The document outlines strategies for building brand love by focusing on penetrating consumer insights, understanding culture, crafting distinctive brand characters, optimizing creative ideas through consumer feedback, and activating brands across all touchpoints. It provides case studies on how these strategies were applied to help brands like Tums, Advil, Pampers, Nature Valley, and Martell drive deeper connections with consumers through more profound cultural understanding, compelling creative concepts, and fully integrated 360-degree brand experiences.

1. Building Blocks to Brand Love

2. Weak brand character
development
Too much focus on
science as the
differentiator
Not enough of an
external facing view of
how GSK brands
compete for ears and
eyeballs with so many
other brands
Lack of consumer
empathy- talk about
them as if they belong
to GSK
Creative development hurdles
A need to unlock BIG ideas and 360 degree platforms
that drive real Brand Love
Too few sources of
inspiring consumer insight

3. How to achieve Brand Love
Penetrating target insight
Profound cultural understanding
Build more
powerful
emotional
connections
Distinctive brand character creation
Creative optimization
360˚ Activation
Prepared for Client Co Name
Project Name or Code Name
November 14, 2013
Confidential
2

4. Penetrating target insight
Start with people, not product



Gain real understanding of targets’ lives &
motivations
Techniques to unlock deep insight

Capture the deep-rooted needs and desires that
science must deliver on
Probe how consumers use categories and how
brands fit into their lives
Prepared for Client Co Name
Project Name or Code Name
AV-id on line communities with tailor-made tasks
recorded over time and designed to capture
creative/emotional and in-the-moment experiences



Relationship to products/brands
Deprivation
Immersive Ethnography to fully experience
consumers lives and routines
November 14, 2013
Confidential
3

5. Penetrating target insight for Tums
Copers feel victimized by life and
need emotional support from their
GI products.
My indigestion…
I surely indulge and stuff my face.
Then to the sofa, to find my place.
It doesn't take long until I feel the burn.
Ugh...not this again, to the medicine cabinet I turn.
There it is, a bottle of relief, down it comes.
It's soothes and relieves, oh my bottle of Tums.
I take two and chew them up and quickly swallow.
I vow to do better and in my self-pity, try not to wallow.
Pretask output for GI Digital Platform
Prepared for Client Co Name
Project Name or Code Name
November 14, 2013
Confidential
4

6. Profound cultural understanding
Complement target insight with
a fresh cultural perspective


Bring to light the things consumers can’t tell us:
the cultural and social contexts that shape their
behavior and actions.
Decode the meanings behind the messages
that influence the way they think
about the world.
Prepared for Client Co Name
Project Name or Code Name
Communications
Decoder Methods



Analysis of ads/packs/social media to define and
map category, brand codes and/ or concepts
such as ‘pain’ or ‘energy’,
Identification of recurring themes or ‘territories’
that group codes together
Stretch to adjacent categories to inspire ideas for
fresh expression that can springboard directly into
creative development
November 14, 2013
Confidential
5

7. Profound cultural Insight for Advil
Stop looking for expressions of
superior efficacy. Find the most
compelling way to convey relief.
Prepared for Client Co Name
Project Name or Code Name
November 14, 2013
Confidential
6

8. Distinctive brand character creation
Craft a unique brand personality
to combat parity



So often it is not what, but how things are said
that we remember
Defining the unique ‘human’ qualities of a brand,
such that we know it like a familiar person, is a
sure way to build deeper emotional connections
and loyalty with our audience.
But 4 or 5 words can’t provide adequate depth
and clarity as to who a brand is.
Prepared for Client Co Name
Project Name or Code Name
Building
Brand Character


The CharacterLab™ method, based on Jungian
principles, measures the intensity of a brand’s
current archetypes against those of competitors.
Results are used as a framework to orient brand
character choices and develop rich character
portraits, with precise guidelines for how the brand
should speak and behave.
November 14, 2013
Confidential
7

9. Distinctive brand character creation for Pampers
Turn respect into love.
Reconnect with moms.
Show them you understand the
reality and aspirations of modern
parenting while embracing a
warmer, wiser and more
joyful character.
Prepared for Client Co Name
Project Name or Code Name
November 14, 2013
Confidential
8

10. Iterative creative optimization
Bring consumers into the creative
development process early
OptimizerTMing
Creative Routes
Optimizer™ is a ‘hot recycling’ approach that
efficiently maximizes the potential of each idea.

Consumers rarely generate good creative ideas.


But they can help to determine whether an idea
has legs. And they can help creative teams to
understand how to make a good idea great.

Consumers discuss each creative concept while
the creative/client team observes and assesses
reactions in the light of key objectives

First-hand feedback allows creatives to quickly
hone the ideas felt to have most potential, These
refined ideas are then submitted to the next round
of groups for validation.

Very early-stage creative concepts can be
explored with greater freedom and lower risk,
giving an indication of potential and pointers for
further development
Prepared for Client Co Name
Project Name or Code Name
November 14, 2013
Confidential
9

11. Iterative creative optimization for Nature Valley
The Naturalness territory is
overused. Optimizer helped us to
choose the most stand-out creative
idea to express Nature Valley’s
brand of naturalness:
‘Nature without Artifice.’
Prepared for Client Co Name
Project Name or Code Name
Nature without artifice
November 14, 2013
Confidential
10

12. 360˚ Activation
Ensure the brand is mobilized for 360˚ action

The best brand strategy is powerless if not
activated across relevant target touch-points.

Increasingly, TV is no longer the primary vehicle.
A campaign’s actionability must be pressure-tested
beyond traditional media and across multiple
channels.
The 360˚ Activation sessions



Prepared for Client Co Name
Project Name or Code Name
An inspiring experience for client and (multiple)
agency teams that combines deep brand
immersion with co-creation of the 360˚ action plan.
Brand immersion leads to identification of a ‘big
idea’ activation platform which is used to ideate
across key touch points, using a day in the life
consumer journey exercise.
Teams leave the room aligned behind an exciting
action plan rooted in the brand’s character and
including clear next steps/commitments.
November 14, 2013
Confidential
11

13. 360˚ Activation for Martell
True 360˚ planning helped a crossfunctional client/agency team to reach
beyond TV to all potential points of
encounter. Shared experience built buyin to a clear activation plan. Roll-out of
the activation program is underway
following a successful launch.
Prepared for Client Co Name
Project Name or Code Name
November 14, 2013
Confidential
12