15. What do they do? Sit with the logo. Plant the key message about the brand/product in people’s minds If you only remember one thing about this ad, remember this.
16. What do they have to do? Be instantly memorable Be inextricably linked to the brand
17. Give a clear benefit Differentiate Make you feel good about the brand Reflect the personality of the brand
18. Know your brand Is it up market?... Or mass market? Is it serious and important? Or is it fun? Is it cheeky? Irreverent? Is it authoritative? Is it your mate?
19. Understand the brand’s tone of voice... ...and know your product too What is the personality of the particular product? What does it do? How simply can you sum up the main benefit?
20. Understand how the brand/product fits into peoples lives How do they consume it? What importance to they put on it?
21. Understand the difference between.... Say ... a brand that looks after your money.. A brand that sells you the biggest purchase of your life.. A brand that provides a service... A brand that is exclusive.... A brand that is essential... A brand that does an essential job for you A brand that has to be brilliantly made.... Bank, investment company, mortgage company, gas company (utility), airline, jewellery, medical, an iron, a vacuum cleaner, car... as well as food... bread etc..... even beer (Stella)
22. A brand/product that is cheap.... That’s fun.... That isn’t about emotional attachment That isn’t a big decision A chocolate biscuit, an ice cream, a beer, a bag of crisps....
23. How to be memorable? Distinctive language, a memorable fact, rhyme, alliteration, wordplay, emotive statement, remarkable claim, heritage, something that makes you smile... a fantastic description, an irresistible benefit... Something that taps into my views/feelings (people like me)..
69. The Staghunter’s Pies Made from local venison on Exmoor National Trust Land Culled humanely Gourmet recipes Up -market - quite expensive
70. ExecElec Up market chauffeur service Only uses high-end electric cars Uniformed drivers Costs a bit more – but kinder to the environment
71.
72. The original rocker’s cafe Great decor – great music Vintage cars & bikes Great food You don’t have to be a biker or rocker to come in (but it helps....)
73. Made in the USA from domestic denim, the clothes made by the inmates of this Oregon Prison , are some of the most durable you will ever lay your hands on. Based on traditional and classic, American designs, the range includes heavy duty denim jeans (including work jeans with brass buttons for attaching braces), hickory work shirts made from the same traditional “ hickory stripe ” material favoured by railroad workers, as well as the famous three quarter length yard coats and an authentic “ Western ” jacket.
