planning boot camp

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PLANNING BOOT CAMP PLANNING BOOT CAMP

Spring 2005Spring 2005

Based on information presented by McCann Based on information presented by McCann Erickson and J Walter Thompson during the Erickson and J Walter Thompson during the

AEF Visiting Professor Program Summer 2004AEF Visiting Professor Program Summer 2004

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What’s in the Boot Camp?What’s in the Boot Camp?

►Understanding brands vs. productsUnderstanding brands vs. products►Understanding the four phase processUnderstanding the four phase process►Discovery phase inputsDiscovery phase inputs►Brand planning & research ideasBrand planning & research ideas►Getting to the heart of the matter and Getting to the heart of the matter and

bringing it all togetherbringing it all together

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We are all in the We are all in the business of building business of building

brandsbrands – not products! – not products!

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Products Vs. BrandsProducts Vs. Brands

A product is a physical thing that is made in A product is a physical thing that is made in a factory…a factory…

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A brand, on the other hand, has no A brand, on the other hand, has no tangible or physical properties of its tangible or physical properties of its

own — it exists as a mental construct own — it exists as a mental construct in the minds of consumers.in the minds of consumers.

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More than ever before, people today are committing to conceptual and symbolic

values inherent in different brands

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A cohesive tapestry of associations, feelings, and conclusions that are derived from an idea

A Brand is a mental construct indelibly burned into the hearts and minds of consumers...

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The real marketing issue then, is to build ideas that will

win the “hearts and minds” of consumers

Pursue The chip A respite from passion

matters everyday life

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The Planning ProcessThe Planning Process

Snap shot of the Snap shot of the environmentenvironment

Snap shot of the Snap shot of the environmentenvironment

Understand the BrandUnderstand the BrandUnderstand the BrandUnderstand the Brand

Process to Determine Unique Process to Determine Unique “Selling Idea”“Selling Idea”

Process to Determine Unique Process to Determine Unique “Selling Idea”“Selling Idea”

Consumer ValidationConsumer Validationof Communicationof Communication

Consumer ValidationConsumer Validationof Communicationof Communication

Getting Started…Getting Started…

What are the What are the undercurrents of undercurrents of

changing consumer changing consumer imagery expressed in imagery expressed in

the Media?the Media?

What are the What are the undercurrents of undercurrents of

changing consumer changing consumer imagery expressed in imagery expressed in

the Media?the Media?

What is going on What is going on directly in consumers’ directly in consumers’

lives and minds?lives and minds?

What is going on What is going on directly in consumers’ directly in consumers’

lives and minds?lives and minds?

What do What do knowledgeable knowledgeable “Observers of “Observers of

Change” see or Change” see or predict about predict about consumers?consumers?

What do What do knowledgeable knowledgeable “Observers of “Observers of

Change” see or Change” see or predict about predict about consumers?consumers?

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Why do the Snapshots?Why do the Snapshots?

►Real-time insights - new values, ideas Real-time insights - new values, ideas and trendsand trends

►Context and LanguageContext and Language►Regional and Global PerspectiveRegional and Global Perspective►Consumer derived hypotheses for Consumer derived hypotheses for

formal research testingformal research testing

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So here is your Discovery So here is your Discovery phase…phase…

►Understand your client’s business, Understand your client’s business, objectives, target audiences, competitive objectives, target audiences, competitive landscape & brand strengths.landscape & brand strengths.

►Focus on (1) business (2) audience (3) Focus on (1) business (2) audience (3) category and (4) brandcategory and (4) brand

►Parts will be done by Parts will be done by accounts/promotions, brand planners accounts/promotions, brand planners and media planners – creative may also and media planners – creative may also review communications.review communications.

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Discovery InputsDiscovery Inputs

►Business reviews (business plans, Business reviews (business plans, annual reports, interviews)annual reports, interviews)

►Market maps (includes current Market maps (includes current penetration and opportunities)penetration and opportunities)

►Competitive information (syndicated, Competitive information (syndicated, customer focus – perceptual map)customer focus – perceptual map)

►Audience analysis (primary and Audience analysis (primary and secondary research; also focus on secondary research; also focus on retention/loyalty; can we target retention/loyalty; can we target customer behavior?)customer behavior?)

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►Segment drivers: (1) what are the Segment drivers: (1) what are the purchase decisions determinants – purchase decisions determinants – quality, price, convenience (2) what quality, price, convenience (2) what are the brand choice determinants – are the brand choice determinants – affinity, preference, awareness (3) affinity, preference, awareness (3) what are the loyalty determinants – what are the loyalty determinants – treatment, reward, satisfactiontreatment, reward, satisfaction

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►Brand audits & communication auditsBrand audits & communication audits►Audience experience (in the “shoes of Audience experience (in the “shoes of

the audience”)the audience”)►Customer touch points (lifecycle Customer touch points (lifecycle

journey boards – each stage map the journey boards – each stage map the consumer behavior to understand the consumer behavior to understand the drivers/determinants for decision drivers/determinants for decision makingmaking

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Understand the Brand:Understand the Brand:A Coherent Statement of the Brand’s Meaning A Coherent Statement of the Brand’s Meaning

and Personality…and Personality…

►?Three primary meanings?Three primary meanings

►?Three dominant ?Three dominant personality traitspersonality traits

““MEANS”MEANS”

““IS”IS”

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Brand ProjectionBrand ProjectionBrand ProjectionBrand Projection

Brand Image InventoryBrand Image InventoryBrand Image InventoryBrand Image Inventory

Brand MeaningsBrand MeaningsBrand MeaningsBrand Meanings

Brand CollageBrand CollageBrand CollageBrand Collage

Ways to Understand the Ways to Understand the Brand…Brand…

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►Top-of-mind associationsTop-of-mind associations►““Brain Dump”Brain Dump”►Can be visual or verbalCan be visual or verbal►Also useful for competitive Also useful for competitive

comparisonscomparisons

Brand Image InventoryBrand Image InventoryBrand Image InventoryBrand Image Inventory

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Next day/PriorityNext day/Priority

ReliableReliable

YoungYoung

EfficientEfficient

TrackingTracking

WorldwideWorldwide

ExpensiveExpensive

AirplanesAirplanes

Next day/PriorityNext day/Priority

ReliableReliable

YoungYoung

EfficientEfficient

TrackingTracking

WorldwideWorldwide

ExpensiveExpensive

AirplanesAirplanes

BrownBrown

UPS GuysUPS Guys

Ground ServiceGround Service

FreightFreight

PopularPopular

TrucksTrucks

InexpensiveInexpensive

PackagePackage

BrownBrown

UPS GuysUPS Guys

Ground ServiceGround Service

FreightFreight

PopularPopular

TrucksTrucks

InexpensiveInexpensive

PackagePackage

Brand InventoryBrand InventoryBrand InventoryBrand InventoryWhen I say _____ what comes to your mind?

Example: McCann Erickson

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►Projective techniques that help Projective techniques that help build a richer picture of the brandbuild a richer picture of the brand

►Several exercises can be employedSeveral exercises can be employed ……as a personas a person ……obituaryobituary ……partyparty

Brand ProjectionBrand ProjectionBrand ProjectionBrand Projection

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A Cheap, butCool Shirt

CD’s Toaster

Casual Clothes Athletic Wear Baby clothes

If you saw someone holding a bag from____ store, what would you think is in it?

What’s in the “Shopping Bag?”What’s in the “Shopping Bag?”

Example: McCann Erickson

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Towels & Sheets Sweat Pants Socks Baby Clothes

What’s in the “Shopping Bag?”What’s in the “Shopping Bag?”

Nic-Nacs Plastic Organizational

things Garden stuff

McCann Erickson

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““The Party”The Party”If _____ threw a party what would it be like?

Barbecue on a Saturday Barbecue on a Saturday afternoonafternoon

Hot dogs and 2 litter bottles Hot dogs and 2 litter bottles of sodaof soda

Paper plates and plastic cupsPaper plates and plastic cups Kids running aroundKids running around I Want to get out of this partyI Want to get out of this party

For everybody -- young and oldFor everybody -- young and old Very livelyVery lively entertainment for the kidsentertainment for the kids Live Band -- rock and rollLive Band -- rock and roll Outdoors -- barbecueOutdoors -- barbecue Alcohol free punchAlcohol free punch I’m having fun at this partyI’m having fun at this party

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““The Party!”The Party!”If _____ threw a party what would it be like?

Laid back Laid back Mixed crowdMixed crowd Beer and wineBeer and wine Buffet style hot dinnerBuffet style hot dinner Any kind of music would goAny kind of music would go I really want to stay at this I really want to stay at this

partyparty

Lunch -- Frozen/packaged foodsLunch -- Frozen/packaged foods No alcohol… Lemonade and sodasNo alcohol… Lemonade and sodas Moms with kids…talking about Moms with kids…talking about

their kidstheir kids Country musicCountry music At someone's homeAt someone's home I have to go but don’t really want I have to go but don’t really want

toto

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IRON MAN FOODIRON MAN FOOD

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ToA food that is a

friend and ally.

A symbol of

inspiration, a

source of strength. Women who

want to stay

in shapeA

J. W

alte

r T

hom

pson

Com

pany

B

RA

ND

ING

ID

EA

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The Story of Porsche – using qualitative techniques

• Porsche – 1986 over 30,000 sold; 1993 less than 4000 (model change, recession, price increase…) Is it the 80s car???

• Research Part I (a) – Nonusers & thought bubbles• Part I (b) More qualitative data – 1000 people

interviewed; 200 people had bad things to say.

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Porsche continued…Porsche continued…

► Research Part IIResearch Part II: What is your dream car? Draw : What is your dream car? Draw your ultimate dream car. 8-10 year olds say….your ultimate dream car. 8-10 year olds say….

► Sports car, red, Porsche, check out the detail….Sports car, red, Porsche, check out the detail….

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Porsche continued…Porsche continued…

► Research Part IIIResearch Part III: Luxury car owners – “Draw the way : Luxury car owners – “Draw the way you feel about your car”you feel about your car”

► BMW, Mercedes, Infiniti and Lexus:BMW, Mercedes, Infiniti and Lexus: In drivewaysIn driveways Outside looking inOutside looking in Hood ornamentsHood ornaments AirbagsAirbags Luxurious leather seatsLuxurious leather seats Hifi systemsHifi systems Enjoyment- owning and being cocooned.Enjoyment- owning and being cocooned.

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Porsche – The final storyPorsche – The final story

► Rarely drew the carRarely drew the car► VisceralVisceral► POV: Drivers seatPOV: Drivers seat► Winding roadWinding road

TreesTrees SunSun

► InsightInsight ““Love of the experience of Love of the experience of

driving”driving” But had a negative, serious But had a negative, serious

image to overcomeimage to overcome

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►Utilizes visuals (photos, magazines, Utilizes visuals (photos, magazines, images) to help uncover rational images) to help uncover rational and emotional associations with the and emotional associations with the brand brand

►Often times reveals latent Often times reveals latent associationsassociations

►See ZMET article; Zaltman’s See ZMET article; Zaltman’s processprocess

Brand CollageBrand CollageBrand CollageBrand Collage

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Peace of Mind

Integrated Team

Valued DocumentsValued Documents

Expensive

Everywhere

Technology

PremiumPremium

Fast, Dynamic

Global Reliability

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ValueValue

Worldwide

Family Oriented Loyal, Dependable

Helpful, Friendly

Local, Neighborhood

Hardworking Company

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Brand MeaningsBrand MeaningsMeansMeans ... Global Delivery Standard... Global Delivery Standard

… … TeamworkTeamwork

... Important Documents... Important Documents

IsIs ... Is Professional... Is Professional

... Is Energetic... Is Energetic

... Is Heroic... Is Heroic

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MeansMeans … Domestic Delivery… Domestic Delivery

... UPS guy and truck... UPS guy and truck

… … Bulky PackagesBulky Packages

IsIs ... Is Familiar... Is Familiar

... Is Friendly... Is Friendly

... Is Strong... Is Strong

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The Selling Strategy Model The Selling Strategy Model Has Four Critical ComponentsHas Four Critical Components

Brand ObjectiveBrand ObjectiveBrand PositionBrand Position Brand ObjectiveBrand ObjectiveBrand PositionBrand Position

Selling Idea Platform

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2211 SellingIdea

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Must Understand•Conceptual Target•Core Desire•How the Brand Fulfils it•Compelling Truth

McCann Erickson

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►The “natural constituency” for the brandThe “natural constituency” for the brand►Based on true consumer insight and Based on true consumer insight and

brand knowledgebrand knowledge►A meaningful “handle” that makes our A meaningful “handle” that makes our

demographic target come alivedemographic target come alive

Conceptual TargetConceptual Target

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Demographics vs. Demographics vs. PsychographicsPsychographics

Women age 25-49 with kids Soccer Moms

Frequent Business Travelers Road Warriors

Adults age 39-55 with HHI $60K+

Boomer Achievers

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The most relevant desire, need, The most relevant desire, need, hope or fear of the Conceptual hope or fear of the Conceptual Target that the brand can Target that the brand can meaningfully address.meaningfully address.

What is important to me?What is important to me?

Core DesireCore Desire

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Examples of Core DesireExamples of Core Desire

AvisAvis

Entitle-istsEntitle-istsEntitle-istsEntitle-ists

MonistatMonistat

Poland SpringPoland Spring

Nature BelieversNature BelieversNature BelieversNature Believers

Silent SufferersSilent SufferersSilent SufferersSilent Sufferers

A smooth-ride through a A smooth-ride through a humanized car rental experience humanized car rental experience

A smooth-ride through a A smooth-ride through a humanized car rental experience humanized car rental experience

To believe good places in this To believe good places in this world where nature endures. They world where nature endures. They

want to participate in the goodness want to participate in the goodness of nature as a way of balancing of nature as a way of balancing their polluted and complicated their polluted and complicated

lives.lives.

To believe good places in this To believe good places in this world where nature endures. They world where nature endures. They

want to participate in the goodness want to participate in the goodness of nature as a way of balancing of nature as a way of balancing their polluted and complicated their polluted and complicated

lives.lives.

Fast relief from the burning itchFast relief from the burning itchFast relief from the burning itchFast relief from the burning itch

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The specific role the brand plays in satisfying this Core Desire

Why is this Brand FOR ME?????

Role of the Brand

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Example: Poland SpringExample: Poland Spring

Conceptual TargetConceptual Target Nature BelieversNature BelieversNature BelieversNature Believers

To believe good places in this world To believe good places in this world where nature endures…so that they where nature endures…so that they cab cab participate in the goodness of participate in the goodness of nature as a way of balancing their nature as a way of balancing their polluted and complicated lives.polluted and complicated lives.

To believe good places in this world To believe good places in this world where nature endures…so that they where nature endures…so that they cab cab participate in the goodness of participate in the goodness of nature as a way of balancing their nature as a way of balancing their polluted and complicated lives.polluted and complicated lives.

Core DesireCore Desire

Your connection back to natureYour connection back to natureYour connection back to natureYour connection back to natureRole of the BrandRole of the Brand

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►More than just an attributeMore than just an attribute►USP or competitive advantage; one true USP or competitive advantage; one true

thingsthings►The key evidence or rationale that supports The key evidence or rationale that supports

the brand’s role in satisfying the Core the brand’s role in satisfying the Core DesireDesire ProductProduct PerformancePerformance PerceptionsPerceptions

Values

Mythology

Compelling TruthCompelling Truth

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Guess the Brand:Guess the Brand:

► Ingredients – 5 ounces of milk in every Ingredients – 5 ounces of milk in every sliceslice

►Product features - Cold-FilteredProduct features - Cold-Filtered►Performance – The quicker picker-upperPerformance – The quicker picker-upper►Perceptions – The Leader (Hint: car Perceptions – The Leader (Hint: car

rentals)rentals)►Company Values – Like a good neighbor Company Values – Like a good neighbor ►Brand Myth - _________ CountryBrand Myth - _________ Country

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The concept that crystallizes the strategic platform into a single, focused, strategic idea

The “spark” that ignites our creative process

The Selling IdeaThe Selling Idea