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1、The Role Of Planning Is To Change The World, Not To Describe It.,Taiwan 8th 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 strategy Put “aim” into the “ready, ai
2、m, fire” in 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
3、 to bear on strategic 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 gu
4、idance” Adam Lury, 1991,Changing COmmunicatioN,As (re)learnt by direct marketing.,Traditional,New,Long copy Gimmicks Tactical Cheap/quick Hard sell Junk,Short copy Involvement Strategic Value/considered Soft sell Art,CON,CONNECT,Four Guiding Principles,3 Dimensional Planning 24 Hour Planning 5 Roles
5、 of Planning 360 Planning,o,3 Dimensional 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/benefit brand or user imag
6、ery consumer needs or beliefs A triangular 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 possibilities KFC is . finger-licking good En
7、o bubbles your troubles away Lucozade is . a great big dose of energy coursing through your veins Valda . promises a beautiful haven away from the grime of everyday life Kodak: taking a picture is just the start of an adventure,Product Benefit Driven,Persona is: green days of contraceptive-free love
8、 Tang is the essence of all the goodness from fruit . every serve enriches the family with a playful atmosphere Electricity is . the heartbeat of our lives Birds custard: squeeky clean powder that makes a noise like footsteps in crisp white snow Sheraton . strengthens the bond between you and someon
9、e you love,Product Benefit Driven BrandPrints,What I get from the product that makes this brand matter to me Why I like the brand,Brand/User Image Driven,Jaguar is like a copy of nothing, just like its owners Speedo is our national costume (Aus) Like a thread in the flag, Maxwell House . grows out o
10、f the America of Rockwell Radion is orange, loud, aggressive Nice isnt . the doctor, but the nurse Duracell - one of the few things that looks like it works well Martell: the free spirit,Brand/User Image Driven,Filly Folly is about guts that I dont normally expect Comfort is a soft, blue, perfumed h
11、ug . just like a mothers cozy & protective lap Surf: the only one with the guts to say - Hey, we know whiter whites dont make you a better person Pepsi is a confident shout: I make the decisions that determine my own future Panadol is the still, small voice of calm,Brand/User Image Driven BrandPrint
12、s,What character traits I recognize in the brand that I can respect Why I trust the brand,Consumer Needs/Beliefs Driven,American Express is . for those who think bigger thoughts Scotts is . giving your children . a daily reminder of the care handed down to you by your parents I believe Ponds would n
13、ever lie to me Dove is the promise of femininity restored Only Hazeline understands that I dont mind being a woman most of the time if I can be a girl some of the time,Consumer Needs/Beliefs Driven,Milo is my inspiration to win Maggi is a delightful conspiracy led by mum Whatever changes, Kotexs und
14、erstanding of women always remains the same Kotex Freedom . You let me stay in control. With you, I know my daughter is secure Comfort & 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 mor
15、e Why I value the brand,Three Complete BrandPrints,Impulse Product Benefit driven The Economist Brand/User Image driven Guinness Consumer 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 m
16、e, Impulse surrounds me with an energy field filled with vitality, spontaneity and the courage to be myself”,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”,The Economist,“The Economist is red and daring. Its bold covers hint at what lies within: provocative, brutally
