1. Creating a brandWhatever you are planning, it WILL be a brandPart 2 of 5 of our talks to young entrepreneurs during START UP BRITAIN week.Speakers: Les Mear & Philip Slade Backed by the Marketing Agencies Association (MAA) www.startupbritain.org7/19/121

2. What we are going to talk about Why you need a brand The fundamentals of brand creation that have not changed since 1899 What we can learn from Don Draper, Dixons and a smoothie The new world brands live in The importance of your story Check list and take away for your brand7/19/12 Philip Slade : Fanclub Group : Making Brands 2 3. People buy brands and Investors buy brands For the next few slides lets assume you have a fabproduct, keenly priced with a ready and willingaudience7/19/12 Philip Slade : Fanclub Group : Making Brands 3 4. However you tell your story, inwhatever media, to whateveraudience. You need a brand.7/19/12Philip Slade : Fanclub Group : Making Brands4 5. This famous clip from Mad Men shows Don Draperselling the idea of the Kodak Carousel7/19/12Philip Slade : Fanclub Group : Making Brands5 6. Unfortunately Mr. Baggs was right,he is a brand. He has a visual identity A personality (!) Values A back story And defined relationships with people7/19/12 Philip Slade : Fanclub Group : Making Brands 6 7. Is it a new thing to talk about brands?7/19/12Philip Slade : Fanclub Group : Making Brands7 8. In 1877Commodore James Walter Thompsonfounded what has become Americasbiggest, and the worlds fourth largest,advertising agency In 1899 he set out principals forforceful advertisingOur advice does not strayfrom what he advised back then7/19/12Philip Slade : Fanclub Group : Making Brands8 9. Forceful Advertising needs a robustbrand behind it The easy bits Memorable name and URL Distinctiveness Attributes Your brand also needs to be able to communicate its origins and history, as well as its culture, knowledge and awareness of its place in a customers world7/19/12 Philip Slade : Fanclub Group : Making Brands 9 10. Your brand What tone of voice does it have What is its personality? What colour is it?7/19/12Philip Slade : Fanclub Group : Making Brands10 11. Shopper awareness and considerationare low Brandcommunication isinconsistent7/19/12 Philip Slade : Fanclub Group : Making Brands 11 12. A brand needs to own everyaspect of its world.It must be distinctive.7/19/12Philip Slade : Fanclub Group : Making Brands12 13. A new brand needsto be single mindedLots of soft drinks taste great aremade from good stuff and come inbright packaging, but Innocent havea stronger brand, why?7/19/12 Philip Slade : Fanclub Group : Making Brands 13 14. Tangible difference Tone of voice Personality Place amongst competitors Visual approachEven have the Coca-Colatakeover the brand is prettymuch still on message7/19/12 Philip Slade : Fanclub Group : Making Brands 14 15. 7/19/12 Philip Slade : Fanclub Group : Making Brands 15 16. The competition7/19/12 Philip Slade : Fanclub Group : Making Brands 16 17. What is Dixons, what could its brand offer?7/19/12 Philip Slade : Fanclub Group : Making Brands 17 18. 7/19/12 Philip Slade : Fanclub Group : Making Brands 18 19. DIXONS Human Honest Affordable7/19/12 Philip Slade : Fanclub Group : Making Brands 19 20. Weve told you great brands tell storysacross any media and at any budget Real Believable Different7/19/12Philip Slade : Fanclub Group : Making Brands20 21. Successful brands understand theirbarriers to purchase7/19/12 Philip Slade : Fanclub Group : Making Brands 21 22. Barriers to purchase? I havent heard of it Im not looking for it I cant nd it I dont think I want or need that I have no inclination to change from what I usually buy I dont understand why it is different I dont believe it I dont understand how to use it I get the same benet with X I dont know which one is right for me I dont think its worth the priceSimon Goodall SaatchiX 20107/19/12Philip Slade : Fanclub Group : Making Brands22 23. New brand check list Principals Back story Tone of voice Now you can brief your marketing Colour Armor7/19/12 Philip Slade : Fanclub Group : Making Brands 23 24. Briefing marketing Whats the business objective? Whats the target audience? Whats the issue stopping us from achieved it? What insight have you found that will unlock the issue? What is the creative challenge for communications? Heart of the story Tell me why this is the truth7/19/12 Philip Slade : Fanclub Group : Making Brands 24 25. Your marketing needs a clear objective Raise awareness of the Police as a career choice Attract quality recruits to the Metropolitan Police by making 999 out of 1000 people realise they could never be a Police Officer 7/19/12Philip Slade : Fanclub Group : Making Brands25 26. How to brief someone to marketyour fab brand* Why are you communicating with consumers at this time? What will be your Objective measurement of successWhat stands in the wayof achieving ourIssue objectives What do we know about the consumer that will help us over come the issue. This must comeInsight from consumer observation NOT product knowledgeWhat do you really want toChallenge say in our messages. What isthe one single mostprovocative, transformationalstatement about this brand* Lets face it, thats probably you and your mates7/19/12Philip Slade : Fanclub Group : Making Brands26 27. Objective: To help Barack Obama win the US Presidential election Issue: Key swing states like Florida will make the difference between winning and losing and although the Jewish community prides itself on its liberal values there is one place where this is anything but the case - the swing state of Florida. Insight: The one group that might be able to influence the Jewish vote in Florida are the electorates grandchildren who are adored by their grandparents. Creative Challenge: Ask liberal Jewish grandchildren to convince their less liberal Jewish grandparents to vote for Obama Idea: The Great Schlep7/19/12 Philip Slade : Fanclub Group : Making Brands Droga 5s The Great Schlep 27 28. The Great Schlep7/19/12 Philip Slade : Fanclub Group : Making Brands 28 29. Your brand ObjectiveIssueInsightChallenge7/19/12 Philip Slade : Fanclub Group : Making Brands 29 30. Final thoughts about marketing your new brand 1. There is no formula to produce great work, so trust your intuition. Just go what feels right. 2. Keep it simple; if you cant define your idea in one sentence it still needs work. 3. Find the daily truths of life and put a creative spin on them. We want people to think: Thats so true, about your message. 4. Assume your audience is lazy so dont make them have to do work with your ad. 5. Use your ad campaign to create a solution, rather than just talk about the problem. 6. Harness real passion. Abridged version of a presentation by Droga5Every Thing You Always Wanted to Know About Advertising But Were Afraid to Ask, presented by Ted Royer during Cannes 20127/19/12 Philip Slade : Fanclub Group : Making Brands 30 31. THANK YOU that was a topline on branding.Part 2 in our 5 part Start Up Britain session 19 July 2012 Speakers: Les Mear & Philip Slade Backed by the Marketing Agencies Association (MAA) www.startupbritain.orgwww.marketingagencies.org.uk www.fanclubcommunications.com7/19/12Philip Slade : Fanclub Group : Media Marxism31