This document outlines an agenda for a workshop on writing effective creative briefs. It includes introductions, exercises on different aspects of writing briefs such as outlining the assignment, target audience, and key idea. It provides guidance on preparing to write a brief by researching the culture, business, brand and consumers. The goal is to teach participants how to think strategically so they are better able to write briefs that focus creative work.
Presenter: Larry Asher, Worker Bees, SVC, Principal
We live in an information economy, right? Then why do so many people churn out boring, dense, indecipherable, and worthless information via the endless stream of horrid PowerPoints we’re forced to sit through most days? There’s another way, and you can learn it in 40 minutes at this session. We’ll show you what good storytelling, cleanly designed slides, and compelling presentation support is supposed to look like. You’ll also learn about what The Wave — that thing people do at football and baseball stadiums — has to do with dreadful presentations. Now, of course, you aren’t an offender and your PowerPoint and Keynote decks are just fine. So bring some bullet-point addict you know who really needs this. You’ll be doing us all a favor.
17 Ways to Design a Presentation People Want to ViewJim MacLeod
Tired of boring PowerPoint presentations? Me too. Here are 17 tips to help you create a presentation that not only engages the audience, but forces them to remember what you want them to remember.
Presenter: Larry Asher, Worker Bees, SVC, Principal
We live in an information economy, right? Then why do so many people churn out boring, dense, indecipherable, and worthless information via the endless stream of horrid PowerPoints we’re forced to sit through most days? There’s another way, and you can learn it in 40 minutes at this session. We’ll show you what good storytelling, cleanly designed slides, and compelling presentation support is supposed to look like. You’ll also learn about what The Wave — that thing people do at football and baseball stadiums — has to do with dreadful presentations. Now, of course, you aren’t an offender and your PowerPoint and Keynote decks are just fine. So bring some bullet-point addict you know who really needs this. You’ll be doing us all a favor.
17 Ways to Design a Presentation People Want to ViewJim MacLeod
Tired of boring PowerPoint presentations? Me too. Here are 17 tips to help you create a presentation that not only engages the audience, but forces them to remember what you want them to remember.
Are you nervous about an upcoming presentation? Use these tips to step up your presentation game and give the audience an experience they won't forget.
How many Jobs-To-Be-Done exist when it comes to beauty and grooming? Turns out all those showers, shaves and new hairstyles really add up! Find out how The Sound can help simplify it all for you and your brand, using the Jobs to be Done method.
The under-used door opener: tips for direct mailJoe Doyle
A quick presentation on the basics of direct mail presented to the groups of the Capital Factory on July 10, 2009.
http://www.capitalfactory.com/
http://stalelife.com/
21 Periscope Tips for Winning BroadcastsDonna Moritz
Periscope is fast becoming the video broadcasting and livestreaming tool of choice and is on a huge trajectory. Here are 21 things I have learned from jumping in on Periscope, so that you can jump in too!
Tired of losing sales pitches? Look no further, get some timeless advice from high-stakes presentation consultant: Cliff Atkinson on how to throw out your old sales pitch and make your next one count.
Download here: http://www.paywithapost.de/pay?id=80eb8437-7393-4e61-b8a6-175d76d9eb5b
The Secrets of Delivering Impacftul Presentations #ImpactfulPrezHavain
Why do some presentations and speeches rock, while some others suck? We set out to find the answer by interviewing the people we have worked and people we think have interesting views to presentations.
Uncover the secrets in this Slideshare.
If you want to discuss presentation creation or design.
Contact: timo@havain.fi / @Timo_Havain (Twitter) / linkedin.com/in/timosorri -
How to write better creative briefs for Toyota.David Bell
How to write better creative strategies and briefs.
This workshop was written for MercerBell clients to enable them to prepare better briefs that will lead to more customer delight.
What you will get from this presentation is a real insight into the creative mind and process, you will learn how to write an airline ad, the 4 steps to writing a better creative brief and how to run and feedback on a creative presentation.
Enjoy.
Ps. And please share if you have learnt something from this presentation.
A compilation of proven distinctions on what makes a World-Class Presenter. Written by Eric Feng, Presentation Coach ( http://ericfeng.com ) and Designed by SlideComet ( http://slidecomet.com ). Enjoy!
Communication and presentation tips for do-gooders, created by Dr. Carmen Simon and Bruce Kasanoff. Learn more at http://www.memzy.com/ and http://kasanoff.com/
The Science of Story: How Brands Can Use Storytelling To Get More CustomersDigital Surgeons
Storytelling is not only an entertaining source for information, but a way to engage and humanize our messages that helps them stick. Our brains are wired for stories. Like a drug, we seek them out. Good stories create lasting emotional connections that persuade, educate, entertain, and convert consumers into brand loyalists.
Here’s another good reason to believe in the power of stories: You don't have a goddamn choice. We spend a third of our waking hours crafting stories, and the rest of the time consuming them. Our brains are always searching for stories. You need stories. You live your life around stories. Your life itself is a story. So, now find out how you can use them to better understand how brands and businesses can use storytelling to increase engagement and sales.
In this webinar Why Managing Sucks and How to Fix It join author Jody Thompson and Razor Suleman as they show you a few simple changes to management behaviors that will transform your 20th century workplace into a 21st century workforce!
Deep Impact or Armageddon? Moving from Idea to DesignCarolyn Chandler
When two businesses have the same idea at the same time, what determines the "winner"? Often the greatness of the idea alone is not enough to predict success, and being first to market can be overrated. If you can connect your idea with the lives of your customers and craft an experience that's useful and enjoyable, you can create something that's truly unique.
In this session Carolyn Chandler, Experience Design author, consultant and instructor, will discuss moving from idea to design. You'll learn about design principles that can help you both realize your vision and impact the lives of your customers.
This short PowerPoint presentation shows five great ways to get the attention of your audience during your speech or sales pitch.
Try them out in your next speech and you will see how you can engage your audience with these simple tips.
This presentation was created 100% in PowerPoint by my presentation design agency Slides. We are based in Spain (Europe) but have clients worldwide.
Drop me an email and we will discuss your project.
Pitching With Passion, Make Your Startup Stand OutDarren Menabney
Slides I created for a seminar on delivering a startup pitch I gave at Samurai Startup Island in Tokyo, October 14, 2015. Want to wow VCs and future talent? These slides will help entrepreneurs and business leaders pitch their brilliant ideas clearly, persuasively, and with the passion that investors look for in a founder.
Are you nervous about an upcoming presentation? Use these tips to step up your presentation game and give the audience an experience they won't forget.
How many Jobs-To-Be-Done exist when it comes to beauty and grooming? Turns out all those showers, shaves and new hairstyles really add up! Find out how The Sound can help simplify it all for you and your brand, using the Jobs to be Done method.
The under-used door opener: tips for direct mailJoe Doyle
A quick presentation on the basics of direct mail presented to the groups of the Capital Factory on July 10, 2009.
http://www.capitalfactory.com/
http://stalelife.com/
21 Periscope Tips for Winning BroadcastsDonna Moritz
Periscope is fast becoming the video broadcasting and livestreaming tool of choice and is on a huge trajectory. Here are 21 things I have learned from jumping in on Periscope, so that you can jump in too!
Tired of losing sales pitches? Look no further, get some timeless advice from high-stakes presentation consultant: Cliff Atkinson on how to throw out your old sales pitch and make your next one count.
Download here: http://www.paywithapost.de/pay?id=80eb8437-7393-4e61-b8a6-175d76d9eb5b
The Secrets of Delivering Impacftul Presentations #ImpactfulPrezHavain
Why do some presentations and speeches rock, while some others suck? We set out to find the answer by interviewing the people we have worked and people we think have interesting views to presentations.
Uncover the secrets in this Slideshare.
If you want to discuss presentation creation or design.
Contact: timo@havain.fi / @Timo_Havain (Twitter) / linkedin.com/in/timosorri -
How to write better creative briefs for Toyota.David Bell
How to write better creative strategies and briefs.
This workshop was written for MercerBell clients to enable them to prepare better briefs that will lead to more customer delight.
What you will get from this presentation is a real insight into the creative mind and process, you will learn how to write an airline ad, the 4 steps to writing a better creative brief and how to run and feedback on a creative presentation.
Enjoy.
Ps. And please share if you have learnt something from this presentation.
A compilation of proven distinctions on what makes a World-Class Presenter. Written by Eric Feng, Presentation Coach ( http://ericfeng.com ) and Designed by SlideComet ( http://slidecomet.com ). Enjoy!
Communication and presentation tips for do-gooders, created by Dr. Carmen Simon and Bruce Kasanoff. Learn more at http://www.memzy.com/ and http://kasanoff.com/
The Science of Story: How Brands Can Use Storytelling To Get More CustomersDigital Surgeons
Storytelling is not only an entertaining source for information, but a way to engage and humanize our messages that helps them stick. Our brains are wired for stories. Like a drug, we seek them out. Good stories create lasting emotional connections that persuade, educate, entertain, and convert consumers into brand loyalists.
Here’s another good reason to believe in the power of stories: You don't have a goddamn choice. We spend a third of our waking hours crafting stories, and the rest of the time consuming them. Our brains are always searching for stories. You need stories. You live your life around stories. Your life itself is a story. So, now find out how you can use them to better understand how brands and businesses can use storytelling to increase engagement and sales.
In this webinar Why Managing Sucks and How to Fix It join author Jody Thompson and Razor Suleman as they show you a few simple changes to management behaviors that will transform your 20th century workplace into a 21st century workforce!
Deep Impact or Armageddon? Moving from Idea to DesignCarolyn Chandler
When two businesses have the same idea at the same time, what determines the "winner"? Often the greatness of the idea alone is not enough to predict success, and being first to market can be overrated. If you can connect your idea with the lives of your customers and craft an experience that's useful and enjoyable, you can create something that's truly unique.
In this session Carolyn Chandler, Experience Design author, consultant and instructor, will discuss moving from idea to design. You'll learn about design principles that can help you both realize your vision and impact the lives of your customers.
This short PowerPoint presentation shows five great ways to get the attention of your audience during your speech or sales pitch.
Try them out in your next speech and you will see how you can engage your audience with these simple tips.
This presentation was created 100% in PowerPoint by my presentation design agency Slides. We are based in Spain (Europe) but have clients worldwide.
Drop me an email and we will discuss your project.
Pitching With Passion, Make Your Startup Stand OutDarren Menabney
Slides I created for a seminar on delivering a startup pitch I gave at Samurai Startup Island in Tokyo, October 14, 2015. Want to wow VCs and future talent? These slides will help entrepreneurs and business leaders pitch their brilliant ideas clearly, persuasively, and with the passion that investors look for in a founder.
Presentation deck from the one-day workshop at SVC Seattle, Email Marketing, Lifecycle Marketing, and Selling Online, led by Jamie Fretch of Shaw+Scott.
R2C Group Request for Proposal- SpotifyDeanna Nanni
The interns were given an intern project and we had to create a "New Business Pitch" answering an RFP. In this document you will see the media plan for digital, Out of home, and TV. The budget breakdown and our competitor mix.
A presentation created for ADV 420 at Michigan State University, tackling how the action camera tycoon GoPro can grow business via a digital marketing strategy.
ISA14 BUENOS AIRES - Interaction South AmericaMateus Iglesias
Algumas das principais ideias compartilhadas no Interaction South America de 2014 em Buenos Aires.
*Desculpem a mistura de inglês, castelhano e português :)
Brand Strategy 101: The Core of Brand StrategyValerie Nguyen
Brand strategy consists of three core components and tapping into an infinite amount of human emotions.
Presented as part of Griffin Farley's Beautiful Minds 2020 program.
This is the full slidedeck our 'from Aha! to Eureka' Smartees Webinar, hosted on 26 November 2013 in Rotterdam. The presentation elaborates on what a consumer insight is (and what it is not), how you can mine them and how you can make them impactful for your company, through a variety of business stories. All of this illustrated with client cases from Cloetta and Heinz.
Whose Page Is It Anyway?: Creating a content workflow that serves the audienceMalaika Carpenter
Sometimes, in practice, our project goals become more about delighting our clients or bosses than our end users. So, how can we ensure the work we do is in service of our target audience? Think about audience wants and needs early and throughout our workflow. This talk share practical strategies for how you can do just that.
KEY TAKEAWAYS:
How to bring audience research into your day-to-day work.
How to align your team’s goal with your target audiences’ goals.
A practical exercise for helping you accomplishing both.
This talk was originally presented at Design & Content Conference 2019.
Every day we move through dozens of spaces and places. We participate in lots of inter-personal interactions, conversations and (god help us) meetings. And we spend bursts of time working alone. But how much awareness do we bring to the spaces and places we inhabit while we're in them? How much intentionality do we bring to our inter-personal exchanges? How much creativity do we foster in our own solo working situations?
Often, not nearly enough. Focus is limited, attention is split, and opportunities are lost. This session will explore purpose-driven approaches to the places, people and situations we encounter every day. With an emphasis on how to be truly engaged in where we are, mindful of what we're doing and focused on helping creativity flourish.
See Patrick's full presentation description here:
http://www.webvisionsevent.com/session/be-here-now/
Brand Your Own Business - Opening General Session - PBE 2018Tim Miles
How do you use Facebook for your business?
Should you be using Snapchat?
Wouldn't a virial video be awesome?
Email marketing? Radio? What do we do???
First, breathe, and second, relax. Third, know those aren't the right questions to be asking .. at least, not at first. In order to modernize your marketing, you first need to look inward and not toward another oversimplified sack of magic beans.
For a quarter-century, Tim Miles has been helping family businesses communicate more powerfully by teaching what's important, what's not, and how to prioritize your area of focus.
Are you a sales star? 10 Hacks to master your Sales Presentation!Animaker .com
Becoming a sales star is not an easy task. Here are 10 hacks for you to can implement in your sales presentation and become the sales star of your company
Finding Charisma: The Secrets To Becoming Design OrientedKelsey Ruger
The phrase design-driven seems to be used a lot these days and companies everywhere are touting their “design-driven culture”. What does that mean? For a lot of companies it means having an awesome design team, simple user experiences or awe inspiring design. The reality is that these views couldn’t be further from the truth. Being design-driven means creating a culture that centers on people and drives a share understanding of what it takes to make your company truly lovable. In this session Kelsey Ruger will share insights on the steps you can take embrace design by systematically making it a part of your company’s culture. You’ll learn the critical components you will need to build and maintain a culture of design.
Insights and Energy for Leaders in Crisis Time Webinar - Episode 5Greatness Coaching
Insights and Energy for Leaders in Crisis Time Webinar
Episode 5 Title:
10 tips to re-motivate your team
1. Listen for real
2. Find out the motivation boosters of your team members and activate them
3. Make your team members aware that they learn on the job - a lot!
4. Demand that each negative comment is reworded with a solution-focused mindset
5. Help your team members and team play at their best, thus growing togetherness
6. Say 'I believe in us. We can do more, we can do (even) better'
7. Give choices to your team
8. Let go and empower for real
9. Celebrate small wins, at least weekly
10. Conclude your meetings in a motivating way
Jason Mesut - Tactics for Amplifying the Strategic Value of DesignUX Lausanne
Jason Mesut draws on his experience as a management consultant and a designer to unpack some of the core challenges he has found with design realising its value to business.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
53. 53
OVERVIEW
—
1. WHAT’S ASSIGNMENT ARE WE TALKING ABOUT?
2. WHAT’S THE PLAIN TRUTH ABOUT THE ASSIGNMENT?
3. WHO ARE WE TALKING TO?
4. WHAT DO THEY THINK OR FEEL NOW?
5. WHAT DO WE WANT THEM TO THINK OR FEEL?
6. WHAT IS OUR KEY IDEA?
7. WHAT IS OUR SUPPORT?
8. THINK ABOUT…
9. CONSTRAINTS
10.
56. 56
MASTERBRAND VS. PRODUCT
!Creates sense of urgency
!Contains a reason to buy
!Distinct call to action
around product
! Selective use of media
properties & assets in
research/consideration
and purchase
Masterbrand :
Drive Intel Relevance
Product
:
Demand
s0mula0on
Drive
preference,
highlight
the
benefits
&
connect
them
to
primary
purchase
drivers
through
the
funnel
Product assets to add increased levels of
feature detail deeper in the funnel.
57. 57
CAMPAIGN IDEA THAT
PROTECTS THE
PRODUCT’S POSITION AS
MARKET LEADER AND
PREMIUM PRODUCT IN A
SEA OF UPSTARTS AND
LOW COST OR FREE
OPTIONS.
72. 72
DOCKERS SALES HAVE BEEN
IN GRADUAL DECLINE FOR
NEARLY TEN YEARS AS
TREND INFLUENCERS VIEW
THE PRODUCT AS A SIGN OF
WEAKNESS. RECALL THE
SCENE FROM FIGHT CLUB.
74. 74
TWO THIRDS OF BEST BUY’S
SALES OCCUR DURING THE
HOLIDAY TIME FRAME. POOR
DIFFERENTIATION AND A
LACK OF FOCUS COST THEM
LAST YEAR. THIS YEAR WILL
BE DIFFERENT.
90. 90
4. WHAT DO THEY THINK
OR FEEL NOW?"
"
WHAT DO WE WANT
THEM TO THINK OR
FEEL?
91. 91
WHAT DO THEY
THINK OR FEEL
NOW?
WHAT DO WE
WANT THEM TO
THINK OR FEEL?
92. 92
WHAT DO THEY
THINK OR FEEL
NOW?
WHAT DO WE
WANT THEM TO
THINK OR FEEL?
WEIGHT WATCHERS IS A
DIET PROGRAM.
DIETS DON’T WORK.
WEIGHT WATCHERS DOES
WORK.
93. 93
WHAT DO THEY
THINK OR FEEL
NOW?
WHAT DO WE
WANT THEM TO
THINK OR FEEL?
HYBRID CARS DON’T
HAVE THE POWER OR
PERFORMANCE OF THEIR
GASOLINE POWERED
COUNTERPARTS.
THE MERCEDES HYBRID
IS NOT A HYBRID. IT’S
FIRST AND FOREMOST A
MERCEDES BENZ.
94. 94
WHAT DO THEY
THINK OR FEEL
NOW?
WHAT DO WE
WANT THEM TO
THINK OR FEEL?
INSTANT COFFEE IS NOT
FOR PEOPLE WHO EITHER
KNOW OR APPRECIATE
COFFEE. IT REALLY ISN’T
COFFEE AT ALL.
STARBUCKS VIA IS SO
GOOD YOU MAY NOT BE
ABLE TO TELL THE
DIFFERENCE BETWEEN
INSTANT AND BREWED.
112. 112
DISRUPTIVE SUPPORTING TRUTHS
64 MB of storage
vs.
1000 Songs
3G
vs.
Nation’s Largest
Hybrid
vs.
100% Electric
41 degrees
vs.
Uncertainty
113. 113
OWNERSHIP
113
Redefine
Category
Conceptual
Inspiration
Shared
Ideal
Supportive
Truth
Convention
Streaming means movies are here
today gone tomorrow
Disney Access Disruption
Your movies are safe and
always there for you
114. 114
ACCESS
114
Redefine
Category
Conceptual
Inspiration
Shared
Ideal
Supportive
Truth
Convention
Digital services are tied
To an individual
Disney Access Disruption
Now everyone gets their own Disney
115. 115
EXCLUSIVITY
115
Redefine
Category
Conceptual
Inspiration
Shared
Ideal
Supportive
Truth
Convention
Digital services has blurred the line
between movies, TV and video. It’s all
just “content”
Disney Access Disruption
It’s not content, it’s Disney.
And Disney is only on Disney Access.
116. 116
EXPERIENCE
116
Redefine
Category
Conceptual
Inspiration
Shared
Ideal
Supportive
Truth
Convention
Digital means going to the movies isn’t
what it used to be.
The rise of the digital omnivore.
Disney Access Disruption
Magical movie moments still happen. On
Disney Access.
117. 117
BONUS FEATURES
117
Redefine
Category
Conceptual
Inspiration
Shared
Ideal
Supportive
Truth
Convention
Bonus features are no longer a bonus for
most people.
Terminology has lost meaning.
The forgotten extras.
Disney Access Disruption
With Disney Access every movie is a special
edition.
118. 118
REWARDS
118
Redefine
Category
Conceptual
Inspiration
Shared
Ideal
Supportive
Truth
Convention
The digital world has driven free and
freemium into the collective, making
traditional rewards less valuable.
Disney Access Disruption
Disney Access Rewards are for people who
love Disney. They’re personal.
129. 129
OVERVIEW
—
1. WHAT’S ASSIGNMENT ARE WE TALKING ABOUT?
2. WHAT’S THE PLAIN TRUTH ABOUT THE ASSIGNMENT?
3. WHO ARE WE TALKING TO?
4. WHAT DO THEY THINK OR FEEL NOW?
5. WHAT DO WE WANT THEM TO THINK OR FEEL?
6. WHAT IS OUR KEY IDEA?
7. WHAT IS OUR SUPPORT?
8. THINK ABOUT…
9. CONSTRAINTS
10.
136. 136
OVERVIEW
—
1. WHAT’S ASSIGNMENT ARE WE TALKING ABOUT?
2. WHAT’S THE PLAIN TRUTH ABOUT THE ASSIGNMENT?
3. WHO ARE WE TALKING TO?
4. WHAT DO THEY THINK OR FEEL NOW?
5. WHAT DO WE WANT THEM TO THINK OR FEEL?
6. WHAT IS OUR KEY IDEA?
7. WHAT IS OUR SUPPORT?
8. THINK ABOUT…
9. CONSTRAINTS
10.
141. 141
OVERVIEW
—
1. WHAT’S ASSIGNMENT ARE WE TALKING ABOUT?
2. WHAT’S THE PLAIN TRUTH ABOUT THE ASSIGNMENT?
3. WHO ARE WE TALKING TO?
4. WHAT DO THEY THINK OR FEEL NOW?
5. WHAT DO WE WANT THEM TO THINK OR FEEL?
6. WHAT IS OUR KEY IDEA?
7. WHAT IS OUR SUPPORT?
8. THINK ABOUT…
9. CONSTRAINTS
10.
147. 147
OVERVIEW
—
1. WHAT’S ASSIGNMENT ARE WE TALKING ABOUT?
2. WHAT’S THE PLAIN TRUTH ABOUT THE ASSIGNMENT?
3. WHO ARE WE TALKING TO?
4. WHAT DO THEY THINK OR FEEL NOW?
5. WHAT DO WE WANT THEM TO THINK OR FEEL?
6. WHAT IS OUR KEY IDEA?
7. WHAT IS OUR SUPPORT?
8. THINK ABOUT…
9. CONSTRAINTS
10.