Post on 28-May-2015
transcript
Brand Management
Session 6: Advertising – the greatness of Creativity
Zeeshan Kingshuk Huq
Guest Faculty
zeeshan.huq@gmail.com
2
04/12/2023/ZKH
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
3
04/12/2023/ZKH
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
4
04/12/2023/ZKH
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
5
04/12/2023/ZKH
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
6
04/12/2023/ZKH
How to produce advertising that sells
Do your homework
Position your brand distinctively
Create / project the right image
What is the big idea?
7
04/12/2023/ZKH
How to produce advertising that sells
Do your homework
Position your brand distinctively
Create / project the right image
What is the big idea?
8
04/12/2023/ZKH
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
9
04/12/2023/ZKH
10
04/12/2023/ZKH
How to produce advertising that sells
Do your homework
Position your brand distinctively
Create / project the right image
What is the big idea?
11
04/12/2023/ZKH
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
12
04/12/2023/ZKH
How to produce advertising that sells
Do your homework
Position your brand distinctively
Create / project the right image
What is the big idea?
13
04/12/2023/ZKH
Who are you, and where are you headed …
Personality
Visuals
14
04/12/2023/ZKH
15
04/12/2023/ZKH
How to produce advertising that sells
Do your homework
Position your brand distinctively
Create / project the right image
What is the big idea?
16
04/12/2023/ZKH
“ Unless your advertising contains a big idea, it will pass like a ship
in the night ”
17
04/12/2023/ZKH
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
18
04/12/2023/ZKH
20
04/12/2023/ZKH
Which one is more powerful? Copy or Visual?
There’s no thumb-rule
Sometimes the copy is the strength of an ad
21
04/12/2023/ZKH
22
04/12/2023/ZKH
23
04/12/2023/ZKH
24
04/12/2023/ZKH
25
04/12/2023/ZKH
Berger APE 2
26
04/12/2023/ZKH
Which one is more powerful? Copy or Visual?
There’s no thumb-rule
Sometimes the copy is the strength of an ad
Sometimes the visual is enough
27
04/12/2023/ZKH
28
04/12/2023/ZKH
29
04/12/2023/ZKH
30
04/12/2023/ZKH
31
04/12/2023/ZKH
32
04/12/2023/ZKH
Which one is more powerful? Copy or Visual?
There’s no thumb-rule
Sometimes the copy is the strength of an ad
Sometimes the visual is enough
Sometimes both complement each other so well
33
04/12/2023/ZKH
34
04/12/2023/ZKH
35
04/12/2023/ZKH
36
04/12/2023/ZKH
37
04/12/2023/ZKH
38
04/12/2023/ZKH
Berger Weathercoat
39
04/12/2023/ZKH
Which one is more powerful? Copy or Visual?
There’s no thumb-rule
Sometimes the copy is the strength of an ad
Sometimes the visual is enough
Sometimes both complement each other so well
Whatever it is, it needs to tell a “story”
40
04/12/2023/ZKH
41
04/12/2023/ZKH
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
42
04/12/2023/ZKH
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
43
04/12/2023/ZKH
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
44
04/12/2023/ZKH
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
45
04/12/2023/ZKH
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?
46
04/12/2023/ZKH
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.
47
04/12/2023/ZKH
“ You are only limited by your imagination
and your energy ”
48
04/12/2023/ZKH
49
04/12/2023/ZKH
50
04/12/2023/ZKH
51
04/12/2023/ZKH
52
04/12/2023/ZKH
53
04/12/2023/ZKH
54
04/12/2023/ZKH
55
04/12/2023/ZKH
56
04/12/2023/ZKH
57
04/12/2023/ZKH
58
04/12/2023/ZKH
59
04/12/2023/ZKH
60
04/12/2023/ZKH
61
04/12/2023/ZKH
How long does it take to build a brand?
62
04/12/2023/ZKH
“ God lies in details ”
63
04/12/2023/ZKH
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
64
04/12/2023/ZKH
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
65
04/12/2023/ZKH
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
68
04/12/2023/ZKH
Appendix
70
04/12/2023/ZKH
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
71
04/12/2023/ZKH
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
72
04/12/2023/ZKH
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