This document discusses brand management and developing effective advertising concepts. It provides tips for brand managers, including understanding consumer needs, developing new product benefits, comparing products to competitors, eliminating negatives, tapping into trends, and offering quality or price advantages. Strong concepts should be concise, promote the brand name, use simple language, have a clear headline and message, and state details like sizes and prices. Copy testing helps evaluate concepts through measures like recognition, recall and behavioral responses.
On a daily basis I hear Marketing buzz words bantered about and it becomes obvious people say them and don’t really even know what they mean. I think people use the sacred marketing words like relevant, equity or insights, because they figure no one will challenge them. Of course, everyone puts “strategic thinker” on their Linked In profile. The problem I see is that a generation of Brand Leaders have not been properly trained and it’s starting to show. For the past 20 years, companies have said “on the job” training is good enough. But now the lack of training is starting to show up. The mis-use of these words can be linked to the lack of understanding of the fundamentals of marketing.
My hope is you can use this personal branding framework to get what you want from your career—balancing the challenges to match up to your skills and your passion to match up with your happiness.
A look at all four levels of marketing from ABM to BM to Marketing Director up to VP/CMO. Advice from a Senior Executive on what it takes to be a great assistant brand manager and a great brand manager. It's a great career and I hope some of the information can inspire you to be as great as you can.
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Strategic thinkers see questions before they see answers. Train yourself to ask the best questions and the answers will come easier.
As you’re looking at your brand strategy, you need to look at the brand from all sides. Here are four questions to be asking that force you to choose four possible solutions to each.
1. What is your current share position in the market?
2. What is the core strength that your brand can win on?
3. How tightly connected is your consumer to your brand?
4. What is the current business situation that your brand faces?
On a daily basis I hear Marketing buzz words bantered about and it becomes obvious people say them and don’t really even know what they mean. I think people use the sacred marketing words like relevant, equity or insights, because they figure no one will challenge them. Of course, everyone puts “strategic thinker” on their Linked In profile. The problem I see is that a generation of Brand Leaders have not been properly trained and it’s starting to show. For the past 20 years, companies have said “on the job” training is good enough. But now the lack of training is starting to show up. The mis-use of these words can be linked to the lack of understanding of the fundamentals of marketing.
My hope is you can use this personal branding framework to get what you want from your career—balancing the challenges to match up to your skills and your passion to match up with your happiness.
A look at all four levels of marketing from ABM to BM to Marketing Director up to VP/CMO. Advice from a Senior Executive on what it takes to be a great assistant brand manager and a great brand manager. It's a great career and I hope some of the information can inspire you to be as great as you can.
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Strategic thinkers see questions before they see answers. Train yourself to ask the best questions and the answers will come easier.
As you’re looking at your brand strategy, you need to look at the brand from all sides. Here are four questions to be asking that force you to choose four possible solutions to each.
1. What is your current share position in the market?
2. What is the core strength that your brand can win on?
3. How tightly connected is your consumer to your brand?
4. What is the current business situation that your brand faces?
Use your 7-second pitch to manage your brand reputation.
How do you define yourself, by where in the marketplace you see yourself having the biggest impact?
What is the primary benefit you provide your target, whether they are potential prospects?
What is the secondary benefit you provide your target, whether they are potential prospects?
What is the expected result you deliver, that matches up to your target’s potential goals?
We outline the 20 core skills and 20 behaviors that are needed for successful Marketing team.
As the leader of a marketing team, you have to realize you are only as good as your people on the team. The only way your team will get better is if you identify the gaps on your team, then give your people the feedback on the gaps they need to close, and then build personal development plans for how to close those gaps. We look at people development in three different ways: skills, behaviors and experiences. We will showcase five major skill areas that includes the ability to: 1) analyze brand performance 2) think strategically 3) define the brand positioning 4) create brand plans and 5) how to inspire, challenge and make decisions on creative brand execution. We will then outline five major leader behaviors that includes: 1) accountable to results 2) team leadership 3) broad influence 4) authentic style and 5) inspiring leadership on execution. To help with the development of your people, you can use the Skills and Leadership Assessment tools to determine where your team sits today.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
How to write your annual Brand Plan so that everyone in your organization can...Beloved Brands Inc.
Have you ever noticed that people who say, “We need to get everyone on the same page” rarely have anything written down on ONE page? People use the term “fewer bigger bets” all the time, yet these same people seem to be fans of those small little projects that deplete resources. People say they are good decision-makers, yet struggle when facing strategic choices, so they try to justify doing both options. A well-written Brand Plan should force your hand in how to allocate your brand’s limited resources to drive the highest return. We believe that a Brand Plan should be on one page!
The marketing skills you need to be a successful Brand LeaderBeloved Brands Inc.
Our Brand Leader white paper on marketing skills
At Beloved Brands, we use a 360-degree approach to marketing, which can highlight the skills you need to be successful in running your brand. You must know how to analyze the performance of your brand through a deep-dive business review. Brand Leaders have to be able to think strategically to sort through issues and make decisions on direction. You must know how to define your brand with a positioning statement and a brand idea. Marketers need to understand how to write a brand plan that everyone can follow.
Do you know your consumer better than your competition knows your consumer?
Think of consumer insights like you do intellectual property. Your knowledge of your consumer is a competitive advantage. Consumer Insights are little secrets hidden beneath the surface, that explain the underlying behaviors, motivations, pain points and emotions of your consumers. Insights provide a connection point to show consumers that your brand is meant for them.
What are you doing to drive brand love with your consumers? The deeper the love a brand can build with your most cherished consumers, the more powerful and profitable that brand will be, going far beyond what the product alone could ever deliver.
There is only one source of revenue. Not the products you sell, but the consumers who buy them.
If you knew that being a better client would get you better advertising could you do it? Here are some tips on how to be a Better Client and how to turn it into getting better work.
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
At Beloved Brands, we make brands stronger and we make brand leaders smarter. We can build a Brand Management Training Program, to unleash the full potential of your team.
1. Strategic Thinking
2, Creating a Beloved Brand
3. Consumer Centricity
4. Brand Positioning
5. Brand Plans
6. Creative Briefs
7. Brand Analytics and the business review
8. Marketing Execution
9. Strategic Media Plans
10. Winning the Purchase Moment
We will look at four levels of Marketing which are Assistant Brand Manager, Brand Manager, Marketing Director and VP/CMO. While we present in a linear way, I think learning is rather random. We gain confidence through our success but we learn from our failures. You must boldly look to make an impact and take chances. Put all your passion into your work. At every level you have to adjust to the new role. Brand Managers fail when they keep acting like ABMs who are looking for a to-do list. Directors fail when they keep acting like Brand Managers by micro-managing and making every decision. And, VPs fail when they don’t know what to do. We all say we want to advance, but don’t think of it as just a title: think of it as a challenge to step back.
Feel free to download. Brands need to stand out to win. Marketers face limited resources that they apply to an unlimited choices. The role of the Brand Positioning Statement is to take everything you know about your brand and begin making focused decisions on who you will serve, what you will say that is unique, own-able and motivating to get consumers to think, feel and act differently to create a bond that is stronger than what the product alone could do. A good positioning statement should balance the rational and emotional benefits for the consumer. Your positioning has to reflect your internal brand soul and help shape your external brand reputation.
This is one of the chapters of my new book: Beloved Brands. If you like this chapter, you can find the book on Amazon at https://lnkd.in/eF-mYPe
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.
Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business.
Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review.
The Good Brief - a no-frills guide to writing creative briefsKam Fatt Chen
A simple, no-nonsense guide to writing creative briefs that work. Complete with tips, pointers and cheat sheets to help you focus and distill the things that really to write an effective creative brief.
How to Manage Creative People – Top Tips from the ExpertsWebdam
We know why you’re here.
You manage creatives or at least you want to, and they’re a tough bunch to figure out. As much as you might want to sometimes, you can’t just treat them like everyone else. – they’re different and they do important work that the rest of us simply can’t replicate with any sort of quality.
So let’s figure this thing out: communication, motivation, criticism – the whole nine yards. To help us out with that, we called in dozens of the most incredible art directors, creative officers and brand managers on the planet. They were gracious enough to give us a little insight into how they get such impressive results from their creative teams.
And now we’re sharing that good stuff with you. Enjoy!
Use your 7-second pitch to manage your brand reputation.
How do you define yourself, by where in the marketplace you see yourself having the biggest impact?
What is the primary benefit you provide your target, whether they are potential prospects?
What is the secondary benefit you provide your target, whether they are potential prospects?
What is the expected result you deliver, that matches up to your target’s potential goals?
We outline the 20 core skills and 20 behaviors that are needed for successful Marketing team.
As the leader of a marketing team, you have to realize you are only as good as your people on the team. The only way your team will get better is if you identify the gaps on your team, then give your people the feedback on the gaps they need to close, and then build personal development plans for how to close those gaps. We look at people development in three different ways: skills, behaviors and experiences. We will showcase five major skill areas that includes the ability to: 1) analyze brand performance 2) think strategically 3) define the brand positioning 4) create brand plans and 5) how to inspire, challenge and make decisions on creative brand execution. We will then outline five major leader behaviors that includes: 1) accountable to results 2) team leadership 3) broad influence 4) authentic style and 5) inspiring leadership on execution. To help with the development of your people, you can use the Skills and Leadership Assessment tools to determine where your team sits today.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
How to write your annual Brand Plan so that everyone in your organization can...Beloved Brands Inc.
Have you ever noticed that people who say, “We need to get everyone on the same page” rarely have anything written down on ONE page? People use the term “fewer bigger bets” all the time, yet these same people seem to be fans of those small little projects that deplete resources. People say they are good decision-makers, yet struggle when facing strategic choices, so they try to justify doing both options. A well-written Brand Plan should force your hand in how to allocate your brand’s limited resources to drive the highest return. We believe that a Brand Plan should be on one page!
The marketing skills you need to be a successful Brand LeaderBeloved Brands Inc.
Our Brand Leader white paper on marketing skills
At Beloved Brands, we use a 360-degree approach to marketing, which can highlight the skills you need to be successful in running your brand. You must know how to analyze the performance of your brand through a deep-dive business review. Brand Leaders have to be able to think strategically to sort through issues and make decisions on direction. You must know how to define your brand with a positioning statement and a brand idea. Marketers need to understand how to write a brand plan that everyone can follow.
Do you know your consumer better than your competition knows your consumer?
Think of consumer insights like you do intellectual property. Your knowledge of your consumer is a competitive advantage. Consumer Insights are little secrets hidden beneath the surface, that explain the underlying behaviors, motivations, pain points and emotions of your consumers. Insights provide a connection point to show consumers that your brand is meant for them.
What are you doing to drive brand love with your consumers? The deeper the love a brand can build with your most cherished consumers, the more powerful and profitable that brand will be, going far beyond what the product alone could ever deliver.
There is only one source of revenue. Not the products you sell, but the consumers who buy them.
If you knew that being a better client would get you better advertising could you do it? Here are some tips on how to be a Better Client and how to turn it into getting better work.
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
At Beloved Brands, we make brands stronger and we make brand leaders smarter. We can build a Brand Management Training Program, to unleash the full potential of your team.
1. Strategic Thinking
2, Creating a Beloved Brand
3. Consumer Centricity
4. Brand Positioning
5. Brand Plans
6. Creative Briefs
7. Brand Analytics and the business review
8. Marketing Execution
9. Strategic Media Plans
10. Winning the Purchase Moment
We will look at four levels of Marketing which are Assistant Brand Manager, Brand Manager, Marketing Director and VP/CMO. While we present in a linear way, I think learning is rather random. We gain confidence through our success but we learn from our failures. You must boldly look to make an impact and take chances. Put all your passion into your work. At every level you have to adjust to the new role. Brand Managers fail when they keep acting like ABMs who are looking for a to-do list. Directors fail when they keep acting like Brand Managers by micro-managing and making every decision. And, VPs fail when they don’t know what to do. We all say we want to advance, but don’t think of it as just a title: think of it as a challenge to step back.
Feel free to download. Brands need to stand out to win. Marketers face limited resources that they apply to an unlimited choices. The role of the Brand Positioning Statement is to take everything you know about your brand and begin making focused decisions on who you will serve, what you will say that is unique, own-able and motivating to get consumers to think, feel and act differently to create a bond that is stronger than what the product alone could do. A good positioning statement should balance the rational and emotional benefits for the consumer. Your positioning has to reflect your internal brand soul and help shape your external brand reputation.
This is one of the chapters of my new book: Beloved Brands. If you like this chapter, you can find the book on Amazon at https://lnkd.in/eF-mYPe
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.
Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business.
Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review.
The Good Brief - a no-frills guide to writing creative briefsKam Fatt Chen
A simple, no-nonsense guide to writing creative briefs that work. Complete with tips, pointers and cheat sheets to help you focus and distill the things that really to write an effective creative brief.
How to Manage Creative People – Top Tips from the ExpertsWebdam
We know why you’re here.
You manage creatives or at least you want to, and they’re a tough bunch to figure out. As much as you might want to sometimes, you can’t just treat them like everyone else. – they’re different and they do important work that the rest of us simply can’t replicate with any sort of quality.
So let’s figure this thing out: communication, motivation, criticism – the whole nine yards. To help us out with that, we called in dozens of the most incredible art directors, creative officers and brand managers on the planet. They were gracious enough to give us a little insight into how they get such impressive results from their creative teams.
And now we’re sharing that good stuff with you. Enjoy!
Let's talk about the job of a product manager and how to do it really well. Based off of this post: https://medium.com/@joshelman/a-product-managers-job-63c09a43d0ec#.v0kdyf816
Unleash the Power of Business thru Branding & IPRRajesh Singh
“The ‘surplus society’ has a surplus of similar companies, employing similar people, with similar educational backgrounds, coming up with similar ideas, producing similar things, with similar prices and similar quality.” Kjell Nordström and Jonas Ridderstråle, Funky Business
Pure Gravy is an insights-based brand strategy consulting firm. We help clients solve strategic business and brand issues by leveraging a range of proven tools and frameworks. Learn more about what we do and how we do it.
-The importance of leading with a true brand strategy vs. feature/benefit product strategy
-How brands are either built or destroyed by a companies actions or inaction
-Why people buy brands and understanding how the attachment to a brand works
Not your Grandfather's Business Plan Writing Workshop by Thadeus GieddThadeus Giedd
The questions you should be asked (or should have been) and the items that should be addressed prior to starting the business plan writing process.
A different style, but I think the correct starting approach to tackling writing a business plan.
Industrial Branding: The Lost Art in the Industrial MarketplacePlantEngineering
-The importance of leading with a true brand strategy vs. feature/benefit product strategy
-How brands are either built or destroyed by a companies actions or inaction
-Why people buy brands and understanding how the attachment to a brand works
Industrial Branding: The Lost Art in the Industrial MarketplaceControlEng
-The importance of leading with a true brand strategy vs. feature/benefit product strategy
-How brands are either built or destroyed by a companies actions or inaction
-Why people buy brands and understanding how the attachment to a brand works
A look at the new innovative ways marketers are using to get more intimate with their consumers in order to get better insights. The talk was delivered at GIM
A short career planning workshop that I have put together for the students of GIM. I'm over to talk at Samriddhi and thought it might be a good idea to make the most of the time that I am there...
Workshop Slides from a custom program that I put together for a few clients of mine. With 4-5 generations at work, each with distinct psychographics, there is bound to be more conflict than in the past. This workshop equips managers and leaders to manage this conflict more effectively.
A brief look at how shopper marketing is becoming an increasingly critical part of the manufacturers spends! The battle for share in the world of retail is won at the point of purchase...
2. How Will We Spend This Lecture
Rajah yah Runk?
Communicating in writing
How strong is my Brand?
Heylen Map & Brand Key
Developing winning Concepts
Copy testing and Research
Developing Advertising
3. Rajah Yah Flunk?
• How did Brand management start?
The focus between Camay and Ivory
• Who started it?
P&G
• Who in P&G?
Neil McElroy - May 13, 1931
4. McElroy saw a Rajah
“Nobody cares for Camay the way they should”
The Camay Brand man will
• Visit key sales territories, agree on promotion plans,
discuss volume estimates on a quarterly basis
• Feed this information to the planning Dept to mobilise
factories and the logistics dept
• Feed the promotion plans to the agency and develop
appropriate copy for the Brand
• Analyse and feed all constituents regular brand updates
I should argue that little has changed in the definition since 1931
5. Today, You see a Flunk
Why?
Director
Business Head
Mktg Manager
Brand Manager
The Brand manager thinks he is a Flunk because he sees this Pyramid
6. Today, You can be a Rajah
How?
Brand Manager
Technical
Commercial
Logistics
Purchase
Sales
Agency
MR
Every person in this pyramid achieves his objectives thro’ a Brand!
7. What do these Praja expect of
this Rajah?
• Passion for the Brand and his work
• Urgency in dealing with Issues
• Non stop communication
• Projecting their contribution to the Brand
8. Characteristics of a good
Brand Manager
• Listener and Advocate
• Analyst and Artist
• Logical and Intuitive
• Initiator and Team player
• A communicator
10. Brand Management
Rajah Flunk
Str
Strategic S Term
Short Term
Day to Day
Day to Day
11. Brand Management
“Winners rarely crib, Cribbers rarely win”
The
The Ideal
Yes Tolerated
Brand
Brand
Manager
Manager
Results
On the The
way out Explaining
No Brand Brand
Manager Manager
No Yes
Cribs
12. How Does P&G Judge a Brand
Manager?
• If Brand is No 1, Increase the lead
If Brand is No 2, Shorten the gap with No 1
If Brand is No 3 / No 4, get to No 1 or No 2
• Developing superior copy
• Training of subordinates and Agency
13. Let me end with the start
Rajah yah Flunk?
YOU DECIDE
15. A Brand Manager is always selling
Selling Ideas, Selling Targets, Selling a Vision
He has to be a good communicator
Good communication starts with clear writing
16. CLEAR Writing
• Prefer Clear, familiar words
• Keep sentences short and simple
• Use active voice verbs, Avoid Passive
• Use a conversational style
• Gather all information before you write the note
17. The Writing Checklist
• Is the subject obvious from the start?
• Is there a summary or overview early in the
note?
• Is the note complete?
• Does the note have a logical sequence
• Are the key ideas emphasized?
18. MEASURE THE FOG IN YOUR WRITING
I’d asked you for a 1 page write up
19. FOG INDEX
• No. of words per sentence
+
• Percentage of 3 syllable or more words
• Add 1 and 2, multiply by 0.4
20. FOG INDEX
6 7 8 9 10 11 12 13 14 15
Ideal Index
Scientific Journals
21. FOG INDEX
Try and drop your Fog Index by 1 or 2 every year
if you are Index 12 and above
22. Try a Few Words
Your Word
Detrimental
Consequently
Ascertain
In Close Proximity
23. Try a Few Words
Your Word
Detrimental Bad
Consequently So
Ascertain Find
In Close Proximity Near
24. Summary -CLEAR Writing
• Brand manager is always selling Ideas
• Keep the reader in mind
• The Fog Index
• Short sentences, few 3 syllable words
26. How strong is my brand ?
• Beauty lies in the eyes of the beholder
• Most Brand managers overestimate the
strength of their own brand and
underestimate the power of a
competitive brand.
33. It is time to Rejuvenate when...
• There is a gap between claimed and Actual usage
• Consumers cannot remember last contact with the
Brand
• Consumers talk in past tense about the Brand
• Consumer remember the old ads, forgetting the
new
• Consumers ascribe the Innovation to another
Brand
34. Rejuvenation - The Red Bulb
No Clear Articulation of a substantiated
“REASON WHY”
36. Product Image
Problem Solution Example
• Brand lacks - Find new TG - VIP / FLoose
• relevance - Redefine Need - Woodward’s
Gripe water
- Talcs?
• No Personality - Review - Clinic Plus
Communication
No Persuasion - New Advertising - Budweiser
37. Product Image
Problem Solution Example
• Losing Range Extension CK Fragrances
Relevance
• Technology Product Innovation Gillette
is outdated /
has no edge
38. Product Image
Problem Solution Example
• All Round Issue - Total Revamp of - British Airways
mix
• Terminal Illness - Milk - Denim
- Withdraw - Nose Strips
• Own Creation - Get Product - New Coke
right first - Tylenol
39. How Strong Is My Brand
Summary
• A problem identified correctly is 90% solved
• Don’t change anything before you understand
the problem
• Don’t get locked into Relaunch date
• Don’t deceive yourself and the Boss
41. Key Positioning
• The context in which the brand is competing
(Competitive Environment)
• At whom the brand is aimed (Target)
• The problem or opportunity the brand is seeking to
address (Insight)
• The ways in which the brand solves the problem or
improves the situation (Benefits)
• What the brand stands for (Values) or believes in
(Personality)
• The evidence why the brand is better than alternatives
(Reasons to Believe)
• The single most compelling reason for the consumer to
choose the brand (Discriminator)
• A short description of what the brand is all about, its
genetic code (Essence)
43. IMPMAP - Implicit Mapping
• New system for strategic Brand management
• Based on understanding, optimising and
exploiting a brand’s personality
• Very true in markets where brand
differentiation is weak
44. IMPMAP
• IMPMAP measures a brand’s image along two
dimensions - Brand Personality and Brand Identity
Brand Image = Brand Personality + Brand Identity
- Irrational - Rational
- Emotive - Cognitive
- Implicit - Explicit
45. IMPMAP
• Implicit Mapping is the dynamic basis of choice
• Explicit Mapping is the Rationalisation of it
46. The Implicit Personality Space
Extroverted
Warm
Energetic
Affliative
Assertive
Subdued
Cool
Introverted
• Conventional Mapping - Map changes (Br, Attr)
• Implicit is constant space
• Eight different characteristics = “Implicit Attributes”
47. IMPMAP
• Energetic / Extroverted : Physical State
Bodily sense of Energy
Refreshment & Vitality
Enjoyment it provides
• Warm / Affiliative : Physical state in a social sense
Warm / comfortable in
presence of others
Sense of Group
48. IMPMAP
• Subdued / Introverted : Alone and Anti Social
Brands on Price
• Cool / Assertive : Ego oriented characteristics
Self gratification
Cool - Self control
49. IMPMAP
• A brand positioned at the centre of the Map
• A brand overlaps two sections
• A brand at the perimeter
50. The Implicit Personality Space
Extroverted
Warm
Energetic
Affliative
Assertive
Subdued
Cool
Introverted
A brand positioned at the centre of the Map
A brand overlaps two sections
A brand at the perimeter
51. How is IMPMAP generated?
• Controlled personal interviewing
• 200 – 400 respondents
• 20/30 minute interviews
52. How is IMPMAP generated?
• 8 Non verbal stimuli presented as PHOTOS
Energetic but a bit impulsive
Self assured but a little over confident
Clever but a little aloof
Stylish but a bit arrogant
Dependable but a little dull
Kind but somewhat naïve
Worm hearted but a little conventional
Full of life but a bit disorganised
53. IMPMAP generation
• Assign each statement to a photo
• Assigning one brand to a photo
Description of how the photo describes the brand
• Preference Ranking of Brands
54. Uses of IMPMAP
• Brand Personality – Emotional Values
• Brand Identity – Rational Value
• Mental Field – External, Rational
• Brand Appeals – Users / Non users differ
• Typology of Brands – What Brands “go Together”
55. IMPMAP – Summary
Expressive
Optimistic
CP Active SS
Stimulation CAC
Nihar
Hedonism
Lux
Playful
Unconcerned
We I
Love Control
Caring Power
Sharing Domineering
Ego
Repressive
Fear, Passive
Rejection, Need Reassurance
57. Concept
A concept is a description of the consumer or
professional needs the product will satisfy (The
benefit) The reasons why it will satisfy the needs
(The Support) and a description or portrayal of
any key elements that will affect the perception
of the product. Such elements might include
product form, physical attributes, package
graphics, brand name, sizing and pricing
59. Concept Development
Is there a
Summarise existing data
Business opportunity?
Understand consumer needs
Conduct quali MR
and develop consumer insight
Conduct quanti MR
Preliminary business plan
on Business opportunity
Create, Develop &
Develop concepts
optimise concepts
Quantitative concept Concept appeal
testing
60. Building Concepts
• Build concepts yourself
• Build concepts with partners
• Build concepts with consumers
• Refine concepts with your peers
61. Strong Concept Checklist
• They offer now benefits not offered by existing
products. e.g. Anti Tartar Toothpaste
62. Strong Concept Checklist
• They offer now benefits not offered by existing
products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to
the key product benefit
63. Strong Concept Checklist
• They offer now benefits not offered by existing
products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to
the key product benefit
• They make comparative claims Vs competition
64. Strong Concept Checklist
• They offer now benefits not offered by existing
products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to
the key product benefit
• They make comparative claims Vs competition
• They eliminate an important negative in existing
products in the category
65. Strong Concept Checklist
• They offer now benefits not offered by existing
products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to
the key product benefit
• They make comparative claims Vs competition
• They eliminate an important negative in existing
products in the category
• They offer a higher quality product
66. Strong Concept Checklist
• They offer now benefits not offered by existing
products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to
the key product benefit
• They make comparative claims Vs competition
• They eliminate an important negative in existing
products in the category
• They offer a higher quality product
• They tap into current emerging trends.
e.g. Thermasilk
67. Strong Concept Checklist
• They offer now benefits not offered by existing
products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to
the key product benefit
• They make comparative claims Vs competition
• They eliminate an important negative in existing
products in the category
• They offer a higher quality product
• They tap into current emerging trends.
e.g. Thermasilk
• They offer a price advantage. e.g. CAC Satellite
68. Weak Concept Checklist
• They tend to be me too
• They rarely compare
• They are unique but not superior
• They are verbose and poorly written
69. Rules of Thumb – Concepts
• You should be able to read the concept in
30 secs or less
70. Rules of Thumb – Concepts
• You should be able to read the concept in
30 secs or less
• Brand name should be evident and prominent
71. Rules of Thumb – Concepts
• You should be able to read the concept in
30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo
jumbo
72. Rules of Thumb – Concepts
• You should be able to read the concept in
30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo
jumbo
• Headline should be principal selling message
73. Rules of Thumb – Concepts
• You should be able to read the concept in
30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo
jumbo
• Headline should be principal selling message
• State all sizes in which it will be available
74. Rules of Thumb – Concepts
• You should be able to read the concept in
30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo
jumbo
• Headline should be principal selling message
• State all sizes in which it will be available
• State exact retail price
75. Rules of Thumb – Concepts
• You should be able to read the concept in
30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo
jumbo
• Headline should be principal selling message
• State all sizes in which it will be available
• State exact retail price
• Restage concepts – cue new
76. Rules of Thumb – Concepts
• You should be able to read the concept in
30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo
jumbo
• Headline should be principal selling message
• State all sizes in which it will be available
• State exact retail price
• Restage concepts – cue new
• Intrigue elements are not needed at this stage
78. The History of Copy Testing
• Early 1900s Selling directly to the consumer
• 1920 / 1930s Return Coupons
• 1930s / 40s Stanton Expt - Recognition, Recall
Aided Recall
• 1950s Activation Research
79. Six Measurement Trends
• Behavioral Measures Coupons, Tests
• Recognition Measures Aided
• Measures of Recall Unaided
• Attitude or Persuasion Measures
• Psychological Measures
• Motivational Measures
80. Principle 1
A good copy testing system provides
measurement which are relevant to the
objectives of the Advertising
81. Principle 2
A good copy testing system is one which requires
agreement about how the results will be used in
advance of each specific test
82. Principle 3
A good copy system provides multiple
measurements - because single measurements
are generally inadequate to assess the
performance of an ad
83. Principle 4
A good copy system is about human response to
communication
The Reception of a stimulus
The comprehension of the stimulus
The response to the stimulus
(Questioning reaction to Advtg execution can provide
insight about strengths and weakness of the
advertising and why it performed the way it did)
84. Principle 5
A good copy testing system recognizes that the
more finished a piece of copy, the more soundly
it can be evaluated
85. Principle 6
A good copy testing system is one that can
demonstrate reliability and validity
86. 3 Types of ROUGHS
• Animatics
• Photomatics
• Live Action
87. Why do we do ROUGHS ?
• Intrusiveness (Recall)
• Persuasion (Fav Buy Att)
• Idea communication
88. ROUGHS
• Celebrities - Always do animatics
• Mood Films - Do live Action
• Travel, Food - Do Photomatics
89. Established Brand Models
Lower No 2 or No 3 Dominant
Ranked Brands
Brands
Recall Recall
Recall
Communication Communication Communication
Persuasion Persuasion
Persuasion
90. 3 Reasons for Likability
• Reminder Value
• Emotionally Driven categories
• The Active Advertising Consumer
91. Hi Emotion
Fragrances Cars
Low Hi
Rational Rational
Chewing Gum Computers
Lo
Emotion
Where will you put our Categories ?
92. Hi Emotion
Likability Likability
Persuasion
Low Hi
Rational Rational
Recall In store Persuasion
Lo
Emotion
Where will you put our Categories
94. In Conclusion
Rajah yah Flunk? YOU DECIDE
Communicating in writing K.I.S.S.
How strong is my Brand? REJUVENATE
Heylen Map & Brand Key IMP MAPS
Developing winning Concepts LUCID AND SIMPLE