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.