Mas apbc semana 4 the breif vers 2 2013
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Mas apbc semana 4 the breif vers 2 2013
- 2. AP- Boot Camp Semana 4 “The Creative Brief & Briefing”
- 3. • el negocio del cliente, construcción de marcas • ideas que cambien el comportamiento
- 4. Ideas y Contenido ¡Todos necesiten un brief!¡Todos necesiten un brief!
- 5. El Principio Temas PrincipalesTemas Principales Marca > Producto Segmentación del mercado/consumidor Análisis competitivo Posicionamiento de marca Personalidad de marca Rol de la Publicidad Brief Creativo – ¿Racional? – ¿Emocional? Medición de resultadosStephen King 1972
- 6. Planning - Proceso Básico > El brief creativo Información Interpretación Insights Inspiración Machote Tradicional (1970) Objetivos del negocio Problema para resolver Rol de la publicidad - Objetivos de la comunicación Grupo objetivo Insight - relación con la marca Idea/Proposición/Mensaje Respuesta deseada
- 7. Segmentación y comportamiento Tendencias Sociales El Brief Creativo - ¡Antes de empezar! Los componentes básicos Posicionamiento Insight Clave
- 8. Four Branding Models Douglas B. Holt (AP Boot Camp 2013) Cultural Branding Mind-Share Branding Emotional Branding Viral Branding - WOM Key Words Cultural icons, Iconic brands DNA, brand essence, genetic code, USP, benefits, values, onion model Brand personality, experiential branding, brand religion, experience economy Stealth marketing. Cool- hunting, meme, grass roots, infections, seeding, contagion, buzz Brand Definition Performer of, and container for, an identity myth A set of abstract associations A relationship partner A communication unit Branding Definition Performing myths Owning associations Interacting with and building relationships with customers Spreading viruses via lead customers and influencers Required for a Successful Brand Performing a myth that addresses an acute contradiction in society Consistent expression of associations Deep interpersonal connection Broad circulation of the virus Most Appropriate Applications (Categories) Identity Categories •Functional Categories •Low Involvement Categories •Complicated products Services, retailers, specialty goods New fashion, new technology ? ?? ?
- 9. Arquitectura de la marca Modelo “Mindshare” LOS VALORES CLAVES DE LA MARCA: LA PERSONALIDAD Y CARACTER DE LA MARCA: ATRIBUTOS Y BENEFICIOS DE LA MARCA: LA ESENCIA EL ESPIRITU Y ALMA DE LA MARCA (EL “A.D.N.” DE LA MARCA)
- 10. Target – Segmentación del Consumidor
- 11. (11) Segmentación Demográfico - Valores y Actitudes SOCIAL INDIVIDUAL PASIVIDAD PROACTIVIDAD COMPROMETIDO - 18% HyM-25-45, NSE: C típico con hijos 7-12 años INDIVIDUALISTA - 9% H-24-40, NSE: Alto y Medio con hijos grandes 56% 44% SEGUIDOR - 18% H-41-50, NSE: Bajo con hijos grandes TRADICIONAL - 11% HyM-51-60, NSE: Medio con hijos grandes ASPIRACIONAL BASICO -27% HyM-25-34, NSE: Medio con hijos pequeños EMPRENDEDOR 1O% M-31-40, NSE: Bajo con hijos pequeños EMPRENDEDOR - 7% HyM 24-40, NSE: Alto con hijos adolescentes OOneneBBrandrandOOneneBBrandrand
- 12. What’s the common denominator across the 50 brands showing the fastest growth both in depth of customer relationships and financial value between 2000 and 2010? All of them, regardless of size or category, have been built on an ideal of improving lives in some way.
- 13. Transformación - Comunicación Mensajes repetitivos Monologo comercial Modelo anticuado Conocimiento (sin compromiso)¿Balas? ¿Velcro? Relevancia y autenticidad Dialogo - experiencia de marca Participación y recomendación Relación marca-consumidor OOneneBBrandrandOOneneBBrandrand
- 14. Brief guide to Briefs
- 15. Algunas Reglas Speak like and for a consumer, not a marketing gibbon Creatives write from a brief, not to one Briefs are organic and collaborative It’s not just a brief it’s a briefing Don’t believe the hype
- 16. ¿Como a hacer un Brief. . . chingón? There are no boring boxes (and make sure you fill in the right one) Let your personality, or the personality of the consumer shine through Use evocative, unexpected language Every word is sacred. Don’t waste or misuse a single one. Have a consistent theme to the entire brief Don’t mess with the template to squeeze more stuff in
- 17. Tarea de Semana 4 – El brief creativo. Marcas – Café Blasón – Jumex Chispazo – Shampoo Testo 1.1.¿Qué modelo de marca? (1-4) ¿Porqué?¿Qué modelo de marca? (1-4) ¿Porqué? 2.2.¿Formato del brief? ¿Porqué?¿Formato del brief? ¿Porqué? 3.3.¿Estilo de briefing? ¿Porqué?¿Estilo de briefing? ¿Porqué? 4.4.El Brief final.El Brief final. ¡NO ACEPTABLE!
- 18. Four Branding Models Douglas B. Holt (AP Boot Camp 2012) Cultural Branding Mind-Share Branding Emotional Branding Viral Branding - WOM Key Words Cultural icons, Iconic brands DNA, brand essence, genetic code, USP, benefits, values, onion model Brand personality, experiential branding, brand religion, experience economy Stealth marketing. Cool- hunting, meme, grass roots, infections, seeding, contagion, buzz Brand Definition Performer of, and container for, an identity myth A set of abstract associations A relationship partner A communication unit Branding Definition Performing myths Owning associations Interacting with and building relationships with customers Spreading viruses via lead customers and influencers Required for a Successful Brand Performing a myth that addresses an acute contradiction in society Consistent expression of associations Deep interpersonal connection Broad circulation of the virus Most Appropriate Applications (Categories) Identity Categories •Functional Categories •Low Involvement Categories •Complicated products Services, retailers, specialty goods New fashion, new technology
Notas do Editor
- So. Here are some hard and fast rules: Don’t believe the hype: Clients live and breath their brand. They love it above their spouses. And when it comes to briefing us, they will shout from the rooftops how ace it is and expect us to do the same. Don’t listen to them. Look at the product through a cynical consumer’s eyes. They don’t give a toss for internal rhetoric. You are targeting them. You need to speak to them in the terms that they would expect of that brand. Sometimes revelling in the flaws of a product can lead to the best creative. Skoda anyone? Speak like and for a consumer: Marketingese has no place in a brief. Actually it has no place anywhere. In a brief, you are writing an “advert” for the creatives to interpret. Write in wank, get wank out. Speak with personality (ideally that of a consumer), and immediately you’ll use far more evocative inspiring language and not hide behind generic marketing nothingness. Creatives write from a brief: A briefing is not a dictation. Make a brief closed or directional, and you’ll know what the creatives will produce even before they go away to work on it. A brief should be a platform from which they can launch off from. Not a means for you to force your ideas on a team. Always double check – can you think of two or three planner ideas from the brief you’ve written immediately? Are any of them your pet ideas? Briefs are organic: Never should a brief be written in exclusion of others. Yes, the planner should own the document, but absolutely go a speak with the creative teams when writing it. Take some options, get their POV. And never be afraid to let it grow organically over time. It’s not just a brief: Never, ever, ever email a brief to a team and expect them to get on with it. Actually, never even give people the brief until after the briefing. As much time should be put into the briefing (how do you get the team really into the brand, market or consumer insight), as you put into the brief itself.
- Based on reading through everyone’s practice brief attempts, these are the pointers to avoid the most common mistakes. When writing a brief, these are the top tips. Consistent – The brief is brief for a reason. There is no space for tangents or asides. Pick your core theme, and trail it through EVERY element. If it is as fertile a thought as it should be, this will be easy. Boxes – Often they get mixed up. Insights that are objectives. Proof points that are propositions. Get the right info in the right boxes. And importantly, there are no “dull, functional” ones. Everything should inspire and stick to your theme. Even the objective. Personality – If you can read it back and spot who the writer is, then you are looking at a good personal brief. Even better if the voice is that of your ideal audience. Language – Marketingese is not evocative. 99% of a briefing can be wasted, but the 1% of inspirational spark can come from the smallest word. Work hard to avoid the mundane. Let your vocab flower and inspire. Every word – Write the brief. Rewrite it. Rewrite it again. Every word is sacred. Make them all work hard. Remember, if you leave a loose word or loose thought, what’s to stop the creatives picking up on this and basing their idea on it… Template – It is a fixed template for a reason. To stop everyone guffing on for pages. If you need to shrink text or expand boxes, you are writing too much. Edit yourself, not the template.