyond just buy the product. Target should be a
balance of Psychographics, Behaviours and Demographics. The tighter the better.
• Try to Avoid Mandatories—or at least reduce them. Do not dictate creative style (e.g.
No Humour). Do not dictate copy or demos.
Control the Strategy, but you should give Freedom to the
creative expression of the Strategy.
20
21. 3 A Good Brief Should Be Brief, Not Long!
Good briefs should have:
• one objective
• one target tightly defined
• one main benefit
• two main reasons to believe
Take Your Pen and Stroke
Things Off Your Brief!
Avoid the “Just in Case” List
21
22. 3 Advertising Process that is Inspiring and Personal
A D V E R T I S I N G P L A T F O R M
Brand: Listerine Mouthwash Execution: 30 second TV Ad Timing: On Air Mar 15th, 2007
BRAND BACKGROUND BRAND STRATEGY ADVERTISING EXECUTION
Where are we Now? Brand Vision What’s the problem we need to solve?
ADVERTISING
• #1 dominant brand with 50 share. • Become Part of the Consumers daily life People think using Listerine once a day
• A bit stuck on equity, because new news Brand Key Issues is enough
has been in our way. 1. How do we fight off Scope? What should Advertising do?
• Current campaign needs refreshing. 2. How do we drive frequency of use? • Get them to see the benefit of using it
How did we get here? 3. How do we drive penetration through new twice a day, everyday
2. Brief to Boards
• Solid “action hero” campaign separated product innovation? Who Are We Talking To?
us from Scope. Brand Objectives • Proactive Preventers, 25-35.
• Good Advertising plus steady innovation • Increase penetration from 18% to 22% Consumer Insights to leverage
has grown us by 8%. • Increase usage frequency: 2.3L to 2.5L • People are doing more and more for the
• New news dominated our advertising in Brand Strategies health of their mouth.
06—as our current campaign was • Drive usage frequency by connecting LMW • Consumers still think Listerine‟s primary
STRATEGY
wearing thin to the brushing routine. role is for fresh breath.
Tracking: What’s Working? • Drive trial of new product offerings What Does Your Consumer Think Now?
• Before you see boards, you want a creative
• Action Hero breaks through: it gets (Whitening, Vanilla Mint) • Listerine does fresh breath, and is
brand link and strong equity scores. Overall Positioning Statement probably good for doing gingivitis.
• New “non bottle guy” (One Man) breaks • For Proactive Preventers, LMW is the brand What Do You Want Them to Think?
through as well. that makes you look and feel your best, • Listerine does fresh breath, and is
Tracking: What’s Not Working? because you are doing the most for your probably good for doing gingivitis.
• It has been “Hit and miss” when we mouth that you can. Communication ABCS Priority (top 2)
move away from bottle guy. Brand Essence • Attention, Communication
expectations lunch. Gives you the chance to
• Potential campaign wear out • The Invigorating Clean leaves you feeling Key Equities to Leverage
• Purchase intent and usage frequency better about yourself. • Bottle Guy as a likeable equity. CREATIVE BRIEF
are stuck. Loyal users, but they use it Brand Personality • Gingivitis as key discriminator.
for problems (occasion) not prevention • Strong, defiant, reliable Client: Pfizer Date: February 24, 2005
(routine). Brand: Listerine Mouthwash
What do we need to do? What do we want people to do? What do we want people to feel? 1. Why are we advertising at all?
I‟m letting myself down if Listerine isn‟t a
meet creative team, and have them directly
Need to revitalize the Action Hero Use Listerine, twice a day, every day. To continue to link Listerine to the brushing routine.
campaign and drive usage frequency. part on my routine
2. Who are we talking to?
Reactive Preventers, aged 20-40 (bulls-eye 28). They are the kind of people who react to
news by improving their ways. They usually brush twice a day and see their dentist on
occasion. They may be using Listerine from time to time, but they don’t think of it as a
CREATIVE
part of their daily routine. They use it when they want the good feeling of a really clean
ask for any clarifying questions
mouth or when their dentist has alerted them to signs of gingivitis.
3. What do they currently think?
Listerine kills germs and fights gingivitis. I use it once in a while, when I think I need to.
4. What do we want them to think?
1. Strategy to Brief
Listerine every time I brush will mean a healthier mouth.
5. What is the one thing we need to tell them?
• Consider an inspiring location that ties into
BRIEF
If you use Listerine every time you brush you have more power in the fight against
gingivitis.
6. Why should they believe us?
It’s clinically proven that using Listerine after brushing eliminates more germs that cause
• As you see the agency’s the message. It sets the tone for what type
gingivitis than brushing alone.
7. Brand character?
Powerful, larger than life, immortal, unfailing, sense of humour, modern and
hardworking.
8. Creative Considerations
creative brief, you want of client you are.
Use of Bottle Guy and Toothbrush Guy
What is required: Pool-out of existing campaign
:30 sec TV with :25 & :15 sec cut-down
English & French
Timing: On air March 14th.
Budget. $350.0K
to make sure it reflects Docket#: WLJLIST40529
Legals & Mandatories: Cannot appeal to or show children less than 12 years old.
your advertising strategy.
• Be fussy over every CREATIVE
word—and keep it broad EXPECTATIONS
enough that you can see
good ideas.
TELEVISION COMMERCIAL
Date March 31, 2005 Job No.
Client Pfizer Canada Code No.
Product Listerine CRTC No.
Title GYM File No.
3. Advertising Story Boards
Time 30 PAGE
MUSIC: BACKGROUND MUZAK
OPEN ON TOOTHBRUSH GUY IN GYM (FITNESS CENTRE) TALKING UP TWO YOUNG WOMEN
WHO ARE PEDALLING EXERCISE BIKES. THEY ARE CLEARLY AMUSED BY HIM. BEHIND HIM,
WITH HIS BACK TO CAMERA IS LISTERINE GUY WHO IS FOCUSED ON LIFTING FREE WEIGHTS.
STORY
TOOTHBRUSH GUY: Yeah, I like to do it two, even three times a day.
CUT TO REVERSE ANGLE. LISTERINE GUY IS COUNTING DOWN FINAL FEW ARM CURLS. AS HE
PUTS DOWN WEIGHTS, HE NOTICES TOOTHBRUSH GUY IS DISTRACTED FROM HIS ROUTINE.
• You want to make sure the
LISTERINE GUY: (To Brush) Hey?
CUT TO TOOTHBRUSH GUY LOOKING A BIT SHEEPISH AS HE TURNS TO HIS BUDDY.
TOOTHBRUSH GUY: Oh, uh, just telling ‘em about our routine.
CUT TO LISTERINE RE-ENERGIZED BY HIS BUDDY‟S ENTHUSIASM.
LISTERINE GUY: Oh, good work.
CUT TO TOOTHBRUSH GUY SUDDENLY LOOKING A BIT APPREHENSIVE.
TOOTHBRUSH GUY: Really think we can fight Evil Gingivitis?
boards match up to your
LEGAL SUPER: Gingivitis is a minor inflammation of the gums caused by plaque above the
BOARDS
gumline.
LISTERINE GUY GESTURES TO TOOTHBRUSH GUY.
LISTERINE GUY: Sure, if we can get people to use me every time they use you.
CUT TO TOOTHBRUSH GUY NODDING.
TOOTHBRUSH GUY: Right.
brief, and your platform.
CUT TO CU OF LISTERINE GESTURINGTO TOOTHBRUSH.
LISTERINE GUY: Because it’s clinically proven using Listerine after brushing
eliminates more germs that cause gingivitis than brushing alone.
LEGAL SUPER: When used with proper oral hygiene, including flossing and dental care. Use as directed.
TWO CHARACTERS DO A CELEBRATORY HI-FIVE.
TOOTHBRUSH GUY: Yeah!
CUT TO DETERMINED-LOOKING LISTERINE GUY LEADING HIS BUDDY OUT BY THE ARM
• Focus on your key needs of the
LISTERINE GUY: Let’s roll.
CUT TO TOOTHBRUSH GUY LOOKING BACK OVER HIS SHOULDER AT THE WOMEN
HE HOLDS UP TWO FINGERS. FOLLOWED BY A „CALL ME‟ SIGN.
TOOTHBRUSH GUY: Twice a day! (Mouths words) Call me.
CUT TO SPLIT SCREEN SHOWING THE TOOTHBRUSH GUY ON ONE SIDE
AND THE LISTERINE GUY ON THE OTHER IN KARATE POSES.
ANNCR VO: Want your gums clean? Brush then use Listerine!
platform and your ABCS focus.
LEGAL SUPER: When used with proper oral hygiene and dental care.
23. 4 Feedback at a Creative Meeting is Crucial to the Process. It
can make a Great Ad, or it can destroy the relationship.
• Remember to Relax and Smile: I always find that the room gets so tense, stiff and
serious: we forget to laugh, smile and be real. Imagine trying to present something
funny to a room of deadly serious brand managers. It helps motivate a nervous
creative team.
• Give the feedback in three ways: a) First Impressions: during the presentation, it’s
great to be engaged enough to say “I like that” or ask a question. b) Giving Direction:
focus on what‘s working and how to make it better. Focus more on the board you like
first, and then move to the ones you don’t like with less detailed feedback. c) Leave
the Detailed Direction on how to make it better for the day after. Moving the details
(copy points, placement, colours) to the next day, helps focus the immediate
comments on big picture items and gives you 24 hours to digest all the little details
that need to be in the spot.
• Focus on Direction, not feedback: Feedback is static opinions, direction has action
and decision making. Speak on behalf of your consumer and your brand.
Have Fun with it: If we are having
fun, then so too is the consumer.
23
24. 4 Agree upon a process with the Agency
Archaic processes that aren’t producing better work:
1. Account Team re-reads the brief then they do a set up of each board, explaining the
technique/process (e.g. this is funny) Set ups can taint the client’s view of a spot.
2. Agency presents 3 scripts, and says which one is their favourite. Potentially de-
motivator if you ask for their favourite and then dismiss it. A better question is
“which spot did you find you kept coming back to, as you worked the process”.
3. Client Feedback is given with the most junior person goes first, all the way up to the
senior person in the room. This feels very 1950s humiliation and de-motivating to
the junior people on the team.
15 minute client huddle, where the brand team takes 30 min on their own before giving
feedback helps for a few reasons:
1. Agency gets one piece of feedback. Time allows client to get the story straight. The
break helps to slow down process so the client can think things through.
2. Gives Ownership to the Brand Manager, who should do all the speaking on behalf of
the team, not the most senior person in the room that over-rules them.
3. Client Team has a very open discussion, freely hearing out everyone’s thoughts,
giving the junior people easier input the final opinion.
24
25. 4 The Creative Meeting is not Easy. You’ve got to balance, the
head, the heart, the gut against the good of the brand.
1. Do you love what it can do for your brand? If you
don’t love it, how do you expect your consumer to love it?
A great ad has to have everyone’s heart and soul put into
it. If you “sorta like” it, then it will be “sorta ok” in the
end. If you love it, you will find to it’s death. (The Heart)
2. Is it on strategy? Is the Advertisement an expression of
what you have been writing in your strategy documents?
Is it doing what we hoped it would do? I love the ABCS
technique because it helps me to frame things in my Scatter Brain
mind, so I can evaluate it past how I feel. I think you need
something to ground yourself. (The Head) If there is
something in your gut says it’s off, it likely is. (The Gut)
3. Is it long term Idea? Is a big enough idea that fits with the brand, does the
hard work you want to do for the brand and can last 5 years. Think about leaving
a legacy—which forces you to think of campaign-ability. (The Brand)
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26. 5 Clients Need to have a Clear Decision Making Process in place.
• Decision Making: Team leader in the creative meeting room gives direction to
make the work as good as it can be before selling it in. This gives them ownership
over the project. maximum to get it right. When the VP or President attend the
early creative meetings, the work doesn’t get better, it gets more complicated.
• Pre Testing Does Help: Narrow the creative concepts down to 1-3, put into
animatic format and test to determine success potential in the market. Instincts
are great, but having them confirmed by consumer feedback is even better.
• Selling the work in to the Organization. The team leader accompanied by the
senior account person (plus Creative Director if needed) should jointly sell it in the
organization.
• Make sure you Leave Enough Time: While everything is a rush these days, a well
run project, with adequate breathing space for creative ideas, 2-3 rounds of
creative, potential testing and adequate time for development. If you don’t use all
the time, that’s fine. But if you don’t HAVE the time, that’s not so fine.
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