PLANNING PRINCIPLES

THE PLANNING PROCESS

Where Dustins
presentation fits in

BUT ITS A CYCLE...

Where are we?
Brand valuation /assessment

Why are we there?

Customer / market / competitor analysis

Are we getting there?

Campaign effectiveness
Brand equity assessment
Sales analysis

Where could we be?

How do we get there?
Planning & briefing
Creative development research
Execution
Media strategy

Gap analysis
Setting objectives
Targeting
Strategy & positioning

BRAND BUILDING IS...

CREATING A
COHERENT SET OF
IMAGES IN A
PERSONS MIND

EMOTION, INTUITION, LONG-TERM MEMORIES AND

UNCONSCIOUS MOTIVATIONS MAKE UP AS MUCH
AS 80% OF OUR DECISION MAKING PROCESS.
THAT LEAVES JUST 20% FOR LOGIC TO BATTLE OVER
KEVIN ROBERTS, SATCHI & SAATCHI

The defining moment arrived in 1988 when Phillip

Morris purchased Kraft for US$12.6 billion - six
times what the company was worth on paper
Naomi Klein, No Logo

4 Cs ANALYSIS

Company

Category
The single
minded idea

Consumer

Culture

Give me a place to stand and I can move the world

Archimedes

What we do:
Helping our clients find
a meaningful place in
consumers hearts and
minds

LADDERING
A decision making framework
Personal
values

Stable, enduring personal goals;

determines the importance of things

Psycho-social

Personal emotional or social benefits derived from the

consequences

consequences; manner in which things are relevant

Functional
benefits

Attribute

Performance features or consequences of the

product, service, organization

Tangible or rational characteristics of

a product, service, organisation

MESSAGING ARCHITECTURE
What we say, when
Need creation

Education / selection

Im having trouble sleeping

I need a new mattress

(Google search: Sleep remedies)

(Google search: How to choose a new mattress)

Conversion
I want the best deal for my new
Beauty Rest mattress
(Google search: Where to buy, Sleepys etc )

BRAND ARCHITECTURE