Brand strategy consists of three core components and tapping into an infinite amount of human emotions.
Presented as part of Griffin Farley's Beautiful Minds 2020 program.
18. YOUR CHALLENGE
IS A CHOICE
Any one business problem contains a
multitude of creative challenges.
Determining how you frame up your
creative challenge is half the battle.
19. FORM SOME
HYPOTHESES AND
START DIGGING
CONSUMER CULTURE
COMPANY CATEGORY
What do people
deeply need or
want that is going
unanswered?
What bigger trends in
culture are impacting
or inspiring our
people?
What is uniquely
compelling about the
product or brand?
How is the
category* serving
people and where
are there gaps?
*Might be more than direct competitors
20. WHAT MAKES FOR A GOOD CHALLENGE?
- Sets us up for a creative answer
- Identifies the emotional, human barrier to our success
- Simplifies the complexity of the situation by honing in on what’s critical
- Reframes our understanding of the issue
- Begs to be answered: turns a potentially boring problem into an interesting question
22. BASED ON OUR
CHALLENGE, WE
NEED TO CONTINUE
TO EXPLORE AND
FIND THE INSIGHT
THAT WILL HELP US
ADDRESS IT
CONSUMER CULTURE
COMPANY CATEGORY
What do people
deeply need or
want that is going
unanswered?
What bigger trends in
culture are impacting
or inspiring our
people?
What is uniquely
compelling about the
product or brand?
How is the
category* serving
people and where
are there gaps?
*Might be more than direct competitors
31. TWO PRIMARY FORMS
PURPOSE PROPOSITION
An action-oriented
reason to exist (for
brand or campaign)
The main takeaway
you want people to
walk away with
32. I CAN’T DO THIS. I’M STUPID.
I’M A CLICHE. THAT’S A DUMB
IDEA. WHO DO I THINK I AM?
THIS FEELS RIGHT BUT WHAT DO
I KNOW? WAIT IS THIS EVEN A
STRATEGY? WHAT AM I DOING?
DOES THIS MAKE SENSE? AM I
EVEN A STRATEGIST? MY BRAIN
THIS IS WHERE WE
GET EMOTIONAL ON
A PERSONAL LEVEL.
This is the moment when the doubt might start to creep in.
This is the moment where cracking it will seem impossible —
until it isn't. Keep going. You got this.
33. REMEMBER TO TAKE
YOUR IDEAS FOR A WALK!
● Talk to your creatives early and often
● Explain it to your mom (or a rubber duck)
● Prototype it - make some ideas and put them
out into the real world to test