Strategy for the Modern Age
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Strategy for the Modern Age Looking at the past to help decipher the future
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Strategy for the Modern Age - Presentation made to BU class January 2012, as part of Edward Boches' course
Transcript of Strategy for the Modern Age
Strategy for the Modern Age
Looking at the past to help decipher the future
The advert that made me want to work in advertising…
Levis: Pocket WatchMichel Gondry
"You can't connect the dots looking forward; you can only connect them looking backward”
Steve Jobs, 2005
My subsequent history in advertising:
1. Where we have been
2. Where we are now
3. Where we are going
The changing face of strategy:
Before we start, housekeeping: The Role of the Brand
“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard
things well.”Jeff Bezos, CEO, Amazon.com
Usual market forces do not apply, it is human forces that make or break brand value
Vs.
$5k
Understanding the changing nature of human/ brand relationships is the key to understanding shifts in strategic & communications thinking
I talk, you Listen (I hope)
1. Where we have been: The Alpha Male Relationship
A ppr o v a l o f B r ie f
S t r a t eg y an d T imin g
A c c o u n t D ir
P l an n in g D ir
M an ag emen t
C r eat iv e D ir ec t o r
F ir s t R ev iew
D at e D at e is s u ed C r eat iv e t eam F in a l R ev iew
W r it t en b y t r affi c b u d g et C l ien t P r es en t at io n
C r eat iv e B r ie f
ad v er t is in g
C l ien t J o b n o
Pr o duc t
Desc r ipt io n
R equir ement Air /Inser t io n dat e
Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives.
Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them.
What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising.
What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM
What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.
Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance.
What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone.
What executional considerations are there? Legal, branding, logistical and directional input.
A ppr o v a l o f B r ie f
S t r a t eg y an d T imin g
A c c o u n t D ir
P l an n in g D ir
M an ag emen t
C r eat iv e D ir ec t o r
F ir s t R ev iew
D at e D at e is s u ed C r eat iv e t eam F in a l R ev iew
W r it t en b y t r affi c b u d g et C l ien t P r es en t at io n
C r eat iv e B r ie f
ad v er t is in g
C l ien t J o b n o
Pr o duc t
Desc r ipt io n
R equir ement Air /Inser t io n dat e
Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives.
Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them.
What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising.
What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM
What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.
Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance.
What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone.
What executional considerations are there? Legal, branding, logistical and directional input.
The Early 2000s were all fairly “me” focused: I am a brand, this is what I want to do, how do I get consumers to do it?
It’s always a good question to put to a new client: we all know what you make – but are you as certain what
your customers are buying?
People don’t want a quarter-inch drill; they want a quarter-inch hole
Jeremy Bullmore, WPP
The (Consumer) Insight:
What is an insight?(or one definition at least)
An unexpected but universal tension that exists between your audience& your Product/ Brand/ Category
The consumer/ product insight – how does this product/ service really help me/ what do I really want?
Grow sales of Axe 24 hour deodorant and maintain share as market leader
Our Objective?
Using Axe gives you the edge in the mating game
What do we want to say?
Young, slightly sex obsessed, men, who are find getting
women a highly competitive affair & want anything that
can help them
Who are we talking to & what do they want
The consumer /brand insight – is this brand really all that/ it seems very overrated / last year/ young/ old etc
Grow sales of Nike Tennis Gear
Sportsmen who think Nike is just a fashion / street brand.
They want shoes that are going to help them win
Nike is for anyone committed to winning.
What do we want to say?
Who are we talking to & what are they looking?
Our Objective?
The consumer / category insight – do I really need this thing in my life?
Grow the gaming community in the UK
PS2 is for anyone who knows the meaning of having fun
18-30 year olds who may turn their nose up at gaming
for being too geeky
What do we want to say
Who are we talking to & what is our insight?
Our Objective?
Our Objective
Who are we talking to
Why are they not buying more of our product / service?
Steal share / Launch X/ Grow the market
Who are the main audience we need to gain attention with
What is the unique tension that exists between them & X?
Drive Sales
Our Consumer
Core Insight
In Sum: Strategy 101 for the early 2000s
What do we want to say to change their minds?
What is the creative solution to this tension?
Main Message
Ever since the arrival of television, brands, their owners and advisors have been obsessed with what brands say at the expense of what brands do.
When we judge a politician, we listen carefully to what he has to say and how he says it. But we also note his behavior, his actions, his eyes, his movements.
Body language, we call it: and it’s very rich and full of significance. It tells us a lot.
Brands have body language, too- but few consciously and consistently set out to develop it. Branded Utility, for all the opacity of the name, may herald a welcome return to a mutually beneficial form of marketing.
Jeremy Bullmore, WPP
2. Where we are now: The modern partnership?
In the mid 2000s, the human / brand relationship started to change in a major way
Social Web 1.0 Social Web 2.0 Social Web 3.0
We are now on a – somewhat terrifying? - two way street
“All these communities already exist. Instead of thinking “How can I create one?” think about how you can create things that are mutually beneficial for your & for them”
Mark Zuckerberg
Across multiple media channels: Coherency vs. consistency
New Strategic Theories began to emerge: The Engagement Planner
Understand the unexpected tensions that exist
between your community & how they interact with your
product/ brand/ category/ idea
Our Objective
Who are we talking to
What do we want to do?
How can we do this
Create WOM/ Loyalty/ digital engagement/ brand likeability
Who are the value that value this brand and are our most valuable advocates?
What is our communications ideaHow do we engage our community in a way that is relevant to them
Drive long term growth in share of Market & mind
Our Community
Our Purpose
Engagement insight
And New Strategic Approaches
Putting this into practice: Mama Luchetti
Grow share in Argentina vs. no 1 brand Knorr
Real Moms who were busy, fallible, lovely but
complicated.
Bring the real modern mother to life, complete with all her
faults and wonders
Our Objective?
Who are we talking to?
What is our purpose?
Other mothers are more powerful than God when it comes to
creating trust : Create Mama Luchetti
How are we going to do
it?
Mama Luchetti: Liquadora Mama Luchetti: Diana Ross
Putting this into practice: Nike
Grow Brand loyalty amongst the running community in
London
London Runners – a competitive bunch wherever they might be
from
Create a Nike property that capitalizes on the competitive
spirit of our community and gives them something to rally behind
What do we want to do?
Who are we talking to?
What is our purpose?
To say that the North and the south are competitive is an
understatement:Lets pit the North against the
South.
How are we going to do it?
Putting this into practice: British Airways
Restore Trust in British Airways after the
disastrous opening of T5
Anyone who is British (and flies)
Demonstrate to them that T5 is working
What do we want to do?
Who are we talking to?
They are beyond skeptical – the only way to believe it is
to see it
What is our purpose?
How are we going to do it?
In Sum:
Saying Doing
“In the new world of broadband, brands compete with life,
not with each other”Nigel Bogle, Founder, BBH
3. Where we are going: A hypothesis
The Theory:
The Evidence:
Access > Ownership
The Future Reality?
Other, examples of this in practice:
“In an increasingly competitive world, organizations are realizing
that we are not just selling a branded product or service but a mass of branded people who we
must support and nurture.”
Helena Rubenstein, Managing Director, The HR Lab, UK
Saying Doing Being
In the future there is no “us” & “them” only collective,
coherent purpose
