Strategy Toolkit Audit

Strategy Toolkit

ë

Owned Admarcom

Strategy Toolkit
Some words of caution:

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

Other Agencies/Clients Experience

BDDP
BBDO

Unilever

R+C

Saatchi
Kraft
Jacobs Euro
RSCG
France
P&G Coca
Cola

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

Owned Admarcom

Learnings

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

 Reason why/Support

 Character/Tonality

 Target Group

 Advertising Objective

 Situation Analysis

Learnings

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

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

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

 Brand Architecture/Toolbox (Unilever)

 Brand as a Person (Euro RSCG)

 Brand Vision (BDDP, R+C)

 Strategic Laddering (BDDP)

 Key Focus (P+G)

 Analysis of Status (McCann, R+G)

Admarcom Planning Form Criteria

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

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

Toolkit Contents

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

Toolkit Contents

 Brand audit
 Positioning development War Rooms
 Idea process

War Rooms

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

War Rooms

Blijft eigendom van Admarcom

Toolkit Contents

 Brand audit
 Idea process
 Strategic stairway War Rooms Rooms
War

Proposed Instruments

The Digging
Process

Definition

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

 Dig into the market.

 Dig into the brand/product.

 Dig into the competition.

 Just dig!

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

Toolkit Contents

 Brand audit
 Idea process
 Strategic stairway War Rooms


THE BRAND
AUDIT
?
in 9 steps

?
Definition

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

 The phase in which you explore the elements that could be used to determine
strategy

? Step 1:
Product Interrogation

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

e.g.
Product superiority : Araldite,
the strongest adhesive
Know-how : Stouffer, the closest
to home-cooking
Special ingredient : polished with walnut oil
Country of origin :
Price characteristics : less expensive, more
expensive, special offer

? Step 1:
 This also involves
 Product comparison

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

? Step 1:

 Dramatize know-how/demand
Lustucru: rice selected grain by grain
Made by robots
 Torture test, stress conditions under which tough
conditions does the product do very well
 Others

? Step 2:
Brand Archaeology
 Inherited characteristics : significant events in its past, core values,
advertising, biography, founding fathers
e.g.
History : Sir Thomas Lipton
Founder : Club Med, Trigano saga, happiness
Values : Stouffer : tradition, authenticity

? Step 2:
Brand Archaeology

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

 Ways of using the product :
sharing, giving, playing...

? Step 3:
Brand Character

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

? Step 4:
Competitive Environment
 The dynamics of its position in relation to its competitors

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

? Step 4:
Competitive Environment

 What is the source of the brand business

 Where is the best growth opportunity ?

? Step 5:
Brand Experience

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

 How the product effect people’s lives

 How people feel when using the product

? Step 6:
Brand’s Point of View

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

 Disadvantages for non users :
 What they are missing

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

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

? Step 7:
Reasons for Loyalty

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

 a role

 a specific time of action

? Step 8:
Brand Ambition

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

 desire versus reality

? Step 9:
Communication Mix

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

Toolkit Contents

 Brand audit

 Idea process War  Rooms


POSITIONING
DEVELOPMENT

Definition
 The brand positioning is the most basic of all strategic statements about
the brand. It helps to focus, guide and anchor all future marketing
efforts. It is written by marketers, for marketers, in their language. It is
not a consumer statement.

Definition
 The positioning statement creates a unique brand identity that
 provides a clear purchase rational for the consumer

 distinguishes the business in the consumers’ perception of the
competitive frame
 moves beyond brand identity, to consumer identity, helping
consumer to position themselves in the mind of their public

What Brands Mean
 Brands are much more than products.

 “A product exists on the supermarket shelf. A brand resides in
consumers’ minds”

Positioning
 Is akin to two marketing concepts which are often used: mission and
vision. Akin, because it is not exactly the same. What are the similarities
and differences?

Mission
 Is commonly used to explain the business a company is in or wants to be
in. As such, the term mission has meaning largely internally to the
company itself.

Vision
 Implies a strong future orientation. A vision defines not only “who we
are”, but also “who we want to be”.

Elements and Questions
 Five elements that bring the positioning to life and five questions which help it to birth

 Target group: To whom are you advertising to?

 Brand character: Who is your brand?

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

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

 Support: Why should consumer believe in your brand?

Element 1:
Target Group

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

Element 1:
Target Group

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

Element 2:
Brand Character

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

Element 2:
Brand Character

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

Element 2:
Brand Character

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

 Bad example:
Mr. Proper is always helpful and service oriented

Element 3:
Competitive Frame

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

Element 3:
Competitive Frame

 The key questions:

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

 Where is the best growth opportunity?

Element 4:
Brand Promise

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

Element 5:
Support

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

The Positioning Formula

For teenager, Brand Beer
Target consumer Brand name

is the empathic expert for pimple problems

Brand character Product/Competitive Frame

that help to stop pimple before they start because

Brand promise

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

Support

THE CHALLENGE OF
CHANGE

Presentation to Heineken

THE POSITIONING FORMULA

FOR YOUNG ADULTS
(Target consumer) (Brand name)

(Brand character) (Product/Competitive Frame)

THAT

(Brand promise)
BECAUSE

(Support)


FOR YOUNG ADULTS HEINEKEN


THAT

(Brand promise)
BECAUSE

(Support)



IS THE UNCONVENTIONAL LEADER

THAT

(Brand promise)
BECAUSE

(Support)



IS THE UNCONVENTIONAL LEADER AMONG BEER BRANDS

THAT

(Brand promise)
BECAUSE

(Support)




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

(Support)




THAT
PROVIDES SPIRITUAL AND PHYSICAL REFRESHMENT
BEYOND WHAT HAS EVER BEEN THOUGHT POSSIBLE IN THIS
WORLD
(Brand promise)
BECAUSE
OF ITS IRREFUTABLE, UNCOMPROMISING PURITY.
(Support)

Heineken can become
THE BEST BEER IN THE
UNIVERSE;
or more specifically…
THE MOST REFRESHING
BEER IN THE UNIVERSE

Toolkit Contents

 Brand audit
 Idea process War Rooms


IDEA

Inspiring the Development of Effective Advertising

Definition

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

Search and Reapply

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

Objective

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

 ‘Advertising Ideas’

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

Idea Eggs

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

NOW

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

Strategic Obstacle
THINK:
................................
................................

Idea Eggs

Brand: ..................................................................................

NOW FUTURE

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

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

Idea Eggs

Brand: ..................................................................................

NOW FUTURE

DO: DO:
................................ ................................
................................ ................................
ADVERTISING IDEA
................................
................................
What if .... THINK:
THINK:
................................
................................
................................
................................

Idea Eggs in Steps

1. Strategic Obstacle

Idea Eggs in Steps


2. Consumer Insights

Idea Eggs in Steps


2. Consumer Insights

3. Advertising Ideas

Step 1:
Strategic Obstacle

NOW FUTURE

DO: DO:
................................ ................................
................................ ................................
ADVERTISING IDEA
................................
................................
What if .... THINK:
THINK:
................................
................................
................................
................................

Step 1:
Strategic Obstacle

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

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

 A strategic obstacle is often a mirror version of a consumer insight.

Step 1 - Strategic Obstacle
Determine Steps

 Define business strategy and translate in consumer behaviour

Build user base Buy/use my brand

Build frequency Buy/use me more often

Loyalty Stay with my brand

Buy / Use My Brand

 Thinking options

 I am not interested (in your benefit)

 I do not believe you deliver your benefit

 I already have your benefit

Buy / Use Me More Often

 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

Stay with My Brand

 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

Find Answers in Research

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


 Are people using your brand
Habits, differently?
Practices,  Do your users have different habits?
Focusgroup  What is the noticability of your superiority?


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

Step 2:
Consumer Insights

NOW FUTURE

DO: DO:
................................ ................................
................................ ................................
ADVERTISING IDEA
................................
................................
What if .... THINK:
THINK:
................................
................................
................................
................................

Step 2:
Consumer Insights

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

Step 2 - Consumer Insight
Types of Insights

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

 Stemming from the consumer’s mind,
psychological, emotional, (not what consumers are doing but) why are
consumers doing this?

Sources of Insights

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

 Also research reports.

 Also personal usage of product.

Products Insights (checklist)

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

Products Insights (checklist)

 Specially made
Is the product made in a very special way?
 Stress conditions
Under which tough conditions does your product do very well?
 Advantage of using more often
What do you gain by using the product more often?
 Disadvantage of non-use
What are the consequences of not using the product?

Consumer Insight
Step 2 -
Psychological Insights (checklist)
 Existential influence on life/self
How the product effects people’s lives?
 Influence on important matters
What is the most important influence of the product on the things for
which the product is used?
 Influence on others
Who will notice that I am (not) using the brand?
 Trust
Who can I trust to help?

Consumer Insight
Step 2 -
Psychological Insights (checklist)
 Influence on feelings
How do you feel when using the product?
 Influence of surprise
How do you feel when product’s performance is better than expected?
 New concern
Can you think of a new problem?


Step 3:
Advertising Idea

NOW FUTURE

DO: DO:
................................ ................................
................................ ................................
ADVERTISING IDEA
................................
................................
What if .... THINK:
THINK:
................................
................................
................................
................................


Step 3:
Advertising Idea

Creative
Execution
Copy
Development
Strategy

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

Step 3:
Advertising Idea

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

Step 3:
Advertising Idea

 Definition
An advertising idea is a credible and provocative statement of substance
about the brand’s main consumer benefit.

Step 3 - Advertising Idea
Words of Wisdom

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

“Makes the brand emotionally important”.

“Provides reason to prefer your brand”.

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

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

“ The net impression that is left with the consumer”.

Simplest Form

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

 “So clean that it shines”.

 “So dry that it is drier than any other diaper”.
(simplest comparative form)

Step 3 - Advertising
Idea
How to Find Them?
 The sources

 A checklist

 Stylistics exercise

 Hall of fame emulation

The Sources
 Expert opinion
 Archives
 Product tests
 ‘White coat’
 Personal experience
 Advertising competitors
 Other countries
 Brainstorming

Idea
Product Characteristics (checklist)
 Ingredients

 Dispenser

 Packaging

 Origin of ingredients

 Country of Origin

Idea
Consumer Characteristics (checklist)

 Celebrities use it, endorse it

 Experts use it, endorse it

 Market leader, everybody uses it

 Exclusive, nobody uses it yet

Using the Product (checklist)
 Sharing

 Giving (as present)

 To indulge in

 Playing

Idea
Manufacturing Process (checklist)
 Made by hand

 Made with microscope

 Made by robots

 Made without compromise

Surprising Facts (checklist)
 Harvested by hand

 Polished with walnut oil

Idea
Price Characteristics (checklist)
 Less expensive

 More expensive

 Special offer

 Price/value relationship

Product History (checklist)
 Since ..............
(1975)
 Traditional quality

 Founding fathers, zie website

Physical Needs (checklist)
 Hunger, thirst

 Sex

 Status, ego fulfilment

 Self actualisation

 Self happiness

Idea
Image Characteristics (checklist)
 High quality

 Sympathetic

 Exotic

 Modern, contemporary

 Trustworthy

Idea
Disadvantages Non-Users (checklist)
 What you are missing

 Lack of security

 Missed opportunity

 Others will notice non-usage

Idea
Direct Comparison (checklist)
 Product comparison

 User comparison

 Comparison with standard of excellence

 Reduced base of comparison

Own the Category (checklist)
 Appropriate a characteristic that is generic to category

 Unique problem Unique solution

Stylistic Exercise
 Juxta position -
It takes a tough man to make a tender chicken.
 Appropriate a role, territory -
The airline that is uniting the world
 New benefit formulation -
Just Nupe it (Nuprin)
 Provocative simplicity -
Coke is it.
 Provocative language -
Fingerlicking good

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

Idea
Hall of Fame Emulation
 Sounds so good, you can tell which brand of piano
 Jump is health food for dogs
 Not just clean, sunshine clean
 Think of it as a sportscar on two wheels
 For hands as soft as your face
 For hands as soft as your daughter’s
 The secret of soft skin
 Washing and conditioning in one
 The penalty of leadership
 The obligation of being No. 1

Idea
 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

Idea
 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

Idea
 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

Idea
 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

Idea
 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

Idea
 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?

Idea
 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

Idea
 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

Idea
 We’ve got to try harder as No. 2
 Luvs is love your baby can feel
 United colours of Benetton
 I’d walk a mile
 Good food costs less at Sainsburry
 The Care Company
 We only sell quality
 The heartbeat of America
 Let’s make things better

Toolkit Contents

 Brand audit
 Idea process War  Rooms


STRATEGIC
STAIRWAYS

Definition
 A method to determine the focus of the strategy

Advertising Idea
Awareness ARLA,

Attribute ARLA, we have already creative and
inspiring ideas

Benefit ARLA, guarantee the best product quality

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

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

Advertising Idea

Awareness Pure awareness, relevant for new brands

Attribute

Benefit

Territory

Value

Role

Advertising Idea

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

Territory

Value

Role

Advertising Idea

Awareness

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

Value

Role

Advertising Idea

Awareness

Attribute

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

Role

Advertising Idea

Awareness

Attribute

Benefit

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

Role

Advertising Idea

Awareness

Attribute

Benefit

Territory

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

STRATEGIC LADDER for ARLA

ROLE

VALUE

TERRITORY

BENEFIT

ATTRIBUTE

AWARENESS


CREATIVE
BRIEFING FORM

Inspire and Motivate

“A good shepherd stays
behind the flock.”

What is a Brief ?

 Instructions given to creative people are called brief

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

“Creative directors just do not take orders”.

What is a Brief ?

 More a request than a order.

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

 The briefer does not know how the objective will be achieved.

Clear Objectives
 Do not couch in wishy-washy terms e.g.

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

 Be specific, also with constraints
“executional guidelines”, do not over promise including specific budget.

Some Words of Wisdom
1. The best brief can be used as a headline on a poster.

2. Be creative in writing the brief.

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

4. Find a single minded proposition
(come alive in a compelling manner).


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.”


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

STAR FORM
1. Campaign Objective

5. Support

2. Target Audience
6. Brand Soul

4. Single Key
Communication
3. Consumer Insight

7. Star dust (executional guidelines)

STAR FORM

5. Support

2. Target Audience
6. Brand Soul

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


STAR FORM

1. Campaign
5. Support Objective

2. Target Audience
6. Brand Soul

4. Single Key
Communication
3. Consumer Insight


STAR FORM

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

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

STAR FORM


5. Support

2. Target
6. Brand Soul Audience

4. Single Key
Communication
3. Consumer Insight


STAR FORM

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

STAR FORM


5. Support

2. Target Audience
6. Brand Soul

4. Single Key
Communication
3. Consumer
Insight


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

 Mind related insights e.g.:

 Affects lives / self

 Influence on others

 Trust

 Feelings

 Concern

 Surprise

STAR FORM


5. Support

2. Target Audience
6. Brand Soul

4. Single Key
3. Consumer Insight
Communication


STAR FORM

4. The single key communication

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

STAR FORM


5. Support

2. Target Audience
6. Brand Soul

4. Single Key
Communication
3. Consumer Insight


STAR FORM

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

STAR FORM


5. Support

2. Target Audience

6. Brand Soul

4. Single Key
Communication
3. Consumer Insight


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

STAR FORM


5. Support

2. Target Audience
6. Brand Soul

4. Single Key
Communication
3. Consumer Insight

7. Star dust
(executional guidelines)

STAR FORM

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

STAR FORM

5. Support

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

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


Admarcom Strategy Toolkit

By Henk Terol-2011

Strategy Toolkit Audit

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