international branding toolkit admarcom

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Strategy Toolkit

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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

x

x

x x

x

x

x x

x

x

x x x x

x x x x

x x x x

x x x x

x x x x

BDDP BBDO McCann Saatchi

x

x

x

x x

x

x x

x x

x

x x

x x x

x x x

x x

x x x

x

P&GKraft Jacobs R+C

x

x

x

x

x

x

x

Coca Cola

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

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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