奥美TheRoleOfPlanningIsToChangeTheWorld,NotToDescribeIt039.ppt

the role of planning is to change the world, not to describe it. taiwan 8th april 1998 one definition of insanity is doing the same thing over and over again, expecting a different outcome a definition of planning planning is preparing for war - with a coherent strategy put “aim” into the “ready, aim, fire” in advertising why this is vital “we need the creative freedom that comes from tightly defined strategies” norman berry the planning creed “account planning is designed to bring a more balanced understanding of how advertising can best sell a brand. the planner brings a consumer perspective to bear on strategic and creative judgments and represents the consumer in all agency conversations” stanley pollitt, 1965 consumer perspective vs views! “looking into the past to determine where you want to be in the future is like trying to drive a motor car using only the rear- view mirror for guidance” adam lury, 1991 changing communication as (re)learnt by direct marketing. traditionaltraditionalnewnew long copylong copy gimmicksgimmicks tacticaltactical cheap/quickcheap/quick hard sellhard sell junkjunk short copyshort copy involvementinvolvement strategicstrategic value/consideredvalue/considered soft sellsoft sell artart conconconnectconnect four guiding principles 3 dimensional planning 24 hour planning 5 roles of planning 360 planning o o 3 dimensional planning “only connect .” “only connect the prose and the passion; and both will be exalted” (howards end e.m. forster) dissecting a brand a review of brandprints illustrates a unique combination of three factors: product attribute/benefit brand or user imagery consumer needs or beliefs a triangular relationship exists at the core of all brands however, each brandprint has one of the three values as a primary driver product benefit driven ibm is the power to transform our lives but once accepted, we challenge; but once accepted, we may laugh at our own hesitation.may laugh at our own hesitation. the the pleasurepleasure of guinness of guinness is too is too important not to be taken lightlyimportant not to be taken lightly” ” guinness “to heed the call is never without challenge; but once accepted, we may laugh at our own hesitation. the pleasure of guinness is too important not to be taken lightly” great brands make great brands make connections connections product benefitproduct benefit (why i (why i likelike the brand)the brand) underlying human truthunderlying human truth (why i (why i valuevalue the brand)the brand) brand image brand image (why i (why i trusttrust the brand)the brand) products attributes / benefits? the nature of the product itself (e.g. taste, texture, smell, size, heritage, complexity, cost) is my brand distinctive? is it liked by the consumer? is it competitive vs the competition? is it well expressed? e.g. galaxy chocolate “silk” vs cadburys “cotton” how does it translate into a consumer benefit? e.g. dr. martens shoes air cushioned soles is seen as being like “walking on air” brand / user image? this is the basis of trust : what are the values that underpin consumers trust? what is my brands personality? what could be the tone of voice it adopts when talking to consumers? eg : nike is a unique combination of “empowerment” but we tend to forget that people are human too! so we need to understand exactly what we look for from them . the benefits of uht articulates the key link in the brand-consumer relationship example : guinness product benefitproduct benefit deep satisfactiondeep satisfaction consumer uhtconsumer uht ? ? brand imagebrand image power, power, goodness, goodness, communioncommunion example : guinnessexample : guinness product benefitproduct benefit deep satisfactiondeep satisfaction consumer uhtconsumer uht ? ? brand imagebrand image power, power, goodness, goodness, communioncommunion + mystique,+ mystique, individual,individual, visiblevisible + + elementalelemental example : guinnessexample : guinness product benefitproduct benefit deep satisfactiondeep satisfaction consumer uhtconsumer uht always question always question conventional conventional wisdom and stand wisdom and stand up for what you up for what you believe inbelieve in brand imagebrand image power, power, goodness, goodness, communioncommunion the benefits of uhtthe benefits of uht n n articulates the key link in the brand-articulates the key link in the brand- consumer relationshipconsumer relationship n n helps you sell directly to the consumer helps you sell directly to the consumer psychepsyche ponds age defying product benefitproduct benefit the chance to delay the chance to delay what i cant defywhat i cant defy consumer uhtconsumer uht my face is a my face is a mirror to my soulmirror to my soul brand valuesbrand values ponds listens to ponds listens to my needs, my needs, understands my understands my skin, and knows skin, and knows what to dowhat to do example : stag (beer) product benefitproduct benefit alternative pale pilsenalternative pale pilsen brand imagebrand image irreverent, impulsive,irreverent, impulsive, devil-may-care,devil-may-care, live for the daylive for the day consumer uhtconsumer uht life is not measured by the life is not measured by the number of breaths you number of breaths you take, but by the number take, but by the number of breath-taking of breath-taking moments you take in. moments you take in. the benefits of uhtthe benefits of uht n n articulates the key link in the brand-articulates the key link in the brand- consumer relationshipconsumer relationship n n helps you sell directly to the consumer helps you sell directly to the consumer psychepsyche n n helps you distill a strategy down to its helps you distill a strategy down to its real corereal core example : xuehua (beer) product benefitproduct benefit a quality beer thata quality beer that is part of our heritageis part of our heritage consumer consumer uhtuht plain speaking plain speaking often hides a often hides a deep wisdomdeep wisdom brand imagebrand image no nonsense, no nonsense, no pretensionno pretension the benefits of uhtthe benefits of uht n n articulates the key link in the brand-articulates the key link in the brand- consumer relationshipconsumer relationship n n helps you sell directly to the consumer helps you sell directly to the consumer psychepsyche n n helps you distill a strategy down to its helps you distill a strategy down to its real corereal core n n helps you identify something wrong in helps you identify something wrong in the way your campaign is evolvingthe way your campaign is evolving example : marlboro product benefitproduct benefit the stronger tasting the stronger tasting cigarettecigarette consumer uhtconsumer uht man was born man was born free, and real men free, and real men stay that waystay that way brand imagebrand image masculine and masculine and uncompromisinguncompromising not marlboro countrynot marlboro country marlboro country!marlboro country! example : nike product benefitproduct benefit optimum performanceoptimum performance consumer consumer uhtuht the end always the end always justifies the justifies the meansmeans brand imagebrand image empowerment empowerment + + irreverence irreverence example : lucozade (old) product product attributeattribute energy drinkenergy drink consumer uhtconsumer uht a positive a positive attitude to life is attitude to life is infectious on infectious on everyone around everyone around youyou brand imagebrand image purposeful - helps purposeful - helps you take part in life you take part in life - a winning edge- a winning edge example : lucozade (new)example : lucozade (new) product product benefitbenefit driving forcedriving force consumer uhtconsumer uht a positive a positive attitude to life is attitude to life is infectious on infectious on everyone around everyone around youyou brand imagebrand image purposeful - helps purposeful - helps you take part in life you take part in life - a winning edge- a winning edge previous learning it is easy to think of a uht, but much harder to find a relevant one it is easy to find a relevant truth, but much harder to determine the right one it is easy to find a right truth (that connects the triangle well), but much harder to decide the best, inspiring one previous learningprevious learning n n it is easy to think of a uht, but much it is easy to think of a uht, but much harder to find a harder to find a relevantrelevant one one n n it is easy to find a relevant truth, but it is easy to find a relevant truth, but much harder to determine the much harder to determine the rightright oneone n n it is easy to find a right truth (that it is easy to find a right truth (that connects the triangle well), but much connects the triangle well), but much harder to decide the harder to decide the best,best, inspiringinspiring oneone a tip: all great uhts are full of attitudea tip: all great uhts are full of attitude 24 hour planning our duty is to . n n go beyond thinking. use all your go beyond thinking. use all your senses.senses. l l “planning is dead from the neck up” “planning is dead from the neck up” isis true true if if we we onlyonly use our minds use our minds our duty is to .our duty is to . n n go beyond thinking. use all your go beyond thinking. use all your senses.senses. l l “planning is dead from the neck up” “planning is dead from the neck up” isis true true if if we we onlyonly use our minds use our minds there are three things you need to be a greatthere are three things you need to be a great planner: planner: information, inspiration, rmation, inspiration, instinct. the most important is instinct.the most important is instinct. an old motto . “if at first you dont succeed, try, try, try again” keep alert at all times when cooking, building, mending, driving, washing, drinking . yourself. never forget that first and foremost you are a consumer why do you like certain ads: because of the strategy or the joke/sexy hero/techniques etc? example insight : hkta 47% of hk visitors are 5+ repeat visitors, mainly japanese pepsi is just the alternative official view of life” (jansen yeoh) when out and about “i was on the bus the other day and there were two 12 year olds in front of me doing the betty boo song . and then one of them said something which upset the other, so she replied, well, fuck you, kathy, anal! understanding a 12 year old is quite different when youve heard them talk like that, rather than sitting nicely in groups, a bit bashful” (adam lury) keep alert at all times get consumers to tell you stories - jokes, quotes, innovative ideas, ambitions etc “its like cars; it depends on how much you value them. if youve got a bmw or a merc, you take it to a proper garage. if youve got a skoda, then the bloke in the backstreet will do” (discussing the merits of private healthcare, and key insight behind the bupa campaign!) “what i really want to do is build the buildings i want to build” - ie: not just design them (an architect in amex focus group, and key insight in the amex global brandprint) collect things, but tap into deep respect for the role the tiger plays in chinese culture but, this case is basically about what if . we didnt .? solid planning but it didnt win the grand prize! so, what if . we did .? a useful process to prevent inertia allows our minds the freedom to roam new insights virtually always come from unexpected quarters a tool to explore the risks and rewards ofa tool to explore the risks and rewards of completely “changing the rules”completely “changing the rules” “what if .?” : stage i there could be changes in : 1. product attributes 2. brand/user image 3. basic human needs/beliefs we need to identify which specific, and unique, new ideas could contribute to achieving the marketing goals “what if .?” stage i case history : maxwell housecase history : maxwell house products physical attributes? the nature of the product itself (taste, smell, texture, size, heritage, complexity, cost etc) is maxwell house distinctive? is it liked by the consumer? is it competitive vs the competition? is it well expressed? cf. galaxy chocolate “silk” vs cadburys “cotton” how does it translate into a consumer benefit? cf. dr. martens shoes air cushioned soles is seen as being like “walking on air” “what if we re-examine truths of the product?” what if we . redefine the category experience? focus on feeling not product? address the negatives? claim generic benefits for ourselves? have new evidence in a category of over -promise? take advantage of not being the leading brand? expand the importance of the brand? make the category more important? what would make maxwell house matter? ways to make maxwell house matter more? “rich taste” acquired/sophisticate d statement of who i am, my style (or, who i want to be seen with) ritual of pouring/serving mysterious aroma sensuality/enlivens the senses get most out of life/the moment caffeine uplifting/exhilarating energetic achieve more make me feel happy satisfying (my expectations) brand / user image? this is the basis of trust : what charecter traits can/do consumers respect? what is maxwell houses personality? what could be the tone of voice it adopts when talking to consumers? cf : nike is a unique combination of “empowerment” tide as gruff and ex-army; camay as a bit catty; will you be content to rely solely on the sort of research that gets people to put crosses on a seven point scale running from kind to the hands to not so kind to the hands?” stephen king brand stewardship to rescue! brand stewardship helps us understand the brand equity that exits in peoples minds (and hearts but you can get to customer; but you can get to the the point where they feel a sense of point where they feel a sense of belonging - they have made the belonging - they have made the brand brand theirtheir own. own. n n customer ownership exits customer ownership exits whenwhen inner affection meets outer inner affection meets outer need and interest. when need and interest. when customers want to be retained. customers want to be retained. brand commitmentbrand commitment a lesson from customer a lesson from customer ownershipownership + “ “closeness”closeness” “ “loyalty”loyalty” n you can never truly “own” ayou can never truly “own” a customer; but you can get to the customer; but you can get to the point where they feel a sense of point where they feel a sense of belonging - they have made the belonging - they have made the brand brand theirtheir own. own. n n customer ownership exits when customer ownership exits when inner affection meets outer inner affection meets outer need and interest. when need and interest. when customers want to be retained. customers want to be retained. brand commitmentbrand commitment n the more “loyal” a customerthe more “loyal” a customer is, the more value he/she is is, the more value he/she is to the brand. to the brand. n n if we can grade customers if we can grade customers by how “loyal” they are, we by how “loyal” they are, we can discriminate individually can discriminate individually when allocating resource when allocating resource against them. against them. brand supportbrand support “closeness” is a deeply personal relationship (like marriage), and is essentially unconditional in nature “loyalty” is like friendship, and can be demonstrated in many different ways, and is always conditional in a world where people will have unlimited choice, and will exercise it, is “closeness” it ? branding over time in the 1980s levis reinvented branding in terms of style in the 1990s nike reinvented branding in terms of attitude in the new millennium ? how can we measure brand closeness? brand dynamics?brand dynamics? n n an ambitious agenda :an ambitious agenda : l l “measuring brand equity” “measuring brand equity” l l “framework for linking the creation of ideas, “framework for linking the creation of ideas, associations and images about the brand with associations and images about the brand with purchases in the market place” purchases in the market place” l l “capable of providing insights into the brands “capable of providing insights into the brands underlying strengths and weaknesses, and so guide underlying strengths and weaknesses, and so guide strategic marketing action to strengthen its strategic marketing action to strengthen its competitivecompetitive position” position” l l “determine the current value of customers to a “determine the current value of customers to a brand” brand” n n resulting in brand equity building blocks of resulting in brand equity building blocks of ever increasing consumer loyalty. ever increasing consumer loyalty. brand equity dimensions bondingbonding performanceperformance advantageadvantage relevancerelevance presencepresence brand dynamics will help us measure brand dynamics will help us measure “loyalty“loyalty bonding - 9% advantage - 15% relevance - 20% awareness - 90% brand dynamics american express brand equity dimensionsbrand equity dimensions bondingbonding performanceperformance advantageadvantage relevancerelevance presencepresence closenesscloseness brand dynamics will not help us measure brand dynamics will not help us measure closenesscloseness our role in all this . we need to distinguish between, and establish the inter-relationship between the way the brand projects itself (perceptions) the brands effect on consumers (emotions) the mutual identification between b