Part 2 of 5 of our talks to young entrepreneurs during Start Up Britain week. Author Philip Slade for Fanclub Group Backed by the Marketing Agencies Association (MAA) www.startupbritain.org www.marketingagencies.org.uk www.fanclubcommunications.com

1. Creating a brand
Whatever you are planning, it WILL be a brand
Part 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.org
7/19/12
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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 brand
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3. People buy brands
and Investors buy brands
• For the next few slides lets assume you have a fab
product, keenly priced with a ready and willing
audience
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4. However you tell your story, in
whatever media, to whatever
audience. You need a brand.
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5. This famous clip from Mad Men shows Don Draper
selling the idea of the Kodak Carousel
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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 people
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7. Is it a new thing to talk about brands?
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8. In 1877
Commodore James Walter Thompson
founded what has become Americas
biggest, and the worlds fourth largest,
advertising agency
In 1899 he set out principals for
‘forceful advertising’
Our advice does not stray
from what he advised
back then
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9. Forceful Advertising needs a robust
brand 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 world
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10. Your brand
• What tone of voice does it have
• What is its personality?
• What colour is it?
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11. Shopper awareness
and consideration
are low
Brand
communication is
inconsistent
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12. A brand needs to own every
aspect of its world.
It must be distinctive.
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13. A new brand needs
to be single minded
Lots of soft drinks taste great are
made from good stuff and come in
bright packaging, but Innocent have
a stronger brand, why?
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14. Tangible difference
• Tone of voice
• Personality
• Place amongst competitors
• Visual approach
Even have the Coca-Cola
takeover the brand is pretty
much still on message
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16. The competition
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17. What is Dixons, what
could its brand offer?
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19. DIXONS
• Human
• Honest
• Affordable
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20. We’ve told you great brands tell story’s
across any media and at any budget
• Real
• Believable
• Different
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21. Successful brands understand their
barriers to purchase
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22. Barriers to purchase?
“I haven't heard of it”
“I'm not looking for it”
“I can't find it”
“I don't think I want or need that”
“I have no inclination to change from what I usually buy”
“I don't understand why it is different”
“I don't believe it”
“I don't understand how to use it”
“I get the same benefit with X”
“I don't know which one is right for me”
“I don't think its worth the price”
Simon Goodall SaatchiX 2010
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23. New brand check list
• Principals
• Back story
• Tone of voice
Now you can brief
your marketing
• Colour
• Armor
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24. Briefing marketing
What’s the business objective?
What’s the target audience?
What’s 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 truth
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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 ✔
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26. How to brief someone to market
your fab brand*
Why are you
communicating with
consumers at this time?
What will be your
Objective
measurement of success
What stands in the way
of achieving our
Issue objectives
What do we know about
the consumer that will
help us over come the
issue. This must come Insight
from consumer
observation NOT product
knowledge
What do you really want to
Challenge say in our messages. What is
the one single most
provocative, transformational
statement about this brand
* Lets face it, that’s probably you and your mates
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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 electorate's 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 Schlep
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Droga 5's The Great Schlep 27

28. The Great Schlep
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29. Your brand
Objective
Issue
Insight
Challenge
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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 can’t 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: ‘That’s so true,’
about your message.
4. Assume your audience is lazy so don’t 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 Droga5′‘Every Thing You Always Wanted to Know About
Advertising But Were Afraid to Ask,’ presented by Ted Royer during Cannes 2012
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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.org
www.marketingagencies.org.uk
www.fanclubcommunications.com
7/19/12 Philip Slade : Fanclub Group : Media Marxism
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