WHAT DOES YOUR BRAND FOR?
STAND
Alexandra Suรกrez Contact 787.565.5660
ale@seriouslycreative.com
“
If you tell me about service and quality and customer focus, you haven’t answered my question, because a hundred other brands stand for that. If you are what others are, then there’s nothing to own or protect or build upon.
”
Seth Godin
IT’S NOT WHAT YOU SELL, IT’S WHAT YOU
STAND FOR IN THE EYES OF THE CUSTOMER
AND HANDING THE PROBLEM OFF TO THE AGENCY DOESN’T ALWAYS WORK
As much as you’d love consumers to be infatuated with your charming pitch, understand that, at the end of the day, they simply want to
solve a problem
WHAT YOU WILL
NEED
TIME CLARITY & PURPOSE THE RIGHT WORDING
The Format
CHALLENGE A one sentence statement that articulates what communication needs to work on
INSIGHT A truth told in a way that brings light to the creative process
IDEA A simple, compelling idea that can steer CREATIVITY
LET’S SEE AN EXAMPLE…
CHALLENGE Bring Muscular Dystrophy closer to people’s lives
INSIGHT
People feel handicapped to unfamiliar sufferings
IDEA The force they need
STEP 2: What’s the Brand Challenge, Insight and Marketing Idea?
Write the Evocative Marketing Challenge
STEP 2: What’s the Brand Challenge, Insight and Marketing Idea?
THE COMMUNICATION CHALLENGE A truth about the consumer’s relationship to the category
A truth about the current state of the category
A truth about the product o brand experience
Consumer
Brand
Category
Culture A truth about the cultural tension surrounding the brand/product
STEP 2: What’s the Brand Challenge, Insight and Marketing Idea?
EXAMPLE THE SITUATION
Imported Oranges are visually perfect and look beautiful. This has resulted in our Puerto Rican Orange losing 32 market share points in the past 5 years.
We need to launch a campaign to boost sales
STEP 2: What’s the Brand Challenge, Insight and Marketing Idea?
THE EVOCATIVE CHALLENGE THAT THE 4C’S SITUATION POSES Consumers are buying into appearances
Imported Oranges are most likely chemically enhanced
Our Oranges are natural, but ugly
Consumer
Brand
Category
Culture Culture is celebrating being imperfect
STEP 2: What’s the Brand Challenge, Insight and Marketing Idea?
A good Marketing Challenge feels like an “Evocative Challenge” and NOT like a Marketing Objective
GOOD CHALLENGES
BAD CHALLENGES
▪ Make Puerto Rican Oranges Sexy
▪ Improve perception of PR Orange
▪ Get the country to combat imported oranges
▪ Get people excited about buying local
▪ Get people to question perfect looking oranges
▪ Make people realize that perfection comes with a tradeoff
▪ Show Puerto Ricans that some instincts might be unfounded
▪ Change Puerto Ricans fruit buying behavior
STEP 2: What’s the Brand Challenge, Insight and Marketing Idea?
The inspiring insight
STEP 2: What’s the Brand Challenge, Insight and Marketing Idea?
WHAT IS AN INSIGHT?
1 2 3 4
The most overused word in the Marketing field
NOT to be confused with data
A universal truth told in a new way (feels as if told for the first time)
The why behind the why behind the why
STEP 2: What’s the Brand Challenge, Insight and Marketing Idea?
HOW TO GET TO AN INSIGHT? (Look for the benefit of a benefit)
It’s convenient
From Rational to Emotional
It saves you time It gives you more time with your family It gives your family more time with you
FACT People tend to feed their pets twice a day
OBSERVATION They like to feed them at breakfast and dinner time
INSIGHT People feel guilty eating in front of their pets
STEP 2: What’s the Brand Challenge, Insight and Marketing Idea?
WHAT IS AN INSIGHT? (Rinse and repeat process until your insight is no longer lame)
1 2 3 4
Why is my consumer doing this behavior?
Why is my consumer doing this observation?
Why is my consumer doing this [SBO]?
Why is my consumer doing this [Lame insight]?
OBSERVATION
Moms thinks expensive diapers are better
SLIGHTLY BETTER OBSERVATION
A better diaper will make my baby happier
LAME INSIGHT
A happy baby proves I am a good mom
INSIGHT
Real mom’s don’t overthink things
STEP 2: What’s the Brand Challenge, Insight and Marketing Idea?
WHAT IS AN INSIGHT?
(Rinse and repeat process until your insight is no longer lame)
1 2 3 4
Why is my consumer doing this behavior?
Why is my consumer doing this observation?
Why is my consumer doing this [SBO]?
Why is my consumer doing this [Lame insight]?
OBSERVATION
Losing weight is hard
SLIGHTLY BETTER OBSERVATION
It is hard because you can’t eat what you love
LAME INSIGHT
And that makes you feel deprived
INSIGHT
We use food as a tool to control our mood
STEP 2: What’s the Brand Challenge, Insight and Marketing Idea?
The Marketing Idea
THE FRUIT EXAMPLE:
CHALLENGE Get people to realize that perfect looking fruit might not be the best tasting fruit
INSIGHT
§ Stick to one theme: challenge, insight and idea must feel like a story § They should tell creatives exactly why the product works for your consumer
Deep down, we secretly hate perfection
§ They are simple, compelling and can steer CREATIVITY a range of ideas
MARKETING IDEA
§ Challenge-Insight-Idea reinforce the Brand’s Purpose
Ugly tries harder
STEP 3: Presenting your work to the agency
STEP 3
Test proofing your brief
STEP 3: Presenting your work to the agency
PROPOSITION CHECKLIST
§ Is it surprising, thought-provoking, impressive, relevant? § Is it credible for the consumer? § Would you cringe if you saw it on a poster? § Can you defend it convincingly? § Why should someone be convinced by this rather than something else? § Could you explain it to your mom? § Could you write an ad from it?
STEP 3: Presenting your work to the agency
WHICH CAN YOU IMAGINE WRITING AN AD ABOUT? WHICH ONE GETS YOU THINKING? ยง Our bacon tastes great, smells fantastic and leaves less fat in the pan ยง Our bacon converts vegetarians ยง We save you time ยง We multiply your time
“
In order to be irreplaceable, one must always be different. Coco Chanel
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