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the workshop
The document outlines a methodology developed by Kai Platschke to help brands define their strategy and maintain relevance through creative implementation. It emphasizes the importance of understanding brand essence, target groups, and initiating meaningful conversations beyond traditional marketing messages. The approach has been successfully applied in workshops with various well-known brands and is structured around defining actions and projects that engage consumers.
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the workshop
- 1. © 2015 byKai Platschke© 2015 by Kai Platschke© 2014 by Kai Platschke* THE WORKSHOP
- 2. © 2015 byKai Platschke WHY THIS Everyone wants to be relevant, but it is not that easy to be. I have developed a methodology that helps brands to not only define the brand strategy in a way that allows relevance in the first place, but also tackles the steps from strategy to creative in a way, that the newly found relevance doesn'´t get lost on the way! This methodology has been proven successful in workshops with H&M, Mammut, Nespresso, L´Oréal, Beiersdorf, Budweiser, Weight Watchers and others and has been taught at Hochschule Pforzheim, Good School, Hochschule der Medien Stuttgart and at the European Design Institute in Madrid. More background is available in my book, which is still in the making: http://bookof.happyhappyjoyjoy.de Please get in touch with me if you want to know more: kai@platschke.de
- 3. © 2015 byKai Platschke BRAND ESSENCE BRAND BELIEF PLAYGROUND BRAND ROLE BEHAVIOUR PROJECT ACTIVATION IDEAS TARGET GROUP
- 4. © 2015 byKai Platschke BRAND ESSENCE BRAND BELIEF PLAYGROUND BRAND ROLE BEHAVIOUR PROJECT ACTIVATION IDEAS There are brands that know exactly who they are, because it hasn´t really changed over the last 100 years. But then there are products that have never really been more than just a product and suddenly need to be something more. In this case we will try to find this essence right here. This is also the point, where international comes in: Often local brands need to adhere to global strategic platforms. Then this will be reflected here and everything else will be build upon. This makes the framework very flexible – putting the focus either on the strategic brand part or on the executional implications – or on both. TARGET GROUP
- 5. © 2015 byKai Platschke BRAND ESSENCE BRAND BELIEF PLAYGROUND BRAND ROLE BEHAVIOUR PROJECT ACTIVATION IDEAS The best brands have been founded on a true purpose. There was a strong need that they wanted to deliver against or they fell in love with a certain target group that they are 100% committed to ever since. Why do you exist? What do want on this planet? And also: Why do you work for this company personally? What do you really want to achieve with this brand? TARGET GROUP
- 6. © 2015 byKai Platschke BRAND ESSENCE BRAND BELIEF PLAYGROUND BRAND ROLE BEHAVIOUR PROJECT ACTIVATION IDEAS I have seen so many different extensive target group definitions that say nothing really. Let´s try to go further and truly understand exactly who this person is and where in life he or she is currently – what are their needs, their wishes, their friends, their dreams, etc. Once I worked for an outdoor brand that wanted to target the people that are right now trying to climb mountains higher than 2000m– well, that´s the kind of exact description that every brand should be looking for. What is your 2000m line and how can it be beaten? TARGET GROUP
- 7. © 2015 byKai Platschke BRAND ESSENCE BRAND BELIEF PLAYGROUND BRAND ROLE BEHAVIOUR PROJECT ACTIVATION IDEAS The first step of having a purpose on this planet as a brand and to make people listen to what you have to say and have them have a conversation with you, is to know, what you wanna talk about. Always saying that your product is superior to others and that right now you can get 10% off if you buy two, will not be enough to fill a Facebook page, a Twitter profile, a Pinterest wall and what have you. I mean, it wouldn´t fill a conversation between friends neither, would it? So, is there a field of interest that comes directly out of your essence/ belief/ product idea? Could it be based on interests of your customers (music, film, theatre, sports, etc.)? What is it? Or what could it be? What´s the options? TARGET GROUP
- 8. © 2015 byKai Platschke BRAND ESSENCE BRAND BELIEF PLAYGROUND BRAND ROLE BEHAVIOUR PROJECT ACTIVATION IDEAS And then – if the playground was, let's say: sports. What kind of sport? Professional or amateur? Results or emotions? What is your stake within this playground? What is your role in the lives of your people (formerly known as “target group”)? What are you on earth for? What will make them turn to you? What do the people need? What could you give to them? When do you want to be there for them? TARGET GROUP
- 9. © 2015 byKai Platschke BRAND ESSENCE BRAND BELIEF PLAYGROUND BRAND ROLE BEHAVIOUR PROJECT ACTIVATION IDEAS Ok, we are here because you are serious when you say that you have understood that the “age of messages” is finally over and that brands need to “do” things. Well, this is the moment when the “butter comes by the fishes” (as the Germans would say …). Let´s define a couple of words that describe the BEHAVIOUR that your brand wants to show from today on. These words need to be VERBS. Verbs are the kind of words that describe actions. And you need actions! This is done BEFORE we decide which media we will use. Media will follow the objective, not the behaviour the media! TARGET GROUP
- 10. © 2015 byKai Platschke BRAND ESSENCE BRAND BELIEF PLAYGROUND BRAND ROLE BEHAVIOUR PROJECT ACTIVATION IDEAS In the workshop we will be preparing the basis for your next marketing coup. This a project, right? We should look at communication pieces more often the way we see “projects” ö also from the perspective of consumers. What is your next project, you would like to involve other people in? The strategy now defines what a good project would be. The points we defined before give us the guidelines when developing a nice new project. That´s a big fun part in the workshop because pieces start coming together, we might go back and review some other things so that they would make more sense, we would have a list of criteria ready to evaluate each idea and we would not stop before we are all happy with what we have found! TARGET GROUP
- 11. © 2015 byKai Platschke BRAND ESSENCE BRAND BELIEF PLAYGROUND BRAND ROLE BEHAVIOUR PROJECT ACTIVATION IDEAS You might want to do that with your ad agencies after the workshop, but usually everyone involved would start to think about concrete ideas already and we would not want to lose that momentum! We have the behavioural pillars, we have a role in the lives of the consumer, a playground and a project. The activation ideas now bring the project to life – in whatever media channel is most appropriate. TARGET GROUP
- 12. © 2015 byKai Platschke TWO DAYS All this can be done in a 2-3 day workshop, plus a good preparation beforehand and recap afterwards. Participants should be the marketing people of the brand (2-3), external consultants/ agencies that know the brand well (e.g. event, social or pr, 1-2) and us* (1-2) - a total of approximately 6. DAY01 DAY02 Introductions, objectives, common ground Framework Brand, target group, playground and role Projects, actions and channels Testing the above Decisions and next steps
- 13. © 2015 byKai Platschke© 2015 by Kai Platschke© 2014 by Kai Platschke* THAT´S IT. THANK YOU FOR READING. Kai Platschke Consultant Köpenicker Str. 95 10179 Berlin Germany +49 151 675 132 81 kai@platschke.de www.platschke.de