International Branding Toolkit admarcom
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Transcript of International Branding Toolkit admarcom
Owned AdmarcomNetworkCompagnons.
Strategy Toolkit
ë
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”
BDDPBBDO
Saatchi
Euro RSCGFrance
CocaCola
P&G
KraftJacobs
R+C
Unilever
Other Agencies/Clients Experience
Owned AdmarcomNetworkCompagnons.
Brand as a Person
Brand Vision
Formalities
Mandatories
Selling/AdvertisingIdea
Positioning
Consumer Insight
Tonality/Stil
Key Focus
Brand Character/Personality
Reason Why/Support
Product/Consumer Benefit/Brand Promise
Target group
Source of business
Advertisingobjects
Analysis of status(descript. of situation, SWOT)
Disruption
Laddering
Brand Architecture
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BDDP BBDO McCann Saatchi
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P&GKraft Jacobs R+C
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Coca Cola
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Euro RSCGFrance Unilever
Eckes-Granini
Other Agencies/Clients Experience
Learnings
Most agencies and clients have the same elements in common
Benefit/Promise
Reason why/Support
Character/Tonality
Target Group
Advertising Objective
Situation Analysis
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)
Learnings
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
The digging process
Brand audit
Positioning development
Idea process
Strategic stairway
Creative briefing form
Toolkit Contents
The digging process
Brand audit
Positioning development
Idea process
Strategic stairway
Creative briefing form
WarWar RoomsRooms
Toolkit Contents
Our collaborative approach to planning and strategic development, involving all agency and client groups for input and idea generation
WarWar RoomsRooms
Blijft eigendom van Admarcom NetwerkCompagnons.
WarWar RoomsRooms
The digging process
Brand audit
Positioning development
Idea process
Strategic stairway
Creative briefing form
WarRoomsWar Rooms
Toolkit Contents
The Digging Process
Proposed Instruments
Definition
A qualitative and quantitative intuitive approach to uncover key factsand 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
The digging process
Brand audit
Positioning development
Idea process
Strategic stairway
Creative briefing form
War Rooms
Toolkit Contents
THE BRANDAUDIT
in 9 steps
?
Proposed Instruments
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 adhesiveKnow-how : Stouffer, the closest
to home-cookingSpecial ingredient : polished with walnut oilCountry of origin :Price characteristics : less expensive, more
expensive, special offer
?
This also involves
Product comparison
Transforming a handicap into an opportunityOrangina: shake up the pulp
Exploiting a product realityRaider: 2 satisfying snack fingers
Made by hand
Amplifying a detailOrangina: shake up the pulp
Step 1:
Product Interrogation
?
This also involves
Dramatize know-how/demandLustucru: rice selected grain by grain
Made by robots
Torture test, stress conditions under which toughconditions does the product do very well
Others
Step 1:
Product Interrogation
Step 2:
Brand Archaeology
?
Inherited characteristics : significant events in its past, core values, advertising, biography, founding fatherse.g. History : Sir Thomas LiptonFounder : Club Med, Trigano saga, happinessValues : Stouffer : tradition, authenticity
?
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 2:
Brand Archaeology
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 ofexpression: (sound, music, colour, words) thatmake up its formal “territory”
Spirit : The values of the brand, the role it wants toplay 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
?
What is the source of the brand business
Where is the best growth opportunity ?
Step 4:
Competitive Environment
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 thestresses 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 begiven out/allocated by the network, hence by the dealer.
?
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 7:
Reasons for Loyalty
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 IacoccaVision : 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...
The digging process
Brand audit
Positioning development Idea process
Strategic stairway
Creative briefing form
War Rooms
Toolkit Contents
Proposed Instruments
POSITIONINGDEVELOPMENT
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?
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 1:Target Group
DefinitionThe 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 2:Brand Character
DefinitionThe 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 3:Competitive Frame
DefinitionThe 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 4:Brand Promise
DefinitionThe 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).
Element 5:Support
The Positioning Formula
For teenager, Brand Beer
is the empathic expert for pimple problems
that help to stop pimple before they start because
it cleanses pore-deep to visibly remove the pimple causing elements
Target consumer Brand name
Brand character Product/Competitive Frame
Brand promise
Support
THE CHALLENGE OF THE CHALLENGE OF
CHANGECHANGE
Presentation to Heineken
FOR YOUNG ADULTS
(Target consumer) (Brand name)
(Brand character) (Product/Competitive Frame)
THAT
BECAUSE
(Brand promise)
(Support)
THE POSITIONING FORMULATHE POSITIONING FORMULA
FOR YOUNG ADULTS HEINEKEN
(Target consumer) (Brand name)
(Brand character) (Product/Competitive Frame)
THAT
BECAUSE
(Brand promise)
(Support)
THE POSITIONING FORMULATHE POSITIONING FORMULA
FOR YOUNG ADULTS HEINEKEN
(Target consumer) (Brand name)
IS THE UNCONVENTIONAL LEADER
(Brand character) (Product/Competitive Frame)
THAT
BECAUSE
(Brand promise)
(Support)
THE POSITIONING FORMULATHE POSITIONING FORMULA
FOR YOUNG ADULTS HEINEKEN
(Target consumer) (Brand name)
IS THE UNCONVENTIONAL LEADER AMONG BEER BRANDS
(Brand character) (Product/Competitive Frame)
THAT
BECAUSE
(Brand promise)
(Support)
THE POSITIONING FORMULATHE 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
BECAUSE
(Brand promise)
(Support)
THE POSITIONING FORMULATHE 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
BECAUSE
(Brand promise)
OF ITS IRREFUTABLE, UNCOMPROMISING PURITY.
(Support)
THE POSITIONING FORMULATHE POSITIONING FORMULA
Heineken can becomeHeineken can becomeTHE BEST BEER IN THETHE BEST BEER IN THE
UNIVERSE;UNIVERSE;
or more specifically…
THE MOST THE MOST REFRESHINGREFRESHINGBEER IN THE UNIVERSEBEER IN THE UNIVERSE
The digging process
Brand audit
Positioning development
Idea process
Strategic stairway
Creative briefing form
War Rooms
Toolkit Contents
Proposed Instruments
I D E A
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
Euro RSCG
Saatchi & Saatchi
Unilever
P&G
Wells Rich Greene/BDDP
Philip Morris
Leo Burnett
Young & Rubicam
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
THINK:
................................
................................
DO:
................................
................................
Strategic Obstacle
What if .... THINK:
................................
................................
FUTURE
Insight
DO:
................................
................................
NOW
THINK:
................................
................................
DO:
................................
................................
Strategic Obstacle
Idea Eggs
Brand: ..................................................................................Strategic promise: .............................................................
What if .... THINK:
................................
................................
FUTURE
Insight
DO:
................................
................................
NOW
THINK:
................................
................................
DO:
................................
................................
Strategic Obstacle
ADVERTISING IDEA
................................
................................
Idea Eggs
Brand: ..................................................................................Strategic promise: .............................................................
Idea Eggs in Steps
1. Strategic Obstacle
1. Strategic Obstacle
2. Consumer Insights
Idea Eggs in Steps
1. Strategic Obstacle
2. Consumer Insights
3. Advertising Ideas
Idea Eggs in Steps
What if .... THINK:
................................
................................
FUTURE
Insight
DO:
................................
................................
NOW
DO:
................................
................................
ADVERTISING IDEA
................................
................................
Step 1:Strategic Obstacle
THINK:
................................
................................
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
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 ObstacleDetermine Steps
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 ObstacleBuy / Use My Brand
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 ObstacleBuy / Use Me More Often
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 ObstacleStay with My Brand
Is your benefit widely accepted?
Is your brand better in the key benefit area?
What are the negatives associated with your brand?
Is your benefit attractive (TPM)?
Do people believe you deliver?
Is your benefit relevant?
Attitude Research,
Image Research,
Advantage Research,
Focusgroup Research
Step 1 - Strategic ObstacleFind Answers in Research
Are people using your brand differently?
Do your users have different habits?
What is the noticability of your superiority?
Habits,
Practices,
Focusgroup
Step 1 - Strategic ObstacleFind Answers in Research
Is your benefit as attractive as in the past?
Has competition improved?
Any demographic / sociological trend effecting appeal?
Brand history,
Focusgroup,
Competitive advertising
Step 1 - Strategic ObstacleFind Answers in Research
THINK:
................................
................................
FUTURE
Insight
DO:
................................
................................
NOW
DO:
................................
................................
ADVERTISING IDEA
................................
................................
Step 2:Consumer Insights
Strategic ObstacleWhat if .... THINK:
................................
................................
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 Insights
Step 2 - Consumer InsightTypes 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?
Listen to consumers!Talking with consumers!Observing consumers!
Also research reports.
Also personal usage of product.
Step 2 - Consumer InsightSources of Insights
Standard of excellenceWhat is the standard of excellence in this category? (which other brands are not expected to reach)
Competitive failureWhen do competitive products fail?
Different product actionDoes the brand work differently from the way consumers think it works?
Special ingredientIs there an ingredient that builds credibility?
Step 2 - Consumer InsightProducts Insights (checklist)
Specially madeIs the product made in a very special way?
Stress conditionsUnder which tough conditions does your product do very well?
Advantage of using more oftenWhat do you gain by using the product more often?
Disadvantage of non-useWhat are the consequences of not using the product?
Step 2 - Consumer InsightProducts Insights (checklist)
Existential influence on life/selfHow the product effects people’s lives?
Influence on important mattersWhat is the most important influence of the product on the things for which the product is used?
Influence on othersWho will notice that I am (not) using the brand?
TrustWho can I trust to help?
Step 2 - Consumer Insight
Psychological Insights (checklist)
Blijft eigendom van Admarcom NetwerkCompagnons.
Influence on feelingsHow do you feel when using the product?
Influence of surpriseHow do you feel when product’s performance is better than expected?
New concernCan you think of a new problem?
Step 2 - Consumer Insight
Psychological Insights (checklist)
Blijft eigendom van Admarcom NetwerkCompagnons.
What if .... THINK:
................................
................................
THINK:
................................
................................
FUTURE
Insight
DO:
................................
................................
NOW
DO:
................................
................................
ADVERTISING IDEA
................................
................................
Step 3:
Advertising Idea
Strategic Obstacle
The bridge between copy development strategy and creative execution, originating from an insight about the product, brand, consumer behaviour or feelings.
Copy Development
Strategy
CreativeExecution
Step 3:
Advertising Idea
DefinitionAn 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
DefinitionAn advertising idea is a credible and provocative statement of substance about the brand’s main consumer benefit.
Step 3:
Advertising Idea
Step 3 - Advertising IdeaWords 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 IdeaSimplest 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)
The sources
A checklist
Stylistics exercise
Hall of fame emulation
Step 3 - Advertising Idea
How to Find Them?
Expert opinion
Archives
Product tests
‘White coat’
Personal experience
Advertising competitors
Other countries
Brainstorming
Step 3 - Advertising IdeaThe Sources
Ingredients
Dispenser
Packaging
Origin of ingredients
Country of Origin
Step 3 - Advertising Idea
Product 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
Consumer Characteristics (checklist)
Sharing
Giving (as present)
To indulge in
Playing
Step 3 - Advertising Idea
Using the Product (checklist)
Made by hand
Made with microscope
Made by robots
Made without compromise
Step 3 - Advertising Idea
Manufacturing Process (checklist)
Harvested by hand
Polished with walnut oil
Step 3 - Advertising Idea
Surprising Facts (checklist)
Less expensive
More expensive
Special offer
Price/value relationship
Step 3 - Advertising Idea
Price Characteristics (checklist)
Since ..............(1975)
Traditional quality
Founding fathers, zie website
Step 3 - Advertising Idea
Product History (checklist)
Hunger, thirst
Sex
Status, ego fulfilment
Self actualisation
Self happiness
Step 3 - Advertising Idea
Physical Needs (checklist)
High quality
Sympathetic
Exotic
Modern, contemporary
Trustworthy
Step 3 - Advertising Idea
Image Characteristics (checklist)
What you are missing
Lack of security
Missed opportunity
Others will notice non-usage
Step 3 - Advertising Idea
Disadvantages Non-Users (checklist)
Product comparison
User comparison
Comparison with standard of excellence
Reduced base of comparison
Step 3 - Advertising Idea
Direct Comparison (checklist)
Appropriate a characteristic that is generic to category
Unique problem Unique solution
Step 3 - Advertising Idea
Own the Category (checklist)
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
Stylistic Exercise
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
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?
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
Step 3 - Advertising Idea
Hall of Fame Emulation
The digging process
Brand audit
Positioning development
Idea process
Strategic stairway
Creative briefing form
Toolkit Contents
War Rooms
Proposed Instruments
STRATEGICSTAIRWAYS
Definition
A method to determine the focus of the strategy
Advertising Idea
Awareness
Attribute
Benefit
Territory
Value
Role
ARLA,
ARLA, we have already creative and
inspiring ideas
ARLA, guarantee the best product quality
ARLA shows that your family
values are important for you
ARLA products, unique aroma for people
who are creative in cooking and?
ARLA believes that their values gives
happiness, every day
Benefit
Territory
Value
Role
Pure awareness, relevant for new brandsAwareness
Attribute
Advertising Idea
Awareness
Benefit
Territory
Value
Role
Product characteristic:
- reason why
- quantifiable phenomenon
(the best sold car in Europe)
- Permission to believe
(made by experts)
Attribute
Advertising Idea
Benefit
Territory
Value
Role
The advantage of using the product,
can be elevated to end-benefit i.e.:
Persil’s whiteness (benefit) shows how
much you care.
Awareness
Attribute
Advertising Idea
Benefit
Territory
Value
Role
Not a benefit, but a mix of form and
substance focussing on the type of
people that (we would like to) use our
brand (also called lifestyle or image
advertising).
Awareness
Attribute
Advertising Idea
Benefit
Territory
Value
Role
The brand represents or adopts a value
i.e. mother care, physical exercise.
Awareness
Attribute
Advertising Idea
Benefit
Territory
Value
Role
The brand assumes a societal role:
Benetton: “United colours of Benetton”,
stands for anti-aids, anti-discrimination
and pro-condom usage.
Awareness
Attribute
Advertising Idea
STRATEGIC LADDER STRATEGIC LADDER for ARLAfor ARLA
A W A R E N E S SA W A R E N E S S
A T T R I B U T EA T T R I B U T E
B E N E F I T B E N E F I T
T E R R I T O R YT E R R I T O R Y
V A L U E V A L U E
R O L E R O L E
The digging process
Brand audit
Positioning development
Idea process
Strategic stairway
Creative briefing form
War Rooms
Toolkit Contents
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”.
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.
What is a Brief ?
Clear Objectives
Do not couch in wishy-washy terms e.g.
“Highly creative and brilliant idea that will increasemarket 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).
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.
Some Words of Wisdom
1. Campaign Objective
2. Target Audience
3. Consumer Insight
4. Single Key Communication
5. Support
6. Brand Soul
STAR FORM
7. Star dust (executional guidelines)
1. Campaign Objective
2. Target Audience
3. Consumer Insight
4. Single Key Communication
5. Support
6. Brand Soul
STAR FORM
7. Star dust (executional guidelines)
POINTS TO CONSIDER
1. Campaign Objective
2. Target Audience
3. Consumer Insight
4. Single Key Communication
5. Support
6. Brand Soul
STAR FORM
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
1. Campaign Objective
2. TargetAudience
3. Consumer Insight
4. Single Key Communication
5. Support
6. Brand Soul
STAR FORM
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
1. Campaign Objective
2. Target Audience
3. Consumer Insight
4. Single Key Communication
5. Support
6. Brand Soul
STAR FORM
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
1. Campaign Objective
2. Target Audience
3. Consumer Insight
4. Single Key Communication
5. Support
6. Brand Soul
STAR FORM
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
1. Campaign Objective
2. Target Audience
3. Consumer Insight
4. Single Key Communication
5. Support
6. Brand Soul
STAR FORM
7. Star dust (executional guidelines)
STAR FORM
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
5. Support
1. Campaign Objective
2. Target Audience
3. Consumer Insight
4. Single Key Communication
5. Support
6. Brand Soul
STAR FORM
7. Star dust (executional guidelines)
STAR FORM
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
6. Brand Soul (or desired Brand Soul)
1. Campaign Objective
2. Target Audience
3. Consumer Insight
4. Single Key Communication
5. Support
6. Brand Soul
STAR FORM
7. Star dust (executional guidelines)
STAR FORM
Executional guidelines
Mandatory's / inclusions
Logo size packshot
Corporate style
“Holy cows”
Plain political suggestions(for consideration only)
7. Star Dust
1. Campaign Objective
2. Target Audience
3. Consumer Insight
4. Single Key Communication
5. Support
6. Brand Soul
STAR FORM
7. Star dust (executional guidelines)
Over to you:
Put your signature on
the brief
Admarcom Strategy Toolkit
By Henk Terol-2011