Conflict & Brands

Slideshow Transcript

1. Slide 1: Conflict And Brands Will Humphrey – Wannabe Ad Man http://wannabeadman.blogspot.com
2. Slide 2: In oversaturated markets, building a strong, differentiated brand is often very challenging
3. Slide 3: In fact, it’s as easy as making dogs and cats like each other
4. Slide 4: Which is pretty hard
5. Slide 5: Especially when existing communication tends to be focused on one area
6. Slide 6: Especially when existing communication tends to be focused on one area However, there are two types of idea which can solve this
7. Slide 7: First, a brand idea. It’s like a Big Top – capable of housing all of the thoughts and behaviour of a brand
8. Slide 8: Second, an executional idea. It’s like a Fire Eater, tending to focus on immediate gratification – entertainment or short term sales
9. Slide 9: But how’d you get these to stay upright - to be broad minded, yet focused - and not a waste of money?
10. Slide 10: You get your brand idea fighting.
11. Slide 11: The majority of high quality, long lasting brand ideas are dialectics. What do we mean?
12. Slide 12: The majority of high quality, long lasting brand ideas are dialectics. “The process of arriving at the truth by stating a thesis, developing a contradictory antithesis, and combining and resolving them into a coherent synthesis”
13. Slide 13: The majority of high quality, long lasting brand ideas are dialectics. “The process of arriving at the truth by stating a thesis, developing a contradictory antithesis, and combining and resolving them into a coherent synthesis” Essentially, two seemingly contrary ideas which result in a new way of thinking about a problem.
14. Slide 14: Persil
15. Slide 15: Persil Children being clean is all important: Y ou must look after them
16. Slide 16: Persil Children should be Children being clean free to play and grow: is all important: Getting mucky is Y ou must look after them inevitable
17. Slide 17: Persil Children should be Children being clean free to play and grow: is all important: Getting mucky is Y ou must look after them inevitable Dirt Is Good
18. Slide 18: S tella A rtois
19. Slide 19: S tella A rtois People want to be seen drinking high quality beer
20. Slide 20: S tella A rtois People want to be seen High quality means drinking high quality beer high cost
21. Slide 21: S tella A rtois People want to be seen drinking high quality High quality means beer high cost Reassuringly Expensive
22. Slide 22: A vis
23. Slide 23: A vis People value hard working service companies that give their all
24. Slide 24: A vis Non-market leaders People value hard working aren’t seen as providing service companies that as good service as give their all the big boys.
25. Slide 25: A vis Non market leaders aren’t People value hard working as seen providing as service companies that good service as the give their all big boys We’re No2 – We Try Harder
26. Slide 26: V olkswagen
27. Slide 27: V olkswagen A small car is economical, nimble and cheap
28. Slide 28: V olkswagen A small car is B igger is better – safer economical, nimble and more technological and cheap
29. Slide 29: V olkswagen A small car is economical, nimble B igger is better – safer and cheap and more technological Think S mall
30. Slide 30: There’s always a tension – but the mark of a great brand idea is that they can co-exist
31. Slide 31: Great executions focus on one thing, but always have the brand idea in mind
32. Slide 32: And I think ideas are best when they put on their gloves