On 4th September 2015, the IPA gathered Byron Sharp, Russell Davies, Les Binet, Paul Feldwick and more for a day of intense marketing "Unlearning". This presentation condenses each speaker’s main points into a one-slider, then attempts to make sense of the whole thing.
I might be naive, but for all the heated debate that happened on the day, I thought everyone was actually in violent agreement (basically, I agree with Les Binet and Jim Carroll, which feels like a pretty good place to be).
So here’s what I've taken out of the event:
> The debate between people who see brand building as an art, and those who see it as a science, has gone on for years. It’s been exacerbated in the recent years by the parallel rise of Big Data and Behavioural Science, all powered by the digital transformation of certain categories - but it’s not new.
> All the evidence points to the fact that it’s actually a mix of both emotional and rational, long-term and short-term, brand building and sales driving strategies that drives the best results.
> So, to grow your brand, think about to a) removing barriers to usage or purchase by ensuring your product/ service works very well and is widely available, then b) making your product or service really sticky by creating memorable assets/ features that are distinctive and salient.
Voila.
A presentation I created for a prototype air-freshener. This presentation represents the creative aspect of our campaign to be presented during class.
It went well.
On 4th September 2015, the IPA gathered Byron Sharp, Russell Davies, Les Binet, Paul Feldwick and more for a day of intense marketing "Unlearning". This presentation condenses each speaker’s main points into a one-slider, then attempts to make sense of the whole thing.
I might be naive, but for all the heated debate that happened on the day, I thought everyone was actually in violent agreement (basically, I agree with Les Binet and Jim Carroll, which feels like a pretty good place to be).
So here’s what I've taken out of the event:
> The debate between people who see brand building as an art, and those who see it as a science, has gone on for years. It’s been exacerbated in the recent years by the parallel rise of Big Data and Behavioural Science, all powered by the digital transformation of certain categories - but it’s not new.
> All the evidence points to the fact that it’s actually a mix of both emotional and rational, long-term and short-term, brand building and sales driving strategies that drives the best results.
> So, to grow your brand, think about to a) removing barriers to usage or purchase by ensuring your product/ service works very well and is widely available, then b) making your product or service really sticky by creating memorable assets/ features that are distinctive and salient.
Voila.
A presentation I created for a prototype air-freshener. This presentation represents the creative aspect of our campaign to be presented during class.
It went well.
Defining our brand purpose and personality | Brand strategy and story | Brand...CharityComms
Kellie Stewart, head of communications and public affairs, Brain Research Trust
Sally Shire, trustee, Brain Research Trust and former global brand director, Aviva
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Defining our brand purpose and personality | Brand strategy and story | Brand...CharityComms
Kellie Stewart, head of communications and public affairs, Brain Research Trust
Sally Shire, trustee, Brain Research Trust and former global brand director, Aviva
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Strategies for promoting organizations with limited resources. Featuring the segment, "If I had..." with suggestions on how to best use small budgets for big impacts. Prepared for a networking group of non-profit and small business leaders who are new to marketing.
3. • What makes Happy
Yipee Yehey different
from Eat Bulaga?
4. • Each medium has a
unique aesthetic form
-its own codes and
interpretations
-Different media will report the
same event, but create different
impressions and messages.
6. • How does media
contribute in forming
one’s character?
7. –proclaim values and ways of
life.
–Explicitly or implicitly
convey ideological
messages about such issues
and values.
8. •Cartoons and video
games can affect
how children
behave.
•Television can
greatly influence
the election of a
national leader on
the basis of image.
12. Constructed
Has its own rules
and creative
language.
Different people
experience the same
message differently.
Contains values and
view points
Made to gain power
and profit.
14. Advertising is any form
of communication
intended to promote the
sale of a product or
service to influence public
opinion, to gain political
support or to advance a
particular cause.
15. Paid form of public
persuasion
- To buy, support
and believe
17. USP
Unique Selling Point
The Unique Selling
Point or USP is the
unique quality or
feature of the product
which the campaign
focuses on.
18. Ivory’s unique quality was a result of an accident
Harley Procter came up with the name “Ivory" while
listening to a bible reading at church one morning in 1879
Today, the “pure” quality remains an effective strategy
19.
20. BRAND AWARENESS
• aims to create BRAND
RECALL
- determines the
success of the
advertising
campaign
21. Public Service Advertisements
• advertisements
sponsored by
private and
government
agencies which
promote value
messages
PURPOSE?
27. 3. Status Or Snobbery
latest models , the most hi-tech qualities, the
best performance and will make them
appear as necessary .
28.
29. 3. Status Or Snobbery
• The packaging of the
product or the ambiance
of its venue suggest a
superior status.
• Other fast food chains
offer brewed coffee but
Starbucks could make it
appear that their coffee is
of a better quality.
30. 4. Conformity
Slogans like “Are
You One of Us?”
are very
effective to prey
on your need
to belong.
31. 5. Economy
• A special
offer….Prices have
been slashed….
Big savings…
Special Promos
• These prey on
your desire to
save money
32. 5. Economy
• “Free Stuff”
may be
attached with
these products
making you
think you’re
saving
37. 7. Sensual Gratification
• Food is made up to look sumptuous
• Great Taste may be suggested in the visual
presentation of the product or the reaction
of the models in the ad campaign
44. Common Issues in Media
1. Violence
2. Sex and Pornography
3. Stereotypes: Male/Female
4. Alternative Lifestyles
5. Truthfulness
45. Group Research
• Form six groups. Assign a leader and an
assistant. Each group will be asked to
pick one general media issue through
drawlots.
• Come up with a group research on the
picked media issue. The research
includes a powerpoint presentation
(maximum of 7 slides)
46. Group Research
The content of the report should be the
following: Assign a task to each member.
1.Title( Specific Media Issue)
2.Scope( What general media issue?)
3. Background and History
4. Target Market/Audience
5. Pros and Cons
6.Suggested Solutions
7.Images/Videos
47. Group Research
Write on a size 4:
Members,
Leader,Assistant and
assigned task to each.
Target Media Issue
48. CRITERIA FOR GRADING:
–Content…………….50
–Clarity………………30
–Organization……..20
–Total……………….100