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1、The Role Of Planning Is To Change The World,Not To Describe It.,Taiwan8th April 1998,One definition of insanity is doing the same thing over and over again,expecting a different outcome,A Definition Of Planning,Planning is preparing for war-with a coherent strategyPut“aim”into the“ready,aim,fire”in
2、advertising,Why This Is Vital,“We need the creative freedom that comes from tightly defined strategies”Norman Berry,The Planning Creed,“Account planning is designed to bring a more balanced understanding of how advertising can best sell a brand.The planner brings a consumer perspective to bear on st
3、rategic and creative judgments and represents the consumer in all Agency conversations”Stanley Pollitt,1965,Consumer Perspective vs Views!,“Looking into the past to determine where you want to be in the future is like trying to drive a motor car using only the rear-view mirror for guidance”Adam Lury
4、,1991,Changing COmmunicatioN,As(re)learnt by direct marketing.,Traditional,New,Long copyGimmicksTacticalCheap/quickHard sellJunk,Short copyInvolvementStrategicValue/consideredSoft sellArt,CON,CONNECT,Four Guiding Principles,3 Dimensional Planning24 Hour Planning5 Roles of Planning360 Planning,o,3 Di
5、mensional Planning,“Only Connect.”,“Only connect the prose and the passion;and both will be exalted”(Howards End E.M.Forster),Dissecting A Brand,A review of BrandPrints illustrates a unique combination of three factors:product attribute/benefitbrand or user imageryconsumer needs or beliefsA triangul
6、ar relationship exists at the core of all brands However,each BrandPrint has one of the three values as a primary driver,Product Benefit Driven,IBM is the power to transform our lives&realise the most unexpected possibilitiesKFC is.finger-licking goodEno bubbles your troubles awayLucozade is.a great
7、 big dose of energy coursing through your veinsValda.promises a beautiful haven away from the grime of everyday lifeKodak:taking a picture is just the start of an adventure,Product Benefit Driven,Persona is:green days of contraceptive-free loveTang is the essence of all the goodness from fruit.every
8、 serve enriches the family with a playful atmosphereElectricity is.the heartbeat of our livesBirds custard:squeeky clean powder that makes a noise like footsteps in crisp white snowSheraton.strengthens the bond between you and someone you love,Product Benefit Driven BrandPrints,What I get from the p
9、roduct that makes this brand matter to meWhy I like the brand,Brand/User Image Driven,Jaguar is like a copy of nothing,just like its ownersSpeedo is our national costume(Aus)Like a thread in the flag,Maxwell House.grows out of the America of RockwellRadion is orange,loud,aggressiveNice isnt.the doct
10、or,but the nurseDuracell-one of the few things that looks like it works wellMartell:the free spirit,Brand/User Image Driven,Filly Folly is about guts that I dont normally expectComfort is a soft,blue,perfumed hug.just like a mothers cozy&protective lapSurf:the only one with the guts to say-Hey,we kn
11、ow whiter whites dont make you a better personPepsi is a confident shout:I make the decisions that determine my own futurePanadol is the still,small voice of calm,Brand/User Image Driven BrandPrints,What character traits I recognize in the brand that I can respectWhy I trust the brand,Consumer Needs
12、/Beliefs Driven,American Express is.for those who think bigger thoughtsScotts is.giving your children.a daily reminder of the care handed down to you by your parentsI believe Ponds would never lie to meDove is the promise of femininity restoredOnly Hazeline understands that I dont mind being a woman
13、 most of the time if I can be a girl some of the time,Consumer Needs/Beliefs Driven,Milo is my inspiration to winMaggi is a delightful conspiracy led by mumWhatever changes,Kotexs understanding of women always remains the sameKotex Freedom.You let me stay in control.With you,I know my daughter is se
14、cureComfort&Beauty:women belong to a great club called sisterhood.,Consumer Needs/Beliefs Driven BrandPrints,What values I identify in the brand that makes me cherish it moreWhy I value the brand,Three Complete BrandPrints,Impulse Product Benefit drivenThe EconomistBrand/User Image drivenGuinnessCon
15、sumer Needs/Beliefs driven,Impluse,“Impulse gives me the confidence to explore and enjoy the sometimes bumpy journey into womanhood.As I experiment with the emerging me,Impulse surrounds me with an energy field filled with vitality,spontaneity and the courage to be myself”,Impluse,“Impulse gives me
16、the confidence to explore and enjoy the sometimes bumpy journey into womanhood.As I experiment with the emerging me,Impulse surrounds me with an energy field filled with vitality,spontaneity and the courage to be myself”,The Economist,“The Economist is red and daring.Its bold covers hint at what lie
17、s within:provocative,brutally honest and non-conformist opinions.Beholden to no one,it refuses to kow tow to popularity,and sees through the new clothes of emperors,politicians and taipans alike.,The Economist,“The Economist is red and daring.Its bold covers hint at what lies within:provocative,brut
18、ally honest and non-conformist opinions.Beholden to no one,it refuses to kow tow to popularity,and sees through the new clothes of emperors,politicians and taipans alike.,Guinness,“To heed the call is never without challenge;but once accepted,we may laugh at our own hesitation.The pleasure of Guinne
19、ss is too important not to be taken lightly”,Guinness,“To heed the call is never without challenge;but once accepted,we may laugh at our own hesitation.The pleasure of Guinness is too important not to be taken lightly”,Great Brands Make Connections,Product Benefit(why I like the brand),Underlying Hu
20、man Truth(why I value the brand),Brand Image(why I trust the brand),Products Attributes/Benefits?,The nature of the product itself(e.g.taste,texture,smell,size,heritage,complexity,cost)Is my brand distinctive?Is it liked by the consumer?Is it competitive vs the competition?Is it well expressed?e.g.G
21、alaxy chocolate“silk”vs Cadburys“cotton”How does it translate into a consumer benefit?e.g.Dr.Martens shoes air cushioned soles is seen as being like“walking on air”,Brand/User Image?,This is the basis of trust:what are the values that underpin consumers trust?What is my brands personality?What could
22、 be the tone of voice it adopts when talking to consumers?Eg:Nike is a unique combination of“empowerment”&“irreverence”Marlboro is“masculine”and“uncompromising”Comfort&Beauty is“cosy”,“intimate”,“unassuming”,Basic Human Needs/Beliefs?,What many people acknowledge as basic fundamental needs or belief
23、s about life.How does my brand fit into consumers lifestyle/basic beliefs?Why should it be relevant to/enrich their lives?Eg:MartellVSOP-a drink is a bond between good friendsNoblige-true style is truly individualCordon-Bleu-refinement is always understatedXO-if youve got it flaunt it!,Some Examples
24、 Of UHT,The new generation is worse than the oldFace is honoured by others,shame is sought for ourselvesToo many choices make choosing difficultToo much pleasure leads to tragedyTheres a fine line between success&failureTime is fair to everyone,Some Examples Of UHT,You can never be the best friend o
25、f all your friendsA wise man is a quiet manShow kindness to strangers because one day you will be a stranger yourselfThe education of a son is his fathers responsibilityFreedom outside the home is greater than freedom within the home,These are not all great.but,UHT Is Relevant Because.,We always giv
26、e brands a human character or personality;but we tend to forget that people are human too!,so we need to understand exactly what we look for from them.,The Benefits Of UHT,Articulates the key link in the brand-consumer relationship,Example:Guinness,Product BenefitDeep satisfaction,Consumer UHT?,Bran
27、d ImagePower,Goodness,Communion,Example:Guinness,Product BenefitDeep satisfaction,Consumer UHT?,Brand ImagePower,Goodness,Communion,+Mystique,Individual,Visible,+Elemental,Example:Guinness,Product BenefitDeep satisfaction,Consumer UHTAlways question conventional wisdom and stand up for what you beli
28、eve in,Brand ImagePower,Goodness,Communion,The Benefits Of UHT,Articulates the key link in the brand-consumer relationshipHelps you sell directly to the consumer psyche,Ponds Age Defying,Product BenefitThe chance to delay what I cant defy,Consumer UHTMy face is a mirror to my soul,Brand ValuesPonds
29、listens to my needs,understands my skin,and knows what to do,Example:Stag(beer),Product BenefitAlternative pale pilsen,Brand ImageIrreverent,impulsive,devil-may-care,live for the day,Consumer UHTLife is not measured by the number of breaths you take,but by the number of breath-taking moments you tak
30、e in.,The Benefits Of UHT,Articulates the key link in the brand-consumer relationshipHelps you sell directly to the consumer psycheHelps you distill a strategy down to its real core,Example:Xuehua(beer),Product BenefitA quality beer thatis part of our heritage,Consumer UHTPlain speaking often hides
31、a deep wisdom,Brand ImageNo nonsense,no pretension,The Benefits Of UHT,Articulates the key link in the brand-consumer relationshipHelps you sell directly to the consumer psycheHelps you distill a strategy down to its real coreHelps you identify something wrong in the way your campaign is evolving,Ex
32、ample:Marlboro,Product BenefitThe stronger tasting cigarette,Consumer UHTMan was born free,and real men stay that way,Brand ImageMasculine and uncompromising,Not Marlboro Country,Marlboro Country!,Example:Nike,Product BenefitOptimum performance,Consumer UHTThe end always justifies the means,Brand Im
33、ageEmpowerment+irreverence,Example:Lucozade(old),Product AttributeEnergy drink,Consumer UHTA positive attitude to life is infectious on everyone around you,Brand ImagePurposeful-helps you take part in life-a winning edge,Example:Lucozade(new),Product BenefitDriving Force,Consumer UHTA positive attit
34、ude to life is infectious on everyone around you,Brand ImagePurposeful-helps you take part in life-a winning edge,Previous Learning,It is easy to think of a UHT,but much harder to find a relevant oneIt is easy to find a relevant truth,but much harder to determine the right oneIt is easy to find a ri
35、ght truth(that connects the triangle well),but much harder to decide the best,inspiring one,Previous Learning,It is easy to think of a UHT,but much harder to find a relevant oneIt is easy to find a relevant truth,but much harder to determine the right oneIt is easy to find a right truth(that connect
36、s the triangle well),but much harder to decide the best,inspiring one,A tip:all great UHTs are full of attitude,24 Hour Planning,Our Duty Is To.,Go beyond thinking.Use all your senses.“Planning is dead from the neck up”is true if we only use our minds,Our Duty Is To.,Go beyond thinking.Use all your
37、senses.“Planning is dead from the neck up”is true if we only use our minds,There are three things you need to be a greatplanner:information,inspiration,instinct.The most important is instinct.,An Old Motto.,“If at first you dont succeed,try,try,try again”,Keep Alert At All Times,When cooking,buildin
38、g,mending,driving,washing,drinking.yourself.Never forget that first and foremost you are a consumer why do you like certain ads:because of the strategy or the joke/sexy hero/techniques etc?,Example Insight:HKTA,47%of HK visitors are 5+repeat visitors,mainly Japanese&TaiwaneseThey are not coming to H
39、K at presentno longer unique statustoo expensivenothing newThose that come,claim to come for shopping,but they are not doing much shopping!Coming for a different,emotional reason?,The HKTA keep selling the worlds largest,seated,outdoor,bronze Buddha that the people are very energetic(the new campaig
40、n will feature local celebrities)They have research that helps(!)Do people come to Hong Kong for the sights or the local inhabitants.or the“pure adrenalin”?Implication:switch focus from what Hong Kong is,or has to offer,to what it does for you,Hong Kong:Pure Adrenalin(“How do you recapture this feel
41、ing when youre 43 years old?”),Keep Alert At All Times,When training or at workshops“Coke is the official view of life;Pepsi is just the alternative official view of life”(Jansen Yeoh)When out and about“I was on the bus the other day and there were two 12 year olds in front of me doing the Betty Boo
42、 song.And then one of them said something which upset the other,so she replied,Well,fuck you,Kathy,anal!Understanding a 12 year old is quite different when youve heard them talk like that,rather than sitting nicely in groups,a bit bashful”(Adam Lury),Keep Alert At All Times,Get consumers to tell you
43、 stories-jokes,quotes,innovative ideas,ambitions etc“its like cars;it depends on how much you value them.If youve got a BMW or a Merc,you take it to a proper garage.If youve got a Skoda,then the bloke in the backstreet will do”(discussing the merits of private healthcare,and key insight behind the B
44、UPA campaign!)“what I really want to do is build the buildings I want to build”-ie:not just design them(an architect in AMEX focus group,and key insight in the AMEX global BrandPrint),Collect Things,&Ask Why?,Processed cheese,Air China,A ready-made coffee drink in Taiwan,A sports tonic in Korea,A ch
45、ewing gum in Korea,Keep Alert At All Times,Always use all of you senses,and consider the unconventional aspects of themsight(Levis)taste(Tango)sound(K shoes)touch(Samaritans)smell(Winalot Prime)And,instinct(the 6th sense)And,common sense(the 7th!),5 Roles Of Planning,5 Roles Of Planning,A force for
46、change,not inertiaKnow the consumer inside-outUnderstand communicationInspire creativesChampion great work,Can the Scholar Awards shed light?,1.A Force For Change,Full competitive reviewalways ask“why should it be like this?”avoid what others are doingif they are doing it right,you simply reinforce
47、their brand(Maxwell House&Nescafe)move the game on(Impulse,Tango etc)Use“What If.?”what if a brand became a moral crusader?(Benetton)what if we could make safety sexy(Volvo 850),WWF Tiger Conservation,Two previous advertising conventions failed to convert to donationsinsensitive/offensive to Asian c
48、ultureNeed to bridge gap between awareness of misdemeanour and respect for culturethink tiger-based products support human welfareInterrogate target attitudesconcern on conservation lower than normal,but interest in traditional Chinese culture higher,WWF Tiger Conservation,Result:No shock tactics,or
49、 re-education;but tap into deep respect for the role the tiger plays in Chinese cultureBut,this case is basically about What If.we didnt.?solid Planning.but it didnt win the Grand Prize!,So,What If.We Did.?,A useful process to prevent inertiaAllows our minds the freedom to roamNew insights virtually
50、 always come from unexpected quarters,A tool to explore the risks and rewards ofcompletely“changing the rules”,“What If.?”:Stage I,There could be changes in:1.product attributes2.brand/user image3.basic human needs/beliefsWe need to identify which specific,and unique,new ideas could contribute to ac
