Date post: | 11-Nov-2014 |
Category: |
Documents |
Upload: | stephen-remedios |
View: | 1,459 times |
Download: | 1 times |
The Brand ManagerThe Brand Manager
Rajah Yah Flunk?
Steve Remedios
Rajah Yah Flunk?
Steve RemediosSteve RemediosSteve Remedios
How Will We Spend This LectureHow Will We Spend This Lecture
Rajah yah Runk?
Communicating in writing
How strong is my Brand?
Rajah yah Runk?
Communicating in writing
How strong is my Brand?How strong is my Brand?
Heylen Map & Brand Key
Developing winning Concepts
Copy testing and Research
Developing Advertising
How strong is my Brand?
Heylen Map & Brand Key
Developing winning Concepts
Copy testing and Research
Developing Advertising
Rajah Yah Flunk?Rajah Yah Flunk?
• How did Brand management start?
The focus between Camay and Ivory
• Who started it?
• How did Brand management start?
The focus between Camay and Ivory
• Who started it?• Who started it?
P&G
• Who in P&G?
Neil McElroy - May 13, 1931
• Who started it?
P&G
• Who in P&G?
Neil McElroy - May 13, 1931
McElroy saw a RajahMcElroy saw a Rajah
“Nobody cares for Camay the way they should”
The Camay Brand man will
• Visit key sales territories, agree on promotion plans, discuss volume estimates on a quarterly basis
“Nobody cares for Camay the way they should”
The Camay Brand man will
• Visit key sales territories, agree on promotion plans, discuss volume estimates on a quarterly basis
• Feed this information to the planning Dept to mobilise factories and the logistics dept
• Feed the promotion plans to the agency and develop appropriate copy for the Brand
• Analyse and feed all constituents regular brand updates
• Feed this information to the planning Dept to mobilise factories and the logistics dept
• Feed the promotion plans to the agency and develop appropriate copy for the Brand
• Analyse and feed all constituents regular brand updates
I should argue that little has changed in the definition since 1931I should argue that little has changed in the definition since 1931
Today, You see a FlunkWhy?
Today, You see a FlunkWhy?
Director
Business HeadBusiness Head
Mktg Manager
Brand Manager
The Brand manager thinks he is a Flunk because he sees this PyramidThe Brand manager thinks he is a Flunk because he sees this Pyramid
Today, You can be a RajahHow?
Today, You can be a RajahHow?
Logistics
Commercial
Technical
Brand Manager
MR
Agency
Sales
Purchase
Logistics
Every person in this pyramid achieves his objectives thro’ a Brand!Every person in this pyramid achieves his objectives thro’ a Brand!
What do these Praja expect of this Rajah?
What do these Praja expect of this Rajah?
• Passion for the Brand and his work
• Urgency in dealing with Issues
• Passion for the Brand and his work
• Urgency in dealing with Issues
• Non stop communication
• Projecting their contribution to the Brand
• Non stop communication
• Projecting their contribution to the Brand
Characteristics of a goodBrand Manager
Characteristics of a goodBrand Manager
• Listener and Advocate
• Analyst and Artist
• Listener and Advocate
• Analyst and Artist
• Logical and Intuitive
• Initiator and Team player
• A communicator
• Logical and Intuitive
• Initiator and Team player
• A communicator
Skills and Competencies Skills and Competencies
Existing AssetsExisting Assets Profit EnablingProfit Enabling
Interfaces
Interpersonal Skills
Interfaces
Interpersonal Skills
Brand ManagerBrand Manager- Vitality
- Exploiting
- Vitality
- Exploiting
- Completeness
- Initiative
- Resourceful
- Completeness
- Initiative
- Resourceful
New assets
- Creativity
- Fresh Thinking
New assets
- Creativity
- Fresh Thinking
Brand ManagementBrand Management
RajahRajah FlunkFlunk
Str
S TermStrategic
Short Term
Day to Day
S Term
Day to Day
Brand ManagementBrand Management
“Winners rarely crib, Cribbers rarely win”“Winners rarely crib, Cribbers rarely win”
The Ideal Brand
Manager
The Ideal Brand
Manager
The ToleratedBrand
Manager
The ToleratedBrand
Manager
YesYes
ManagerManagerManagerManager
The Explaining
Brand Manager
The Explaining
Brand Manager
On the way out Brand
Manager
On the way out Brand
Manager
ResultsResults
NoNo
YesYesNoNo
CribsCribs
How Does P&G Judge a Brand Manager?
How Does P&G Judge a Brand Manager?
• If Brand is No 1, Increase the leadIf Brand is No 2, Shorten the gap with No 1If Brand is No 3 / No 4, get to No 1 or No 2
• If Brand is No 1, Increase the leadIf Brand is No 2, Shorten the gap with No 1If Brand is No 3 / No 4, get to No 1 or No 2
• Developing superior copy
• Training of subordinates and Agency
• Developing superior copy
• Training of subordinates and Agency
Let me end with the start
Rajah yah Flunk?
Let me end with the start
Rajah yah Flunk?
YOU DECIDEYOU DECIDE
Communicating in WritingCommunicating in Writing
A Brand Manager is always selling
Selling Ideas, Selling Targets, Selling a Vision
He has to be a good communicator
A Brand Manager is always selling
Selling Ideas, Selling Targets, Selling a Vision
He has to be a good communicatorHe has to be a good communicator
Good communication starts with clear writing
He has to be a good communicator
Good communication starts with clear writing
CLEAR WritingCLEAR Writing
• Prefer Clear, familiar words
• Keep sentences short and simple
• Use active voice verbs, Avoid Passive
• Prefer Clear, familiar words
• Keep sentences short and simple
• Use active voice verbs, Avoid Passive• Use active voice verbs, Avoid Passive
• Use a conversational style
• Gather all information before you write the note
• Use active voice verbs, Avoid Passive
• Use a conversational style
• Gather all information before you write the note
The Writing ChecklistThe Writing Checklist
• Is the subject obvious from the start?
• Is there a summary or overview early in the note?
• Is the subject obvious from the start?
• Is there a summary or overview early in the note?
• Is the note complete?
• Does the note have a logical sequence
• Are the key ideas emphasized?
• Is the note complete?
• Does the note have a logical sequence
• Are the key ideas emphasized?
MEASURE THE FOG IN YOUR WRITINGMEASURE THE FOG IN YOUR WRITING
I’d asked you for a 1 page write upI’d asked you for a 1 page write up
FOG INDEXFOG INDEX
• No. of words per sentence
+
• No. of words per sentence
+
• Percentage of 3 syllable or more words
• Add 1 and 2, multiply by 0.4
• Percentage of 3 syllable or more words
• Add 1 and 2, multiply by 0.4
66
FOG INDEXFOG INDEX
77 88 99 1010 1111 1212 1313 1414 1515
Ideal IndexIdeal Index
Scientific JournalsScientific Journals
Try and drop your Fog Index by 1 or 2 every year
if you are Index 12 and above
Try and drop your Fog Index by 1 or 2 every year
if you are Index 12 and above
FOG INDEXFOG INDEX
Try a Few WordsTry a Few Words
DetrimentalDetrimental
Your WordYour Word
Consequently
Ascertain
In Close Proximity
Consequently
Ascertain
In Close Proximity
DetrimentalDetrimental
Your WordYour Word
Try a Few WordsTry a Few Words
BadBad
Consequently
Ascertain
In Close Proximity
Consequently
Ascertain
In Close Proximity
So
Find
Near
So
Find
Near
Summary -CLEAR WritingSummary -CLEAR Writing
• Brand manager is always selling Ideas
• Keep the reader in mind
• The Fog Index
• Brand manager is always selling Ideas
• Keep the reader in mind
• The Fog Index• The Fog Index
• Short sentences, few 3 syllable words
• The Fog Index
• Short sentences, few 3 syllable words
HOW STRONG IS MY BRAND?HOW STRONG IS MY BRAND?
How strong is my brand ?How strong is my brand ?
• Beauty lies in the eyes of the beholder
• Most Brand managers overestimate the strength of their own brand and
• Beauty lies in the eyes of the beholder
• Most Brand managers overestimate the strength of their own brand and strength of their own brand and underestimate the power of a competitive brand.
strength of their own brand and underestimate the power of a competitive brand.
What defines a strong brand ?What defines a strong brand ?What defines a strong brand ?What defines a strong brand ?
STRONG BRANDSSTRONG BRANDS
Option 1 - No real reason to rejuvenate Option 1 - No real reason to rejuvenate Option 1 - No real reason to rejuvenate
Option 2 - Needs constant rejuvenation
Option 1 - No real reason to rejuvenate
Option 2 - Needs constant rejuvenation
REJUVENATIONREJUVENATION
• To make seem young again
• To make seem new or fresh again
• To make seem young again
• To make seem new or fresh again
Characteristics of Strong BrandsCharacteristics of Strong Brands
• Consumer Driven
• Constant Stream of Innovation
• Consumer Driven
• Constant Stream of Innovation
• Clear Positioning, Consistent Values
• Integrated Communication and Identity
• Clear Positioning, Consistent Values
• Integrated Communication and Identity
Two Things to check forTwo Things to check for
• Product
• Image
• Product
• Image
Product, Image ChangeProduct, Image Change
Because : Attitudes Change
Perceptions Change
New Information
Because : Attitudes Change
Perceptions Change
New InformationNew Information
New Consumer
New Competition
New Information
New Consumer
New Competition
It is time to Rejuvenate when...It is time to Rejuvenate when...
• There is a gap between claimed and Actual usage
• Consumers cannot remember last contact with the Brand
• Consumers talk in past tense about the Brand
• There is a gap between claimed and Actual usage
• Consumers cannot remember last contact with the Brand
• Consumers talk in past tense about the Brand• Consumers talk in past tense about the Brand
• Consumer remember the old ads, forgetting the new
• Consumers ascribe the Innovation to another Brand
• Consumers talk in past tense about the Brand
• Consumer remember the old ads, forgetting the new
• Consumers ascribe the Innovation to another Brand
Rejuvenation - The Red BulbRejuvenation - The Red Bulb
No Clear Articulation of a substantiated No Clear Articulation of a substantiated No Clear Articulation of a substantiated
“REASON WHY”
No Clear Articulation of a substantiated
“REASON WHY”
Look at the Product, Image GridLook at the Product, Image GridLook at the Product, Image GridLook at the Product, Image Grid
ProductProduct
Problem Solution ExampleProblem Solution Example
ImageImage
• Brand lacks - Find new TG - VIP / FLoose
• relevance - Redefine Need - Woodward’sGripe water
• Brand lacks - Find new TG - VIP / FLoose
• relevance - Redefine Need - Woodward’sGripe waterGripe water
- Talcs?
• No Personality - Review - Clinic PlusCommunication
No Persuasion - New Advertising - Budweiser
Gripe water
- Talcs?
• No Personality - Review - Clinic PlusCommunication
No Persuasion - New Advertising - Budweiser
ProductProduct
Problem Solution ExampleProblem Solution Example
ImageImage
• Losing Range Extension CK FragrancesRelevance
• Losing Range Extension CK FragrancesRelevance
• Technology Product Innovation Gilletteis outdated / has no edge
• Technology Product Innovation Gilletteis outdated / has no edge
ProductProduct
Problem Solution ExampleProblem Solution Example
ImageImage
• All Round Issue - Total Revamp of - British Airwaysmix
• All Round Issue - Total Revamp of - British Airwaysmix
• Terminal Illness - Milk - Denim
- Withdraw - Nose Strips
• Own Creation - Get Product - New Coke
right first - Tylenol
• Terminal Illness - Milk - Denim
- Withdraw - Nose Strips
• Own Creation - Get Product - New Coke
right first - Tylenol
How Strong Is My BrandSummary
How Strong Is My BrandSummary
• A problem identified correctly is 90% solved
• Don’t change anything before you understand the problem
• A problem identified correctly is 90% solved
• Don’t change anything before you understand the problemthe problem
• Don’t get locked into Relaunch date
• Don’t deceive yourself and the Boss
the problem
• Don’t get locked into Relaunch date
• Don’t deceive yourself and the Boss
The Brand Key
BRAND POSITIONING
The Brand Key
BRAND POSITIONINGBRAND POSITIONINGBRAND POSITIONING
Key PositioningKey Positioning
• The context in which the brand is competing (Competitive Environment)
• At whom the brand is aimed (Target)
• The problem or opportunity the brand is seeking to address (Insight)
• The ways in which the brand solves the problem or
• The context in which the brand is competing (Competitive Environment)
• At whom the brand is aimed (Target)
• The problem or opportunity the brand is seeking to address (Insight)
• The ways in which the brand solves the problem or • The ways in which the brand solves the problem or improves the situation (Benefits)
• What the brand stands for (Values) or believes in (Personality)
• The evidence why the brand is better than alternatives (Reasons to Believe)
• The single most compelling reason for the consumer to choose the brand (Discriminator)
• A short description of what the brand is all about, its genetic code (Essence)
• The ways in which the brand solves the problem or improves the situation (Benefits)
• What the brand stands for (Values) or believes in (Personality)
• The evidence why the brand is better than alternatives (Reasons to Believe)
• The single most compelling reason for the consumer to choose the brand (Discriminator)
• A short description of what the brand is all about, its genetic code (Essence)
The Heylen Diamond
BRAND POSITIONING
The Heylen Diamond
BRAND POSITIONINGBRAND POSITIONINGBRAND POSITIONING
IMPMAP - Implicit MappingIMPMAP - Implicit Mapping
• New system for strategic Brand management
• Based on understanding, optimising and exploiting a brand’s personality
• New system for strategic Brand management
• Based on understanding, optimising and exploiting a brand’s personalityexploiting a brand’s personality
• Very true in markets where brand differentiation is weak
exploiting a brand’s personality
• Very true in markets where brand differentiation is weak
IMPMAPIMPMAP
• IMPMAP measures a brand’s image along two dimensions - Brand Personality and Brand Identity
• IMPMAP measures a brand’s image along two dimensions - Brand Personality and Brand Identity
Brand Image Brand Personality Brand Identity== ++
- Irrational
- Emotive
- Implicit
- Irrational
- Emotive
- Implicit
- Rational
- Cognitive
- Explicit
- Rational
- Cognitive
- Explicit
IMPMAPIMPMAP
• Implicit Mapping is the dynamic basis of choice
• Explicit Mapping is the Rationalisation of it
• Implicit Mapping is the dynamic basis of choice
• Explicit Mapping is the Rationalisation of it
The Implicit Personality SpaceThe Implicit Personality Space
EnergeticEnergetic
AssertiveAssertiveAffliativeAffliative
WarmWarm
ExtrovertedExtroverted
• Conventional Mapping - Map changes (Br, Attr)
• Implicit is constant space
• Eight different characteristics = “Implicit Attributes”
• Conventional Mapping - Map changes (Br, Attr)
• Implicit is constant space
• Eight different characteristics = “Implicit Attributes”
AssertiveAssertive
CoolCool
IntrovertedIntroverted
SubduedSubdued
• Energetic / Extroverted : Physical State
Bodily sense of Energy
Refreshment & Vitality
Enjoyment it provides
• Energetic / Extroverted : Physical State
Bodily sense of Energy
Refreshment & Vitality
Enjoyment it provides
IMPMAPIMPMAP
Enjoyment it provides
• Warm / Affiliative : Physical state in a social sense
Warm / comfortable in presence of others Sense of Group
Enjoyment it provides
• Warm / Affiliative : Physical state in a social sense
Warm / comfortable in presence of others Sense of Group
• Subdued / Introverted : Alone and Anti Social
Brands on Price
• Cool / Assertive : Ego oriented characteristicsSelf gratification
• Subdued / Introverted : Alone and Anti Social
Brands on Price
• Cool / Assertive : Ego oriented characteristicsSelf gratification
IMPMAPIMPMAP
Self gratificationCool - Self controlSelf gratificationCool - Self control
IMPMAPIMPMAP
• A brand positioned at the centre of the Map
• A brand overlaps two sections
• A brand positioned at the centre of the Map
• A brand overlaps two sections
• A brand at the perimeter• A brand at the perimeter
The Implicit Personality SpaceThe Implicit Personality Space
EnergeticEnergetic
AssertiveAssertiveAffliativeAffliative
WarmWarm
ExtrovertedExtroverted
A brand positioned at the centre of the Map
A brand overlaps two sections
A brand at the perimeter
A brand positioned at the centre of the Map
A brand overlaps two sections
A brand at the perimeter
AssertiveAssertive
CoolCool
IntrovertedIntroverted
SubduedSubdued
How is IMPMAP generated?How is IMPMAP generated?
• Controlled personal interviewing
• 200 – 400 respondents
• Controlled personal interviewing
• 200 – 400 respondents
• 20/30 minute interviews• 20/30 minute interviews
How is IMPMAP generated?How is IMPMAP generated?
• 8 Non verbal stimuli presented as PHOTOS
Energetic but a bit impulsive
Self assured but a little over confident
Clever but a little aloof
• 8 Non verbal stimuli presented as PHOTOS
Energetic but a bit impulsive
Self assured but a little over confident
Clever but a little aloofClever but a little aloof
Stylish but a bit arrogant
Dependable but a little dull
Kind but somewhat naïve
Worm hearted but a little conventional
Full of life but a bit disorganised
Clever but a little aloof
Stylish but a bit arrogant
Dependable but a little dull
Kind but somewhat naïve
Worm hearted but a little conventional
Full of life but a bit disorganised
IMPMAP generationIMPMAP generation
• Assign each statement to a photo
• Assigning one brand to a photoDescription of how the photo describes the brand
• Assign each statement to a photo
• Assigning one brand to a photoDescription of how the photo describes the brandDescription of how the photo describes the brand
• Preference Ranking of Brands
Description of how the photo describes the brand
• Preference Ranking of Brands
Uses of IMPMAPUses of IMPMAP
• Brand Personality – Emotional Values
• Brand Identity – Rational Value
• Mental Field – External, Rational
• Brand Personality – Emotional Values
• Brand Identity – Rational Value
• Mental Field – External, Rational• Mental Field – External, Rational
• Brand Appeals – Users / Non users differ
• Typology of Brands – What Brands “go Together”
• Mental Field – External, Rational
• Brand Appeals – Users / Non users differ
• Typology of Brands – What Brands “go Together”
IMPMAP – SummaryIMPMAP – Summary
Optimistic
Active
Stimulation
Hedonism
Playful
Unconcerned
Optimistic
Active
Stimulation
Hedonism
Playful
Unconcerned
ExpressiveExpressive
WeWe II
NiharNihar
SSSS
CACCAC
LuxLux
CPCP
Control
Power
Domineering
Ego
Control
Power
Domineering
Ego
Fear, Passive
Rejection, Need Reassurance
Fear, Passive
Rejection, Need Reassurance
Love
Caring
Sharing
Love
Caring
Sharing
WeWe II
RepressiveRepressive
Developing Winning ConceptsDeveloping Winning Concepts
ConceptConcept
A concept is a description of the consumer or
professional needs the product will satisfy (The
benefit) The reasons why it will satisfy the needs
(The Support) and a description or portrayal of
A concept is a description of the consumer or
professional needs the product will satisfy (The
benefit) The reasons why it will satisfy the needs
(The Support) and a description or portrayal of(The Support) and a description or portrayal of
any key elements that will affect the perception
of the product. Such elements might include
product form, physical attributes, package
graphics, brand name, sizing and pricing
(The Support) and a description or portrayal of
any key elements that will affect the perception
of the product. Such elements might include
product form, physical attributes, package
graphics, brand name, sizing and pricing
Developing ConceptsDeveloping Concepts
1. Understand consumers real needs
2. Know the marketplace
1. Understand consumers real needs
2. Know the marketplace2. Know the marketplace
3. Understand our strengths and weakness
2. Know the marketplace
3. Understand our strengths and weakness
Concept DevelopmentConcept Development
Summarise existing dataSummarise existing data
Conduct quali MRConduct quali MR
Conduct quanti MRConduct quanti MR
Is there aBusiness opportunity?
Is there aBusiness opportunity?
Understand consumer needsand develop consumer insightUnderstand consumer needsand develop consumer insight
Conduct quanti MR
on Business opportunity
Conduct quanti MR
on Business opportunity
Create, Develop &optimise conceptsCreate, Develop &optimise concepts
Quantitative concept
testing
Quantitative concept
testing
Preliminary business planPreliminary business plan
Develop conceptsDevelop concepts
Concept appealConcept appeal
Building ConceptsBuilding Concepts
• Build concepts yourself
• Build concepts with partners
• Build concepts yourself
• Build concepts with partners• Build concepts with partners
• Build concepts with consumers
• Refine concepts with your peers
• Build concepts with partners
• Build concepts with consumers
• Refine concepts with your peers
Strong Concept ChecklistStrong Concept Checklist
• They offer now benefits not offered by existing products. e.g. Anti Tartar Toothpaste
• They offer now benefits not offered by existing products. e.g. Anti Tartar Toothpaste
• They offer now benefits not offered by existing products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to the key product benefit
• They offer now benefits not offered by existing products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to the key product benefit
Strong Concept ChecklistStrong Concept Checklist
• They offer now benefits not offered by existing products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to the key product benefit
• They make comparative claims Vs competition
• They offer now benefits not offered by existing products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to the key product benefit
• They make comparative claims Vs competition
Strong Concept ChecklistStrong Concept Checklist
• They make comparative claims Vs competition• They make comparative claims Vs competition
• They offer now benefits not offered by existing products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to the key product benefit
• They make comparative claims Vs competition
• They offer now benefits not offered by existing products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to the key product benefit
• They make comparative claims Vs competition
Strong Concept ChecklistStrong Concept Checklist
• They make comparative claims Vs competition
• They eliminate an important negative in existing products in the category
• They make comparative claims Vs competition
• They eliminate an important negative in existing products in the category
• They offer now benefits not offered by existing products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to the key product benefit
• They make comparative claims Vs competition
• They offer now benefits not offered by existing products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to the key product benefit
• They make comparative claims Vs competition
Strong Concept ChecklistStrong Concept Checklist
• They make comparative claims Vs competition
• They eliminate an important negative in existing products in the category
• They offer a higher quality product
• They make comparative claims Vs competition
• They eliminate an important negative in existing products in the category
• They offer a higher quality product
• They offer now benefits not offered by existing products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to the key product benefit
• They make comparative claims Vs competition
• They offer now benefits not offered by existing products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to the key product benefit
• They make comparative claims Vs competition
Strong Concept ChecklistStrong Concept Checklist
• They make comparative claims Vs competition
• They eliminate an important negative in existing products in the category
• They offer a higher quality product
• They tap into current emerging trends. e.g. Thermasilk
• They make comparative claims Vs competition
• They eliminate an important negative in existing products in the category
• They offer a higher quality product
• They tap into current emerging trends. e.g. Thermasilk
• They offer now benefits not offered by existing products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to the key product benefit
• They make comparative claims Vs competition
• They offer now benefits not offered by existing products. e.g. Anti Tartar Toothpaste
• They offer a new secondary benefit in addition to the key product benefit
• They make comparative claims Vs competition
Strong Concept ChecklistStrong Concept Checklist
• They make comparative claims Vs competition
• They eliminate an important negative in existing products in the category
• They offer a higher quality product
• They tap into current emerging trends. e.g. Thermasilk
• They offer a price advantage. e.g. CAC Satellite
• They make comparative claims Vs competition
• They eliminate an important negative in existing products in the category
• They offer a higher quality product
• They tap into current emerging trends. e.g. Thermasilk
• They offer a price advantage. e.g. CAC Satellite
Weak Concept ChecklistWeak Concept Checklist
• They tend to be me too
• They rarely compare
• They tend to be me too
• They rarely compare
• They are unique but not superior
• They are verbose and poorly written
• They are unique but not superior
• They are verbose and poorly written
Rules of Thumb – ConceptsRules of Thumb – Concepts
• You should be able to read the concept in 30 secs or less
• You should be able to read the concept in 30 secs or less
Rules of Thumb – ConceptsRules of Thumb – Concepts
• You should be able to read the concept in 30 secs or less
• Brand name should be evident and prominent
• You should be able to read the concept in 30 secs or less
• Brand name should be evident and prominent
Rules of Thumb – ConceptsRules of Thumb – Concepts
• You should be able to read the concept in 30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo jumbo
• You should be able to read the concept in 30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo jumbojumbojumbo
Rules of Thumb – ConceptsRules of Thumb – Concepts
• You should be able to read the concept in 30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo jumbo
• You should be able to read the concept in 30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo jumbojumbo
• Headline should be principal selling message
jumbo
• Headline should be principal selling message
Rules of Thumb – ConceptsRules of Thumb – Concepts
• You should be able to read the concept in 30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo jumbo
• You should be able to read the concept in 30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo jumbojumbo
• Headline should be principal selling message
• State all sizes in which it will be available
jumbo
• Headline should be principal selling message
• State all sizes in which it will be available
Rules of Thumb – ConceptsRules of Thumb – Concepts
• You should be able to read the concept in 30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo jumbo
• You should be able to read the concept in 30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo jumbojumbo
• Headline should be principal selling message
• State all sizes in which it will be available
• State exact retail price
jumbo
• Headline should be principal selling message
• State all sizes in which it will be available
• State exact retail price
Rules of Thumb – ConceptsRules of Thumb – Concepts
• You should be able to read the concept in 30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo jumbo
• You should be able to read the concept in 30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo jumbojumbo
• Headline should be principal selling message
• State all sizes in which it will be available
• State exact retail price
• Restage concepts – cue new
jumbo
• Headline should be principal selling message
• State all sizes in which it will be available
• State exact retail price
• Restage concepts – cue new
Rules of Thumb – ConceptsRules of Thumb – Concepts
• You should be able to read the concept in 30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo jumbo
• You should be able to read the concept in 30 secs or less
• Brand name should be evident and prominent
• Use consumer language, not technical mumbo jumbojumbo
• Headline should be principal selling message
• State all sizes in which it will be available
• State exact retail price
• Restage concepts – cue new
• Intrigue elements are not needed at this stage
jumbo
• Headline should be principal selling message
• State all sizes in which it will be available
• State exact retail price
• Restage concepts – cue new
• Intrigue elements are not needed at this stage
Copy TestingCopy Testing
The History of Copy TestingThe History of Copy Testing
• Early 1900s Selling directly to the consumer
• 1920 / 1930s Return Coupons
• 1930s / 40s Stanton Expt - Recognition, Recall
• Early 1900s Selling directly to the consumer
• 1920 / 1930s Return Coupons
• 1930s / 40s Stanton Expt - Recognition, Recall• 1930s / 40s Stanton Expt - Recognition, RecallAided Recall
• 1950s Activation Research
• 1930s / 40s Stanton Expt - Recognition, RecallAided Recall
• 1950s Activation Research
Six Measurement TrendsSix Measurement Trends
• Behavioral Measures Coupons, Tests
• Recognition Measures Aided
• Measures of Recall Unaided
• Behavioral Measures Coupons, Tests
• Recognition Measures Aided
• Measures of Recall Unaided• Measures of Recall Unaided
• Attitude or Persuasion Measures
• Psychological Measures
• Motivational Measures
• Measures of Recall Unaided
• Attitude or Persuasion Measures
• Psychological Measures
• Motivational Measures
Principle 1Principle 1
A good copy testing system provides
measurement which are relevant to the
objectives of the Advertising
A good copy testing system provides
measurement which are relevant to the
objectives of the Advertising
Principle 2Principle 2
A good copy testing system is one which requires
agreement about how the results will be used in
advance of each specific test
A good copy testing system is one which requires
agreement about how the results will be used in
advance of each specific test
Principle 3Principle 3
A good copy system provides multiple
measurements - because single measurements
are generally inadequate to assess the
performance of an ad
A good copy system provides multiple
measurements - because single measurements
are generally inadequate to assess the
performance of an adperformance of an adperformance of an ad
Principle 4Principle 4
A good copy system is about human response to
communication
The Reception of a stimulus
The comprehension of the stimulus
A good copy system is about human response to
communication
The Reception of a stimulus
The comprehension of the stimulusThe comprehension of the stimulus
The response to the stimulus
(Questioning reaction to Advtg execution can provide
insight about strengths and weakness of the
advertising and why it performed the way it did)
The comprehension of the stimulus
The response to the stimulus
(Questioning reaction to Advtg execution can provide
insight about strengths and weakness of the
advertising and why it performed the way it did)
Principle 5Principle 5
A good copy testing system recognizes that the
more finished a piece of copy, the more soundly
it can be evaluated
A good copy testing system recognizes that the
more finished a piece of copy, the more soundly
it can be evaluated
Principle 6Principle 6
A good copy testing system is one that can
demonstrate reliability and validity
A good copy testing system is one that can
demonstrate reliability and validity
3 Types of ROUGHS3 Types of ROUGHS
• Animatics
• Photomatics
• Live Action
• Animatics
• Photomatics
• Live Action• Live Action• Live Action
Why do we do ROUGHS ?Why do we do ROUGHS ?
• Intrusiveness (Recall)
• Persuasion (Fav Buy Att)
• Idea communication
• Intrusiveness (Recall)
• Persuasion (Fav Buy Att)
• Idea communication• Idea communication• Idea communication
ROUGHS ROUGHS
• Celebrities - Always do animatics
• Mood Films - Do live Action
• Travel, Food - Do Photomatics
• Celebrities - Always do animatics
• Mood Films - Do live Action
• Travel, Food - Do Photomatics• Travel, Food - Do Photomatics• Travel, Food - Do Photomatics
Established Brand ModelsEstablished Brand Models
Lower Ranked Brands
Lower Ranked Brands
No 2 or No 3No 2 or No 3 Dominant BrandsDominant Brands
RecallRecall Recall
Recall
Communication Communication
Persuasion Persuasion
Persuasion
Communication
3 Reasons for Likability 3 Reasons for Likability
• Reminder Value
• Emotionally Driven categories
• The Active Advertising Consumer
• Reminder Value
• Emotionally Driven categories
• The Active Advertising Consumer• The Active Advertising Consumer• The Active Advertising Consumer
Hi Emotion
Low Rational
HiRational
FragrancesFragrances CarsCars
Rational Rational
LoEmotion
Chewing GumChewing Gum ComputersComputers
Where will you put our Categories ?Where will you put our Categories ?
Hi Emotion
Low Rational
HiRational
LikabilityLikability LikabilityPersuasionLikabilityPersuasion
Rational Rational
LoEmotion
Recall In storeRecall In store PersuasionPersuasion
Where will you put our CategoriesWhere will you put our Categories
SummarySummary
• Recall
• Persuasion
• Recall
• Persuasion
• Both
• Likability
• Both
• Likability
In ConclusionIn Conclusion
Rajah yah Flunk? YOU DECIDE
Communicating in writing K.I.S.S.
How strong is my Brand? REJUVENATE
Rajah yah Flunk? YOU DECIDE
Communicating in writing K.I.S.S.
How strong is my Brand? REJUVENATEHow strong is my Brand? REJUVENATE
Heylen Map & Brand Key IMP MAPS
Developing winning Concepts LUCID AND SIMPLE
How strong is my Brand? REJUVENATE
Heylen Map & Brand Key IMP MAPS
Developing winning Concepts LUCID AND SIMPLE