Y&R Global Planning Director Sandy Thompson delves into the concept of "Living Brands" and details how today advertising should focus on moving brands from static entities to actively living and participating in the world around us. "When it comes to marketing I think we need to stand up and fight the comfort that we have built into the old in order to discover and build new ways of helping our client's brands connect and engage with the people who matter most - their consumers," she says.
3. TARGET AUDIENCES
POSITIONING STATEMENTS
3 YEAR PLANS
BRAND PYRAMIDS
THE 4 P’S
REASONS TO BELIEVE
CONCEPT TESTS
SINGLE MINDED
PROPOSITIONS
360 DEGREE CONNECTIONS
FOR YEARS WE’VE
BUILT BRANDS
THROUGH
‘CALCULATED’
AND ‘FIXED’
GUIDELINES
4. CREATING AN ABUNDANCE OF PRACTICES
TO REFLECT DEPTH OF UNDERSTANDING
AND DUE DILIGENCE
5. IN SEARCH OF
DIFFERENTIATION
THE WHITE SPACE NO ONE IS OCCUPYING, THE
POSITION THAT NO ONE HAS TAKEN, THE
OWNABLE TERRITORY, AND THE BIG IDEA THAT
WILL BE THE FOUNDATION OF THE BRAND
6. MORE DATA, BETTER TECHNOLOGY, UNLIMITED
INFORMATION, COUNTLESS CHANNELS, TESTS, MORE
TESTS, AND NEW TESTS, ENDLESS OPPORTUNITIES
FOR CONNECTING AND TARGETING…
ARE NOT NECESSARILY MAKING US
BETTER AT WHAT WE DO
7. WHICH IS EASIER SAID
THAN DONE
TO PLAY A REAL ROLE IN
PEOPLE’S LIVES
RESISTTHE
USUAL
8. THE PROBLEM IS THE WORLD HAS CHANGED …
WHILE MARKETING IS HOLDING TIGHT
TO WHAT THEY KNOW
13. DEFINING THE ROLE THEY CAN
PLAY IN PEOPLE’S LIVESHOW A BRAND MAKES US FEELWHAT A BRAND STANDS FOR DEFINING THE BRAND’S REAL‐LIFE VALUE
14. 3.
CONSTANTLY
EVOLVING
TECHNOLOGY
LANDSCAPE
Science is no longer a closed world, just for geeks. Digital and technological advances are
enabling us to create in new ways–leading to new creative forms and helping us see a new
appreciation of the digital as a thing of beauty.
FORBES 2/04/2014 @ 4:46PM
38. HARDWORKI
NG
LUXURY
“I CAN TAKE MY
CLIENTS AROUND
DURING THE WEEK
AND YET I AM
NEVER AFRAID TO
PUT MY WET DOGS
IN THERE ON THE
WEEKEND. I
WOULD NEVER DO
THAT WITH MY
MERCEDES.”
LANDROVER
OWNER, 2013
39. ENABLING GREATER
BRAND ENGAGEMENT
WITH REAL-TIME EXPECTATIONS
Over 528,000 sessions
Average 14 minutes per session
Return visit rate at over 15%
Over 230MM media impressions in Week 1
#1 best seller on Amazon
40. EVERYDAY
ASPIRATI
ON
ON THE 11TH APRIL 2006, M&S
“SMASHED EXPECTATIONS”25 BY
ANNOUNCING A FOURTH
QUARTER INCREASE IN UK
SALES OF 9.1% ON THE
YEAR. FOOD SALES WERE UP
8.4%, WHILST SALES OF
GENERAL MERCHANDISE ROSE
BY 9.1%