5. El Principio
Temas PrincipalesTemas Principales
Marca > Producto
Segmentación del
mercado/consumidor
Análisis competitivo
Posicionamiento de marca
Personalidad de marca
Rol de la Publicidad
Brief Creativo
– ¿Racional?
– ¿Emocional?
Medición de resultadosStephen King
1972
6. Planning - Proceso Básico > El brief creativo
Información
Interpretación
Insights
Inspiración
Machote Tradicional (1970)
Objetivos del negocio
Problema para resolver
Rol de la publicidad -
Objetivos de la comunicación
Grupo objetivo
Insight - relación con la marca
Idea/Proposición/Mensaje
Respuesta deseada
8. Four Branding Models
Douglas B. Holt
(AP Boot Camp 2013)
Cultural
Branding
Mind-Share
Branding
Emotional
Branding
Viral
Branding - WOM
Key Words Cultural icons,
Iconic brands
DNA, brand essence,
genetic code, USP,
benefits, values,
onion model
Brand personality,
experiential branding,
brand religion,
experience economy
Stealth marketing. Cool-
hunting, meme, grass
roots, infections, seeding,
contagion, buzz
Brand
Definition
Performer of, and
container for, an
identity myth
A set of abstract
associations
A relationship partner A communication unit
Branding
Definition
Performing myths Owning
associations
Interacting with and
building relationships
with customers
Spreading viruses via
lead customers and
influencers
Required for a
Successful
Brand
Performing a myth
that addresses
an acute
contradiction in
society
Consistent
expression of
associations
Deep interpersonal
connection
Broad circulation of the
virus
Most Appropriate
Applications
(Categories)
Identity
Categories
•Functional
Categories
•Low Involvement
Categories
•Complicated
products
Services, retailers,
specialty goods
New fashion,
new technology
? ?? ?
9. Arquitectura de la marca
Modelo “Mindshare”
LOS VALORES CLAVES DE LA MARCA:
LA PERSONALIDAD Y CARACTER
DE LA MARCA:
ATRIBUTOS Y BENEFICIOS DE
LA MARCA:
LA ESENCIA
EL ESPIRITU Y
ALMA DE LA MARCA
(EL “A.D.N.” DE LA MARCA)
11. (11)
Segmentación
Demográfico - Valores y Actitudes
SOCIAL
INDIVIDUAL
PASIVIDAD
PROACTIVIDAD
COMPROMETIDO - 18%
HyM-25-45, NSE: C típico
con hijos 7-12 años
INDIVIDUALISTA - 9%
H-24-40,
NSE: Alto y Medio
con hijos grandes
56% 44%
SEGUIDOR - 18%
H-41-50, NSE: Bajo
con hijos grandes
TRADICIONAL - 11%
HyM-51-60, NSE: Medio
con hijos grandes
ASPIRACIONAL BASICO -27%
HyM-25-34, NSE: Medio
con hijos pequeños
EMPRENDEDOR 1O%
M-31-40, NSE: Bajo
con hijos pequeños EMPRENDEDOR - 7%
HyM 24-40, NSE: Alto
con hijos adolescentes
OOneneBBrandrandOOneneBBrandrand
12. What’s the common
denominator across the 50
brands showing the fastest
growth both in depth of
customer relationships and
financial value between
2000 and 2010?
All of them, regardless of
size or category, have been
built on an ideal of
improving lives in some
way.
13. Transformación - Comunicación
Mensajes repetitivos
Monologo comercial
Modelo anticuado
Conocimiento (sin compromiso)¿Balas?
¿Velcro?
Relevancia y autenticidad
Dialogo - experiencia de marca
Participación y recomendación
Relación marca-consumidor
OOneneBBrandrandOOneneBBrandrand
15. Algunas Reglas
Speak like and for a consumer, not a marketing gibbon
Creatives write from a brief, not to one
Briefs are organic and collaborative
It’s not just a brief it’s a briefing
Don’t believe the hype
16. ¿Como a hacer un Brief. . . chingón?
There are no boring boxes (and make sure you fill in the right one)
Let your personality, or the personality of the consumer shine through
Use evocative, unexpected language
Every word is sacred. Don’t waste or misuse a single one.
Have a consistent theme to the entire brief
Don’t mess with the template to squeeze more stuff in
17. Tarea de Semana 4 – El brief creativo.
Marcas
– Café Blasón
– Jumex Chispazo
– Shampoo Testo
1.1.¿Qué modelo de marca? (1-4) ¿Porqué?¿Qué modelo de marca? (1-4) ¿Porqué?
2.2.¿Formato del brief? ¿Porqué?¿Formato del brief? ¿Porqué?
3.3.¿Estilo de briefing? ¿Porqué?¿Estilo de briefing? ¿Porqué?
4.4.El Brief final.El Brief final.
¡NO ACEPTABLE!
18. Four Branding Models
Douglas B. Holt
(AP Boot Camp 2012)
Cultural
Branding
Mind-Share
Branding
Emotional
Branding
Viral
Branding - WOM
Key Words Cultural icons,
Iconic brands
DNA, brand essence,
genetic code, USP,
benefits, values,
onion model
Brand personality,
experiential branding,
brand religion,
experience economy
Stealth marketing. Cool-
hunting, meme, grass
roots, infections, seeding,
contagion, buzz
Brand
Definition
Performer of, and
container for, an
identity myth
A set of abstract
associations
A relationship partner A communication unit
Branding
Definition
Performing myths Owning
associations
Interacting with and
building relationships
with customers
Spreading viruses via
lead customers and
influencers
Required for a
Successful
Brand
Performing a myth
that addresses
an acute
contradiction in
society
Consistent
expression of
associations
Deep interpersonal
connection
Broad circulation of the
virus
Most Appropriate
Applications
(Categories)
Identity
Categories
•Functional
Categories
•Low Involvement
Categories
•Complicated
products
Services, retailers,
specialty goods
New fashion,
new technology
Notes de l'éditeur
So. Here are some hard and fast rules: Don’t believe the hype: Clients live and breath their brand. They love it above their spouses. And when it comes to briefing us, they will shout from the rooftops how ace it is and expect us to do the same. Don’t listen to them. Look at the product through a cynical consumer’s eyes. They don’t give a toss for internal rhetoric. You are targeting them. You need to speak to them in the terms that they would expect of that brand. Sometimes revelling in the flaws of a product can lead to the best creative. Skoda anyone? Speak like and for a consumer: Marketingese has no place in a brief. Actually it has no place anywhere. In a brief, you are writing an “advert” for the creatives to interpret. Write in wank, get wank out. Speak with personality (ideally that of a consumer), and immediately you’ll use far more evocative inspiring language and not hide behind generic marketing nothingness. Creatives write from a brief: A briefing is not a dictation. Make a brief closed or directional, and you’ll know what the creatives will produce even before they go away to work on it. A brief should be a platform from which they can launch off from. Not a means for you to force your ideas on a team. Always double check – can you think of two or three planner ideas from the brief you’ve written immediately? Are any of them your pet ideas? Briefs are organic: Never should a brief be written in exclusion of others. Yes, the planner should own the document, but absolutely go a speak with the creative teams when writing it. Take some options, get their POV. And never be afraid to let it grow organically over time. It’s not just a brief: Never, ever, ever email a brief to a team and expect them to get on with it. Actually, never even give people the brief until after the briefing. As much time should be put into the briefing (how do you get the team really into the brand, market or consumer insight), as you put into the brief itself.
Based on reading through everyone’s practice brief attempts, these are the pointers to avoid the most common mistakes. When writing a brief, these are the top tips. Consistent – The brief is brief for a reason. There is no space for tangents or asides. Pick your core theme, and trail it through EVERY element. If it is as fertile a thought as it should be, this will be easy. Boxes – Often they get mixed up. Insights that are objectives. Proof points that are propositions. Get the right info in the right boxes. And importantly, there are no “dull, functional” ones. Everything should inspire and stick to your theme. Even the objective. Personality – If you can read it back and spot who the writer is, then you are looking at a good personal brief. Even better if the voice is that of your ideal audience. Language – Marketingese is not evocative. 99% of a briefing can be wasted, but the 1% of inspirational spark can come from the smallest word. Work hard to avoid the mundane. Let your vocab flower and inspire. Every word – Write the brief. Rewrite it. Rewrite it again. Every word is sacred. Make them all work hard. Remember, if you leave a loose word or loose thought, what’s to stop the creatives picking up on this and basing their idea on it… Template – It is a fixed template for a reason. To stop everyone guffing on for pages. If you need to shrink text or expand boxes, you are writing too much. Edit yourself, not the template.