So What is Strategic Planning ?
What is STRATEGY?
some tricks of the trade.
definition of strategy
how can you get an insight.
formula for a good brief
Strategybrings the voice of the consumer into the equation
strategy isn’t strategy is
1. interpreting 2. representing people 3. storytelling 4. culture 5. creative inspiration
1. reporting 2. representing clients 3. ‘big data’ 4. a fact 5. buzz kill
Insightsa strategists bread & butter
a mediocre insight = a mediocre creative
go into the wild find an insight
go to the internet steal an insight
how to steal!
stretch the thinking
exaggerate tap into extremes
continue the mental thread
how to steal!
flip the subject matter
create a different scenario “what-if …” get weird
change your source
how to steal!
anticipate the thinking
be your own critic call yourself out be in on the joke
take back the conversation
formula for a good brief
formula for briefs.
know your situation know who you are talking to know what you want to change
• habit • perception • usage
• consumer • movement • client
• hurdles • indifference • momentum
let’s share our briefs
examples of creative briefs.
Setting: What is the cultural context impacting both brands and consumer in which this narrative takes place?
Consumer: Who are they and what is important to them in this context
Obstacle: What is standing in the way
Goal: What does the consumer truly want
Brand Mission: What does the brand do for the protagonist to help overcome the obstacle and reach the goal
Brand Purpose: Why does the brand do it. What is the deeper ideal driving its mission
IN A FASHION OBSESSED WORLD, LEVI’S HELPS SELF
AWARE CONSUMERS OVERCOME FEELING GUILTY
AND ACHIEVE COMING TO A SOLUTION BY SAVING
WATER ONE JEAN AT A TIME BECAUSE WE ALL
DESERVE TO LOOK GOOD WHILE DOING GOOD
let’s share our briefs
examples of creative briefs.
Story: What is the most relevant and differentiating idea that will surprise consumers or challenge their current thinking or relationship with the brand?
Conflict: What’s stopping people from thinking/feeling/caring that our story is true?
Invitation: What is the question we need to answer to complete the assignment?
Turning Point: What about the brand could help us to start a dialogue between the brand and our target, among our target and/or within popular culture in general? It could be the little rationalizations that people use to support their emotional decision.
STORY
CONFLICT
INVITATION
TURNING POINTS
Stop feeling bad when you are styling, because your look is helping out others.
Personal style just benefits one, not the masses.
Levi’s is helping conserve water for all, one jean at a time.
• Levi’s has a history of making statements - LGBT • Levi’s has always been more than style but about
function - blue collar
STRATEGIZE!