20130603 brand management chapter 6

Brand Management
Session 6: Advertising – the greatness of Creativity
Zeeshan Kingshuk Huq
Guest Faculty
zeeshan.huq@gmail.com

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Why this session, and what you can expect from it
 To have a common understanding with regard to
 What is the relationship between Brand, Product, and
Advertising
 Advertisement basics
 How to generate great advertising
 Do’s and don’ts and tips

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Remember the relationship?
 Brand is a promise
 Product is the system of delivering this promise
 Advertisement proposes and makes you believe this
delivery of promise

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Advertising is a major part of Brand Management
 What is the general objective of Advertising?
 “We sell, or else” – David Ogilvy
 What is a good advertisement?
 “I have seen one advertisement actually sell not twice as
much, not three times as much, but 19½ times as much as
another. Both advertisements occupied the same space.
Both were run in the same publication. Both had
photographic illustrations. Both had carefully written copy.
The difference was that one used the right appeal and the
other used the wrong appeal.” – John Caples

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The Cult of Creativity
 Creativity is the secret of success and it’s a job of both:
client and agency
 Creativity awards versus creativity that works
 What is creative?
 “’If it doesn’t sell, it isn’t creative.’ Amen.” – David Ogilvy

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How to produce advertising that sells
 Do your homework
 Position your brand distinctively
 Create / project the right image
 What is the big idea?

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It’s really tedious, but there is no substitute for it
 You don’t stand a chance unless you’ve done your
homework well – occasional success can skid on the
slippery surface of irrelevant brilliance
 Follow simple, but real detailed steps:
 First: Study the product you are going to advertise
 Second: What kind of advertising your competitors have
been doing for simialr products, and with what success
 Third: Research among consumers
 There’s no excuse – if you can’t afford a professional
service, do it yourself

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You’re lost if you’re not positioned right
 What is positioning
 “What the brand does, and
for whom”
- Dove could be positioned as
a detergent bar for men with
dirty hands, or a toilet bar for
women with dry skin
 Comparative analysis of the
leading car brands – which
one means what
 Toyota
 Mercedes
 Volvo
 BMW
 VW

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Who are you, and
where are you headed …
 Personality
 Visuals

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“ Unless your
advertising contains a
big idea, it will pass
like a ship
in the night ”

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What is the big idea?
 It’s not easy, and don’t think it’s available in plenty
 The more through your understanding of the brand and
product is, the more likely you are to hit jack-pot
 How do you know it’s a big idea?
 Did it make me gasp when I first saw it?
 Do I wish I had thought of it myself?
 Is it unique?
 Does it fit the strategy to perfection?
 Could it be used for more than 5 years?
 Sometimes, the product itself will be the big idea

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 Mazda Car for Ladies

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Which one is more powerful? Copy or Visual?
 There’s no thumb-rule
 Sometimes the copy is the strength of an ad

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 Berger APE 2

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 Sometimes the visual is enough

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 Sometimes both complement each other so well

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 Berger Weathercoat

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 Sometimes both complement each other so well
Whatever it is, it needs
to tell a “story”

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Summary: Great Advertising Principles
1. It concentrates on one big idea
2. Its promise discriminates a brand from its competitors
3. It involves the target consumer
4. It establishes/ develops a relationship with the consumer
5. It is credible – it feels genuine
6. It is simple and clear
7. It integrates the brand name with the central idea
8. It takes full advance of each medium
9. The idea must be campaignable
10.It must help build the brand personality

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360º Campaigns
 Try all touch-points – and take best ones
 Research should dictate over guts
 It’s not only the media, but the message on the media
that’s the real catch
 A 360º campaign evolves from client’s brief, then to
agency client service’s creative brief, and the creative /
strategy’s work, coupled with media’s purchase and
strategy

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Brand Person provides a brief
 A good brief is a reflection of how well the brand person
understands and owns his/her brand
 Brief means brief
 Concise – no more than 2 pages
 Simple and Clear – for anyone, free from jargons
 Positive and truthful – inspiring, driving excellence
 Outline
 Should be presented in person to the agency, including
the creative team, preferably with product demo

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Client Service/ Strategy ensures Creative Brief
 All elements of Client’s brief
 Format depends on agency, but must include
 The “Conceptual Target”
 Desired brand personality / tone of ad
 Research findings / back-up information (may be in
separate appendices)
 Usually written by the client service person, also written
by Strategy Person
 Demonstrates clearly that the agency fully understands
the company’s brief and is sympathetic to its terms

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Assessing Proposed Advertisement
 Check whether the proposed advertisements answer
the brief given to the agency
 Concentrate only on those proposals which do
 Ask your self the following questions
 Is there a big idea? Is it memorable? Is it relevant?
 Does it discriminate the brand from its competition?
 Will it involve the target consumer?
 Does it establish/ develop a relationship? Reveal
understanding? Invoke a positive response?
 Does it feel genuine?
 Is it simple and clear? Single minded? No distraction?
 Is the brand name integrated? Inseparable from idea?
 Does it make full use of the medium’s capabilities?
 Is the idea campaignable?
 Is the style, manner consistent with brand’s persona?

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What are the expertise / role of a Brand Person?
 S/he is the parent of the brand, agency is the mentor
that grooms the brand
 Skill-set needed:
 Creativity
 A natural observer – gathers insights
 Networking, resourcefulness
 People-savvy
 Rational, analytical ability
 Capability to write succinctly
 Attention to details
 S/he is the sole responsible person for the growth of the
brand – there’s nothing s/he can escape from. Rest of
marketing department supports her/him.

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“ You are only limited
by your imagination
and your energy ”

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How long does it take to build a brand?

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“ God lies in details ”

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Myths and details of advertising
 ALL CAPS IS USUALLY DIFFICULT TO READ
 Long texts set in reverse is difficult to read
 Consumers are not stupid, neither are they blind
 Simplicity is the best approach – and possibly the most
difficult one as well
 Long headlines are more likely to be read
 Sex do not sell if it’s irrelevant

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Few Other Mantras
 Make the product the Hero
 Learn it from all great brands
 Own an adjective, not a superlative
 There can always be a better one than the best
 If the consumer is convinced more about your offer than
your competitor’s one, s/he’ll buy yours
 Every campaign should have an ROI

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Few Other Mantras
 Repeat your winners
 Ambition
 Everyone: how much ownership have you taken?
 It’s difficult to take away something when it’s yours own
 Pursuit of knowledge
 Which surgeon do you want?
 What has the agency done with the money they’ve spent of
their client?
 What really works?

Thank you
Questions n Inputs n Ideas n Next course of action

Glimpse of some ad which I envy

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Brief to Agency
 Why do we want new advertising?
 Who are we talking to?
 What effect should the advertising have on the consumer? What
does s/he think now? What would we like her to think/do?
 The story – what is the single most persuasive benefit we can
offer?
 Why should the believe it?
 What are the executional considerations?
 What are the practical considerations, e.g. timing, advertising
properties, competitive reaction, regulatory aspects, etc
 Authority
 Budget strength

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Brand Position Statement
 Brand Name
 Brand Consumer Benefit
 Brand Personality
 Product / Range / Description
 Major Competitors
 Target Consumers
 Reasons to Believe the Benefit
 Packaging
 Advertising Property

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Pre-test of Ad – a probable outline
 Every research and advertising agency has their own
format and method of ad pre-test
 General aspects should cover the simple formula of
SMILE
 Simplicity
 Memorability
 Interest / relevance
 Linkage to the brand
 Emotional involvement

20130603 brand management chapter 6

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