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Strategy Toolkit


                 ë




Owned Admarcom
Strategy Toolkit
Some words of caution:

- “When you have a hammer,
   every problem seems a nail”
- “A bad workman blames his tools”
- “Tools not rules”
- “Transpiration to aid Inspiration”
Other Agencies/Clients Experience


                   BDDP
                             BBDO

        Unilever



     R+C

                                    Saatchi
      Kraft
      Jacobs                     Euro
                                 RSCG
                                 France
               P&G        Coca
                          Cola
Other Agencies/Clients Experience
                                                                  Euro RSCG                     Kraft                     Eckes-
                                 BDDP   BBDO   McCann   Saatchi     France    Coca Cola   P&G   Jacobs   R+C   Unilever   Granini
Analysis of status
(descript. of situation, SWOT)
                                  x      x       x        x          x           x                        x       x
Advertising
objects
                                  x      x       x        x          x           x         x      x       x
Source of business                                                               x
Target group                      x      x       x        x          x           x                x       x       x         x
Product/Consumer
Benefit/Brand Promise
                                  x      x       x        x          x           x         x      x       x       x         x
Reason Why/Support                x      x       x        x          x           x         x      x       x       x         x
Brand Character/
Personality
                                                 x                                         x      x               x
Key Focus                         x                                                        x                      x
Tonality/Stil                            x                x          x                                            x         x
Consumer Insight                                 x                                         x      x
Positioning                                                                                       x       x       x         x
Selling/Advertising
Idea
                                                 x                                                x
Mandatories                              x                x                                x              x       x         x
Formalities                                      x                               x                        x                 x
Brand Vision                      x
Brand as a Person                                                    x                                            x
Brand Architecture                                                                                                x
Laddering                         x
Disruption                        x



                          Owned Admarcom
Learnings

Most agencies and clients have the same elements in common
 Benefit/Promise

 Reason why/Support

 Character/Tonality

 Target Group

 Advertising Objective

 Situation Analysis
Learnings


Points of difference:
 Selling/Advertising Ideas already in brief (KJS, McCann)

 Consumer Insight (P&G, Kraft Jacobs, Euro RSCG France)

 Brand Positioning (Unilever, R+C, Eckes-Granini)

 Brand Architecture/Toolbox (Unilever)

 Brand as a Person (Euro RSCG)

 Brand Vision (BDDP, R+C)

 Strategic Laddering (BDDP)

 Key Focus (P+G)

 Analysis of Status (McCann, R+G)
Admarcom Planning Form Criteria

      A strategic creative and planning form that incorporates the proven
       elements of other agencies and clients

      In addition, our planning form contains elements that provide
       proprietary Admarcom elements for extra inspiration
Toolkit Contents
Toolkit Contents

   The digging process
   Brand audit
   Positioning development
   Idea process
   Strategic stairway
   Creative briefing form
Toolkit Contents

   The digging process
   Brand audit
   Positioning development   War Rooms
   Idea process
   Strategic stairway
   Creative briefing form
War Rooms

      Our collaborative approach to planning and strategic development,
       involving all agency and client groups for input and idea generation
War Rooms




    Blijft eigendom van Admarcom
Toolkit Contents

   The digging process
   Brand audit
   Positioning development
   Idea process
   Strategic stairway        War Rooms Rooms
                                     War
   Creative briefing form
Proposed Instruments


      The Digging
        Process
Definition

   A qualitative and quantitative intuitive approach to uncover key facts
    and feelings
      Dig into the consumer.

      Dig into the market.

      Dig into the brand/product.

      Dig into the competition.

      Just dig!
Method
   Define a project team
      Project team:
        Study and analyze available material if possible including own
        experience with product and consumer closeness (formal or
        informal talk with consumer)
      Digging session:
        In brainstorming type of session, project team members write down
        10-20 facts and feelings per “dig”
      Each dig is reduced to 2-3 major facts and feelings
Toolkit Contents

   The digging process
   Brand audit
   Positioning development
   Idea process
   Strategic stairway        War Rooms
   Creative briefing form
Proposed Instruments

      THE BRAND
        AUDIT
               ?
            in 9 steps
?
           Definition

       A questionnaire to unearth the key brand equities, values, assets, strengths,
        weaknesses and opportunities

       The phase in which you explore the elements that could be used to determine
        strategy
?   Step 1:
    Product Interrogation

                 Broader investigation of its quality, usefulness, performance,
                  functional

                  e.g.
                  Product superiority         : Araldite,
                                                the strongest adhesive
                  Know-how                    : Stouffer, the closest
                                                to home-cooking
                  Special ingredient          : polished with walnut oil
                  Country of origin           :
                  Price characteristics       : less expensive, more
                                                expensive, special offer
?   Step 1:
    Product Interrogation
             This also involves
                Product comparison

                Transforming a handicap into an opportunity
                  Orangina:        shake up the pulp
                Exploiting a product reality
                  Raider:          2 satisfying snack fingers
                                   Made by hand
                Amplifying a detail
                  Orangina:        shake up the pulp
?   Step 1:
    Product Interrogation

             This also involves
                Dramatize know-how/demand
                  Lustucru:          rice selected grain by grain
                                     Made by robots
                Torture test, stress conditions under which tough
                  conditions does the product do very well
                Others
?   Step 2:
    Brand Archaeology
           Inherited characteristics : significant events in its past, core values,
            advertising, biography, founding fathers
            e.g.
            History              : Sir Thomas Lipton
            Founder              : Club Med, Trigano saga, happiness
            Values               : Stouffer : tradition, authenticity
?   Step 2:
    Brand Archaeology

           This also involves
              Relying on segment values when a leader    : Danone:health
              Updating history and values :
                Club Med:       individualist happiness
              Celebrities or experts use it

              Ways of using the product :
                sharing, giving, playing...
?   Step 3:
    Brand Character

             Name:
             Physical nature: an attribute or a product superiority
             Character: a psychological attribute, a reason to love the brand
             Style: the look of the brand, its preferred modes of
              expression: (sound, music, colour, words) that
              make up its formal “territory”
             Spirit : The values of the brand, the role it wants to
              play in our society
?   Step 4:
    Competitive Environment
           The dynamics of its position in relation to its competitors

           Brand enemies : why ?
              Avis    : When your are only n° 2 you try harder
              Pepsi   : Pepsi generation versus Coke
?   Step 4:
    Competitive Environment

       What is the source of the brand business

       Where is the best growth opportunity ?
?   Step 5:
    Brand Experience

       Its rational and emotional image in the eyes of the consumers, what the   brand
        expresses and represents
           Hamlet           : reassuringly comforting amidst the
                               stresses of everyday life
           Prudential       : hope

       How the product effect people’s lives

       How people feel when using the product
?   Step 6:
    Brand’s Point of View

       In what circumstances does the consumer come into contact with the brand ?
           Oil of Olay         : young girls versus women around 40
           McDonald's          : children
       It also involves shifting the debate :
           Volvo or Peugeot 806 : not the car, not the driver but the child

       Disadvantages for non users :
           What they are missing
?   Step 7:
    Reasons for Loyalty
       What is it, in the entire chain of contacts between brand and buyers, that
        ensures that loyalty will be maintained or, conversely, will be betrayed or broken
        ?

            Peugeot :        The showroom is the n° 1 loyalty factor.
                              The “points” card will therefore be
                              given out/allocated by the network,
                              hence by the dealer.
?   Step 7:
    Reasons for Loyalty

       These two points, point of entry and loyalty chain, are the primary tools in a
        resource strategy which will consist of allocating to each of     the
        communication resource mix :
          a target

          a role

          a specific time of action
?   Step 8:
    Brand Ambition

       Strategic thinking behind the brand (company business plan, interview with
        managing or marketing director).
          Steve Jobs            :liberating man from machines
          Chrysler              :Lee Iacocca
            Vision               : who we want to be :
          tomorrow versus today

          desire versus reality
?   Step 9:
    Communication Mix

       Aspects of its personality expressed across the different forms of
        communication : coherence, use of a concept, etc...
Toolkit Contents

   The digging process
   Brand audit

   Positioning development
   Idea process              War  Rooms
   Strategic stairway
   Creative briefing form
Proposed Instruments




        POSITIONING
       DEVELOPMENT
Definition
   The brand positioning is the most basic of all strategic statements about
    the brand. It helps to focus, guide and anchor all future marketing
    efforts. It is written by marketers, for marketers, in their language. It is
    not a consumer statement.
Definition
   The positioning statement creates a unique brand identity that
      provides a clear purchase rational for the consumer

      distinguishes the business in the consumers’ perception of the
        competitive frame
      moves beyond brand identity, to consumer identity, helping
        consumer to position themselves in the mind of their public
What Brands Mean
   Brands are much more than products.

   “A product exists on the supermarket shelf. A brand resides in
    consumers’ minds”
Positioning
   Is akin to two marketing concepts which are often used: mission and
    vision. Akin, because it is not exactly the same. What are the similarities
    and differences?
Mission
   Is commonly used to explain the business a company is in or wants to be
    in. As such, the term mission has meaning largely internally to the
    company itself.
Vision
   Implies a strong future orientation. A vision defines not only “who we
    are”, but also “who we want to be”.
Elements and Questions
   Five elements that bring the positioning to life and five questions which help it to birth

        Target group: To whom are you advertising to?

        Brand character: Who is your brand?

        Competitive frame: Where is the brand’s business?

        Brand promise: What get the consumer from the brand?

        Support: Why should consumer believe in your brand?
Element 1:
    Target Group

   Describe the people most likely to buy your brand
        Who they are, how old, their interests, aspirations
        Define them by their relationship to the brand
Element 1:
    Target Group


   Good example:
    Women, married or living together with man, driving a small sized, new
    bought (within last three years) car as a second household car, very
    fashion oriented and francophile with above normal household income
    in the age of 25-40. Brands in their relevant set are: x, y and z.
   Bad example:
    Women 25-40
Element 2:
    Brand Character


   Definition
    The brand character creates an affinity between the brand and the
    consumer that goes beyond the physical characteristics and benefits of
    the brand and describes how the consumer feels about the brand at
    emotional level
Element 2:
    Brand Character


   Use all available qualitative and quantitative research to define the
    brand character
   Describe the brand as a person and use brainstorming techniques to
    analize the brand character in depth and detail
   Ask how the brand character can be developed
   Use trends and social changes to develop the character long term
Element 2:
    Brand Character


   Good example:
    Mr. Proper is the housewives secret helper. What is work for others is
    play for him

   Bad example:
    Mr. Proper is always helpful and service oriented
Element 3:
    Competitive Frame


   Definition
    The competitive frame describes the consumers’ grouping of products
    with the brand competes to satisfy a specific need. It may or may not
    coincide with the manufacturer’s notion of competitive framework.
Element 3:
    Competitive Frame


   The key questions:

        What is the source of the brand’s business?

        Where is the best growth opportunity?
Element 4:
    Brand Promise


   Definition
    The consumer benefit or promise expresses what the brand can fully
    (and hopefully uniquely) deliver to the consumer. The consumer benefit
    has to be single minded and is the reward the consumer will get by using
    the brand either in form of objective performance or subjective
    experience.
Element 5:
    Support

   Definition
    The support or reason why statement delivers the proof for the benefit.
    Depending upon the Consumer Benefit made, the choice of the support
    can be found in the product’s price (economy), ingredients, its position
    in the market (leading brand), a consumer perception (dependability) or
    company value/reputations (Betrix).
The Positioning Formula

  For teenager,                              Brand Beer
  Target consumer                             Brand name


is the empathic expert                for pimple problems

   Brand character                    Product/Competitive Frame


   that help to stop pimple before they start because

                         Brand promise


it cleanses pore-deep to visibly remove the pimple causing elements


                            Support
THE CHALLENGE OF
     CHANGE


  Presentation to Heineken
THE POSITIONING FORMULA

FOR YOUNG ADULTS
       (Target consumer)       (Brand name)


          (Brand character)             (Product/Competitive Frame)

THAT




                           (Brand promise)
BECAUSE


                        (Support)
THE POSITIONING FORMULA

FOR YOUNG ADULTS                HEINEKEN
       (Target consumer)       (Brand name)


          (Brand character)             (Product/Competitive Frame)

THAT




                           (Brand promise)
BECAUSE


                        (Support)
THE POSITIONING FORMULA

FOR YOUNG ADULTS                HEINEKEN
       (Target consumer)       (Brand name)

IS THE UNCONVENTIONAL LEADER
          (Brand character)             (Product/Competitive Frame)

THAT




                           (Brand promise)
BECAUSE


                        (Support)
THE POSITIONING FORMULA

FOR YOUNG ADULTS                HEINEKEN
       (Target consumer)       (Brand name)

IS THE UNCONVENTIONAL LEADER             AMONG BEER BRANDS
          (Brand character)             (Product/Competitive Frame)

THAT




                           (Brand promise)
BECAUSE


                        (Support)
THE POSITIONING FORMULA

FOR YOUNG ADULTS               HEINEKEN
       (Target consumer)      (Brand name)

IS THE UNCONVENTIONAL LEADER            AMONG BEER BRANDS
          (Brand character)           (Product/Competitive Frame)

THAT
PROVIDES SPIRITUAL AND PHYSICAL REFRESHMENT
BEYOND WHAT HAS EVER BEEN THOUGHT POSSIBLE IN THIS
WORLD
                    (Brand promise)
BECAUSE


                        (Support)
THE POSITIONING FORMULA

FOR YOUNG ADULTS               HEINEKEN
       (Target consumer)      (Brand name)

IS THE UNCONVENTIONAL LEADER            AMONG BEER BRANDS
          (Brand character)           (Product/Competitive Frame)

THAT
PROVIDES SPIRITUAL AND PHYSICAL REFRESHMENT
BEYOND WHAT HAS EVER BEEN THOUGHT POSSIBLE IN THIS
WORLD
                    (Brand promise)
BECAUSE
OF ITS IRREFUTABLE, UNCOMPROMISING PURITY.
                        (Support)
Heineken can become
 THE BEST BEER IN THE
      UNIVERSE;
   or more specifically…
THE MOST REFRESHING
BEER IN THE UNIVERSE
Toolkit Contents


   The digging process
   Brand audit
   Positioning development
   Idea process              War Rooms
   Strategic stairway
   Creative briefing form
Proposed Instruments




                  IDEA

Inspiring the Development of Effective Advertising
Definition

   A systematic step-by-step approach to generate consumer insights and
    selling (advertising) ideas
Search and Reapply

   Based on planning methods deployed by many agencies and companies:
        JWT                              Wells Rich Greene/BDDP
        Euro RSCG                        Philip Morris
        Saatchi & Saatchi                Leo Burnett
        Unilever                         Young & Rubicam
        P&G                              KJF
Objective

   To provide tools that will help to improve the quality of the copy
    development strategy, specifically in the areas of:
        ‘Insights’

        ‘Advertising Ideas’


    At the same time providing inspiration for post-strategic creative
    process.
Idea Eggs

Brand: ..................................................................................
Strategic promise: .............................................................

                       NOW

                DO:
                ................................
                ................................




                Strategic Obstacle
                THINK:
                ................................
                ................................
Idea Eggs

Brand: ..................................................................................
Strategic promise: .............................................................

                       NOW                                     FUTURE

                DO:                                         DO:
                ................................            ................................
                ................................            ................................




                Strategic Obstacle                                   Insight
                                                            What if .... THINK:
                THINK:
                                                            ................................
                ................................
                                                            ................................
                ................................
Idea Eggs


Brand: ..................................................................................
Strategic promise: .............................................................

                       NOW                                                      FUTURE

                DO:                                                          DO:
                ................................                             ................................
                ................................                             ................................
                                           ADVERTISING IDEA
                                              ................................
                                              ................................
                Strategic Obstacle                                                    Insight
                                                                             What if .... THINK:
                THINK:
                                                                             ................................
                ................................
                                                                             ................................
                ................................
Idea Eggs in Steps

1. Strategic Obstacle
Idea Eggs in Steps



1. Strategic Obstacle

2. Consumer Insights
Idea Eggs in Steps



1. Strategic Obstacle

2. Consumer Insights

3. Advertising Ideas
Step 1:
Strategic Obstacle


        NOW                                                      FUTURE

 DO:                                                          DO:
 ................................                             ................................
 ................................                             ................................
                             ADVERTISING IDEA
                               ................................
                               ................................
 Strategic Obstacle                                                    Insight
                                                              What if .... THINK:
 THINK:
                                                              ................................
 ................................
                                                              ................................
 ................................
Step 1:
           Strategic Obstacle

   A strategic obstacle is the thinking of a (large) number of consumers, that
    forms a barrier between what they do and what you want them to do in
    future.

   A well-defined strategic obstacle helps to develop better consumer insights.

   A strategic obstacle is often a mirror version of a consumer insight.
Step 1 - Strategic Obstacle
               Determine Steps


   Define business strategy and translate in consumer behaviour

    Build user base         Buy/use my brand

    Build frequency         Buy/use me more often

    Loyalty                 Stay with my brand
Step 1 - Strategic Obstacle
     Buy / Use My Brand


   Thinking options

        I am not interested (in your benefit)

        I do not believe you deliver your benefit

        I already have your benefit
Step 1 - Strategic Obstacle
     Buy / Use Me More Often


   Thinking options
      Other brands are giving me something more important

      I am afraid that using you more often will harm me (cost me)

      Even if I use you infrequently, I get benefit

      I can get it also from other brands
Step 1 - Strategic Obstacle
     Stay with My Brand


   Thinking options
      I don’t want you no longer

      You are not delivering anymore

      I get it better from other brand

      I like other brand better

      There is another way to get it
Step 1 - Strategic Obstacle
             Find Answers in Research



Attitude Research,             Is your benefit widely accepted?
Image Research,                Is your brand better in the key benefit area?
Advantage Research,            What are the negatives associated with your
Focusgroup Research             brand?
                               Is your benefit attractive (TPM)?
                               Do people believe you deliver?
                               Is your benefit relevant?
Step 1 - Strategic Obstacle
             Find Answers in Research


                               Are people using your brand
Habits,                         differently?
Practices,                     Do your users have different habits?
Focusgroup                     What is the noticability of your superiority?
Step 1 - Strategic Obstacle
             Find Answers in Research



Brand history,                 Is your benefit as attractive as
Focusgroup,                     in the past?
Competitive advertising        Has competition improved?
                               Any demographic / sociological
                                trend effecting appeal?
Step 2:
Consumer Insights


        NOW                                                      FUTURE

 DO:                                                          DO:
 ................................                             ................................
 ................................                             ................................
                             ADVERTISING IDEA
                               ................................
                               ................................
 Strategic Obstacle                                                    Insight
                                                              What if .... THINK:
 THINK:
                                                              ................................
 ................................
                                                              ................................
 ................................
Step 2:
           Consumer Insights


   A consumer insight inspires creatives helping overcome the consumer’s
    strategic obstacle.
   It presents the brand’s promise form a consumer’s point of view, rather than
    a manufacturer’s, adding relevance to the promise and therefore change
    behaviour.
   Consumer insights gets target consumers nodding in agreement.
Step 2 - Consumer Insight
            Types of Insights


   Stemming from the product,
    typically product or habit focussed.

   Stemming from the consumer’s mind,
    psychological, emotional, (not what consumers are doing but) why are
    consumers doing this?
Step 2 - Consumer Insight
            Sources of Insights


   Listen to consumers!
    Talking with consumers!
    Observing consumers!

   Also research reports.

   Also personal usage of product.
Step 2 - Consumer Insight
     Products Insights (checklist)

   Standard of excellence
    What is the standard of excellence in this category?
    (which other brands are not expected to reach)
   Competitive failure
    When do competitive products fail?
   Different product action
    Does the brand work differently from the way consumers think it
    works?
   Special ingredient
    Is there an ingredient that builds credibility?
Step 2 - Consumer Insight
     Products Insights (checklist)


   Specially made
    Is the product made in a very special way?
   Stress conditions
    Under which tough conditions does your product do very well?
   Advantage of using more often
    What do you gain by using the product more often?
   Disadvantage of non-use
    What are the consequences of not using the product?
Consumer Insight
     Step 2 -
     Psychological Insights (checklist)
   Existential influence on life/self
    How the product effects people’s lives?
   Influence on important matters
    What is the most important influence of the product on the things for
    which the product is used?
   Influence on others
    Who will notice that I am (not) using the brand?
   Trust
    Who can I trust to help?
Consumer Insight
     Step 2 -
     Psychological Insights (checklist)
   Influence on feelings
    How do you feel when using the product?
   Influence of surprise
    How do you feel when product’s performance is better than expected?
   New concern
    Can you think of a new problem?




    Blijft eigendom van Admarcom
Step 3:
Advertising Idea

         NOW                                                      FUTURE

  DO:                                                          DO:
  ................................                             ................................
  ................................                             ................................
                             ADVERTISING IDEA
                                ................................
                                ................................
  Strategic Obstacle                                                    Insight
                                                              What if .... THINK:
  THINK:
                                                             ................................
  ................................
                                                             ................................
  ................................




Blijft eigendom van Admarcom
Step 3:
              Advertising Idea


                                                                             Creative
                                                                            Execution
   Copy
Development
  Strategy




             The bridge between copy development strategy and creative
              execution, originating from an insight about the product, brand,
              consumer behaviour or feelings.
Step 3:
    Advertising Idea


   Definition
    An advertising idea combines the promise of a brand with a touch of
    relevant imagination, an original idea, one powerful enough to build
    trust and preference for that brand over a longer period of time. Told in
    a distinctive engaging way through a powerful claim, a demonstration
    or an evocative metaphor. The stimulus with which we evoke the
    response we want from the consumer, it stirs desire and impels action.
Step 3:
    Advertising Idea

   Definition
    An advertising idea is a credible and provocative statement of substance
    about the brand’s main consumer benefit.
Step 3 - Advertising Idea
       Words of Wisdom

“Adds a competitive dimension to the brands strategic benefit”.

“Makes the brand emotionally important”.

“Provides reason to prefer your brand”.

“Is a ‘big idea’ that guides total marketing mix”
  - not only advertising -

“May be a reason why, or an unique visual”.
 - need not even consist of words -

“ The net impression that is left with the consumer”.
Step 3 - Advertising Idea
    Simplest Form

   The “SO ............. THAT ...............” formula
       “So aromatic that it spoils you”.


         “So clean that it shines”.

         “So dry that it is drier than any other diaper”.
          (simplest comparative form)
Step 3 - Advertising
                    Idea
    How to Find Them?
   The sources

   A checklist

   Stylistics exercise

   Hall of fame emulation
Step 3 - Advertising Idea
       The Sources
   Expert opinion
   Archives
   Product tests
   ‘White coat’
   Personal experience
   Advertising competitors
   Other countries
   Brainstorming
Step 3 - Advertising
                     Idea
    Product Characteristics (checklist)
   Ingredients

   Dispenser

   Packaging

   Origin of ingredients

   Country of Origin
Step 3 - Advertising
                   Idea
    Consumer Characteristics           (checklist)


   Celebrities use it, endorse it

   Experts use it, endorse it

   Market leader, everybody uses it

   Exclusive, nobody uses it yet
Step 3 - Advertising   Idea
    Using the Product (checklist)
   Sharing

   Giving (as present)

   To indulge in

   Playing
Step 3 - Advertising
                     Idea
    Manufacturing Process (checklist)
   Made by hand

   Made with microscope

   Made by robots

   Made without compromise
Step 3 - Advertising       Idea
    Surprising Facts (checklist)
   Harvested by hand

   Polished with walnut oil
Step 3 - Advertising
                       Idea
    Price Characteristics (checklist)
   Less expensive

   More expensive

   Special offer

   Price/value relationship
Step 3 - Advertising            Idea
    Product History (checklist)
   Since ..............
    (1975)
   Traditional quality

   Founding fathers, zie website
Step 3 - Advertising     Idea
    Physical Needs (checklist)
   Hunger, thirst

   Sex

   Status, ego fulfilment

   Self actualisation

   Self happiness
Step 3 - Advertising
                     Idea
    Image Characteristics (checklist)
   High quality

   Sympathetic

   Exotic

   Modern, contemporary

   Trustworthy
Step 3 - Advertising
                    Idea
    Disadvantages Non-Users (checklist)
   What you are missing

   Lack of security

   Missed opportunity

   Others will notice non-usage
Step 3 - Advertising
                     Idea
    Direct Comparison (checklist)
   Product comparison

   User comparison

   Comparison with standard of excellence

   Reduced base of comparison
Step 3 - Advertising                   Idea
    Own the Category (checklist)
   Appropriate a characteristic that is generic to category

   Unique problem         Unique solution
Step 3 - Advertising                  Idea
          Stylistic Exercise
   Juxta position -
    It takes a tough man to make a tender chicken.
   Appropriate a role, territory -
    The airline that is uniting the world
   New benefit formulation -
    Just Nupe it (Nuprin)
   Provocative simplicity -
    Coke is it.
   Provocative language -
    Fingerlicking good
Step 3 - Advertising              Idea
          Stylistic Exercise
   Humour, irony, sarcasm, satire -
    Heineken refreshes the parts other beer cannot reach.
   Deep, deep emotion -
    Reach out and touch somebody’s hand
   Poetry -
    Dirt is out, Tide’s in
   Heroics -
    No. 1 oblige
   Deep, deep loyalty -
    Once bitten forever smitten
Step 3 - Advertising
                            Idea
           Hall of Fame Emulation
   Sounds so good, you can tell which brand of piano
   Jump is health food for dogs
   Not just clean, sunshine clean
   Think of it as a sportscar on two wheels
   For hands as soft as your face
   For hands as soft as your daughter’s
   The secret of soft skin
   Washing and conditioning in one
   The penalty of leadership
   The obligation of being No. 1
Step 3 - Advertising
                             Idea
            Hall of Fame Emulation
   It’s Miller time
   One day all watches will be made this way
   It’s the toothpaste, dentists give to their family
   Ask your dentist why
   The ring of self-confidence
   With the extra ‘Bloob’ of cream
   Captain Iglo
   McDonald is always good
   Get heart smart
   Put a tiger in your tank
Step 3 - Advertising
                             Idea
            Hall of Fame Emulation
   The slowest ketchup in the west
   Will be enjoyed by less of you
   Just give us a week and we’ll take of the weight
   Total indulgence, zero guilt
   From sharp minds, come sharp products
   Probably the best beer in the world
   Proud to be your Bud ....
   Wild freshness
   Just do it
   Planet Reebok
Step 3 - Advertising
                             Idea
            Hall of Fame Emulation
   Don’t crack under pressure
   Dirt’s out, Tide is in
   Expert mothers prefer Pampers
   Experts choose Andy
   Top breeders
   I New York (I love New York) 
   April fresh
   It’s a big country and somebody has to furnish it
   Do the Pepsi test
   Test the West
Step 3 - Advertising
                             Idea
            Hall of Fame Emulation
   Lanvin, why not?
   The end of the plain plane
   The ring of self confidence
   If it absolutely, positively has to be there overnight!
   It’s either Ella or memorex
   They laughed when I sat down ...
   Soup on the rocks
   Just for the taste of it
   The renaissance of the American automobile
   More car for your money
Step 3 - Advertising
                            Idea
           Hall of Fame Emulation
   Temperatures never drop below Zerex
   Just nupe it
   Soft on colours, hard on dirt
   Wash and Go
   Healthy choice, the choice is yours
   From the inventors of CD
   Inventing for you
   The greatest show on earth
   200.000 customers,
    we have to earn them every day again
Step 3 - Advertising
                                Idea
               Hall of Fame Emulation
   A great restaurant with a nice museum attached to it
   Would you be more careful, if it were you who got pregnant?
   Precision crafted performance
   Rather fight than switch
   The ultimate driving machine
   World’s favourite airline
   Digests dirt and stains other products leave behind
   Refreshes parts other beers can’t reach
   Do you love one enough to share your last Rollo?
Step 3 - Advertising
                            Idea
           Hall of Fame Emulation
   Dirt can’t hide form intensified Tide
   Now, isn’t that a nice reflection on you?
   It’s the real thing
   The choice of a new generation
   It takes a though man to make a tender chicken
   When the going gets tough, the tough gets going
   Teflon silverstone
   Harvested by moonlight
   Choosy mothers choose Lift
   As if we are you
Step 3 - Advertising
                            Idea
           Hall of Fame Emulation
   The secret of young looking skin
   Don’t grow old gracefully
   Make your skin touchable again
   Come to the flavour
   Mmh, that’s good
   Never underestimate the power of soup
   Blessed are the meek etc.
   Blood, sweat and tears
   The legion is your fatherland
   Always Coca-Cola
Step 3 - Advertising
                            Idea
           Hall of Fame Emulation
   We’ve got to try harder as No. 2
   Luvs is love your baby can feel
   United colours of Benetton
   I’d walk a mile
   Good food costs less at Sainsburry
   The Care Company
   We only sell quality
   The heartbeat of America
   Let’s make things better
Toolkit Contents

   The digging process
   Brand audit
   Positioning development
   Idea process              War  Rooms
   Strategic stairway
   Creative briefing form
Proposed Instruments




              STRATEGIC
            STAIRWAYS
Definition
   A method to determine the focus of the strategy
Advertising Idea
Awareness    ARLA,

Attribute    ARLA, we have already creative and
             inspiring ideas

  Benefit    ARLA, guarantee the best product quality

 Territory   ARLA products, unique aroma for people
             who are creative in cooking and?

  Value      ARLA shows that your family
             values are important for you
             ARLA believes that their values gives
   Role
             happiness, every day
Advertising Idea

Awareness     Pure awareness, relevant for new brands

Attribute

  Benefit

 Territory

  Value

   Role
Advertising Idea

Awareness     Product characteristic:
              - reason why
              - quantifiable phenomenon
Attribute
                (the best sold car in Europe)
              - Permission to believe
  Benefit       (made by experts)

 Territory

  Value

   Role
Advertising Idea

Awareness

Attribute
              The advantage of using the product,
              can be elevated to end-benefit i.e.:
  Benefit     Persil’s whiteness (benefit) shows how
              much you care.
 Territory

  Value

   Role
Advertising Idea

Awareness

Attribute

  Benefit
              Not a benefit, but a mix of form and
              substance focussing on the type of
 Territory    people that (we would like to) use our
              brand (also called lifestyle or image
              advertising).
  Value

   Role
Advertising Idea

Awareness

Attribute

  Benefit

 Territory
              The brand represents or adopts a value
  Value       i.e. mother care, physical exercise.

   Role
Advertising Idea

Awareness

Attribute

  Benefit

 Territory

  Value
              The brand assumes a societal role:
              Benetton: “United colours of Benetton”,
   Role       stands for anti-aids, anti-discrimination
              and pro-condom usage.
STRATEGIC LADDER for ARLA

                            ROLE

                    VALUE

         TERRITORY

       BENEFIT

ATTRIBUTE


             AWARENESS
Toolkit Contents

   The digging process
   Brand audit
   Positioning development
   Idea process              War Rooms
   Strategic stairway
   Creative briefing form
Proposed Instruments



          CREATIVE
        BRIEFING FORM
LISTEN   TO GREAT CREATIVES
Inspire and Motivate




     “A good shepherd stays
         behind the flock.”
What is a Brief ?

   Instructions given to creative people are called brief

    “People are given orders or instructions …
     Artists and professionals are given briefs”.

    “Creative directors just do not take orders”.
What is a Brief ?

   More a request than a order.

   A brief contains a clear objective, but allows recipient to determine
    method and manner to achieve the objective.

   The briefer does not know how the objective will be achieved.
Clear Objectives
   Do not couch in wishy-washy terms e.g.

    “Highly creative and brilliant idea that will increase
     market share.”

   Be specific, also with constraints
    “executional guidelines”, do not over promise including specific budget.
Some Words of Wisdom
1.   The best brief can be used as a headline on a poster.

2.   Be creative in writing the brief.

3.   Be disruptive:
     find out what everybody else is doing (the conventions) and do
     something different.

4.   Find a single minded proposition
     (come alive in a compelling manner).
Some Words of Wisdom

5.   Be brief.

6.   Forget the proposition, focus on the personality instead.

7.   The consumer deserves your respect:
     “The consumer is not a moron …”.

8.   Give creative suggestions ‘starters”:
     “Best ideas come from the doorman.”
     “All ideas should be on the table.”
Some Words of Wisdom

9.    Make it inspiring.
10.   KISS
11.   Avoid jazzing up the obvious (diagrams).
12.   One great word cannot compensate for an
      ordinary / boring proposition.
13.   Write the brief with the intention to change the world: Reach for the
      Stars.
STAR FORM
                   1. Campaign Objective

5. Support


                                   2. Target Audience
                  6. Brand Soul




4. Single Key
   Communication
                           3. Consumer Insight




7. Star dust (executional guidelines)
STAR FORM
                     1. Campaign Objective

  5. Support


                                     2. Target Audience
                    6. Brand Soul



POINTS TO CONSIDER
  4. Single Key
     Communication
                             3. Consumer Insight




  7. Star dust (executional guidelines)
STAR FORM

                       1. Campaign
5. Support                Objective

                                   2. Target Audience
                  6. Brand Soul




4. Single Key
   Communication
                           3. Consumer Insight




7. Star dust (executional guidelines)
STAR FORM
1. Campaign Objective

What do you want the creative team to produce?
 What is the campaign intended to achieve?

 What step on the strategic ladder:
       Awareness
       Attribute
       Benefit
       Value
       Role
   What is the relation to marketing objective e.g.:
       Increase usage
       Increase loyalty
       Achieve trial
STAR FORM

                   1. Campaign Objective

5. Support



                               2. Target
                  6. Brand Soul Audience




4. Single Key
   Communication
                           3. Consumer Insight




7. Star dust (executional guidelines)
STAR FORM

2. Target Audience
   Sociographic and psychographic description
   Describe it in ‘likeable’ terms
   Who are they, how old their interests,
    aspirations and lifestyle
   Define also their relationship with the brand
   Include subjective attitudinal information
   Creatives should know and feel who they
    are talking to
   Take into consideration “influencers”
    who affect the purchase of the product
STAR FORM

                   1. Campaign Objective

5. Support


                                   2. Target Audience
                  6. Brand Soul




4. Single Key
   Communication
                           3. Consumer
                              Insight

7. Star dust (executional guidelines)
STAR FORM
3. Consumer insight
It presents the brand’s promise from a
consumer’s point of view, adding relevance
to a brand’s basic promise
 Product based insights

 Mind related insights e.g.:

      Affects lives / self

      Influence on others

      Trust

      Feelings

      Concern

      Surprise
STAR FORM

                   1. Campaign Objective

5. Support


                                   2. Target Audience
                  6. Brand Soul




4. Single Key
              3. Consumer Insight
   Communication


7. Star dust (executional guidelines)
STAR FORM

4. The single key communication

   Originates from an insight
   Is bridge between strategy and execution
   The single most motivating thing we can
    say about the brand
   Should be single-minded
   Transcends borders, media and time
    (next century)
   You may be “creative” here
STAR FORM

                   1. Campaign Objective

5. Support

                                   2. Target Audience
                  6. Brand Soul




4. Single Key
   Communication
                           3. Consumer Insight




7. Star dust (executional guidelines)
STAR FORM

5. Support
   What can make your promise more believable
   Can be strategic (i.e. special ingredient)
   Can be executional (i.e. testimonial, expert)
   Can become promise itself (harvested in moonlight)
   Can be demonstration
   Can also be deleted!
   Is optional
STAR FORM

                   1. Campaign Objective

5. Support


                                   2. Target Audience

                  6. Brand Soul



4. Single Key
   Communication
                           3. Consumer Insight




7. Star dust (executional guidelines)
STAR FORM
6. Brand Soul (or desired Brand Soul)
     Can be more important than a promise /
      proposition
     Represents the “heart”behind the brand
     Should be in harmony with other points
     Is a vivid expression of the relationship
      consumers will have with the brand
     Sets the tone, style and manner
STAR FORM

              1. Campaign Objective

5. Support


                              2. Target Audience
              6. Brand Soul




4. Single Key
   Communication
                     3. Consumer Insight




7. Star dust
   (executional guidelines)
STAR FORM

7. Star Dust
   Executional guidelines
   Mandatory's / inclusions
   Logo size packshot
   Corporate style
   “Holy cows”
   Plain political
    suggestions
    (for consideration only)
STAR FORM
                     1. Campaign Objective

  5. Support


                                     2. Target Audience
     Over to you:   6. Brand Soul


Put your signature on
      the brief
  4. Single Key
     Communication
                             3. Consumer Insight




  7. Star dust (executional guidelines)
Admarcom Strategy Toolkit




      By Henk Terol-2011

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International Branding Toolkit admarcom

  • 1. Strategy Toolkit ë Owned Admarcom
  • 2. Strategy Toolkit Some words of caution: - “When you have a hammer, every problem seems a nail” - “A bad workman blames his tools” - “Tools not rules” - “Transpiration to aid Inspiration”
  • 3. Other Agencies/Clients Experience BDDP BBDO Unilever R+C Saatchi Kraft Jacobs Euro RSCG France P&G Coca Cola
  • 4. Other Agencies/Clients Experience Euro RSCG Kraft Eckes- BDDP BBDO McCann Saatchi France Coca Cola P&G Jacobs R+C Unilever Granini Analysis of status (descript. of situation, SWOT) x x x x x x x x Advertising objects x x x x x x x x x Source of business x Target group x x x x x x x x x x Product/Consumer Benefit/Brand Promise x x x x x x x x x x x Reason Why/Support x x x x x x x x x x x Brand Character/ Personality x x x x Key Focus x x x Tonality/Stil x x x x x Consumer Insight x x x Positioning x x x x Selling/Advertising Idea x x Mandatories x x x x x x Formalities x x x x Brand Vision x Brand as a Person x x Brand Architecture x Laddering x Disruption x Owned Admarcom
  • 5. Learnings Most agencies and clients have the same elements in common  Benefit/Promise  Reason why/Support  Character/Tonality  Target Group  Advertising Objective  Situation Analysis
  • 6. Learnings Points of difference:  Selling/Advertising Ideas already in brief (KJS, McCann)  Consumer Insight (P&G, Kraft Jacobs, Euro RSCG France)  Brand Positioning (Unilever, R+C, Eckes-Granini)  Brand Architecture/Toolbox (Unilever)  Brand as a Person (Euro RSCG)  Brand Vision (BDDP, R+C)  Strategic Laddering (BDDP)  Key Focus (P+G)  Analysis of Status (McCann, R+G)
  • 7. Admarcom Planning Form Criteria  A strategic creative and planning form that incorporates the proven elements of other agencies and clients  In addition, our planning form contains elements that provide proprietary Admarcom elements for extra inspiration
  • 9. Toolkit Contents  The digging process  Brand audit  Positioning development  Idea process  Strategic stairway  Creative briefing form
  • 10. Toolkit Contents  The digging process  Brand audit  Positioning development War Rooms  Idea process  Strategic stairway  Creative briefing form
  • 11. War Rooms  Our collaborative approach to planning and strategic development, involving all agency and client groups for input and idea generation
  • 12. War Rooms Blijft eigendom van Admarcom
  • 13. Toolkit Contents  The digging process  Brand audit  Positioning development  Idea process  Strategic stairway War Rooms Rooms War  Creative briefing form
  • 14. Proposed Instruments The Digging Process
  • 15. Definition  A qualitative and quantitative intuitive approach to uncover key facts and feelings  Dig into the consumer.  Dig into the market.  Dig into the brand/product.  Dig into the competition.  Just dig!
  • 16. Method  Define a project team  Project team: Study and analyze available material if possible including own experience with product and consumer closeness (formal or informal talk with consumer)  Digging session: In brainstorming type of session, project team members write down 10-20 facts and feelings per “dig”  Each dig is reduced to 2-3 major facts and feelings
  • 17. Toolkit Contents  The digging process  Brand audit  Positioning development  Idea process  Strategic stairway War Rooms  Creative briefing form
  • 18. Proposed Instruments THE BRAND AUDIT ? in 9 steps
  • 19. ? Definition  A questionnaire to unearth the key brand equities, values, assets, strengths, weaknesses and opportunities  The phase in which you explore the elements that could be used to determine strategy
  • 20. ? Step 1: Product Interrogation  Broader investigation of its quality, usefulness, performance, functional e.g. Product superiority : Araldite, the strongest adhesive Know-how : Stouffer, the closest to home-cooking Special ingredient : polished with walnut oil Country of origin : Price characteristics : less expensive, more expensive, special offer
  • 21. ? Step 1: Product Interrogation  This also involves  Product comparison  Transforming a handicap into an opportunity Orangina: shake up the pulp  Exploiting a product reality Raider: 2 satisfying snack fingers Made by hand  Amplifying a detail Orangina: shake up the pulp
  • 22. ? Step 1: Product Interrogation  This also involves  Dramatize know-how/demand Lustucru: rice selected grain by grain Made by robots  Torture test, stress conditions under which tough conditions does the product do very well  Others
  • 23. ? Step 2: Brand Archaeology  Inherited characteristics : significant events in its past, core values, advertising, biography, founding fathers e.g. History : Sir Thomas Lipton Founder : Club Med, Trigano saga, happiness Values : Stouffer : tradition, authenticity
  • 24. ? Step 2: Brand Archaeology  This also involves  Relying on segment values when a leader : Danone:health  Updating history and values : Club Med: individualist happiness  Celebrities or experts use it  Ways of using the product : sharing, giving, playing...
  • 25. ? Step 3: Brand Character  Name:  Physical nature: an attribute or a product superiority  Character: a psychological attribute, a reason to love the brand  Style: the look of the brand, its preferred modes of expression: (sound, music, colour, words) that make up its formal “territory”  Spirit : The values of the brand, the role it wants to play in our society
  • 26. ? Step 4: Competitive Environment  The dynamics of its position in relation to its competitors  Brand enemies : why ?  Avis : When your are only n° 2 you try harder  Pepsi : Pepsi generation versus Coke
  • 27. ? Step 4: Competitive Environment  What is the source of the brand business  Where is the best growth opportunity ?
  • 28. ? Step 5: Brand Experience  Its rational and emotional image in the eyes of the consumers, what the brand expresses and represents  Hamlet : reassuringly comforting amidst the stresses of everyday life  Prudential : hope  How the product effect people’s lives  How people feel when using the product
  • 29. ? Step 6: Brand’s Point of View  In what circumstances does the consumer come into contact with the brand ?  Oil of Olay : young girls versus women around 40  McDonald's : children  It also involves shifting the debate :  Volvo or Peugeot 806 : not the car, not the driver but the child  Disadvantages for non users :  What they are missing
  • 30. ? Step 7: Reasons for Loyalty  What is it, in the entire chain of contacts between brand and buyers, that ensures that loyalty will be maintained or, conversely, will be betrayed or broken ?  Peugeot : The showroom is the n° 1 loyalty factor. The “points” card will therefore be given out/allocated by the network, hence by the dealer.
  • 31. ? Step 7: Reasons for Loyalty  These two points, point of entry and loyalty chain, are the primary tools in a resource strategy which will consist of allocating to each of the communication resource mix :  a target  a role  a specific time of action
  • 32. ? Step 8: Brand Ambition  Strategic thinking behind the brand (company business plan, interview with managing or marketing director).  Steve Jobs :liberating man from machines  Chrysler :Lee Iacocca Vision : who we want to be :  tomorrow versus today  desire versus reality
  • 33. ? Step 9: Communication Mix  Aspects of its personality expressed across the different forms of communication : coherence, use of a concept, etc...
  • 34. Toolkit Contents  The digging process  Brand audit  Positioning development  Idea process War  Rooms  Strategic stairway  Creative briefing form
  • 35. Proposed Instruments POSITIONING DEVELOPMENT
  • 36. Definition  The brand positioning is the most basic of all strategic statements about the brand. It helps to focus, guide and anchor all future marketing efforts. It is written by marketers, for marketers, in their language. It is not a consumer statement.
  • 37. Definition  The positioning statement creates a unique brand identity that  provides a clear purchase rational for the consumer  distinguishes the business in the consumers’ perception of the competitive frame  moves beyond brand identity, to consumer identity, helping consumer to position themselves in the mind of their public
  • 38. What Brands Mean  Brands are much more than products.  “A product exists on the supermarket shelf. A brand resides in consumers’ minds”
  • 39. Positioning  Is akin to two marketing concepts which are often used: mission and vision. Akin, because it is not exactly the same. What are the similarities and differences?
  • 40. Mission  Is commonly used to explain the business a company is in or wants to be in. As such, the term mission has meaning largely internally to the company itself.
  • 41. Vision  Implies a strong future orientation. A vision defines not only “who we are”, but also “who we want to be”.
  • 42. Elements and Questions  Five elements that bring the positioning to life and five questions which help it to birth  Target group: To whom are you advertising to?  Brand character: Who is your brand?  Competitive frame: Where is the brand’s business?  Brand promise: What get the consumer from the brand?  Support: Why should consumer believe in your brand?
  • 43. Element 1: Target Group  Describe the people most likely to buy your brand  Who they are, how old, their interests, aspirations  Define them by their relationship to the brand
  • 44. Element 1: Target Group  Good example: Women, married or living together with man, driving a small sized, new bought (within last three years) car as a second household car, very fashion oriented and francophile with above normal household income in the age of 25-40. Brands in their relevant set are: x, y and z.  Bad example: Women 25-40
  • 45. Element 2: Brand Character  Definition The brand character creates an affinity between the brand and the consumer that goes beyond the physical characteristics and benefits of the brand and describes how the consumer feels about the brand at emotional level
  • 46. Element 2: Brand Character  Use all available qualitative and quantitative research to define the brand character  Describe the brand as a person and use brainstorming techniques to analize the brand character in depth and detail  Ask how the brand character can be developed  Use trends and social changes to develop the character long term
  • 47. Element 2: Brand Character  Good example: Mr. Proper is the housewives secret helper. What is work for others is play for him  Bad example: Mr. Proper is always helpful and service oriented
  • 48. Element 3: Competitive Frame  Definition The competitive frame describes the consumers’ grouping of products with the brand competes to satisfy a specific need. It may or may not coincide with the manufacturer’s notion of competitive framework.
  • 49. Element 3: Competitive Frame  The key questions:  What is the source of the brand’s business?  Where is the best growth opportunity?
  • 50. Element 4: Brand Promise  Definition The consumer benefit or promise expresses what the brand can fully (and hopefully uniquely) deliver to the consumer. The consumer benefit has to be single minded and is the reward the consumer will get by using the brand either in form of objective performance or subjective experience.
  • 51. Element 5: Support  Definition The support or reason why statement delivers the proof for the benefit. Depending upon the Consumer Benefit made, the choice of the support can be found in the product’s price (economy), ingredients, its position in the market (leading brand), a consumer perception (dependability) or company value/reputations (Betrix).
  • 52. The Positioning Formula For teenager, Brand Beer Target consumer Brand name is the empathic expert for pimple problems Brand character Product/Competitive Frame that help to stop pimple before they start because Brand promise it cleanses pore-deep to visibly remove the pimple causing elements Support
  • 53. THE CHALLENGE OF CHANGE Presentation to Heineken
  • 54. THE POSITIONING FORMULA FOR YOUNG ADULTS (Target consumer) (Brand name) (Brand character) (Product/Competitive Frame) THAT (Brand promise) BECAUSE (Support)
  • 55. THE POSITIONING FORMULA FOR YOUNG ADULTS HEINEKEN (Target consumer) (Brand name) (Brand character) (Product/Competitive Frame) THAT (Brand promise) BECAUSE (Support)
  • 56. THE POSITIONING FORMULA FOR YOUNG ADULTS HEINEKEN (Target consumer) (Brand name) IS THE UNCONVENTIONAL LEADER (Brand character) (Product/Competitive Frame) THAT (Brand promise) BECAUSE (Support)
  • 57. THE POSITIONING FORMULA FOR YOUNG ADULTS HEINEKEN (Target consumer) (Brand name) IS THE UNCONVENTIONAL LEADER AMONG BEER BRANDS (Brand character) (Product/Competitive Frame) THAT (Brand promise) BECAUSE (Support)
  • 58. THE POSITIONING FORMULA FOR YOUNG ADULTS HEINEKEN (Target consumer) (Brand name) IS THE UNCONVENTIONAL LEADER AMONG BEER BRANDS (Brand character) (Product/Competitive Frame) THAT PROVIDES SPIRITUAL AND PHYSICAL REFRESHMENT BEYOND WHAT HAS EVER BEEN THOUGHT POSSIBLE IN THIS WORLD (Brand promise) BECAUSE (Support)
  • 59. THE POSITIONING FORMULA FOR YOUNG ADULTS HEINEKEN (Target consumer) (Brand name) IS THE UNCONVENTIONAL LEADER AMONG BEER BRANDS (Brand character) (Product/Competitive Frame) THAT PROVIDES SPIRITUAL AND PHYSICAL REFRESHMENT BEYOND WHAT HAS EVER BEEN THOUGHT POSSIBLE IN THIS WORLD (Brand promise) BECAUSE OF ITS IRREFUTABLE, UNCOMPROMISING PURITY. (Support)
  • 60. Heineken can become THE BEST BEER IN THE UNIVERSE; or more specifically… THE MOST REFRESHING BEER IN THE UNIVERSE
  • 61. Toolkit Contents  The digging process  Brand audit  Positioning development  Idea process War Rooms  Strategic stairway  Creative briefing form
  • 62. Proposed Instruments IDEA Inspiring the Development of Effective Advertising
  • 63. Definition  A systematic step-by-step approach to generate consumer insights and selling (advertising) ideas
  • 64. Search and Reapply  Based on planning methods deployed by many agencies and companies:  JWT  Wells Rich Greene/BDDP  Euro RSCG  Philip Morris  Saatchi & Saatchi  Leo Burnett  Unilever  Young & Rubicam  P&G  KJF
  • 65. Objective  To provide tools that will help to improve the quality of the copy development strategy, specifically in the areas of:  ‘Insights’  ‘Advertising Ideas’ At the same time providing inspiration for post-strategic creative process.
  • 66. Idea Eggs Brand: .................................................................................. Strategic promise: ............................................................. NOW DO: ................................ ................................ Strategic Obstacle THINK: ................................ ................................
  • 67. Idea Eggs Brand: .................................................................................. Strategic promise: ............................................................. NOW FUTURE DO: DO: ................................ ................................ ................................ ................................ Strategic Obstacle Insight What if .... THINK: THINK: ................................ ................................ ................................ ................................
  • 68. Idea Eggs Brand: .................................................................................. Strategic promise: ............................................................. NOW FUTURE DO: DO: ................................ ................................ ................................ ................................ ADVERTISING IDEA ................................ ................................ Strategic Obstacle Insight What if .... THINK: THINK: ................................ ................................ ................................ ................................
  • 69. Idea Eggs in Steps 1. Strategic Obstacle
  • 70. Idea Eggs in Steps 1. Strategic Obstacle 2. Consumer Insights
  • 71. Idea Eggs in Steps 1. Strategic Obstacle 2. Consumer Insights 3. Advertising Ideas
  • 72. Step 1: Strategic Obstacle NOW FUTURE DO: DO: ................................ ................................ ................................ ................................ ADVERTISING IDEA ................................ ................................ Strategic Obstacle Insight What if .... THINK: THINK: ................................ ................................ ................................ ................................
  • 73. Step 1: Strategic Obstacle  A strategic obstacle is the thinking of a (large) number of consumers, that forms a barrier between what they do and what you want them to do in future.  A well-defined strategic obstacle helps to develop better consumer insights.  A strategic obstacle is often a mirror version of a consumer insight.
  • 74. Step 1 - Strategic Obstacle Determine Steps  Define business strategy and translate in consumer behaviour Build user base Buy/use my brand Build frequency Buy/use me more often Loyalty Stay with my brand
  • 75. Step 1 - Strategic Obstacle Buy / Use My Brand  Thinking options  I am not interested (in your benefit)  I do not believe you deliver your benefit  I already have your benefit
  • 76. Step 1 - Strategic Obstacle Buy / Use Me More Often  Thinking options  Other brands are giving me something more important  I am afraid that using you more often will harm me (cost me)  Even if I use you infrequently, I get benefit  I can get it also from other brands
  • 77. Step 1 - Strategic Obstacle Stay with My Brand  Thinking options  I don’t want you no longer  You are not delivering anymore  I get it better from other brand  I like other brand better  There is another way to get it
  • 78. Step 1 - Strategic Obstacle Find Answers in Research Attitude Research,  Is your benefit widely accepted? Image Research,  Is your brand better in the key benefit area? Advantage Research,  What are the negatives associated with your Focusgroup Research brand?  Is your benefit attractive (TPM)?  Do people believe you deliver?  Is your benefit relevant?
  • 79. Step 1 - Strategic Obstacle Find Answers in Research  Are people using your brand Habits, differently? Practices,  Do your users have different habits? Focusgroup  What is the noticability of your superiority?
  • 80. Step 1 - Strategic Obstacle Find Answers in Research Brand history,  Is your benefit as attractive as Focusgroup, in the past? Competitive advertising  Has competition improved?  Any demographic / sociological trend effecting appeal?
  • 81. Step 2: Consumer Insights NOW FUTURE DO: DO: ................................ ................................ ................................ ................................ ADVERTISING IDEA ................................ ................................ Strategic Obstacle Insight What if .... THINK: THINK: ................................ ................................ ................................ ................................
  • 82. Step 2: Consumer Insights  A consumer insight inspires creatives helping overcome the consumer’s strategic obstacle.  It presents the brand’s promise form a consumer’s point of view, rather than a manufacturer’s, adding relevance to the promise and therefore change behaviour.  Consumer insights gets target consumers nodding in agreement.
  • 83. Step 2 - Consumer Insight Types of Insights  Stemming from the product, typically product or habit focussed.  Stemming from the consumer’s mind, psychological, emotional, (not what consumers are doing but) why are consumers doing this?
  • 84. Step 2 - Consumer Insight Sources of Insights  Listen to consumers! Talking with consumers! Observing consumers!  Also research reports.  Also personal usage of product.
  • 85. Step 2 - Consumer Insight Products Insights (checklist)  Standard of excellence What is the standard of excellence in this category? (which other brands are not expected to reach)  Competitive failure When do competitive products fail?  Different product action Does the brand work differently from the way consumers think it works?  Special ingredient Is there an ingredient that builds credibility?
  • 86. Step 2 - Consumer Insight Products Insights (checklist)  Specially made Is the product made in a very special way?  Stress conditions Under which tough conditions does your product do very well?  Advantage of using more often What do you gain by using the product more often?  Disadvantage of non-use What are the consequences of not using the product?
  • 87. Consumer Insight Step 2 - Psychological Insights (checklist)  Existential influence on life/self How the product effects people’s lives?  Influence on important matters What is the most important influence of the product on the things for which the product is used?  Influence on others Who will notice that I am (not) using the brand?  Trust Who can I trust to help?
  • 88. Consumer Insight Step 2 - Psychological Insights (checklist)  Influence on feelings How do you feel when using the product?  Influence of surprise How do you feel when product’s performance is better than expected?  New concern Can you think of a new problem? Blijft eigendom van Admarcom
  • 89. Step 3: Advertising Idea NOW FUTURE DO: DO: ................................ ................................ ................................ ................................ ADVERTISING IDEA ................................ ................................ Strategic Obstacle Insight What if .... THINK: THINK: ................................ ................................ ................................ ................................ Blijft eigendom van Admarcom
  • 90. Step 3: Advertising Idea Creative Execution Copy Development Strategy  The bridge between copy development strategy and creative execution, originating from an insight about the product, brand, consumer behaviour or feelings.
  • 91. Step 3: Advertising Idea  Definition An advertising idea combines the promise of a brand with a touch of relevant imagination, an original idea, one powerful enough to build trust and preference for that brand over a longer period of time. Told in a distinctive engaging way through a powerful claim, a demonstration or an evocative metaphor. The stimulus with which we evoke the response we want from the consumer, it stirs desire and impels action.
  • 92. Step 3: Advertising Idea  Definition An advertising idea is a credible and provocative statement of substance about the brand’s main consumer benefit.
  • 93. Step 3 - Advertising Idea Words of Wisdom “Adds a competitive dimension to the brands strategic benefit”. “Makes the brand emotionally important”. “Provides reason to prefer your brand”. “Is a ‘big idea’ that guides total marketing mix” - not only advertising - “May be a reason why, or an unique visual”. - need not even consist of words - “ The net impression that is left with the consumer”.
  • 94. Step 3 - Advertising Idea Simplest Form  The “SO ............. THAT ...............” formula  “So aromatic that it spoils you”.  “So clean that it shines”.  “So dry that it is drier than any other diaper”. (simplest comparative form)
  • 95. Step 3 - Advertising Idea How to Find Them?  The sources  A checklist  Stylistics exercise  Hall of fame emulation
  • 96. Step 3 - Advertising Idea The Sources  Expert opinion  Archives  Product tests  ‘White coat’  Personal experience  Advertising competitors  Other countries  Brainstorming
  • 97. Step 3 - Advertising Idea Product Characteristics (checklist)  Ingredients  Dispenser  Packaging  Origin of ingredients  Country of Origin
  • 98. Step 3 - Advertising Idea Consumer Characteristics (checklist)  Celebrities use it, endorse it  Experts use it, endorse it  Market leader, everybody uses it  Exclusive, nobody uses it yet
  • 99. Step 3 - Advertising Idea Using the Product (checklist)  Sharing  Giving (as present)  To indulge in  Playing
  • 100. Step 3 - Advertising Idea Manufacturing Process (checklist)  Made by hand  Made with microscope  Made by robots  Made without compromise
  • 101. Step 3 - Advertising Idea Surprising Facts (checklist)  Harvested by hand  Polished with walnut oil
  • 102. Step 3 - Advertising Idea Price Characteristics (checklist)  Less expensive  More expensive  Special offer  Price/value relationship
  • 103. Step 3 - Advertising Idea Product History (checklist)  Since .............. (1975)  Traditional quality  Founding fathers, zie website
  • 104. Step 3 - Advertising Idea Physical Needs (checklist)  Hunger, thirst  Sex  Status, ego fulfilment  Self actualisation  Self happiness
  • 105. Step 3 - Advertising Idea Image Characteristics (checklist)  High quality  Sympathetic  Exotic  Modern, contemporary  Trustworthy
  • 106. Step 3 - Advertising Idea Disadvantages Non-Users (checklist)  What you are missing  Lack of security  Missed opportunity  Others will notice non-usage
  • 107. Step 3 - Advertising Idea Direct Comparison (checklist)  Product comparison  User comparison  Comparison with standard of excellence  Reduced base of comparison
  • 108. Step 3 - Advertising Idea Own the Category (checklist)  Appropriate a characteristic that is generic to category  Unique problem Unique solution
  • 109. Step 3 - Advertising Idea Stylistic Exercise  Juxta position - It takes a tough man to make a tender chicken.  Appropriate a role, territory - The airline that is uniting the world  New benefit formulation - Just Nupe it (Nuprin)  Provocative simplicity - Coke is it.  Provocative language - Fingerlicking good
  • 110. Step 3 - Advertising Idea Stylistic Exercise  Humour, irony, sarcasm, satire - Heineken refreshes the parts other beer cannot reach.  Deep, deep emotion - Reach out and touch somebody’s hand  Poetry - Dirt is out, Tide’s in  Heroics - No. 1 oblige  Deep, deep loyalty - Once bitten forever smitten
  • 111. Step 3 - Advertising Idea Hall of Fame Emulation  Sounds so good, you can tell which brand of piano  Jump is health food for dogs  Not just clean, sunshine clean  Think of it as a sportscar on two wheels  For hands as soft as your face  For hands as soft as your daughter’s  The secret of soft skin  Washing and conditioning in one  The penalty of leadership  The obligation of being No. 1
  • 112. Step 3 - Advertising Idea Hall of Fame Emulation  It’s Miller time  One day all watches will be made this way  It’s the toothpaste, dentists give to their family  Ask your dentist why  The ring of self-confidence  With the extra ‘Bloob’ of cream  Captain Iglo  McDonald is always good  Get heart smart  Put a tiger in your tank
  • 113. Step 3 - Advertising Idea Hall of Fame Emulation  The slowest ketchup in the west  Will be enjoyed by less of you  Just give us a week and we’ll take of the weight  Total indulgence, zero guilt  From sharp minds, come sharp products  Probably the best beer in the world  Proud to be your Bud ....  Wild freshness  Just do it  Planet Reebok
  • 114. Step 3 - Advertising Idea Hall of Fame Emulation  Don’t crack under pressure  Dirt’s out, Tide is in  Expert mothers prefer Pampers  Experts choose Andy  Top breeders  I New York (I love New York)   April fresh  It’s a big country and somebody has to furnish it  Do the Pepsi test  Test the West
  • 115. Step 3 - Advertising Idea Hall of Fame Emulation  Lanvin, why not?  The end of the plain plane  The ring of self confidence  If it absolutely, positively has to be there overnight!  It’s either Ella or memorex  They laughed when I sat down ...  Soup on the rocks  Just for the taste of it  The renaissance of the American automobile  More car for your money
  • 116. Step 3 - Advertising Idea Hall of Fame Emulation  Temperatures never drop below Zerex  Just nupe it  Soft on colours, hard on dirt  Wash and Go  Healthy choice, the choice is yours  From the inventors of CD  Inventing for you  The greatest show on earth  200.000 customers, we have to earn them every day again
  • 117. Step 3 - Advertising Idea Hall of Fame Emulation  A great restaurant with a nice museum attached to it  Would you be more careful, if it were you who got pregnant?  Precision crafted performance  Rather fight than switch  The ultimate driving machine  World’s favourite airline  Digests dirt and stains other products leave behind  Refreshes parts other beers can’t reach  Do you love one enough to share your last Rollo?
  • 118. Step 3 - Advertising Idea Hall of Fame Emulation  Dirt can’t hide form intensified Tide  Now, isn’t that a nice reflection on you?  It’s the real thing  The choice of a new generation  It takes a though man to make a tender chicken  When the going gets tough, the tough gets going  Teflon silverstone  Harvested by moonlight  Choosy mothers choose Lift  As if we are you
  • 119. Step 3 - Advertising Idea Hall of Fame Emulation  The secret of young looking skin  Don’t grow old gracefully  Make your skin touchable again  Come to the flavour  Mmh, that’s good  Never underestimate the power of soup  Blessed are the meek etc.  Blood, sweat and tears  The legion is your fatherland  Always Coca-Cola
  • 120. Step 3 - Advertising Idea Hall of Fame Emulation  We’ve got to try harder as No. 2  Luvs is love your baby can feel  United colours of Benetton  I’d walk a mile  Good food costs less at Sainsburry  The Care Company  We only sell quality  The heartbeat of America  Let’s make things better
  • 121. Toolkit Contents  The digging process  Brand audit  Positioning development  Idea process War  Rooms  Strategic stairway  Creative briefing form
  • 122. Proposed Instruments STRATEGIC STAIRWAYS
  • 123. Definition  A method to determine the focus of the strategy
  • 124. Advertising Idea Awareness ARLA, Attribute ARLA, we have already creative and inspiring ideas Benefit ARLA, guarantee the best product quality Territory ARLA products, unique aroma for people who are creative in cooking and? Value ARLA shows that your family values are important for you ARLA believes that their values gives Role happiness, every day
  • 125. Advertising Idea Awareness Pure awareness, relevant for new brands Attribute Benefit Territory Value Role
  • 126. Advertising Idea Awareness Product characteristic: - reason why - quantifiable phenomenon Attribute (the best sold car in Europe) - Permission to believe Benefit (made by experts) Territory Value Role
  • 127. Advertising Idea Awareness Attribute The advantage of using the product, can be elevated to end-benefit i.e.: Benefit Persil’s whiteness (benefit) shows how much you care. Territory Value Role
  • 128. Advertising Idea Awareness Attribute Benefit Not a benefit, but a mix of form and substance focussing on the type of Territory people that (we would like to) use our brand (also called lifestyle or image advertising). Value Role
  • 129. Advertising Idea Awareness Attribute Benefit Territory The brand represents or adopts a value Value i.e. mother care, physical exercise. Role
  • 130. Advertising Idea Awareness Attribute Benefit Territory Value The brand assumes a societal role: Benetton: “United colours of Benetton”, Role stands for anti-aids, anti-discrimination and pro-condom usage.
  • 131. STRATEGIC LADDER for ARLA ROLE VALUE TERRITORY BENEFIT ATTRIBUTE AWARENESS
  • 132. Toolkit Contents  The digging process  Brand audit  Positioning development  Idea process War Rooms  Strategic stairway  Creative briefing form
  • 133. Proposed Instruments CREATIVE BRIEFING FORM
  • 134. LISTEN TO GREAT CREATIVES
  • 135. Inspire and Motivate “A good shepherd stays behind the flock.”
  • 136. What is a Brief ?  Instructions given to creative people are called brief “People are given orders or instructions … Artists and professionals are given briefs”. “Creative directors just do not take orders”.
  • 137. What is a Brief ?  More a request than a order.  A brief contains a clear objective, but allows recipient to determine method and manner to achieve the objective.  The briefer does not know how the objective will be achieved.
  • 138. Clear Objectives  Do not couch in wishy-washy terms e.g. “Highly creative and brilliant idea that will increase market share.”  Be specific, also with constraints “executional guidelines”, do not over promise including specific budget.
  • 139. Some Words of Wisdom 1. The best brief can be used as a headline on a poster. 2. Be creative in writing the brief. 3. Be disruptive: find out what everybody else is doing (the conventions) and do something different. 4. Find a single minded proposition (come alive in a compelling manner).
  • 140. Some Words of Wisdom 5. Be brief. 6. Forget the proposition, focus on the personality instead. 7. The consumer deserves your respect: “The consumer is not a moron …”. 8. Give creative suggestions ‘starters”: “Best ideas come from the doorman.” “All ideas should be on the table.”
  • 141. Some Words of Wisdom 9. Make it inspiring. 10. KISS 11. Avoid jazzing up the obvious (diagrams). 12. One great word cannot compensate for an ordinary / boring proposition. 13. Write the brief with the intention to change the world: Reach for the Stars.
  • 142. STAR FORM 1. Campaign Objective 5. Support 2. Target Audience 6. Brand Soul 4. Single Key Communication 3. Consumer Insight 7. Star dust (executional guidelines)
  • 143. STAR FORM 1. Campaign Objective 5. Support 2. Target Audience 6. Brand Soul POINTS TO CONSIDER 4. Single Key Communication 3. Consumer Insight 7. Star dust (executional guidelines)
  • 144. STAR FORM 1. Campaign 5. Support Objective 2. Target Audience 6. Brand Soul 4. Single Key Communication 3. Consumer Insight 7. Star dust (executional guidelines)
  • 145. STAR FORM 1. Campaign Objective What do you want the creative team to produce?  What is the campaign intended to achieve?  What step on the strategic ladder:  Awareness  Attribute  Benefit  Value  Role  What is the relation to marketing objective e.g.:  Increase usage  Increase loyalty  Achieve trial
  • 146. STAR FORM 1. Campaign Objective 5. Support 2. Target 6. Brand Soul Audience 4. Single Key Communication 3. Consumer Insight 7. Star dust (executional guidelines)
  • 147. STAR FORM 2. Target Audience  Sociographic and psychographic description  Describe it in ‘likeable’ terms  Who are they, how old their interests, aspirations and lifestyle  Define also their relationship with the brand  Include subjective attitudinal information  Creatives should know and feel who they are talking to  Take into consideration “influencers” who affect the purchase of the product
  • 148. STAR FORM 1. Campaign Objective 5. Support 2. Target Audience 6. Brand Soul 4. Single Key Communication 3. Consumer Insight 7. Star dust (executional guidelines)
  • 149. STAR FORM 3. Consumer insight It presents the brand’s promise from a consumer’s point of view, adding relevance to a brand’s basic promise  Product based insights  Mind related insights e.g.:  Affects lives / self  Influence on others  Trust  Feelings  Concern  Surprise
  • 150. STAR FORM 1. Campaign Objective 5. Support 2. Target Audience 6. Brand Soul 4. Single Key 3. Consumer Insight Communication 7. Star dust (executional guidelines)
  • 151. STAR FORM 4. The single key communication  Originates from an insight  Is bridge between strategy and execution  The single most motivating thing we can say about the brand  Should be single-minded  Transcends borders, media and time (next century)  You may be “creative” here
  • 152. STAR FORM 1. Campaign Objective 5. Support 2. Target Audience 6. Brand Soul 4. Single Key Communication 3. Consumer Insight 7. Star dust (executional guidelines)
  • 153. STAR FORM 5. Support  What can make your promise more believable  Can be strategic (i.e. special ingredient)  Can be executional (i.e. testimonial, expert)  Can become promise itself (harvested in moonlight)  Can be demonstration  Can also be deleted!  Is optional
  • 154. STAR FORM 1. Campaign Objective 5. Support 2. Target Audience 6. Brand Soul 4. Single Key Communication 3. Consumer Insight 7. Star dust (executional guidelines)
  • 155. STAR FORM 6. Brand Soul (or desired Brand Soul)  Can be more important than a promise / proposition  Represents the “heart”behind the brand  Should be in harmony with other points  Is a vivid expression of the relationship consumers will have with the brand  Sets the tone, style and manner
  • 156. STAR FORM 1. Campaign Objective 5. Support 2. Target Audience 6. Brand Soul 4. Single Key Communication 3. Consumer Insight 7. Star dust (executional guidelines)
  • 157. STAR FORM 7. Star Dust  Executional guidelines  Mandatory's / inclusions  Logo size packshot  Corporate style  “Holy cows”  Plain political suggestions (for consideration only)
  • 158. STAR FORM 1. Campaign Objective 5. Support 2. Target Audience Over to you: 6. Brand Soul Put your signature on the brief 4. Single Key Communication 3. Consumer Insight 7. Star dust (executional guidelines)
  • 159. Admarcom Strategy Toolkit By Henk Terol-2011