1 / 72

BRAND “X” COPY STRATEGY

BRAND “X” COPY STRATEGY. To convince (customer/consumer) that Brand X offers the unique benefit of…. The social (or “end, end”) benefit special to Brand X will be presented as…. BRAND “X” YEAR 1 MEDIA STRATEGY. Strategy Launch

serita
Download Presentation

BRAND “X” COPY STRATEGY

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. BRAND “X” COPY STRATEGY • To convince (customer/consumer) that Brand X offers the unique benefit of…. • The social (or “end, end”) benefit special to Brand X will be presented as….

  2. BRAND “X” YEAR 1 MEDIA STRATEGY • Strategy • Launch • Toachieve a highlevel of reach of target consumeraudienceduringMonths 1-6. • Ongoing • Thereafter (Months 7-12) buildfrequency. • Execution • Launch • TV and otherhighreachmass media (target 75% reach) • Ongoing • Internet Display, Search, StreamedEventSponsorship and Viral Promotionsforfrequency plus onemonth’sburst of TV per 6 monthperiodtosustainreach

  3. BRAND “X” YEAR 1 PROMOTION STRATEGY (Consumer) • Strategy • Launch • Toachieve a highlevel of trial (and awareness of advertisingmessage) of target consumeraudienceduringMonths 1-6. • Ongoing • Thereafter (Months 7-12) achieveongoingretrial. • Execution • Launch • Free sampledistribution in RetailStores (target 50% reach) • Ongoing • Price Promotionfrommonthsix in majorretailers

  4. BRAND “X” YEAR 1 PROMOTION STRATEGY (Distribution) • Strategy • Launch • Toachieve a highlevel of retaildistribution and (non price) featuring in supermarkets and specialistretailers. • Ongoing • Thereafter (Months 7-12) maintaindistribution and promoteregularlythroughgondolaendfeaturing and priceactivity. • Execution • Launch • Free sampledistribution in RetailStores (target 50% reach) coupledwith BOGOF gondolaendfeaturing and inclusion in retaileradvertising/promotionactivity • Ongoing • Regular single unit Price Promotion

  5. COPY STRATEGY SUMMARY • Interrogatethebranduntilitconfessesitsstrengths • The strategymustbedesignedtosell • Itmustbedesignedtoconvertconsumerstothebrandevery time. • Itmustdifferentiate versus the target competition • Ifthestrategydoesnot do this, theadvertisingwon’t. • And theadvertising “wontbegood”.

  6. “MUST HAVE” • What is the brand? • What is it selling? • Is its strategy clear: • To whom addressed? • What is it offering – its benefit – its proposition? • Why should I buy it rather than the competition?

  7. Understand exactly what’s important to customers Example based on packaged food product

  8. The advertising message • The right benefit • Unique • What do you do better • Own a motivator • Build on a lesser benefit • Ad as differentiator Attention • The message • Single • Single – minded • Simple • Communicate the benefit • What’s in it for me? • Functional/psychosocial benefits/values Objectives Dagmar stage • Desire and action • Differentiate: create interest, • stand out from the crowd • Motivate: stimulate consumer • to action

  9. Communicating the benefit • Own a motivator • Colgate’s “Ring of Confidence” • (fresh mouth and breath) • Persil owns “whiteness” • Heineken owns “refreshment” • Dyson owns “bagless” • What’s unique? • Usually short term competitive edge • Exploit whilst it exists • Patented property • Dyson “Root Cyclone” • Kia 7 year Warranty • Apple OS • What do you do better? • How do you perform on what’s important to • Customers • On which factor do you perform best? • John Lewis on “customer service” • Build on a lesser benefit • When all the main motivators are owned • Ariel – “Febreze” the fresh smell of laundry • Ecover – detergent that’s “green” • If you don’t have anything • Show off/ad likeability • Lynx • Carlsberg

  10. MUST HAVE • Strategic clarity • Focus • Differentiation • Conviction • Credibility • Does one ad make you want to rush out and buy? • You are spending a lot of money on this m…. • If each expenditure doesn’t sell – put the cash in your pocket.

  11. Nolan cheese • http://www.youtube.com/watch?v=6tCtM8UEQv8

  12. bridgestone • http://www.youtube.com/watch?v=gnuK4WiTHlo

  13. guardian • http://www.youtube.com/watch?v=vDGrfhJH1P4

  14. ariel • http://www.youtube.com/watch?v=HnqDS5f48yo

  15. audi • http://www.youtube.com/watch?v=Lv1gdv3sVPQ

  16. vw • snow • http://www.youtube.com/watch?v=ABcckOTVqao

  17. vw funeral • http://www.youtube.com/watch?v=fCHWhIHIuhY

  18. Duracell later bunny • http://www.youtube.com/watch?v=XVTo4y5e08k

  19. Duracell bunny original • http://www.youtube.com/watch?v=FNAKgApo72U

  20. Duracell P&G • http://www.youtube.com/watch?v=KvfbzwNzaWs

  21. apple • http://www.youtube.com/watch?v=axSnW-ygU5g

  22. flash • http://www.youtube.com/watch?v=Bqbz7NYjROg

  23. schweppes • http://www.youtube.com/watch?v=gUZC937BNwI

  24. schweppes • http://www.youtube.com/watch?v=Twe2H_aioyg

  25. meerkat • http://www.youtube.com/watch?v=0xiC9GNNODE

  26. Guinness • http://www.youtube.com/watch?v=69MpLiYhsXw

  27. Guinness • http://www.youtube.com/watch?v=Qlt0hLsYa5c

  28. Guinness • http://www.youtube.com/watch?v=B5UedfCySQk

  29. Barclays • http://www.youtube.com/watch?v=T4BORoQ49gs

  30. Lloyds • http://www.youtube.com/watch?v=lrThhNL0zBc

  31. jaguar • http://www.youtube.com/watch?v=KAruy20hn4Y

  32. vw darth • http://www.youtube.com/watch?v=R55e-uHQna0

  33. audi vampire • http://www.youtube.com/watch?v=j8UTi7NRUMA

  34. f liquid • http://www.youtube.com/watch?v=ynBWtvi0lmQ

  35. coke real thing • http://www.youtube.com/watch?v=GVag7D85b24

  36. coke xmas • http://www.youtube.com/watch?v=kr7h8crYAYQ • http://www.youtube.com/watch?v=GVag7D85b24 • http://www.youtube.com/watch?v=fi0BeXegW24 • http://www.youtube.com/watch?v=_2smYVl0zrk • http://www.youtube.com/watch?v=ZOa9VKshhzo

  37. pepsi mod • http://www.youtube.com/watch?v=fi0BeXegW24

  38. pepsi old taste oz • http://www.youtube.com/watch?v=v7lw_vhxtNc

  39. pepsi personality beyonce • http://www.youtube.com/watch?v=_2smYVl0zrk

  40. diet pepsi p diddy • http://www.youtube.com/watch?v=ZOa9VKshhzo

  41. bounty old • http://www.youtube.com/watch?v=UDeDNidI74Q

  42. bounty new • http://www.youtube.com/watch?v=ruIpTQAIbLE

  43. mcdonalds bears • http://www.youtube.com/watch?v=5ZdALTZ6aA8

  44. burger King clydesdale • http://www.youtube.com/watch?v=1a27NF_ZboI

  45. mars old • http://www.youtube.com/watch?v=uZW-LIAyY3k

  46. mars new • http://www.youtube.com/watch?v=AE9zAummq7Q

  47. galaxy • http://www.youtube.com/watch?v=QU7ZA_4me_w

  48. Direct line • http://www.youtube.com/watch?v=JGeDS9UGA1g

  49. http://www.youtube.com/watch?v=2Sbe73D9WnM • http://www.youtube.com/watch?v=x89xAXHd2l8 • http://www.youtube.com/watch?v=w9J_q2OUzis

More Related