8 Message Deliver - Selling Point - Promise, Key message, Differentiation Proposition - End benefit - Unique selling point - Brand image Event Message - Positioning
9 Execution idea i to find the dea 1. Product Characteristics - name - appearance / texture - performance in use - availability (or rarity) - refillable - how it is made - country of origin - ingredient - packaging
10 Execution idea to find the dea 2. Product Heritage - established in … - old-fashioned quality - founders of the firm - ad, mascot, color i
11 Execution idea to find the dea 3. Ways of using the Product - to share - to give - to treat yourself i
12 Execution idea to find the dea 4. Price Characteristics - better value because it lasts longer - money-off offer - it’s cheaper - it’s more expensive i
13 Execution idea to find the dea 5. User Characteristics - celebrities use it - experts use it - the no.1 brand (most people use it) - exclusive (only a select few use it) i
14 Execution idea to find the dea 6. Satisfying psychological / Physiological needs - thirst, hungry, sex - social status - self-confidence - being a good mom, wife, husband i
15 Execution idea to find the dea 7. Image Characteristics - high quality - good value - friendly - contemporary - etc. i
17 - talking head, pitchman - presenter - character [cartoon, mascot, animal] - product approach - user approach - others [musical, vignettes, drama] - etc. Execution idea Execution Style
18 product approach Execution idea Execution Style - demonstration - torture test - symbol - metaphor - surprising fact - comparison
19 user approach Execution idea Execution Style - testimonials [celebrities, expert, most prople, selected few] - problem-solution - slice of life - disadvantage of non-user
20 how to recognize BIG idea Execution idea Execution Style David Ogilvy : ask yourself 5 questions - Did it make me gasp when I first saw it? - Do I wish I had thought of it myself? - Is it unique? - Does it fit the strategy to perfection? - Could it make the word of mouth?
21 Do you believe in “CHANGE” ?
22 Thinking of “creative company” Client VS Creative
23 Thinking of “creative company” Client VS Creative
24 What they all have in common! They don’t want to be the same Client VS Creative They believe that one product cannot last forever They believe in “CHANGE” They do the continuous product development