Date post: | 12-Aug-2015 |
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Marketing |
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BANANA TRENDS
CONSUMER TRENDS AND INSIGHTS
WHO
OUR ROOTS
Saatchi & SaatchiLeo BurnettLouderTeam Red (Венгрия)BBDOВключая опыт на стороне клиента: British Airways, Swissair / туризм в Швейцарии
Realty and developmentMuseumsJewelryAirlinesWhisky, vodkaFast foodRetailSmall business
OUR INDEPENDENT EXPERIENCE
BANANA TRENDS
CORE TEAMPARTNERS, STRATEGIC DIRECTORS
AISENA NOGOVITSINA
Knows everything there is to know about clients and service. Period. Keen insight into matching brand’s goals and issues with consumer world to unlock the full potential of the client’s business.From 2008 to 2014 - Client Service Director | Group Account Director at Saatchi & Saatchi Russia for clients such as P&G, The Coca-Cola Company, Novartis, Dixy, Moscow Public Libraries, etc. Prior to that 3 years with Leo Burnett P&G account management and 5 years of marketing experience in the client-camp before moving to agency side.
ILIA BURLAKOV
Strategic planner with a strong creative side.An inquiring mind with solid trend-watching experience.A culture junkie with deep understanding of human insights.
Bloomed as strategic planner in Saatchi & Saatchi Russia working with such clients as Head&Shoulders, Novartis. My interest in how consumers live in cities led to independent work experience with regional branding. Cut teeth as a journalist to hone creative writing skills.
BANANA TRENDS
CORE TEAMPARTNERS
FRANCK VINCHON
A C-level executive with a rock star attitudeA creative mind and a strategic visionnaire
17 years of marketing and communication experience through 4 different countries and in the best communication networks in the world - BBDO, Havas, Y&R, Publicis, Saatchi & Saatchi. Top Manager and Entrepreneur, worked for all categories and all types of companies. Specialist in brand culture, brand and entertainment content and emerging countries dynamics.Writer, screenwriter, musician, composer...let's simply say that he is the ultimate storyteller.
OKSANA KUZMINA
Field research and regional insights. 10+ years of experience in a research agency, field research in regions and Moscow (for a variety of brands ranging from Novartis to Ikea)
Lazer-sharp analytical mind that knows when to avoid generalization to preserve the target audience truth.
BANANA TRENDS
SISTER PSEUDO, LONDON
Global agency specializing in youth and young adults insights. The agency has a network of over 2000 members all over the world in 47 markets in more than 100 large cities on all continents.
Our approach is similar in that we unearth insights in real life, in the world of the consumer and not in the sterile focus group rooms.
Sister Pseudo studies their life: their homes, neighborhoods, places they love to visit, things they love to do. Sister Pseudo maintains personal connection with their network that is why they are always ready to open their lives to them and help Sister Pseudo find rich meaningful insights.
Employing Banana Trends to search for local (Russian) insights with the support of the global agency Sister Pseudo will help you become appropriate for the young target audience of the brand and not appropriate it.
WE SHARE OUR APPROACH WITH A GLOBAL INSIGHTS AGENCY SISTER PSEUDO,
OUR PARTNERS
BANANA TRENDS
WE OFFER
WE OFFER
WORKSHOPS FOR GENERATING INNOVATIVE SOLUTIONS, DEVELOPING BUSINESS IDEAS - COMMUNICATIONS, PRODUCTS, SERVICE, SPACE
INSIGHT HUNT RESEARCHREVIEW AND APPLICATION OF CONSUMER TRENDS IN BUSINESS
BRAND POSITIONING DEVELOPMENTDEVELOPMENT OF COMMUNICATION CONCEPTS, STRATEGIES AND BRIEFS FOR CREATIVE IDEAS
TRAINING FOR CREATIVE AGENCIES - STRATEGY AS A DISCIPLINE FOR ENTIRE AGENCY, CONSUMER TRENDS AND THEIR APPLICATION IN BUSINESS, HOW TO RUN A STRATEGY WORKSHOP, STORIES FROM CONSUMERS AS THE BASIS OF THE CREATIVE WORK (HOW TO LEAVE OFFICE AND FIND STORIES FOR A RICH, MEANINGFUL CREATIVE BRIEF).
BANANA TRENDS
BRAND DEVELOPMENT
ROAD MAP
BANANA TRENDS
Example: Современное Urban space today - tendencies in large cities. Wha global trends can occur in Moscow in the nearest future?
TREND REVIEW ON THE SUBJECT
MARKET ANALYSIS AND PRODUCT
CONCEPTS REVIEW
CHOOSE CATEGORY AND GENERAL
OFFER CONCEPT
COMPETITOR ANALYSIS
REVIEW TARGET AUDIENCE, DEFINE
SEGMENTS, RESEARCH INSIGHTS
Example:Town-planning analysis of the area, territory to identify potential, infrastructure, etc.
Define category or product segment
Analyze competitors in the selected segment
Review target audience, define segments. Analyze needs, barriers and insights.
DEVELOP BRAND PLATFORM
Develop brand positioning: mission, essence, character, attributes, продуктовые product features and emotional and functional benefits
DEVELOP VISUAL
IDENTITY AND EXPERIENTIAL BRANDING
Develop brand book, brand world, products and service that form the brand experience for consumer.
STRATEGIC WORKSHOPDEVELOP CONSUMER JOURNEY, DEVELOP PRODUCTS AND SERVICES, DEVELOP BRAND IMAGE
BRAND DEVELOPMENT ROAD MAP
WORKSHOP TYPES
BANANA TRENDS
POWER SHOP - DEVELOP CREATIVE IDEAS FOR BRAND COMMUNICATIONS
STORY SHOP - HARVESTING STORIES FROM CONSUMERS FRAMED AS AN IMMERSION ACTIVITY
CONCEPT SHOP - DEVELOP IDEAS FOR PRODUCT PROPOSALS
BRAND SHOP - GATHER AND DEVELOP MATERIALS FOR BRAND POSITIONING
BANANA TRENDS
POWER SHOP GROUP SESSION FOR DEVELOPING CREATIVE IDEAS FOR A BRAND’S COMMUNICATIONS
CAMPAIGN
CONTEXT: BRAND PYRAMID IN PLACE AND NEEDS NO MODIFICATION
PARTICIPANTS: CLIENT TEAM, GUEST EXPERTS (COPYWRITERS, PR, DIGITAL, ETC.),
STRATEGIC PLANNERS
BANANA TRENDS
BANANA TRENDS
STORY SHOP GROUP SESSION FOR GATHERING STORIES FROM CONSUMER IN THE FORMAT OF LIVE
CONVERSATION STAGED AS A CONSUMER WORLD IMMERSION ACTIVITY.
CONTEXT: NEW BRAND IS NEEDED OR INSPIRATION AND MATERIAL FOR BUILDING A NEW
COMMUNICATION CAMPAIGN OR NEW STRATEGIC TERRITORY FOR BUSINESS OR
COMMUNICATIONS
PARTICIPANTS: CLIENT TEAM, CONSUMERS AND GUEST EXPERTS FROM VARIED SPHERES
(JOURNALISTS, PSYCHOLOGISTS, ETC.), STRATEGIC PLANNERS
BANANA TRENDS
BANANA TRENDS
CONCEPT SHOP
GROUP SESSION FOR THE DEVELOPMENT OF NEW PRODUCT CONCEPTS.
CONTEXT: NEW BRAND IS NEEDED OR INSPIRATION AND MATERIAL FOR DEVELOPING A
NEW PRODUCT OR SERVICES.
PARTICIPANTS: CLIENT TEAM, CONSUMERS AND GUEST EXPERTS FROM RELEVANT
SPHERES, STRATEGIC PLANNERS
BANANA TRENDS
BANANA TRENDS
BRAND SHOP GROUP SESSION FOR GATHERING MATERIALS NEEDED TO DEVELOP BRAND POSITIONING
(AFTER THE WORKSHOP).
CONTEXT: A NEW BRAND NEEDS TO BE DEVELOPED
УЧАСТНИКИ: CLIENT TEAM, CONSUMERS AND GUEST EXPERTS FROM VARIED SPHERES,
STRATEGIC PLANNERS
BANANA TRENDS
BANANA TRENDS
Workshop Power shop Story shop Concept shop Brand Shop
What? GROUP SESSION FOR DEVELOPING
CREATIVE IDEAS FOR A BRAND’S
COMMUNICATIONS CAMPAIGN
GROUP SESSION FOR GATHERING STORIES FROM CONSUMER IN THE FORMAT OF LIVE CONVERSATION STAGED AS A CONSUMER WORLD IMMERSION ACTIVITY
GROUP SESSION FOR THE DEVELOPMENT
OF NEW PRODUCT CONCEPTS
GROUP SESSION FOR GATHERING MATERIALS
NEEDED TO DEVELOP BRAND POSITIONING
(AFTER THE WORKSHOP)
Who? CLIENT TEAM, GUEST EXPERTS (COPYWRITERS, PR, DIGITAL, ETC.), STRATEGIC PLANNERS
CLIENT TEAM, CONSUMERS AND GUEST EXPERTS FROM VARIED SPHERES (JOURNALISTS, PSYCHOLOGISTS, ETC.), STRATEGIC PLANNERS
CLIENT TEAM, CONSUMERS AND GUEST EXPERTS FROM RELEVANT SPHERES, STRATEGIC PLANNERS
CLIENT TEAM, CONSUMERS AND GUEST EXPERTS FROM VARIED SPHERES, STRATEGIC PLANNERS
How? REVIEWS, BREAK OUT SESSIONS, GROUP PRESENTATIONS
TRADING STORES AND OPINIONS IN FREE CONVERSATION MODE, MINIMUM MODERATION
REVIEWS, BREAK OUT SESSIONS, GROUP PRESENTATIONS
REVIEWS, BREAK OUT SESSIONS, GROUP PRESENTATIONS
Timing 3-5 hrs 3-6 hrs 3-5 hrs 4-6 hrs
Prep work CONSUMER TRENDS, INSIGHT HUNT, BEST IN CLASS2 WEEKS
PREPARE THE EVENTDESK RESEARCH / INSIGHT HUNT / CONSUMER TRENDS2 WEEKS
CONSUMER TRENDS, INSIGHT HUNT, BEST IN CLASS2 WEEKS
CONSUMER TRENDS, INSIGHT HUNT, BEST IN CLASS, CATEGORY REVIEW BRAND ARCHETYPES, ETC.3-4 WEEKS
Report COMMUNICATVE BRIEF: GOAL, BARRIER, INSIGHT, CHALLENGE, IDEA + ACTIVATION IDEAS
1-2 WEEKS
STORIES AND INSIGHTS GATHERED AT THE EVENT
2-3 DAYS
PRODUCT CONCEPT: NEED, INSIGHT, PRODUCT IDEA - BENEFIT + RTB
1 WEEK
POSITIONING PLATFORM: BRAND ATTRIBUTES, FUNCTIONAL AND EMOTIONAL BENEFITS, CHARACTER, TONALITY, ESSENCE AND MISSION
2 WEEKS
POWER SHOP EXAMPLE:
A WHISKY FROM DIAGEO
BANANA TRENDS
PROBLEM - CONSUMER ARE NOT AWARE WHAT THE BRAND IS ABOUT AND WHY THEY SHOULD CHOOSE IT OVER OTHER WHISKY
PROJECT OBJECTIVE - FIND CONSUMER INSIGHTS, AND BASED ON THOSE, REVIEW COMMUNICATIVE TERRITORIES OF THE BRAND
WHAT WAS DONE - INSIGHT HUNT (CONSUMER INSIGHTS RESEARCH), CONSUMER TRENDS REVIEW AND POWER SHOP (GROUP SESSION
FOR DEVELOPING COMMUNICATIONS IDEAS AND ACTIVATIONS).
RESULTS - AUDIT OF THE BRAND TERRITORY AND DEVELOPMENT OF CREATIVE COMMUNICATIVE STRATEGIES FOR THE BRAND
BRAND SHOP EXAMPLE:
MAJOR MOSCOW DEVELOPER
BANANA TRENDS
PROBLEM - DEVELOPER UNDERSTANDS THAT WITHOUT STRUCTURED AND CONSISTENT APPROACH TO POSITIONING,
DEVELOPING VISUAL IDENTITY AND PROMOTION OF NEW DEVELOPMENT PROJECTS IS TROUBLESOME
PROJECT OBJECTIVE - DESCRIBE THE PORTRAIT AND MOTIVATIONS OF THE TARGET AUDIENCE OF A DEVELOPMENT PROJECT
AND DEVELOP A BRAND PLATFORM THAT SATISFIES THE DEMANDS OF THE DEFINED SEGMENT
WHAT WAS DONE - INSIGHT HUNT (CONSUMER INSIGHTS RESEARCH), CONSUMER TRENDS REVIEW, POSITIONING EXAMPLES IN THE
CATEGORY (RESIDENTIAL PROPERTY) AND BRAND SHOP (GROUP SESSION FOR DEVELOPING IDEAS NEEDED TO DEVELOP BRAND
POSITIONING (AFTER THE WORKSHOP)).
RESULTS - DEFINED CONSUMER SEGMENTS, DEFINED BRAND TERRITORIES, GATHERED INFORMATION FOR DEVELOPING THE BRAND
POSITIONING PLATFORM
STORY SHOP EXAMPLE:
NEW VODKA BRAND
BANANA TRENDS
PROBLEM - CREATE A NEW VODKA BRAND THAT WILL CREATE BUZZ AT LAUNCH, CATCH THE ZEITGEIST AND WILL WIN A MARKET SHARE
PROJECT OBJECTIVE - FIND A PROPER CONSUMPTION NEED STATE AND PRODUCT CONSUMPTION STORIES RELATED TO IT TO DETERMINE THE
TERRITORY FOR THE BRAND
WHAT WAS DONE - INSIGHT HUNT (CONSUMER INSIGHTS RESEARCH), CONSUMER TRENDS REVIEW, STORY SHOP (GROUP SESSION FOR GATHERING
STORIES FROM CONSUMER IN THE FORMAT OF LIVE CONVERSATION STAGED AS A CONSUMER WORLD IMMERSION ACTIVITY).
RESULTS - REPORT ON THE STORES AND INSIGHTS FROM CONSUMERS, DEVELOPMENT OF CREATIVE COMMUNICATION STRATEGIES FOR THE NEW BRAND
WHAT IS
INSIGHT HUNT?
BANANA TRENDS
DEEP EMOTIONAL UNDERSTANDING OF
THE TARGET AUDIENCE
BANANA TRENDS
BANANA TRENDS
THIS IS A QUALITATIVE, ETHNOGRAPHIC RESEARCH WHEE INSIGHTS ARE UNEARTHED DURING IMMERSION IN THE CONSUMER WORLD. THAT IS WHY OUR INSIGHTS ARE A LIVE, HONEST REFLECTION OF THE CONSUMER LIFE THAT WILL HELP YOU DEVELOP FOR YOUR BRAND IDEAS AND INITIATIVES RESONATING WITH YOUR TARGET AUDIENCE.
THIS IS OUR DIFFERENCE FROM TRADITIONAL MARKET RESEARCH
BANANA TRENDS
1. INSIGHT HUNT REQUIRES FLEXIBILITY AND TIME. IT CAN BECOME INSPIRATION FOR A
BRIEF. OR IT CAN RESULT IN AN OPPOSITE DIRECTION. YOU HAVE TO HAVE A PLAN FOR BOTH.
2. WE ENGAGE OUR CONTACTS WITH CAPTIVATING CONVERSATIONS. THAT IS WHY
INSIGHT HUNT HELPS THEM REALLY OPEN UP.
3. INSIGHT HUNT DOES NOT ANSWER ALL QUESTIONS. IT DEPENDS ON STRATEGY
NEEDМ OF YOUR BRAND. SOMETIMES INSIGHT HUNT IS IRRERPLACEABLE. SOMETIMES YOU BETTER CHOOSE SOCIAL LISTENING OR CREATIVE BRAINSTORMING TO FIND AN INSIGHT FOR YOUR BRAND TERRITORY
REACH OUT TO US
BANANA TRENDS
BANANA TRENDS MOSCOW, RUSSIA
M: +7 916 5573120M: +7 964 7076420
E: [email protected]: [email protected]
W: WWW.BANANATRENDS.COM