The document outlines an agenda for a workshop on messaging and storytelling. It includes exercises to improve messaging skills, giving feedback on creative work, and a recap of the messaging process. The objectives are to improve messaging for a product called CS5, build a better process for applying messaging skills going forward, foster teamwork, and provide guidance or instruction.

1. messaging

5. will it blend ? business objective marketing strategies insights positioning customer understanding media briefs

6. expectations 1

9. process expectations concrete abstract output outline flow scope strategy

10. architecture 2

11. let’s take inventory inputs available need to develop

12. Situation Synthesis Vision & Goals Key Strategies Key Initiatives Vision Goals 2. 2.1 2.3 2.2 3.1 3.2 3.3 1. 1.1 1.2 1.3 3. can you fill this out? Key Issues Key Leverage Points Business Implications Core Skills/ Competencies

13. positioning 3

19. positioning mistakes

23. journey to purchase 4

25. the customer The Customer Who are they? How do they use our brand? How do they decide to buy our brand? What do they want? How are they influenced? What turns them on and off? How can we reach them? How loyal can they be?

27. day in the life

29. Advocate Critic Loyal Fickle

31. media 5

32. 1 Where are you currently spending? 2 What do you really want? Advertising Loyalty Promotions “ Buzz” Equity-building Sales-driving Future Now

33. media/tactics

34. how little do I have to spend to reach the target with the most compelling message?

36. briefs 6

37. “ “ Give me six hours to cut down a tree and I will spend the first four sharpening the axe Abraham Lincoln

38. Focus: “ “ When forced to work within a strict framework the imagination is taxed to the utmost - and will produce its richest ideas. Given total freedom, the work is likely to sprawl. T.S. Eliot

39. … from a fascinating article in the New Yorker, by Chandler Burr; about the creation of a new scent for Hermes. This a French perfume executive describing the typical brief that marketing give to the perfumiers: “ “ Basically, it’s ‘We want something for women.’ OK, which women? ‘Women! All women! It should make them feel more feminine, but strong and competent, but not too much, and should work well in Europe and the US and especially in the Asian market, and it should be new, but it should be classic, and young women should love it, but older women should love it, too.’ If it’s a French house, the brief will also say, ‘And it should smell like that Armani thing two years ago that did four million dollars in the first two months in Europe but also like the Givenchy that sold so well in China.

41. creative brief “food chain” data a lot knowledge organized data wisdom conclusions from knowledge insight makes wisdom relevant, unique, surprising brief makes the insight intriguing, easy to grasp, easy to “sell”

42. another way to think about the brief… simplistic complicated simple

43. Creative Brief: One Page Client: Job: Date: Assignment/Objective Budget/Timing Brand Target Challenge Insight Strategic Idea Support Approvals: Planning Account Management Creative

47. finally

48. finally

50. m essaging exercise #1 7

51. “ “ That which is written without effort is generally read without interest. Dr Johnson

52. ten writing pitfalls

53. 1 passive verbs ten writing pitfalls

54. ten writing pitfalls 2 jargon

55. ten writing pitfalls 3 inconsistencies in tense

57. ten writing pitfalls 5 negative language

58. ten writing pitfalls 6 awkward language

59. ten writing pitfalls 7 over-use of emphasis

61. ten writing pitfalls 9 not credible

62. ten writing pitfalls 10 wordiness

64. storytelling 8

66. m essaging exercise #2 9

68. g iving feedback 10

73. creative evaluation tool I don’t understand it It isn’t credible I’ve seen it before Inconsistent with the brand Is unlikely to connect with consumers Unlikely to achieve our business objective Doesn’t use the insight Fails to bring the Strategic Idea to life Could come from any brand Has no holistic potential Is unrealistic (cost, timing, system, legal, etc.) I get it I believe it I didn’t expect it Builds the brand Definitely connects with consumers I’m confident it will achieve our business objective Convincingly uses the relevant insight Compellingly brings the Strategic idea to life Could only come from our brand Is highly synergistic with other brand communications Can easily be executed

74. recap - messaging 11a

76. did it blend ? business objective marketing strategies insights positioning customer understanding media briefs

77. recap - process 11b

78. idea-driven Strategic Idea Measurement Creative Idea Understanding Alignment

79. Thank You!!! [email_address] 314.568.4886 @jimholbrook