BRAND “X” COPY STRATEGY - PowerPoint PPT Presentation

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BRAND “X” COPY STRATEGY

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  1. BRAND “X” COPY STRATEGY • To convince (customer/consumer) that Brand X offers the unique benefit of…. • The social (or “end, end”) benefit special to Brand X will be presented as….

  2. BRAND “X” YEAR 1 MEDIA STRATEGY • Strategy • Launch • Toachieve a highlevel of reach of target consumeraudienceduringMonths 1-6. • Ongoing • Thereafter (Months 7-12) buildfrequency. • Execution • Launch • TV and otherhighreachmass media (target 75% reach) • Ongoing • Internet Display, Search, StreamedEventSponsorship and Viral Promotionsforfrequency plus onemonth’sburst of TV per 6 monthperiodtosustainreach

  3. BRAND “X” YEAR 1 PROMOTION STRATEGY (Consumer) • Strategy • Launch • Toachieve a highlevel of trial (and awareness of advertisingmessage) of target consumeraudienceduringMonths 1-6. • Ongoing • Thereafter (Months 7-12) achieveongoingretrial. • Execution • Launch • Free sampledistribution in RetailStores (target 50% reach) • Ongoing • Price Promotionfrommonthsix in majorretailers

  4. BRAND “X” YEAR 1 PROMOTION STRATEGY (Distribution) • Strategy • Launch • Toachieve a highlevel of retaildistribution and (non price) featuring in supermarkets and specialistretailers. • Ongoing • Thereafter (Months 7-12) maintaindistribution and promoteregularlythroughgondolaendfeaturing and priceactivity. • Execution • Launch • Free sampledistribution in RetailStores (target 50% reach) coupledwith BOGOF gondolaendfeaturing and inclusion in retaileradvertising/promotionactivity • Ongoing • Regular single unit Price Promotion

  5. COPY STRATEGY SUMMARY • Interrogatethebranduntilitconfessesitsstrengths • The strategymustbedesignedtosell • Itmustbedesignedtoconvertconsumerstothebrandevery time. • Itmustdifferentiate versus the target competition • Ifthestrategydoesnot do this, theadvertisingwon’t. • And theadvertising “wontbegood”.

  6. “MUST HAVE” • What is the brand? • What is it selling? • Is its strategy clear: • To whom addressed? • What is it offering – its benefit – its proposition? • Why should I buy it rather than the competition?

  7. Understand exactly what’s important to customers Example based on packaged food product

  8. The advertising message • The right benefit • Unique • What do you do better • Own a motivator • Build on a lesser benefit • Ad as differentiator Attention • The message • Single • Single – minded • Simple • Communicate the benefit • What’s in it for me? • Functional/psychosocial benefits/values Objectives Dagmar stage • Desire and action • Differentiate: create interest, • stand out from the crowd • Motivate: stimulate consumer • to action

  9. Communicating the benefit • Own a motivator • Colgate’s “Ring of Confidence” • (fresh mouth and breath) • Persil owns “whiteness” • Heineken owns “refreshment” • Dyson owns “bagless” • What’s unique? • Usually short term competitive edge • Exploit whilst it exists • Patented property • Dyson “Root Cyclone” • Kia 7 year Warranty • Apple OS • What do you do better? • How do you perform on what’s important to • Customers • On which factor do you perform best? • John Lewis on “customer service” • Build on a lesser benefit • When all the main motivators are owned • Ariel – “Febreze” the fresh smell of laundry • Ecover – detergent that’s “green” • If you don’t have anything • Show off/ad likeability • Lynx • Carlsberg

  10. MUST HAVE • Strategic clarity • Focus • Differentiation • Conviction • Credibility • Does one ad make you want to rush out and buy? • You are spending a lot of money on this m…. • If each expenditure doesn’t sell – put the cash in your pocket.

  11. Nolan cheese • http://www.youtube.com/watch?v=6tCtM8UEQv8

  12. bridgestone • http://www.youtube.com/watch?v=gnuK4WiTHlo

  13. guardian • http://www.youtube.com/watch?v=vDGrfhJH1P4

  14. ariel • http://www.youtube.com/watch?v=HnqDS5f48yo

  15. audi • http://www.youtube.com/watch?v=Lv1gdv3sVPQ

  16. vw • snow • http://www.youtube.com/watch?v=ABcckOTVqao

  17. vw funeral • http://www.youtube.com/watch?v=fCHWhIHIuhY

  18. Duracell later bunny • http://www.youtube.com/watch?v=XVTo4y5e08k

  19. Duracell bunny original • http://www.youtube.com/watch?v=FNAKgApo72U

  20. Duracell P&G • http://www.youtube.com/watch?v=KvfbzwNzaWs

  21. apple • http://www.youtube.com/watch?v=axSnW-ygU5g

  22. flash • http://www.youtube.com/watch?v=Bqbz7NYjROg

  23. schweppes • http://www.youtube.com/watch?v=gUZC937BNwI

  24. schweppes • http://www.youtube.com/watch?v=Twe2H_aioyg

  25. meerkat • http://www.youtube.com/watch?v=0xiC9GNNODE

  26. Guinness • http://www.youtube.com/watch?v=69MpLiYhsXw

  27. Guinness • http://www.youtube.com/watch?v=Qlt0hLsYa5c

  28. Guinness • http://www.youtube.com/watch?v=B5UedfCySQk

  29. Barclays • http://www.youtube.com/watch?v=T4BORoQ49gs

  30. Lloyds • http://www.youtube.com/watch?v=lrThhNL0zBc

  31. jaguar • http://www.youtube.com/watch?v=KAruy20hn4Y

  32. vw darth • http://www.youtube.com/watch?v=R55e-uHQna0

  33. audi vampire • http://www.youtube.com/watch?v=j8UTi7NRUMA

  34. f liquid • http://www.youtube.com/watch?v=ynBWtvi0lmQ

  35. coke real thing • http://www.youtube.com/watch?v=GVag7D85b24

  36. coke xmas • http://www.youtube.com/watch?v=kr7h8crYAYQ • http://www.youtube.com/watch?v=GVag7D85b24 • http://www.youtube.com/watch?v=fi0BeXegW24 • http://www.youtube.com/watch?v=_2smYVl0zrk • http://www.youtube.com/watch?v=ZOa9VKshhzo

  37. pepsi mod • http://www.youtube.com/watch?v=fi0BeXegW24

  38. pepsi old taste oz • http://www.youtube.com/watch?v=v7lw_vhxtNc

  39. pepsi personality beyonce • http://www.youtube.com/watch?v=_2smYVl0zrk

  40. diet pepsi p diddy • http://www.youtube.com/watch?v=ZOa9VKshhzo

  41. bounty old • http://www.youtube.com/watch?v=UDeDNidI74Q

  42. bounty new • http://www.youtube.com/watch?v=ruIpTQAIbLE

  43. mcdonalds bears • http://www.youtube.com/watch?v=5ZdALTZ6aA8

  44. burger King clydesdale • http://www.youtube.com/watch?v=1a27NF_ZboI

  45. mars old • http://www.youtube.com/watch?v=uZW-LIAyY3k

  46. mars new • http://www.youtube.com/watch?v=AE9zAummq7Q

  47. galaxy • http://www.youtube.com/watch?v=QU7ZA_4me_w

  48. Direct line • http://www.youtube.com/watch?v=JGeDS9UGA1g

  49. http://www.youtube.com/watch?v=2Sbe73D9WnM • http://www.youtube.com/watch?v=x89xAXHd2l8 • http://www.youtube.com/watch?v=w9J_q2OUzis