20130603 brand management chapter 6

Brand Management

Session 6: Advertising – the greatness of Creativity

Zeeshan Kingshuk Huq

Guest Faculty

zeeshan.huq@gmail.com

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Why this session, and what you can expect from it

To have a common understanding with regard to What is the relationship between Brand, Product, and

Advertising Advertisement basics

How to generate great advertising Do’s and don’ts and tips

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Remember the relationship?

Brand is a promise

Product is the system of delivering this promise

Advertisement proposes and makes you believe this delivery of promise

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Advertising is a major part of Brand Management

What is the general objective of Advertising? “We sell, or else” – David Ogilvy

What is a good advertisement? “I have seen one advertisement actually sell not twice as

much, not three times as much, but 19½ times as much as another. Both advertisements occupied the same space. Both were run in the same publication. Both had photographic illustrations. Both had carefully written copy. The difference was that one used the right appeal and the other used the wrong appeal.” – John Caples

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The Cult of Creativity

Creativity is the secret of success and it’s a job of both: client and agency

Creativity awards versus creativity that works

What is creative? “’If it doesn’t sell, it isn’t creative.’ Amen.” – David Ogilvy

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How to produce advertising that sells

Do your homework

Position your brand distinctively

Create / project the right image

What is the big idea?

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How to produce advertising that sells

Do your homework

Position your brand distinctively

Create / project the right image

What is the big idea?

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It’s really tedious, but there is no substitute for it

You don’t stand a chance unless you’ve done your homework well – occasional success can skid on the slippery surface of irrelevant brilliance

Follow simple, but real detailed steps: First: Study the product you are going to advertise Second: What kind of advertising your competitors have

been doing for simialr products, and with what success Third: Research among consumers

There’s no excuse – if you can’t afford a professional service, do it yourself

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How to produce advertising that sells

Do your homework

Position your brand distinctively

Create / project the right image

What is the big idea?

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You’re lost if you’re not positioned right

What is positioning “What the brand does, and

for whom” - Dove could be positioned as

a detergent bar for men with dirty hands, or a toilet bar for women with dry skin

Comparative analysis of the leading car brands – which one means what Toyota Mercedes Volvo BMW VW

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How to produce advertising that sells

Do your homework

Position your brand distinctively

Create / project the right image

What is the big idea?

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Who are you, and where are you headed …

Personality

Visuals

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How to produce advertising that sells

Do your homework

Position your brand distinctively

Create / project the right image

What is the big idea?

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“ Unless your advertising contains a big idea, it will pass like a ship

in the night ”

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What is the big idea?

It’s not easy, and don’t think it’s available in plenty The more through your understanding of the brand and

product is, the more likely you are to hit jack-pot How do you know it’s a big idea?

Did it make me gasp when I first saw it? Do I wish I had thought of it myself? Is it unique? Does it fit the strategy to perfection? Could it be used for more than 5 years?

Sometimes, the product itself will be the big idea

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Mazda Car for Ladies

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Which one is more powerful? Copy or Visual?

There’s no thumb-rule

Sometimes the copy is the strength of an ad

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Berger APE 2

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Which one is more powerful? Copy or Visual?

There’s no thumb-rule

Sometimes the copy is the strength of an ad

Sometimes the visual is enough

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Which one is more powerful? Copy or Visual?

There’s no thumb-rule

Sometimes the copy is the strength of an ad

Sometimes the visual is enough

Sometimes both complement each other so well

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Berger Weathercoat

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Which one is more powerful? Copy or Visual?

There’s no thumb-rule

Sometimes the copy is the strength of an ad

Sometimes the visual is enough

Sometimes both complement each other so well

Whatever it is, it needs to tell a “story”

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Summary: Great Advertising Principles

1. It concentrates on one big idea

2. Its promise discriminates a brand from its competitors

3. It involves the target consumer

4. It establishes/ develops a relationship with the consumer

5. It is credible – it feels genuine

6. It is simple and clear

7. It integrates the brand name with the central idea

8. It takes full advance of each medium

9. The idea must be campaignable

10. It must help build the brand personality

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360º Campaigns

Try all touch-points – and take best ones

Research should dictate over guts

It’s not only the media, but the message on the media that’s the real catch

A 360º campaign evolves from client’s brief, then to agency client service’s creative brief, and the creative / strategy’s work, coupled with media’s purchase and strategy

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Brand Person provides a brief

A good brief is a reflection of how well the brand person understands and owns his/her brand

Brief means brief Concise – no more than 2 pages Simple and Clear – for anyone, free from jargons Positive and truthful – inspiring, driving excellence

Outline

Should be presented in person to the agency, including the creative team, preferably with product demo

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Client Service/ Strategy ensures Creative Brief

All elements of Client’s brief

Format depends on agency, but must include The “Conceptual Target” Desired brand personality / tone of ad Research findings / back-up information (may be in

separate appendices) Usually written by the client service person, also written

by Strategy Person

Demonstrates clearly that the agency fully understands the company’s brief and is sympathetic to its terms

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Assessing Proposed Advertisement

Check whether the proposed advertisements answer the brief given to the agency Concentrate only on those proposals which do

Ask your self the following questions Is there a big idea? Is it memorable? Is it relevant? Does it discriminate the brand from its competition? Will it involve the target consumer? Does it establish/ develop a relationship? Reveal

understanding? Invoke a positive response? Does it feel genuine? Is it simple and clear? Single minded? No distraction? Is the brand name integrated? Inseparable from idea? Does it make full use of the medium’s capabilities? Is the idea campaignable? Is the style, manner consistent with brand’s persona?

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What are the expertise / role of a Brand Person?

S/he is the parent of the brand, agency is the mentor that grooms the brand

Skill-set needed: Creativity A natural observer – gathers insights Networking, resourcefulness People-savvy Rational, analytical ability Capability to write succinctly Attention to details

S/he is the sole responsible person for the growth of the brand – there’s nothing s/he can escape from. Rest of marketing department supports her/him.

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“ You are only limited by your imagination

and your energy ”

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How long does it take to build a brand?

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“ God lies in details ”

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Myths and details of advertising

ALL CAPS IS USUALLY DIFFICULT TO READ

Long texts set in reverse is difficult to read

Consumers are not stupid, neither are they blind

Simplicity is the best approach – and possibly the most difficult one as well

Long headlines are more likely to be read

Sex do not sell if it’s irrelevant

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Few Other Mantras

Make the product the Hero Learn it from all great brands

Own an adjective, not a superlative There can always be a better one than the best If the consumer is convinced more about your offer than

your competitor’s one, s/he’ll buy yours

Every campaign should have an ROI

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Few Other Mantras

Repeat your winners

Ambition Everyone: how much ownership have you taken? It’s difficult to take away something when it’s yours own

Pursuit of knowledge Which surgeon do you want? What has the agency done with the money they’ve spent of

their client? What really works?

Thank you

Questions n Inputs n Ideas n Next course of action

Glimpse of some ad which I envy

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Appendix

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Brief to Agency

Why do we want new advertising?

Who are we talking to?

What effect should the advertising have on the consumer? What does s/he think now? What would we like her to think/do?

The story – what is the single most persuasive benefit we can offer?

Why should the believe it?

What are the executional considerations?

What are the practical considerations, e.g. timing, advertising properties, competitive reaction, regulatory aspects, etc

Authority

Budget strength

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Brand Position Statement

Brand Name

Brand Consumer Benefit

Brand Personality

Product / Range / Description

Major Competitors

Target Consumers

Reasons to Believe the Benefit

Packaging

Advertising Property

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Pre-test of Ad – a probable outline

Every research and advertising agency has their own format and method of ad pre-test

General aspects should cover the simple formula of SMILE Simplicity Memorability Interest / relevance Linkage to the brand Emotional involvement