this is the framework for a workshop following the principles of the "relevance methodology" rm.platschke.de

1. © 2015 by Kai Platschke© 2015 by Kai Platschke© 2014 by Kai Platschke*
THE WORKSHOP

2. © 2015 by Kai Platschke
WHY THIS
Everyone wants to be relevant, but it is not that easy to be. I have developed a methodology that helps
brands to not only define the brand strategy in a way that allows relevance in the first place, but also
tackles the steps from strategy to creative in a way, that the newly found relevance doesn'´t get lost on the
way!
This methodology has been proven successful in workshops with H&M, Mammut, Nespresso, L´Oréal,
Beiersdorf, Budweiser, Weight Watchers and others and has been taught at Hochschule Pforzheim, Good
School, Hochschule der Medien Stuttgart and at the European Design Institute in Madrid.
More background is available in my book, which is still in the making:
http://bookof.happyhappyjoyjoy.de
Please get in touch with me if you want to know more:
kai@platschke.de

3. © 2015 by Kai Platschke
BRAND ESSENCE
BRAND BELIEF
PLAYGROUND
BRAND ROLE
BEHAVIOUR
PROJECT
ACTIVATION IDEAS
TARGET GROUP

4. © 2015 by Kai Platschke
BRAND ESSENCE
BRAND BELIEF
PLAYGROUND
BRAND ROLE
BEHAVIOUR
PROJECT
ACTIVATION IDEAS
There are brands that know exactly who they are, because it hasn´t really
changed over the last 100 years. But then there are products that have
never really been more than just a product and suddenly need to be
something more. In this case we will try to find this essence right here.
This is also the point, where international comes in: Often local brands
need to adhere to global strategic platforms. Then this will be reflected
here and everything else will be build upon.
This makes the framework very flexible – putting the focus either on the
strategic brand part or on the executional implications – or on both.
TARGET GROUP

5. © 2015 by Kai Platschke
BRAND ESSENCE
BRAND BELIEF
PLAYGROUND
BRAND ROLE
BEHAVIOUR
PROJECT
ACTIVATION IDEAS
The best brands have been founded on a true purpose. There was a
strong need that they wanted to deliver against or they fell in love with a
certain target group that they are 100% committed to ever since.
Why do you exist? What do want on this planet? And also: Why do you
work for this company personally? What do you really want to achieve
with this brand?
TARGET GROUP

6. © 2015 by Kai Platschke
BRAND ESSENCE
BRAND BELIEF
PLAYGROUND
BRAND ROLE
BEHAVIOUR
PROJECT
ACTIVATION IDEAS
I have seen so many different extensive target group definitions that say
nothing really. Let´s try to go further and truly understand exactly who
this person is and where in life he or she is currently – what are their
needs, their wishes, their friends, their dreams, etc.
Once I worked for an outdoor brand that wanted to target the people that
are right now trying to climb mountains higher than 2000m– well, that´s
the kind of exact description that every brand should be looking for.
What is your 2000m line and how can it be beaten?
TARGET GROUP

7. © 2015 by Kai Platschke
BRAND ESSENCE
BRAND BELIEF
PLAYGROUND
BRAND ROLE
BEHAVIOUR
PROJECT
ACTIVATION IDEAS
The first step of having a purpose on this planet as a brand and to make
people listen to what you have to say and have them have a
conversation with you, is to know, what you wanna talk about. Always
saying that your product is superior to others and that right now you can
get 10% off if you buy two, will not be enough to fill a Facebook page, a
Twitter profile, a Pinterest wall and what have you. I mean, it wouldn´t fill
a conversation between friends neither, would it?
So, is there a field of interest that comes directly out of your essence/
belief/ product idea? Could it be based on interests of your customers
(music, film, theatre, sports, etc.)? What is it? Or what could it be?
What´s the options?
TARGET GROUP

8. © 2015 by Kai Platschke
BRAND ESSENCE
BRAND BELIEF
PLAYGROUND
BRAND ROLE
BEHAVIOUR
PROJECT
ACTIVATION IDEAS
And then – if the playground was, let's say: sports. What kind of sport?
Professional or amateur? Results or emotions?
What is your stake within this playground?
What is your role in the lives of your people
(formerly known as “target group”)?
What are you on earth for?
What will make them turn to you?
What do the people need?
What could you give to them?
When do you want to be there for them?
TARGET GROUP

9. © 2015 by Kai Platschke
BRAND ESSENCE
BRAND BELIEF
PLAYGROUND
BRAND ROLE
BEHAVIOUR
PROJECT
ACTIVATION IDEAS
Ok, we are here because you are serious when you say that you have
understood that the “age of messages” is finally over and that brands
need to “do” things.
Well, this is the moment when the “butter comes by the fishes” (as the
Germans would say …).
Let´s define a couple of words that describe the BEHAVIOUR that your
brand wants to show from today on. These words need to be VERBS.
Verbs are the kind of words that describe actions.
And you need actions!
This is done BEFORE we decide which media we will use. Media will
follow the objective, not the behaviour
the media!
TARGET GROUP

10. © 2015 by Kai Platschke
BRAND ESSENCE
BRAND BELIEF
PLAYGROUND
BRAND ROLE
BEHAVIOUR
PROJECT
ACTIVATION IDEAS
In the workshop we will be preparing the basis for your next marketing
coup. This a project, right? We should look at communication pieces
more often the way we see “projects” ö also from the perspective of
consumers.
What is your next project, you would like to involve other people in?
The strategy now defines what a good project would be. The points we
defined before give us the guidelines when developing a nice new
project.
That´s a big fun part in the workshop because pieces start coming
together, we might go back and review some other things so that they
would make more sense, we would have a list of criteria ready to
evaluate each idea and we would not stop before we are all happy with
what we have found!
TARGET GROUP

11. © 2015 by Kai Platschke
BRAND ESSENCE
BRAND BELIEF
PLAYGROUND
BRAND ROLE
BEHAVIOUR
PROJECT
ACTIVATION IDEAS
You might want to do that with your ad agencies after the workshop, but
usually everyone involved would start to think about concrete ideas
already and we would not want to lose that momentum!
We have the behavioural pillars, we have a role in the lives of the
consumer, a playground and a project.
The activation ideas now bring the project to life – in whatever media
channel is most appropriate.
TARGET GROUP

12. © 2015 by Kai Platschke
TWO DAYS
All this can be done in a 2-3 day workshop, plus a good preparation beforehand and recap
afterwards. Participants should be the marketing people of the brand (2-3), external consultants/
agencies that know the brand well (e.g. event, social or pr, 1-2) and us* (1-2) - a total of
approximately 6.
DAY01 DAY02
Introductions, objectives, common ground Framework
Brand, target group, playground and role Projects, actions and channels
Testing the above Decisions and next steps

13. © 2015 by Kai Platschke© 2015 by Kai Platschke© 2014 by Kai Platschke*
THAT´S IT.
THANK YOU FOR READING.
Kai Platschke
Consultant
Köpenicker Str. 95
10179 Berlin
Germany
+49 151 675 132 81
kai@platschke.de
www.platschke.de