SVA | MPS in Branding | Agency Planning | WEEK 4

Rockstar Planning (week 4)

Homework

Good Things

Evocative language creamy wonderland, just the magnificent, little bit of heaven, higher standard, scrumptiousness

Good Things

Evocative language creamy wonderland, just the magnificent, little bit of heaven, higher standard, scrumptiousness

Inspiration flavor for everyone, glitterati, MmmHmmm moments

i r P

! e z

Not as good Things Positioning as Comms Strategy Premium Greek yogurt for the food connoisseur.

An uncontrived, laid back food experience that people share in and get excited about.

The highest quality for Greek Yogurt

Not as good Things Positioning as Comms Strategy Premium Greek yogurt for the food connoisseur.

An uncontrived, laid back food experience that people share in and get excited about.

The highest quality for Greek Yogurt

Creative Campaign Idea as Comms Strategy Happiness in every bite.

Fruit and yogurt are throwing a party: everyone’s invited.

No plastic spoons alowed.

Not as good Things Positioning as Comms Strategy Premium Greek yogurt for the food connoisseur.

An uncontrived, laid back food experience that people share in and get excited about.

The highest quality for Greek Yogurt

Creative Campaign Idea as Comms Strategy Happiness in every bite.

Fruit and yogurt are throwing a party: everyone’s invited.

No plastic spoons alowed.

Meh Lets you indulge in flavor.

Not as good Things Positioning as Comms Strategy Premium Greek yogurt for the food connoisseur.

An uncontrived, laid back food experience that people share in and get excited about.

The highest quality for Greek Yogurt

Creative Campaign Idea as Comms Strategy Happiness in every bite.

Fruit and yogurt are throwing a party: everyone’s invited.

No plastic spoons alowed.

Meh Lets you indulge in flavor.

Talking to ourselves Finding immense pleasure in food just makes the world seem a bit brighter.

Not as good Things Positioning as Comms Strategy Premium Greek yogurt for the food connoisseur.

An uncontrived, laid back food experience that people share in and get excited about.

The highest quality for Greek Yogurt

Creative Campaign Idea as Comms Strategy Happiness in every bite.

Fruit and yogurt are throwing a party: everyone’s invited.

No plastic spoons alowed.

Meh Lets you indulge in flavor.

Talking to ourselves Finding immense pleasure in food just makes the world seem a bit brighter.

Alpha Fage Omega So much Greekiness! Greek isles, rustic Greek, authentic Greek.

Review

The client entrusts us with their Brand

The brand has a Challenge

We Bring the Target to Life

High Performance Moms

We Uncover Insights

fact fact fact

fact

fact

fact fact

Target Insight fact

fact

fact fact

fact

insight : an instance of apprehending the true nature of a thing, especially through intuitive understanding, in a way that opens

up creative possibilities

We write a Strategy

You look inside.

A light comes on.

Final Presentation!

Choose a brand you think you could run better than the current strategists.

Define the brand’s current position is. You’re stuck with it.

Do research, primary and secondary .

Identify the strategic challenge.

Bring the target to life.

Design and develop a creative brief. One page TOPS.

• •

Teams of four You will brief real creatives, who will provide feedback

Grades: 50/50 Final Presentation & don’t forget presentation skills

Attendance & Participation Five classes, three assignments, class discussion

Bonus?

Express yourself.

Find an article or blog post about some aspect of planning.

Summarize, respond with your POV and provide rationale.

Due Sunday at midnight. see tumblr for details.