BriefCrafting: What does your brand stand for?

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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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