When pressed for time, write a “mini brief” instead of no brief at all

The mini Creative Brief

With social media, digital advertising and search media, things are moving faster than ever. You still need a Creative Brief. However, you might need to try our Mini Creative Brief. Opportunities come to brand leaders need quick decisions and even faster execution. And, so many times I am seeing teams spinning around in circles of execution and I ask to see the brief and the answer is quickly becoming “Oh we didn’t have time to do a creative brief. We just did a phone call”. You always need to take the time to write it down. Our Mini Creative Brief has a strategic objective, clear target, consumer insights, the desired response and what we’ll tell them.

Elements of communication strategy

First off, I would hope that every brand has the discipline to do an advertising strategy that should answer the following seven key questions.

  1. Who do we want to sell to?  (Target)
  2. What are we selling?  (Benefit)
  3. Why should they believe us?  (Reason to Believe)
  4. What is your organizing Big Idea? (7-second brand)
  5. What do we want the advertising to do?  (Strategy)
  6. What do want people to think, feel or do?  (Response)
  7. Where will we deliver the message? (Media Plan)

Once you have these seven questions answered you should be able to populate and come to a main creative brief. To read more about writing a full creative brief follow this link:  How to Write an Effective Creative Brief

Back when we only did TV and a secondary medium it was easier to have a Creative Brief. We would spend months on a brief and months ago making the TV ads. The brief got approved everywhere, up to the VP or President level. But now the problem is when you’re running around like a chicken with its head chopped off, you decide to wing it over the phone with no brief. It’s only a Facebook page, a digital display ad going down the side of the weather network or some twitter campaign Who needs a brief.

If I could recommend anything to do with brand communication: ALWAYS HAVE A BRIEF.

The Mini Creative Brief

The Mini Creative Brief focuses on the most important elements of the brief, you must have:

  • Objective: What do we hope to do, what part of the brand strategy will this program.   Focus on only one objective.
  • Target:  Who is the intended target audience we want to move to take action against the objective?  Keep it a very tight definition.
  • Insight:  What is the one thing we know about the consumer that will impact this program.   For this mini brief, only put the most relevant insight to help frame the consumer.
  • Desired Response: What do we want consumers to think, feel or do?   Only pick one of these.
  • Stimulus:  What’s the most powerful thing you can say to get the response you want.

When you go too fast, it sometimes takes too long

If you choose to do it over the phone, you are relying 100% on your Account Manager to explain it to the creative team. Then, days later when they come back with the options, how would you remember what you wanted. If you have a well-written communications plan, this Mini Brief should take you anywhere from 30-60 minutes to write this. The Mini Creative Brief will keep your own management team aligned to your intentions, as well as give a very focused ASK to the creative team. And, when you need to gain approval from your boss for the creative, you will be able to better sell it in with Mini Brief providing the context.

Pressed for time? Next time, try using the Mini Creative Brief

 

To read more on Creative Briefs, follow this presentation

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

Graham Robertson bio

 

Six questions to ask before you start your brand’s media plan

media planMedia is a business investment that showcases your brand story through creative execution to help connect your brand with consumers where they are most willing to engage, listen, think, feel, and act in ways that pay back your brand.

To build a tight bond with consumers, focus on those consumers most motivated to buy what your brand offers. Your media plan now must find them, and then move them through their purchase journey.

Six questions to ask before you start your brand’s Media Plan

  1. What is the size of your brand’s media budget?
  2. What is your brand’s core strength?
  3. How tightly connected is your brand with your consumer?
  4. Where can you best impact the consumer journey?
  5. Where will your consumers be most open to engage, listen, think, feel, and act?
  6. What media choices will best deliver your brand’s creative execution?

Media Plans

1. What is the size of your brand’s media budget?

Balance your media choices by looking at media efficiency, quality, impact, and fit with the brand. The efficiency of the media math starts with reach and frequency.

  • Reach is the percentage of different households or people exposed to the ad at least once, over a specific period.
  • Frequency is the number of times that household or people exposed to the ad within a particular period.

Be careful to avoid relying on efficiency alone, as you need to balance it with quality media choices. I always set aside about 10 percent of my media budget to create a high impact. This can help generate early attention to a new campaign or product innovation.

Use your strategic thinking to understand how much you can invest. You need to focus your limited resources on a distinct opportunity point you have identified based on a potential change in the market.

The reasons you would strategically invest in media include:    

      • Discovery of a new brand message you know will motivate consumers to buy your brand.
      • Identified change in consumer needs, motivations, or behaviors, which will benefit your brand.
      • Shift the competitive dynamic, with an opportunity to make gains or a necessity to defend.
      • Continue to fuel brand growth with a window to drive brand profits. 
      • New distribution channel you can use to move consumers through before competitors do.
      • The launch of a breakthrough product innovation offering a competitive advantage to your brand. 

To make the media investment pay off, you need to be able to drive a performance result that pays back with an increase in brand power you can use in the future or an immediate increase in brand profit. 

Here are six factors to help guide you on the size of your media investment:

  1. Brand profit situation, looking at margin rates and the size of the business.
  2. Past media ROI projected forward as a forecast of the potential.
  3. Impact of your current creative advertising tracking results
  4. Future investment opportunities or future threats to battle.
  5. The degree of competitive pressures in the marketplace and their levels of media spend.
  6. The comparative opportunity cost for investing elsewhere.

Media budget levels

There is a term called zero-based marketing budgeting, which starts off each new year assuming all brand budgets are zero and the brand must prove their case to earn its budget level. While it makes perfect sense in theory, with 20 years of experience with marketing budgets, this is not an easy concept to implement. One risk I see is that a zero-based budget could lead to short-term and highly transactional advertising.

A brand needs to balance brand-building activities, which add to the long-term connection with consumers with transactional call-to-action messaging intended to trigger purchases. For instance, if you tell me “Buy two, get one free” for five straight years, your consumers will eventually forget why they should buy your product at all, let alone two. There is a degree of uncertainty in making investment decisions. Get comfortable with your instincts to balance the degree of ambiguity to make the smart decision.

Low investment

When you feel the risk/reward of the media investment is unknown, it might be wise to start with a smaller investment level. Use what I call a “blowfish” media plan so that, among those you target, you appear to be a large brand. Pick a tight target market with a limited media choice or geographic focus to replicate how a more substantial media investment would appear. When the unknown is very high, get smarter by using test markets with various media spend levels to gain the necessary consumer response data before you make a full investment.

Medium Investment

You should use a medium investment level when your brand faces only a couple of the media investment factors listed above, yet your brand has the size and margin to invest. With this level of spend, you should use a selective media plan by making smart choices of the target market who you know will respond to those media choices proven to pay back.

High investment level

You should use a high investment level when your brand faces many of the investment factors, including profitable brand, reliable messaging, product innovation, and an intensely competitive situation. You can afford to take a mass approach. However, just because you have a lot of money does not mean you should waste it. I still recommend using one lead media choice and then use support media to supplement. Figure out your lead paid media and your lead earned media to provide focus and alignment with your strategy.

One important consideration with any investment plan is to balance media spending and the creative production costs. Your brand’s working dollars are those investments that directly reach and influence the consumer. You can directly see the impact and measure the payback. Media is considered working dollars. This costing method is one of the reasons you do not want to spread your brand across too many media choices. If most of your brand’s advertising budget is spent making TV ads, billboards, and radio ads or paying for talent in the ads, then you will not have enough spending left to reach the consumer.  

2. What is your brand’s core strength? 

The decision on whether your brand will be story-led, product-led, experience-led, or price-led impacts your brand message and related media choices.media plan

If your brand is product-led, focus on standing out with trend influencers and early adopters. Use an interruptive and visual media choice, such as TV or online video, to demonstrate and explain what makes your product better. You can share the video demonstrations on your brand’s website or through social media. Invest in search to help consumers who may have questions and need more information.

For story-led brands, use media to create a movement behind your idea, purpose, core belief or a stance. Connect with like-minded consumers who could become potential early brand lovers and influence their network to turn your brand into a movement. Bring your brand’s concept, purpose, or story to life using emotional storytelling media, such as TV, long-copy print, story-telling content built to share.

When your brand’s strength is the consumer experience, building your brand awareness takes time. Be patient. The slower build will be well worth the time invested once you hit a tipping point. Start by engaging key influencers and expert reviewers (industry critics) early on to reach the trend influencer consumers who will build word-of-mouth within their network. Build  and manage the online customer review sites (Yelp, Trip Advisor) to entice other users to try your brand’s fantastic experience.

When you are a price-led brand, you need high sales volumes to cover the lower margins. The most successful price brands invest in call-to-action, efficient media options, such as 15-second TV, digital display, or radio ads. Use traditional and online price tools, such as flyers or online coupon sites. Use the point of sale media to trigger transactions.

3. How connected is your brand?

For unknown or indifferent brands, invest in the early part of the consumer journey, with media focused on building awareness to establish your positioning in the mind of consumers to separate your brand from the pack. You also need to get your brand into the consumer’s consideration set.    

Brands at the like it stage must separate themselves from others, to build momentum and create a following. You need to focus on closing the deal, by motivating consumers to buy. And, then you can use search tools and deal-closing claims at the point of sale to resolve any remaining doubts. You can utilize your own e-commerce website or sites such as Amazon, Expedia, or Groupon.

Building brand love

Brands at the love it stage must turn your consumer’s repeat purchases into higher usage frequency and become a favorite part of your consumer’s day. The creative must instill emotional benefits, linked closely to the consumer’s life moments. An excellent tool to use is to map out the “day-in-the-life” of your target consumer and place messages where they are most likely to engage. Use consumer insights to make the messages personal to make consumers feel special and attached to your brand.   

At the beloved brand stage, you should begin shifting to a maintenance media plan, enough to maintain your brand’s leadership presence and perception. Stay aware of the competitive activity, which may force you to adjust your budget levels. At this point, you can shift some of your media resources into enhancing the consumer experience, to retain your happy consumers, and to drive a deeper love to harness an army of brand lovers. You can begin creating shareable experiences for your brand lovers to share with their friends. 

media plan

4. Where can you best impact the consumer journey? 

Old-school marketing used to yell their messages at every possible consumer using mass media, then move consumers naturally through the brand funnel from awareness to purchase and loyalty. With so few media choices, consumers could not escape the advertising. If consumers did not respond the first time, show it to them again and again. Back in the 1970s, it was all about the interruption of consumers, with brands focused primarily on day-after brand recall. Many times, the more annoying the ad, the better it would work. This media planning is not quite the sophisticated media strategy brands need today. media plan

New-school marketing whispers to the most loyal brand fans, hoping they drive awareness with influence to their friends. The word of a friend will bring more influence to their purchase decision than a random TV ad. As the brand moves to the masses, consumers look for the advice of trusted peers whom they respect to know enough about the latest and greatest of the category. They also look to the brand lovers, giving them evidence the brand does deliver what it promises.

Competitive strategy

In the brand strategy story, I showed you how brands evolved from a craft brand to a disruptor, to a challenger brand and finally to a power player. One significant distinction is what type of consumers they focus on. I introduced the idea of a consumer adoption curve, which leverages four types of consumers:

  • Trend influencers
  • Early adopters
  • Early mass
  • Late mass  

I will use this thinking to show how brands can use influencers to trigger each type of consumer, as the brand evolves from the entry-level craft brand all the way to the power player mass brand.media plan

The role of influencers on the consumer adoption curve

The trend influencer consumers always want the leading-edge stuff and are first to try within their social set. They want to stay aware of what the wise experts are saying, whom they trust or rely upon for knowledge. For brands competing in the car, sports, technology, fashion, entertainment, or foodie markets, there are leading expert reviewers or bloggers who have become the voice of the marketplace. Marketers who have a real  revolutionary addition to the category should target and brief these wise experts to ensure they fully understand the brand story and point of difference. This information increases their willingness to recommend the new products. 

The early adopter consumers rely on their trend influencer friends for the details of new brands. However, they will also look to social icons as a secondary source for validation. These social icons could include movie stars, singers, or famous athletes. If the social icons are using the new product, this assures the early adopter the new brand is about to hit a tipping point. These consumers always want to stay ahead of the curve, so that they will adopt it now.

Early mass consumers look for the advice of trusted peers whom they respect within their network. These are the people we go to for advice on a given subject. The early mass also looks to early brand lovers for validation of proven success; This satisfaction level gives them evidence the brand does deliver what it promises. The late mass audience is slow to adopt; they look to friends for recommendations but only when they feel comfortable enough to buy the brand.

Moving consumers along their journey

To drive awareness, you need to stand out and be seen in a crowd. Invest in mass media to gain entry into the consumer’s mind using TV, digital, viral video, out of home, or magazine. Where it makes sense, sponsorships and experiential events increase the consumer’s familiarity with the brand. media plan

To move consumers to the consideration stage, use influencers to teach those seeking to learn more. Use public relations to make the brand part of the news, whether through traditional, social, or blogger channels. Engage the online user review sites like Yelp, Trip Advisor, or category-specific review sites.

For more complex or higher risk purchase decisions, consumers will rely on search for almost everything, even if to just confirm what makes sense. Marketers can use search sites, such as Google, expert review sites, and online content, or long copy print media. The brand website comes into play and should include the right information to close off gaps or doubts, then move consumers towards the purchase decision. 

Closing the sale

Media options to help trigger purchase, include point-of-sale advertising, with in-store signage, displays and sales materials to prompt consumers at the purchase moment. Remarketing is a great tool to push consumers who might feel stuck at the consideration stage to reconsider and buy. 

After the purchase, you must turn usage into a ritual among your most loyal users. Cultivate a collection of brand fans, using VIP programs and experiential events with special deals. Layer in emotional advertising to tighten the bond. 

Once you have a strong base, you can mobilize your brand lovers, by intentionally creating shareable experiences, which will trigger brand lovers to share with their network through social media. With the new social media tools, the smartest brands are getting their most engaged consumers to drive awareness. 

5. Where is your consumer open to listening?

Place your media on the part of the consumer’s life where they will watch, listen, learn, engage, decide, and act.Align with life moments, whether they are parts of the day, the week, the year, or even milestone moments in their life. 

A smart tool for media planning is to map out the day-in-the-life of your consumer, to try to understand what they go through and where they might be most receptive to your message. 

You can take this same tool and map it over the consumer’s life, especially to tap into those life moments when people are most willing to reconsider brands. It might be a stage of life, such as going away to university or getting your first job or having your first child. Each life moment is a chance for brands to get consumers to reconsider their current choices.  

6. What is the best media to deliver the creative? 

The brand idea should drive everything you do. In this case, it should push the creative idea, and bring together the creative focus and media planning.

media plan

During the creative process, stay open on media choices

At the start of any creative project, it is hard to know the exact media choices to make because you have not seen the creative work yet. While writing the brand communications plan, work on a media guideline that picks a lead media only and a few potential secondary media options to explore without fully committing. At the creative meeting, ask to see each creative idea presented as a 30-second TV ad, a simple billboard, and a long-copy print ad. With this request, you will be able to see how each idea plays out across almost every possible media type. 

  • The 30-second video script can be repurposed to fit TV ads of any length, movie theatre ads, viral videos, or a video on your website.
  • The long copy print can be repurposed to fit with content blogs, news stories through PR, newspapers, magazines, website information, and sales brochures. It can even be atomized, broken down into digestible bits to populate a brand’s social media content.
  • The billboard can be repurposed for outdoor signage, digital display billboards, posters, in-store display signs, or even a magazine’s back cover designs. 

This process allows you to make the creative and media decisions together. You will see the ads in context to figure out the best combinations for your brand. Also, you will be able to see the possible breadth of each creative idea, which can provide a clue to the campaign’s longevity.

Use the brand idea to align every media choice

In today’s cluttered media world, the brand idea should help organize all four types of media, including paid, earned, shared, and owned.

media plan

To learn more about this type of thinking, you should explore my new book, Beloved Brands.

With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.

You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

Beloved Brands book

To order the e-book version or the paperback version from Amazon, click on this link: https://lnkd.in/eF-mYPe

If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4

And if you are in India, you can use this link to order: https://lnkd.in/gDA5Aiw

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

We think the best solutions are likely inside you already, but struggle to come out. Our unique playbook tools are the backbone of our workshops. We bring our challenging voice to help you make decisions and refine every potential idea.

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a brand idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources.

Our brand playbook methodology will challenge you to unlock future growth for your brand

  1. Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth.
  2. Find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth.
  3. Create a brand idea to capture the minds and hearts of consumers, while inspiring and focusing your team to deliver greatness on the brand’s behalf.
  4. Build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth.
  5. Advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth.
  6. Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

You have my personal promise to help you solve your brand building challenges. I will give you new thinking, so you can unlock future growth for your brand.

Signature

Graham Robertson

Founder and CMO, Beloved Brands Inc.

 

Align your media choices with how consumers engage the internet

Too many marketers think about where the media is, but they should be thinking about where their consumers are.

media choicesEven when your consumers are online, you should align your brand with what are they doing and the mood they are in when they are doing it. If you just go for pure efficiency and reach, you are completely missing the real opportunity of targeting your consumers online. Not only do you have to find your consumers, but you also have to find them in the right mood, so they are willing to engage with your brand.

The reality is today’s consumers live on their phones, tablets, and laptops. While there are many ways to reach consumers, your agency likely recommends the most efficient balance of reach and frequency. Look at potential sites that fit your brand, both from a functional and emotional stance.

Here are the 8 reasons consumers engage online:

  1. Be smarter
  2. Stay aware of what’s going on
  3. Escape the stress at some point in the day
  4. Express themselves
  5. Connect with others
  6. Go places, either local or around the world
  7. Buy things they desire
  8. Do things and control the variables.

media choiceAs consumers move around the internet, their emotional mood state changes. I have matched up the 8 functional ways of how consumers use the internet, with their emotional mood states.

media

Match up your brand emotional positioning with the consumer’s emotional mood when they are online.

If your brand is trying to own the staying in control zone, do not use sites where consumers are in the mood to escape or express themselves such as Tumbler or Instagram.

Conversely, a brand trying to own the get noticed space should not be on the Economist or The Weather Network. There are enough sites that allow you to line your brand up perfectly.

When consumers want to be smarter, they ‘google it’ or look at subject matter expert sites. And, when consumers want to stay aware, they reach for their favorite online news site or scan social media news feeds.

When consumers are in the mood to feel free, they try to escape, whether a 5-minute break at work or the subway going home after a long day, they look to escape with Youtube or Bleacher Report.

The line is getting blurry when consumers want to express themselves. While they might start with Twitter, they duplicate the post on Facebook, Instagram or Pinterest as they are in the mood to get noticed.

One of the most apparent reasons for the internet is to connect with others, feeding their mood to be liked. They use email, texting or Facebook.

Consumers reach for their phone when they want to do things, checking the weather, looking up restaurant reviews or buying tickets to an event. While these consumers are looking to have fun, they use tools to stay in control, so nothing gets in the way of having fun.

When consumers want to buy things to fulfill a craving or desire to reward themselves, they want it now and use transactional sites such as Amazon or eBay. Moreover, they go straight to a favorite retailer’s e-commerce site.

When consumers want to go somewhere, they use Waze for driving directions or Uber to hail a ride. If they’re going to go on a vacation, they use Expedia to book a flight, explore things to do using TripAdvisor or look up cool places to stay using Airbnb. These consumers are in the mood to explore but also find comfort.

media

Where are consumers when they are in the mood that matches up with your brand’s desired emotional space?

Here are five media questions for the future

Here are some challenging thoughts for us going forward.

1. Will people watch even more TV in the future?

Sounds crazy, but with more tablets and instant internet access, the future will see us watching even more TV programming. Consumers love anything on video. But, it will not be traditional network TV. We are already seeing a considerable consumer shift to streaming TV, whether Netflix, specialty channels, on-demand viewing, and Youtube videos. Advertising has yet to figure out how it will fit into these new TV options.

2. How can brands capture young adults?

With two college-aged kids, I can tell you they never watch network television, never read newspapers and never listen to the radio. Yet, they are always connected, using Netflix, texting, SnapChat, and Instagram. One of the most interesting insights about this group is, ‘They never go online, mainly because they never go off-line.’ They put their lives online and expect instant access to everything. They are always multi-tasking, prefer apps over software, newsfeed over news stories. While high profile beloved brands can easily reach them, low involvement or indifferent brands will have a hard time reaching them.

3. Can newspapers or magazines even survive?

Newspapers and magazines appear lost. For too long, they linked their brand to the actual format and moved online too slowly. For many, news now is now instant, ubiquitous and more casual/social. Instead of seeking out news, consumers now filter news. Journalists are struggling to capture readers, and print companies are struggling to capture consumers to their online versions, as fake news, Twitter feeds, and social media are dominating traditional print. Can these print companies figure out new revenue and profit models with online versions?

4. Are there too many social media options?

Early innovation in social media led to a divergence of options. Yet, they become more similar than different. Potential power plays could see mergers where the strongest brands squeeze out other players—the first being Microsoft’s purchase of LinkedIn. Other than high profile brands, many Brand Leaders struggle to come up with relevant content that can engage their targets. Imagine who might be next.

5. Can brand leaders figure out how to win in the new world?

Brand Leaders are more confused than they ever have been. The exploding of media options has led to an explosion of agencies, each battling each other for a share of the spend, rather than directing the Marketer with clear advice. The biggest issue I see is that Marketers have become too involved, they are now do-ers taking on parts of subject matter experts rather than staying in the generalist decision maker role. For Brand Leaders, the changes are speeding up. Just as they are used to digital, there is a dramatic shift to social, and then another dramatic you shift to mobile. The problem is that unless you are a consumer of the media options, you will struggle with it.  You will learn more about these media choices by trying them out than you will reading a presentation in a boardroom.

Here is a workshop we run on Marketing Execution that looks at both the creative and media sides of  reaching consumers.

To learn more about this type of thinking, you should explore my new book, Beloved Brands.

With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.

You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

Beloved Brands book

To order the e-book version or the paperback version from Amazon, click on this link: https://lnkd.in/eF-mYPe

If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4

And if you are in India, you can use this link to order: https://lnkd.in/gDA5Aiw

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

We think the best solutions are likely inside you already, but struggle to come out. Our unique playbook tools are the backbone of our workshops. We bring our challenging voice to help you make decisions and refine every potential idea.

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a brand idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources.

Our brand playbook methodology will challenge you to unlock future growth for your brand

  1. Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth.
  2. Find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth.
  3. Create a brand idea to capture the minds and hearts of consumers, while inspiring and focusing your team to deliver greatness on the brand’s behalf.
  4. Build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth.
  5. Advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth.
  6. Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

You have my personal promise to help you solve your brand building challenges. I will give you new thinking, so you can unlock future growth for your brand.

Signature

Graham Robertson

Founder and CMO, Beloved Brands Inc.

 

How to manage your B2B brand

Too many people think that brand management matters most to a consumer brand, and they under-estimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring a low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines.

B2B marketing is not just about selling products, but about building and selling your brand’s reputation. The role of a B2B brand is to create unique idea for your brand, perceived in the minds and hearts of your customer, consistently delivered by the experience, creating a bond, power and profit beyond what the product itself could achieve. Too many B2B companies believe they just SELL PRODUCTS. However, you should be building and managing your reputation of your brand. Whereas basic products and services solve small problems, I like to think that a brand beats down the enemy that your customer faces every day. For instance, FedEx fights the enemy of “business moving too slowly” while IBM fights “unsolvable problems” for their customers. What is your customer’s enemy that you can solve for them?

The more loved a brand is by its customers, the more powerful and profitable that brand will be. With a connected brand, it helps to warm up sales leads–many times they’ll already know your reputation before you call. A brand can connect with customers so that pure pricing becomes less of a factor. If the customer is satisfied and connected on one piece of business, they’ll look to you to solve other problems for them.

Start with a Big Idea

The best brands use a Big Idea to help explain themselves in 7 seconds, and use that Big Idea to help extrapolate that same brand story into 60 seconds or even 30 minutes, depending on the situation. In a crowded branded marketplace, Big Ideas help simplify your brand message so it’s easily understood and remembered, own-able in the customers’ mind and heart and motivating enough to change consumer beliefs and behavior. That big idea should transform your brand message into a brand reputation.

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Below is the tool we use to figure out a brand’s Big Idea which revolves around five areas that help define the brand: 1) Brand’s character 2) Products and Services the brand provides 3) Internal Beacons that people internally rally around when thinking about the brand and 4) Consumer reputation of the Brand and 5) the role of the brand in connecting with consumers. How we use this tool is we normally brainstorm 3-4 words in each of the four distinct sections and turn create sentences for each. Then looking collectively, we begin to frame the brand’s Big Idea with a few words or a phrase to which the brand can stand behind. The tool works! 

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Once you have your Big Idea, you should then use it to frame the 5 different connectors needed to set up a very strong bond between your brand and your customers.

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Build your brand around a big idea that’s simple to understand and big enough to create a lasting impression with consumers. Create a simple brand promise that separates your brand from competitors, based on being better, different or cheaper. Use your brand story to motivate customers to think, feel or act, while beginning to own a reputation in the mind and hearts of consumers. You need a fundamentally sound product, with innovation that keeps your brand at the forefront of trends and using technology to deliver on your brand promise. The purchase  moment is where customers move through the purchase cycle and use channels, messaging, processes to make the final decision. Turn the usage of your product into an experience that becomes a ritual and favorite part of their work life so that your customers always turn to you first.

Whereas B2B brands currently treat marketing as a support function, once you have your big idea you can see how for a B2B brand, that the idea should drive every part of your organization and that your brand’s experience will be supported by the culture, people and operations which then transforms that idea into a brand reputation. Below you can see how that Big Idea should be a beacon for your top-to-top leadership, your sales team, the problem solvers, customer service team and the experience delivery team.

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Everyone in your organization must be saying the same message. For a B2B brand, marketing’s role is to make sure that the external and internal story are given equal importance so that everyone in your organization must be communicating and delivering the same big idea to customers that they see in trade magazines, at trade shows or in the sales materials.

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Like any brand, there are really only four choices: you can be better, different, cheaper or else not around for very long. For B2B, when your product is a commodity, you have to find a way to use service levels as a way to find your point of difference. When you start to treat your own brand like a commodity or believe that you are, that’s when you’re in trouble. What you want to do is use that Big Idea to create an internal culture and use that culture to build your brand’s reputation as the way to help separate you in the marketplace. As you build your culture, you’ll see that you can begin to use culture as a way to stand out and then you’ll evolve to where you see culture becomes the backbone that delivers the brand experience. At the ideal stage where you become a beloved brand you see that culture and brand become one as your own people become the most outspoken fans of the brand. 

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Your brand is your reputation and it can never be a commodity

Click below on the Powerpoint version of the B2B Brand Workshop we run for clients.

We make Brands better.

We make Brand Leaders better.™

We offer brand coaching, where we promise to make your brand better by listening to the issues, providing advice that challenges you, and coaching you along a strategic pathway to reaching your brand’s full potential. For our brand leader training, we promise to make your team of brand leaders better, by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential. Feel free to add me on Linked In, or follow me on Twitter at @belovedbrands If you need to contact me, email me at graham@beloved-brands.com or phone me at 416 885 3911

GR bio Jun 2016.001

 

Microsoft just bought LinkedIn. This is a huge move into the world of social media.

Microsoft has announced a $26 Billion acquisition of Linked In. This is Microsoft’s first entry into the social media world. (or second if you count MSN). My first reaction was “WOW. Just wow.”  I was expecting something, but didn’t see it coming now, and with Microsoft. But good for them. And this is the first move, not the last move.

linked in.002I normally hate mergers and acquisitions, but this one is pretty interesting. Microsoft is making an obvious play at the business world. While the Nokia experiment failed, I wouldn’t be surprised if they keep pushing into the portable device space. The surface has done fairly well (I’m 100% Apple guy, but I see them around). And now  Microsoft will now be able to package Surface + Office + LinkedIn + Slideshare + Skype.

In an email to staff, Microsoft CEO Satya Nadella touted the pairing as a way to improve both companies by integrating LinkedIn’s content and network with Microsoft’s cloud computing and productivity tools. “This combination will make it possible for new experiences such as a LinkedIn newsfeed that serves up articles based on the project you are working on and Office suggesting an expert to connect with via LinkedIn to help with a task you’re trying to complete. As these experiences get more intelligent and delightful, the LinkedIn and Office 365 engagement will grow,”Nadella wrote.

Honestly, I have no idea where the current world of social media settles in, and who owns what. But the world of convergence will happen over the next 5-10 years. From a social media point of view, most of these sites are just about expresses ourselves, just in slightly different ways. If I look at my news feeds on Facebook, LinkedIn, Twitter or Instagram, they are starting to look similar, some days almost too similar. Not all of them will survive or need to survive. There are already apps that allow one to post on each site. Why not take it a step further and just have one site, with 3 or 4 window. Facebook could easily have a personal window, business window, entertainment window or politics window. I don’t see a need for Twitter, do you?

I could easily see Apple and Facebook getting together.

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By the way, shares of LinkedIn surged 48% after the announcement, while Microsoft’s stock was down 4%. Trading in Microsoft had been halted briefly for news pending before the announcement of the all-cash deal. So maybe the market’s first reaction isn’t so strong. I think this is a great fit for Microsoft and the market will settle in.

Your move next Apple.

 

At Beloved Brands, we lead workshops to help teams build their Strategic Thinking, helping Brand Leaders to think differently in terms of competitive strategy, consumer strategy, getting behind your core strengths and being aware of the situational strategy. Click on the Powerpoint file below to view:

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management.

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands.

GR bio Jun 2016.001

 

 

The best media decisions should focus on where your consumer is, not where the media is

At Beloved Brands, we believe that Marketers must think of Media as an investment that connects with consumers at the point they are most willing to engage in your brand story, getting them to think, feel or act differently enough to generate higher sales, share and profits beyond the media investment. There is no free media in this world, you are either investing with dollars or investing with effort. Both cost money. With all the changes to media in the last 10-15 years, we must challenge ourselves to think differently.

I went to a big huge “Digital Media Conference” in Chicago last year, hoping to challenge myself. And by the 15th presentation, there was this odd feeling I couldn’t figure it out. And then it hit me. I had not once heard the word “consumer” in any of the presentations. Everything was about MEDIA. It was gadget after gadget. How to move up with key words, the 9 types of digital display shaped ads and cool little videos that went viral. Over and over again.

The best media decisions should focus on where your consumer is, not where the media is.

Everything in Marketing has to start and end with the consumer in mind. You have to be more consumer obsessed than you are media obsessed. Yes, media is fun, with cool new stuff happening everyday. But if you are running a brand, consumers are your only source of revenue that you will ever have. Lead with the consumer and you will make better media choices. I one saw a gravel pit on a country road with a sign out front that said “Like us on Facebook”. That’s crazy. I heard about the President of chemical companies that told their brand team to get on Instagram, because their daughter was on it. That’s crazy too. And I know an industrial company who put “Facebook Likes” as one of the major goals for each brand. More craziness. These are media led decision, nowhere near consumer led decisions. As the media world has changed, brand marketers are really struggling with how to approach media decisions. Always keep in mind that the only reason you should ever choose a certain media is if you believe that it matches to where your consumer will be receptive to your brand message, and influence them to change their behavior in a way that favors your brand.

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We will show you three different models to challenge your brain to think about your media with a consumer first mentality. We start with how consumers use media, then show how the degree of consumer connectivity with your brand  impacts your media strategy and then finally, we look at fitting your brand message into the part of the life of your consumer where they will be most receptive to your message.

1. The 8 ways consumers use Media

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Taking a step into the shoes of consumers, we have mapped out 8 ways that consumer engage with media.

  • When consumers want to be smarter, the obvious option is Google for searching whatever comes to your mind. But consumers can also reach for Wikipedia for basic information on complex subjects. Blogs are also an amazing tool for getting smarter (hopefully why you are reading here). In terms of traditional media, consumers still use subject-matter expert type magazines, informative TV stations (Home and Garden) or news/documentary programming.
  • Consumers use media to stay aware of what’s going on. Consumers might look to TV or Newspapers for news, sports or entertainment networks. A lot of on-line news sites (Huffington Post or Forbes.com) are providing regular interval stories that get delivered through social media feeds. For business, LinkedIn is becoming the best site to stay aware of though leadership in your industry, new job openings or what is happening job-wise to your peers/friends.
  • For decades consumers have used media to escape from reality, turning on the TV after a hard day at work. The best dramas in the modern world are by non-traditional stations such as AMC, TNT or most recently Netflix. The network TV is becoming like “fast food” entertainment. Many younger consumers are using YouTube for shorter term videos. And magazines continue to provide a nice escape for consumers.
  • The social media options over the last 5-10 years have provided a real chance for us to express ourselves.  We have become obsessed with telling the world what is on our minds through Twitter, Instagram, Pinterest and Tumblr. Selfies and kid pics. Political opinions. Sports commentary. Facebook has begun to serve this purpose shifting from what are we doing to what are we thinking.
  • Social media allows consumers to stay connected with our friends, with Facebook being the dominant vehicle. SnapChat is doing a great job targeting teenagers and WhatsApp has become popular all over the world (outside North America).
  • Now, e-commerce has become commonplace. So when we want to do things, buy things or go places, we are more likely to reach for our laptops or mobile. than go out to browse the shopping malls. We have some amazing options at our fingertips including Amazon, TicketMaster, Trip  Advisor and Airbnb.

Knowing the 8 ways for how consumers use media should help to match up your brand to the right media choice. As we started to play with these 8 ways that consumers use media, it struck us how closely it links with our Emotional Cheat Sheet we created that maps out the 8 emotional consumer moods that consumers go through each day. These 8 zones include optimism, freedom, being noticed, being liked, comfort, be myself, be in control and knowledge. For more information on this cheat sheet, contact Hotspex at http://www.hotspex.biz  These emotional zones can impact your brand’s emotional benefit in a positioning statement as well as the tone of the delivery of your message.

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Below, we show see how closely the consumer emotional need states match up to the consumer media needs. Use this to ensure the media choice you use matches up to the emotional tone of the message you deliver.

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2. The depth of consumer connection matters

We created the Brand Love Curve to define the strength of the bond that brands have generated with their consumers. At the beginning of the Brand Love Curve, the brands act like a commodity with no connection and we refer to those brands as “Indifferent”. Brands at the Indifferent stage has to focus on the consumer’s head, trying to get consumers to think differently about their brand. Brands move to the “Like It” stage as they separate themselves in the mind of consumers, a rational separation with limited emotional connection.Brands at the Like It stage need to drive action to get consumers to buy and create a bigger following. As the bond becomes tighter, consumers may develop an emotional connection, we refer to those brands as “Love It”. Brands at the Love It stage has to focus on the consumer’s heart, to get current loyal users to connect on a deeper level. And finally, the best brands in the world have the tightest bond with consumers, almost a cult-like following equal to a sports team. We refer to these as the “Beloved” stage. Brands at the Beloved stage have to get those who love the brand to feel part and become outspoken advocates that will influence their network.

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We then find the Media Strategy options by matching the brand strategies we created with the brand love curve up to a consumer buying system that tracks how consumers shop, moving from awareness to purchase to experience and onto being loyal. Below, we can see that brands at the Indifferent stage should focus on the early parts of the consumer buying system with your investment into awareness, consideration and search to influence consumers to move to purchase. For those brands at the Like It stage,  we recommend you focus on the purchase moment in order to close deals and develop a bigger following. Brands at the Love It stage should put their investment into turning satisfied consumers into repeating and then becoming loyal brand fans. At the Beloved stage, your effort should be taking those consumers who love you and mobilizing them to become and outspoken army that generates awareness on their own.

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3. Marketing to the “many moments of me” during the day.

This is a simple but an essential tool that helps match up your media choice to the moment in your consumer’s day where/when they are most likely to engage. Yes, it’s very tactical, but with all the media possibilities, time of day will help ensure you have the right message. The consumer’s mindset changes during the course of the day, based on where they are or what they are doing. If you are selling a house, people might google search during their lunch hours or go visit on the weekends.

The consumer’s mindset also changes during the course of the week, as they are in a different mood on a Monday vs. Thursday, or vs. Saturday. If you are selling healthcare products, try to own Sunday night when consumers are in a thinking mood, whereas you can avoid Thursday and Friday when  they are just planning out the entertainment for their weekend.

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Always think like your consumer and you will make better media choices

 

To read more about Media Planning for brand leaders, read the following presentation:

 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands

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10 annoying tactics that give Marketers a bad reputation

 

1e1d5d079e23366d1149ea834ce8102f62d562519d45930ae0c0fb1b485ffff7I’m a marketer at heart. In terms of career, it’s all I know and all I am. I claim to love everything about marketing. Well, nearly everything. Here are 10 things i despise and even more importantly I believe give us marketers a bad reputation. As Mike Ditka would say “STOP IT”.

  1. The price of popcorn at the Movie Theatre. At the grocery store, a single bag of Orville’s popcorn goes for 29 cents a bag. Yet at the movie theatre, it costs $5.99. I get that the movie is using popcorn to cover the overhead.  But it really is blatantly treating your consumer like a hostage. “Combos” (popcorn plus pop or candy) are even worse. At my theatre, one night while I was 9th in line, I added them up and there is zero savings. So I asked the kid at the front. And the answer the poor kid had to give was “the combos are more convenience than savings”. Wow. That just gives us a bad reputation.
  2. Freight and PDI on a New Car. If you’ve ever bought a car, you have to pay something called freight and PDI. It’s really an admin fee for shipping and preparing the car. What’s frustrating is the negotiation process in buying a car. This is just one more tool at the disposal of the sales people. I know Saturn tried the “no price negotiation” strategy and it backfired. Negotiations with so many moving parts can be a brutal experience. And many times, you start off day 1 with such a negative experience that you’re mad at the brand. Why would you want that?
  3. That’s not all, if you call now…’ Yes, telemarketing is a necessary evil of the marketing game. I’m not a fan. The worst line ever invented is “that’s not all”. That just means we’ve taken this low-cost item we’re trying to sell you and give you a second one for free.  But the rip-off is the “you just pay the shipping and handling” line. You’re likely paying an extra $8=10 in shipping and handling, where the company makes a huge profit on that amount. It’s never double the price to ship two items in the same parcel. And the handling? I wish these guys would stop preying on the defense-less consumer. These techniques make us look bad.
  4. 100% Money Back Warranty…’except for’: A few years ago, I decided to buy a Toshiba Ultrabook, as it was slightly cheaper than the Mac version. While the Toshiba was a bit flimsy, I decided to buy the 3 year extra service plan from Best Buy. I was told “don’t worry, this warranty covers everything, and while it’s being repaired, we’ll even give you a loaner version”. I figured OK, I”m covered. Six months in, the flimsy screen caught up to me and all of a sudden I couldn’t see anything. Confidently, I took it back to Best Buy. They gave me a loaner and a week later said “we can fix it, but the cost to you will be $400” I said “but I have the full warranty”. And they said “yes, but the warranty does not cover software, hardware or battery”. HUH? What else is there? There is nothing else but software, hardware or battery to a computer. Anyway, I bought a new Mac. No wonder Apple does so well in an industry like this.
  5. Paying $3 for headphones on the Airplane. I know pretty much every airline is nearly bankrupt. And I’d never invest a penny into an airline. But the shift to charging the consumer for everything seems like the wrong way to go. There have to be more creative ways than charging $3 for headphones. I was recently on a flight that cost me $1700, which makes that headphone fee about 0.18% of the overall price. Is it really making a dent in the balance sheet of your airline?  Or is giving the consumer a small token a bad thing?
  6. Email Lists you didn’t know you signed up for. I manage my email as best I can. For about 2 months now, I’m getting weekly Hilton Honors email blasts. I finally un-subscribed.  Some of the un-subscribes are easy.  But others are painful with 3 or 4 steps to confirm I really want to un-subscribe and I’m not “mistaken”. Email marketing is just the new form of junk mail. I guess it works for 3% of customers so to get the money from those guys, let’s bug the 97% of customers who don’t want emails cluttering up their inbox. Let’s make it so hard to tick off that “no email thank you” box that we can annoy our most loyal consumers.
  7. Paying more for a large hot tea versus a small: There are 3 component costs in hot tea. The cup, the bag and the water. The only thing that changes with a larger size is more water. Any chance to rip-off the consumer.
  8. 3-year Cell Phone Contracts: When the technology changes every six months and you’re teenager drops (or throws) their phone at least once a week, having that long contract feels like a prison sentence. I get the whole it’s the only way we can cover the cost. But it puts all these phone companies into a position where they get the sale but lose the customer’s loyalty. It’s not a way to build a long-term love affair but rather a growing hatred for one another.
  9. Gas Price Games.  I want one simple rule for gas prices. You have to set them on the first day of the month and leave that price the entire month. Have you ever noticed that the price of gas goes up immediately at the start of a crisis–in anticipation of prices going up.  So a hurricane hits, prices jump up that day just in case the oil industry is affected. Not because it’s been affected. Just in case. Yet the prices don’t come down in anticipation of the world crisis ending,
  10. Call center cold calls at home. Even worse than junk email cluttering up my inbox are the phone calls coming from overseas. I’ve signed up for the “Do Not Call”, but I guess the loophole is to now call from overseas. You’re in the middle of cooking dinner and the phone rings. And there is some 7 second delay before someone says “Hi Mr Robertson”.

These 10 things are very common to most consumers causing great frustration but also lack of respect for the marketing profession. And yes, it is a profession. What are the things about marketing that annoy you and damage our reputation?

How do we get these guys to “Stop It”?

Read more on how to create a beloved brand:

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands

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In advertising, what comes first: the MEDIA choice or the CREATIVE idea?

Of course the consumer always comes first. However, as you begin the advertising process, Brand Leaders need to figure out whether the creative determines the media choice you make or the media choice helps frame the creative. When I started in marketing, way back in the mid 90s, life was a little simpler because the media and the creative were both under one agency roof. The meetings were simple: you’d see your various TV script options, give some feedback and then the room would go silent and the account person would say “now let’s look at the media plan” and the media person would take you through a 15 page presentation on where else the idea of your TV script could go. You would see some magazine, OOH and even some sampling idea. Back then, there was no internet advertising yet.

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Then one day, our media folks from our agency were spun off, had a new name, moved offices and had a new President. It now just meant we had two presentations and the Brand Leader now had to make sense of things and try to piece it together. About a year into that new relationship, I was sitting there confused and asked the question: “So what comes first, the media choice or the creative idea?” The room went silent for about 5 minutes. Then of course both sides talked over each other, both saying it was them that came first.  

All Marketing Execution has to do something to the brand–getting the consumer to think, act or feel differently about your brand. Media is an investment against your strategy and creative is an expression of your strategy. Both media and creative are only useful if they connect with consumers. Great advertising must connect through very insightful creative that expresses the brand’s positioning and told in a way that matters to those who care the most. Great advertising must be placed within the consumers’ life where it will capture their attention and motivate them in the expressed desired way to meet the strategy. So really, the consumer comes first and strategy comes second. Media and creative need to work to jointly capture the consumer and deliver the strategy.  

With separate agencies, the problem now rests with Brand Leaders to figure it out. While one could theoretically argue that if the Creative Idea of the advertising is so big, it should work in every medium. That’s just not always true in reality. Some ideas just work better in certain mediums. Yet the media people could also theoretically argue that if you go for the most efficient and effective media option, the media will do the work for you. That’s also not true. The best overall advertising should work focus on what has the most impact and what has the highest efficiency.  

Here’s a solution for Brand Leaders 

The three questions you always need to keep in your head at all times: 1) where is your consumer 2) where is your brand and 3) how does the creative idea work? 

1.  Where is your consumer?

You should really understand who your consumer is, and who they are not. You need to make sure you understand the insights about them, because it’s those insights within your creative that allow you to connect with them. They’ll say “they get me”. You should always be mapping out a day in the life of your consumer. Get in their shoes and say “what does my consumer’s day look like and how will my message fit or interrupt their life?” Take a “be where they are approach” to your media. 

2.  Where is the Brand?

First thing you have to do is consider where your brand is on the Brand Love Curve where brands go from Indifferent to Like It to Love It and all the way to Beloved. At INDIFFERENT, it’s about announcement style such as mass media, LIKE IT becomes about separating yourself from the competition while LOVE IT and BELOVED you’ll start to see the growing importance of event marketing to core users or social media as a badge of honor to share with others.

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3.  How does the Creative work? (The ABC’S)

The best advertising should draw ATTENTION, be about the BRAND, COMMUNICATE the main message and STICK in the consumers head long beyond the ad.

  • Attention: You have to get noticed in a crowded world of advertising. Consumers see 7,000 brand messages per day, and will likely only engage in a few. If your brand doesn’t draw attention naturally, then you’ll have to force it into the limelight.
  • Branding: Ads that tell the story of the relationship between the consumer and the brand will link best. Even more powerful are ads that are from the consumers view of the brand. It’s not how much branding there is, but how close the brand fits to the climax of the ad.
  • Communication: Tapping into the truths of the consumer and the brand, helps you to tell the brand’s life story. Keep your story easy to understand. Communication is not just about what you say, but how you say it—because that says just as much.
  • Stickiness: Sticky ads help to build a consistent brand/consumer experience over time. In the end, brands are really about “consistency” of the promise you want to own. Brands have exist in the minds of the consumer. 
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In the reality of advertising, not every ad execution will be able to do all four of the ABC’S.  When I’m in the creative room, I try to think about which of the two ABC’S are the most critical to my strategy. If it is a new product, I want all four, but I have to have: Attention and Communication. If the brand is in a competitive battle I have to have Brand and Communication.  If the brand is a leader and beloved, I need to make sure the advertising is about the Brand and that it Sticks.   

What I recommend you do:

In a sense, you have to work the creative and media together. But that’s impossible. So what I do is hold off on making any media decisions until you see the creative idea and how it is expressed in a few media options. With all the potential media options now available, I ask for 3 executions for each creative option:

        1. Video version
        2. Billboard 
        3. Long Copy Print

Sounds simple, but here’s the logic. With those 3, I can now imagine how the advertising might work across all possible media options. 

  • The “Video” allows me to imagine how the creative would work for traditional 30-second TV ad, a 60-second movie theatre ad, 2 or 3 minute viral video for sharing or even a video you could put on a website.
  • The “Billboard” allows me to imagine how it would work with traditional media options such as out-of-home billboard, bus shelter, in-store poster, packaging copy and the back cover of a magazine.  Or if we want to look at digital, it could be a digital billboard, Facebook photo, website cover.
  • The “Long Print” allows me to imagine what how it might work with a print ad, side panel of packaging, brochures, public relations story-line,  social media feed or even a blog on your website.  

With 3 simple asks against each creative idea, it covers off most of the traditional media options, even covering the digital media. So now as the Brand Leader goes to their Media Agency, they will know how the creative idea would work against any of their recommendations. 

Obviously, we always recommend that you focus. So we’ll likely recommend a lead traditional media and a lead digital and lead social option. You need to make the most out of your limited resources of dollars, time, people and partnerships. However, if we want a creative idea to last 5 years, seeing it work across this many media options gives me a comfort that should I need that option, I know the creative idea will work.

The media math from a client’s view

While the media agency owns the media math that blows your mind, here is some simple client side media math. As clients, we have to make the most of our budgets. 

  • Your production budget should be around 5-10% of your overall advertising plan. If you have small budgets, that may creep up to 20%, but that’s it. Every time you do a new piece of creative, the production dollars go up and the media dollars go down. I’d recommend you focus on one main traditional media and have only one secondary option. This keeps your spend focused. 
  • When it comes to social media, keep in mind there is no free media options. Instead of financial capital, you are now exhausting people capital. Just like the traditional options, I would recommend one lead social media and one secondary focus. Do not try to be all things to all people.  
  • The other reason to focus is to ensure you do great executions and not just “ok”.  Pick the media that maximizes the power of the creative. Don’t exhaust the team by spreading them against too many activities.   
  • Allow 80 to 90% of your media spend be on the highly effective highly efficient media plan. That means 10-20% of your media spend can now go against high IMPACT creative ideas that you know will break through.  

Work with both the creative and media at the same time, figuring out what gives the highest return on your investment

 

To see a training presentation on getting Better Marketing Execution: 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management.

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands.

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Consumer Insights are secrets that we discover and use to our brand’s advantage

There is a difference in selling to someone and motivating someone to buy.

When you just sell, you start with the product and you don’t really care who you sell to. Whoever comes through the door, you start talking to them about the features of the product and look to close the deal.
Motivating someone to buy starts with the consumer not the product. Instead of selling to anyone, you have to target those consumers who are already motivated by what you do. You have to matter the most to those who already care the most. You have to understand them, to match your brand up to their needs, wants and desires.

You have to get in the consumer’s shoes, observe, listen and understand their favorite parts of the day. You have to know their fears, motivations, frustrations and desires. Learn their secrets, that only they know, even if they can’t explain. Learn to use their voice. Build that little secret into your message, using their language, so they’ll know you are talking to them. We call this little secret the consumer insight. When portrayed with the brand’s message, whether on packaging, an advertisement or at the purchase moment, the consumer insight is the first thing that consumers connect with. When consumers see the insight portrayed, we make them think: “That’s exactly how I feel. I thought I was the only one who felt like that.” This is what engages consumers and triggers their motivation and desire to purchase. The consumers think we must be talking to them, even if it looks like we are talking to millions.Strategic Thinking 2016.062

Consumer Insights are secrets that we discover and use to our brand’s advantage

It is not easy to explain a secret to a person who doesn’t even know how to explain their own secret. Try it with a friend and you will fail miserably. Imagine how hard it is to find that secret and portray it back to an entire group of consumers. Safe to say, consumer insights are hard to find.

The dictionary definition of the word Insight is “seeing below the surface”. To get deeper, when you come across a data point, you have to keep looking, listening asking yourself “so what does that mean for the consumer” until you have an “AHA moment”. You can start with the observations, trends, market facts and research data, but only when you start asking the right questions do you get closer to where you can summarize the insight. Look and listen for the consumer’s beliefs, attitudes and behaviors that help explain how they think, feel or act in relationship to your brand or category. Because the facts are merely on the surface, you have to dig, or you will miss out on the depth of the explanation of the underlying feelings within the consumers that caused the data. Think beyond the specific category insights and think about life insights or even societal trends that could impact changing behaviour.

Good insights get in the SHOES of your consumer and use their VOICE. We force every insight to be written starting with the word “I” to get the Marketer into the shoes of the consumer and force them to put the insight in quotes to use their voice.

Here are two examples of how using Consumer Insights drove business results.

  • Working in the quit smoking business, our starting point was: “Studies show that people try to quit cold turkey 7x before reaching for a smoking aid to help them quit.” That’s not insightful. That’s just a lack of deep thinking. Only when we watched, listened and dug deeper could we feel the consumers pain. When you hold a 2 hour focus group with smokers and tell them “you can’t smoke for 2 hours and we’re going to talk about smoking the entire time” you can see them getting crankier and crankier in the second hour. What we learned is smokers are actually scared to quit, because they knew they’d either fail or lose friends. The new insight we came up with was: “I know I should quit. I’ve tried to quit so many times, it’s ridiculous. I’m not myself, I’m grouchy, irritable and feel out of control. Quitting Smoking Sucks.” When we share this secret with a smoker and they say “yup, that’s exactly how I feel”. The ad they made was a Flight Attendant losing her mind trying to quit smoking, and was the highest tested ad in the company’s history.
  • Working with a bank who was trying to gain a competitive advantage by staying open late, our starting point was this fact: “Recent research shows if a Bank were to open till 8pm, that customers would use the bank 3.4x more each month and with added transactions that would mean $26 more for each customer, and nearly $32 Million in revenue overall.” That’s not insightful. That’s just a lack of deep thinking. Consumers would resent a bank if they knew they were only opening late so they can make more money from them. When we started to think like the consumer, we landed on this insight: “I am so busy driving my kids around, I can never get to the bank during banking hours. I wish there was a bank that worked around my life, rather than me working around the banks’ life.” When we share this secret with a busy mom, she says “that’s exactly how I feel”. The ad they made with this insight had a woman doing a head stand on a yoga pillow with the caption “I do my banking between yoga and taking my kids to soccer practice”. The ad was the highest performing ad in the bank’s history.

Knowing the secrets of your consumers is a very powerful asset. An insight should ONLY connect with the audience you are talking to. I hate when people say “we don’t want to alienate others”. The best brand communication should be like whispering an inside-joke that only you and your friend get. Yes, when we target, we actually do want to alienate others. That’s the only way we will truly connect. Your ability to harness those secrets into creating insights that are arresting or intriguing, fuels the creative spirit as you tell your brand’s story, launch new innovation and move the consumer through to the purchase moment.
After all, there is one source of revenue, not the product you sell, but the consumers who buy. In a tough competitive market, your ability to harness the secrets of your consumers that only you know, is a huge potential competitive advantage.

Done right, if you can make consumers want to buy, you will never have to sell.

Here is the Nicoderm ad based on the consumer insight:

 

We run brand training workshops on everything connected to marketing. Here’s our workshop on Brand Positioning:  

 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands. To learn more about Marketing, continue to visit beloved-brands.com where you will have access to stories on everything connected to brand management. 

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Barbie is trying to inspire girls to believe that “you can be anything”

Barbie faced major declines

Barbie has been heavily criticized over the last few decades for projecting an unrealistic image for girls. Launched in 1959, Barbie was the blonde all-American dream, but a complete fiction that many believe to be doing more damage of the self confidence of girls. The modern Moms didn’t want their daughters playing with Barbie anymore. All of a sudden, Barbie sales declined 20% in 2012 to 2014. The brand needed to make a dramatic change.

Barbie took a dramatic step forward–even if just to catch up to where they should be–by launching new possibilities with realistic options for body type (curvy, tall and petite) and various ethnicities (seven skin tones) They needed to create a Barbie that Moms would think acceptable for their girls to play with. These moms wanted a good symbol for their daughters, not something unrealistic and unattainable. The new Barbie is a good first step.

 

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Next, the supporting Advertising for Barbie has gone viral with over 20 Million views. The ad starts by showing a young girls in situation as a College Professor, a Museum curator, a Veterinarian or a Soccer coach.  The supporting copy: “When a girl plays with Barbie, she imagines everything she can become.” with a bold tag-line:  YOU CAN BE ANYTHING. This is a great ad with a new message that should fit with the modern moms.

 

Barbie sales are up 8% this past holiday period, a good start to the turnaround. 

Here are five lessons for Brand Turnarounds

  1. Ensure the right people in place: Before even creating the plan, you need to get the right leadership talent in place. Talent, motivation, alignment. Mattel brought in new CEO last spring who reshuffled a lot of the executives in an effort to turn the business around.
  2. Look to close leaks on the Brand: Use brand funnel to assess, using leaky bucket tool to close leaks. Find out where the specific problems are coming from. Barbie has done a nice job in listening to their consumers, the moms who were rejecting the brand due to stereotypes.
  3. Cut the fat, re-invest: go through every investment decision, invest only in programs that give you an early break through win. Even faced with Sales declines, Mattel made a smart move to cut costs by 10% to drive profits back into the business. It is hard to do a turnaround while the profit keeps falling.
  4. 3-stage plan: In stage 1, find early/obvious win, halts slide, helps motivation. In stage 2, invest behind new positioning/new plan, focused decisions, take risks. In stage 3, make adjustments to plan, build innovation behind new ideas that fit plan. Barbie started talking about the plan a year ago, listening to consumers and preparing for the big launch. So far, they’ve stemmed the decline, but now they need to build a plan for the next 3-5 years that grows this business.
  5. Motivating a demotivated team: Losing can be contagious to a culture/team. Recognize wins to fuel performance driven culture. People on the team needed new leadership and needed room to take chances with this iconic brand.

We run workshops on Strategic Thinking that looks at brand strategy including competitive war games, focusing on your core strength, building connectivity with consumers and situational strategy.

 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept.

custom_business_card_pile_15837We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands. 

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