Planning Tools

Techniques that help organize information

to assist strategic thinking
5 Types of Planning Tool
• Problem - Cause and effect
- Fishbone Diagram

CATEGORY 1 CATEGORY 2

POSSIBLE
POSSIBLE ROOT CAUSES
ROOT CAUSES

PROBLEM

POSSIBLE POSSIBLE
ROOT CAUSES ROOT CAUSES

CATEGORY 3 CATEGORY 4
5 Types of Planning Tool
• Problem - Cause and effect
- Fishbone Diagram

• Target audience - definition and segmentation

- Re-definition and prioritization tools
5 Types of Planning Tool
Sexy/Flirtatious
• Problem - Cause and effect
- Fishbone Diagram

• Target audience - definition and segmentation

- Re-definition and prioritization tools
• Brand - Positioning
Perceptual Mapping tool
Glamorous/Magnetic

- brand positioning
5 Types of Planning Tool
Sexy/Flirtatious
• Problem - Cause and effect
- Fishbone Diagram

• Target audience - definition and segmentation

- Re-definition and prioritization tools
• Brand - Positioning
Perceptual Mapping tool
Glamorous/Magnetic

- brand positioning
Brand Archetypes
5 Types of Planning Tool
• Problem - Cause and effect
- Fishbone Diagram

• Target audience - definition and segmentation

- Re-definition and prioritization tools
• Brand - Positioning
Perceptual Mapping tools
- brand positioning
Brand Archetypes

• Proposition - generation • Benefit The gain for the consumer

Awareness The brand name or logo
- B.A.R.A.T.A. tool •

• Role The purpose the brand serves

• Attribute A feature closely linked to the brand
• Territory Where the brand lives, its sphere
• Attitude The brands stance/personality
5 Types of Planning Tool
• Problem - Cause and effect
- Fishbone Diagram

• Target audience - definition and segmentation

- Re-definition and prioritization tools
• Brand - Positioning
Perceptual Mapping tools
- brand positioning
Brand Archetypes
Stupid,
1. Insults my Likeable, 6. Wins me
childish, over-
intelligence persuasuve over

• Proposition - generation
simplistic
I don’t get it. Fresh, not
2. Pointless 7. Unique
- B.A.R.A.T.A. tool
Why did they seen before
bother?

Fails to get me 3. Boring Best in 8. Killer

interest, tedious. category Idea

• Creative - Evaluation Unoriginal, 4. Seen it

Re-positions 9. Game

- Score Card tool familiar before all competitors Changer

- Hypothesis and Criteria Has appeal One of the

5. OK 10. Could win a
No negatives best I’ve ever Gold Lion
seen
Where the tools help
Strategy Planning Process

3. How?
STRATEGY

1. Now 2. Where?
CURRENT SITUATION DESIRED SITUATION
 Where the tools help

3. How?

1. Now 2. Where?
• Problem Cause and Effect Tool
• Target Audience Definition Tool
 Where the tools help

3. How?

1. Now 2. Where?
• Problem Cause and Effect Tool (Objective)
• Target Audience Definition Tool
 Where the tools help

3. How?
• Brand Positioning Tools
• Propositions Tool
• Creative evaluation Tools

1. Now 2. Where?
• Problem Cause and Effect Tool (Objective)
• Target Audience Definition Tool
1. Problem Cause & Effect
The Fishbone Diagram
What did Einstein mean?

If we can define the problem with enough

precision and clarity, we have begun to
describe its solution.
What did Einstein mean?

If we can define the problem with enough

precision and clarity, we have begun to
describe its solution.

Defining the right problem or

identifying the root cause of the problem
is key to formulating a winning strategy.
The Fishbone Diagram

Purpose

Helps to identify the root cause of the problem

to be solved by communications.
The Fishbone Diagram

Template

CATEGORY 1 CATEGORY 2

POSSIBLE
POSSIBLE CAUSES
CAUSES

Problem
POSSIBLE POSSIBLE
CAUSES CAUSES

CATEGORY 3 CATEGORY 4
The Fishbone Diagram
1. State the problem
This is expressed as a question:
Process “Why does …?”

CATEGORY 1 CATEGORY 2

POSSIBLE
POSSIBLE CAUSES
CAUSES

Problem
POSSIBLE POSSIBLE
CAUSES CAUSES

CATEGORY 3 CATEGORY 4
The Fishbone Diagram
1. State the problem
2. Define the categories
Process Where the cause of the problem
may lie.
(like people, product, competitors …)

CATEGORY 1 CATEGORY 2

POSSIBLE
POSSIBLE CAUSES
CAUSES

Problem
POSSIBLE POSSIBLE
CAUSES CAUSES

CATEGORY 3 CATEGORY 4
The Fishbone Diagram
1. State the problem
2. Define the categories
Process 3. Brainstorm possible causes
• Informed/involved people
• Ask “Why?” 5 times

CATEGORY 1 CATEGORY 2

POSSIBLE
POSSIBLE CAUSES
CAUSES

Problem
POSSIBLE POSSIBLE
CAUSES CAUSES

CATEGORY 3 CATEGORY 4
The Fishbone Diagram
1. State the problem
2. Define the categories
Process 3. Brainstorm possible causes
4. Analysis
Team discussion:
- prioritize important causes
CATEGORY 1 CATEGORY 2 - identify how they connect

POSSIBLE
POSSIBLE CAUSES
CAUSES

Problem
POSSIBLE POSSIBLE
CAUSES CAUSES

CATEGORY 3 CATEGORY 4
The Fishbone Diagram
1. State the problem
2. Define the categories
Process 3. Brainstorm possible causes
4. Analysis
5. Agree root cause
Team discussion of analysis
CATEGORY 1 CATEGORY 2

POSSIBLE
POSSIBLE CAUSES
CAUSES

Problem
POSSIBLE POSSIBLE
CAUSES CAUSES

CATEGORY 3 CATEGORY 4
The Fishbone Diagram

Example: AUSTRALIAN SUGAR INDUSTRY

CATEGORY 1 CATEGORY 2

POSSIBLE
POSSIBLE CAUSES
CAUSES

Problem
POSSIBLE POSSIBLE
CAUSES CAUSES

CATEGORY 3 CATEGORY 4
 1. State the problem
The Fishbone Diagram

Example: AUSTRALIAN SUGAR INDUSTRY

CONSUMERS DOCTORS

POSSIBLE
POSSIBLE CAUSES
CAUSES
Why are people
avoiding sugar?
POSSIBLE POSSIBLE
CAUSES CAUSES

PROCESSING PRODUCT
 1. State the problem
The Fishbone Diagram 2. Define the categories

Example: AUSTRALIAN SUGAR INDUSTRY

CONSUMERS DOCTORS

POSSIBLE
POSSIBLE CAUSES
CAUSES
Why are people
avoiding sugar?
POSSIBLE POSSIBLE
CAUSES CAUSES

PROCESSING PRODUCT
 1. State the problem
The Fishbone Diagram 2. Define the categories
3. Brainstorm possible causes

Example: AUSTRALIAN SUGAR INDUSTRY

CONSUMERS DOCTORS

HEALTH
CONCERNS

Why are people

avoiding sugar?

PROCESSING PRODUCT
 1. State the problem
The Fishbone Diagram 2. Define the categories
3. Brainstorm possible causes

Example: AUSTRALIAN SUGAR INDUSTRY

CONSUMERS DOCTORS

HEALTH
DOCTORS
CONCERNS
RECOMMENDING
AVOIDANCE
OF SUGAR
Why are people
avoiding sugar?

PROCESSING PRODUCT
 1. State the problem
The Fishbone Diagram 2. Define the categories
3. Brainstorm possible causes

Example: AUSTRALIAN SUGAR INDUSTRY

CONSUMERS DOCTORS

HEALTH
DOCTORS
CONCERNS
RECOMMENDING
AVOIDANCE
OF SUGAR
Why are people
avoiding sugar?

PERCEPTION:
SUGAR MADE IN A FACTORY
SO IT IS NOT NATURAL

PROCESSING PRODUCT
 1. State the problem
The Fishbone Diagram 2. Define the categories
3. Brainstorm possible causes

Example: AUSTRALIAN SUGAR INDUSTRY

CONSUMERS DOCTORS

HEALTH
DOCTORS
CONCERNS
RECOMMENDING
AVOIDANCE
OF SUGAR
Why are people
avoiding sugar?

PERCEPTION: PERCEPTION:
SUGAR MADE IN A FACTORY SUGAR IS ARTIFICIAL
SO IT IS NOT NATURAL SO IT IS BAD FOR YOU

PROCESSING PRODUCT
 1. State the problem
The Fishbone Diagram 2. Define the categories
3. Brainstorm possible causes
4. Identify connections
Example: AUSTRALIAN SUGAR INDUSTRY
CONSUMERS DOCTORS

HEALTH
DOCTORS
CONCERNS
RECOMMENDING
AVOIDANCE
OF SUGAR
Why are people
avoiding sugar?

PERCEPTION: PERCEPTION:
SUGAR MADE IN A FACTORY SUGAR IS ARTIFICIAL
SO IT IS NOT NATURAL SO IT IS BAD FOR YOU

PROCESSING PRODUCT
 1. State the problem
The Fishbone Diagram 2. Define the categories
3. Brainstorm possible causes
4. Prioritize causes
Example: AUSTRALIAN SUGAR INDUSTRY
CONSUMERS DOCTORS

HEALTH • MOST PEOPLE DO NOT GET DOCTOR’S ADVICE

DOCTORS SO IT IIS NOT THE MAIN CAUSE OF THE PROBLEM
CONCERNS
RECOMMENDING
AVOIDANCE
OF SUGAR
Why are people
avoiding sugar?

PERCEPTION: PERCEPTION:
SUGAR MADE IN A FACTORY SUGAR IS ARTIFICIAL
SO IT IS NOT NATURAL SO IT IS BAD FOR YOU

PROCESSING PRODUCT
 1. State the problem
The Fishbone Diagram 2. Define the categories
3. Brainstorm possible causes
4. Identify connections
Example: AUSTRALIAN SUGAR INDUSTRY
CONSUMERS DOCTORS

HEALTH
DOCTORS
CONCERNS
RECOMMENDING
AVOIDANCE
OF SUGAR
Why are people
avoiding sugar?

PERCEPTION: PERCEPTION:
SUGAR MADE IN A FACTORY SUGAR IS ARTIFICIAL
SO IT IS NOT NATURAL SO IT IS BAD FOR YOU

PROCESSING PRODUCT
 1. State the problem
The Fishbone Diagram 2. Define the categories
3. Brainstorm possible causes
4. Prioritize cause
Example: AUSTRALIAN SUGAR INDUSTRY
CONSUMERS DOCTORS

HEALTH
DOCTORS
CONCERNS
RECOMMENDING
AVOIDANCE
OF SUGAR
Why are people
avoiding sugar?
• MANY PEOPLE HAVE THIS PERCEPTION

PERCEPTION: PERCEPTION:
SUGAR MADE IN A FACTORY SUGAR IS ARTIFICIAL
SO IT IS NOT NATURAL SO IT IS BAD FOR YOU

PROCESSING PRODUCT
 1. State the problem
The Fishbone Diagram 2. Define the categories
3. Brainstorm possible causes
4. Identify connections
Example: AUSTRALIAN SUGAR INDUSTRY
CONSUMERS DOCTORS

HEALTH
DOCTORS
CONCERNS
RECOMMENDING
AVOIDANCE
OF SUGAR
Why are people
• ARTIFICIALITY IS A MAJOR REASON avoiding sugar?
FOR HEALTH CONCERNS
PERCEPTION: PERCEPTION:
SUGAR MADE IN A FACTORY SUGAR IS ARTIFICIAL
SO IT IS NOT NATURAL SO IT IS BAD FOR YOU

PROCESSING PRODUCT
 1. State the problem
The Fishbone Diagram 2. Define the categories
3. Brainstorm possible causes
4. Prioritize cause
Example: AUSTRALIAN SUGAR INDUSTRY
CONSUMERS DOCTORS

HEALTH
DOCTORS
CONCERNS
RECOMMENDING
PREFER AVOIDANCE
ARTIFICIAL OF SUGAR
SWEETENERS Why are people
• SO THIS IS THE MAJOR CAUSE avoiding sugar?
OF THE PROBLEM
PERCEPTION: PERCEPTION:
SUGAR MADE IN A FACTORY SUGAR IS ARTIFICIAL
SO IT IS NOT NATURAL SO IT IS BAD FOR YOU

PROCESSING PRODUCT
 1. State the problem
The Fishbone Diagram 2. Define the categories
3. Brainstorm possible causes
4. Look for connections
Example: AUSTRALIAN SUGAR INDUSTRY 5. Agree root cause

CONSUMERS DOCTORS

HEALTH
DOCTORS
CONCERNS
RECOMMENDING
PREFER AVOIDANCE
ARTIFICIAL OF SUGAR
SWEETENERS Why are people
avoiding sugar?

PERCEPTION: PERCEPTION:
SUGAR MADE IN A FACTORY SUGAR IS
SO IT IS NOT NATURAL ARTIFICIAL
SO IT IS
BAD FOR YOU

PROCESSING PRODUCT
 Example: PLASTIC BAG REDUCTION CAMPAIGN - SUPERMARKET

GOVERNMENT
X
POLICIES
PEOPLE

No heavy Forget to bring

financial tax reusable bag
on plastic
Lazy to bring
reusable bag Despite good
No regulation
restrictions awareness, why do
people still overuse
Not making any
plastic bag in
effort to encourage Using plastic is an supermarket?
recycling/ reuse okay normal thing!

SELLER SOCIETY
 Example: PLASTIC BAG REDUCTION CAMPAIGN - SUPERMARKET

GOVERNMENT
X
POLICIES
PEOPLE

No heavy Forget to bring

financial tax reusable bag
on plastic
Lazy to bring
reusable bag Despite good
No regulation
restrictions awareness, why do
people still overuse
Not making any
plastic bag in
effort to encourage Using plastic is an supermarket?
recycling/ reuse okay normal thing!

SELLER SOCIETY
 Example: PLASTIC BAG REDUCTION CAMPAIGN - SUPERMARKET
PROBLEM STATEMENT:
PEOPLE OFTEN FORGET TO BRING REUSABLE BAG, AND SUPERMARKET DOES NOTHING ABOUT IT!

GOVERNMENT
X
POLICIES
PEOPLE

No heavy Forget to bring

financial tax reusable bag
on plastic
Lazy to bring
reusable bag Despite good
No regulation
restrictions awareness, why do
people still overuse
Not making any
plastic bag in
effort to encourage Using plastic is an supermarket?
recycling/ reuse okay normal thing!

SELLER SOCIETY
https://www.youtube.com/watch?v=ZQ59c2eyEoI
Exercise: DIÊM HOA MAI

CATEGORY 1 CATEGORY 2

POSSIBLE
POSSIBLE CAUSES
CAUSES
Why do people no
longer use Matches?
POSSIBLE POSSIBLE
CAUSES CAUSES

CATEGORY 3 CATEGORY 4
2. Target Audience Definition
and Segmentation
Target Audience Definition

We tend to accept the way a client brief

defines the TA without question.
Target Audience Definition

We tend to accept the way a client brief

defines the TA without question.

If the client brief says: ”All people 18 yrs+”

that’s good enough!
Target Audience Definition

In fact, the TA should be defined not only

by demographics but in a way that
references the problem and points to the
solution.
Target Audience Definition

That is, the TA should reference the root

cause of the problem - and this points to
the solution.
Target Audience Definition

The root cause of the problem in the

Australian Sugar Industry example we just
saw was an atttitude: “Sugar is seen as
artificial so it’s bad for you”
Target Audience Definition

So, the TA definition for this campaign

must in some way reference this attitude.
Target Audience Definition

However, the research used to understand

the TA for campaigns like this shows that
not all people have negative attitudes.
Target Audience Segmentation

Three attitudinal segments can be created.

POSITIVES

UNDECIDEDS

NEGATIVES
Target Audience Segmentation

The Negatives appear to be the logical segment to

target if we want people to become more positive

POSITIVES

UNDECIDEDS

NEGATIVES
Target Audience Segmentation

However, research has shown these people are the

most unlikely to change their attitude in the short
to medium term

POSITIVES

UNDECIDEDS

NEGATIVES
Target Audience Segmentation

However, Undecideds have been shown to be the

most likely to change their attitudes when given
positive new information

POSITIVES

UNDECIDEDS

NEGATIVES
Target Audience Segmentation

So, attitudinal segmentation provides the basis for

targeting those most likely to become positive.

POSITIVES


UNDECIDEDS

NEGATIVES
Target Audience Definition and Segmentation

Summary

• Client brief defined TA by demographics

• We redefined TA by attitudes (from root cause of problem)
• We segmented into 3 attitudinal groups
• We prioritized Undecideds as the TA
Target Audience Definition and Segmentation

Further examples

• Of course, not all TA re-definition involves

attitudes because the problem can have
other root causes.
Target Audience Definition and Segmentation

Further examples

• If the root cause of the problem is trial, then the

TA would be defined and segmented by usage:
eg: Current users
Lapsed users
“Never” users
And, we would need to determine whether Lapsed users
or Never users were more likely to try our brand.
Target Audience Definition and Segmentation

Further examples

• If the root cause of the problem is frequency of

usage, then the TA would be defined and
segmented by frequency of usage:
eg: Heavy users
Moderate users
Light users
We would need to determine whether Moderate users or
Light users were more likely to use our brand
more often.
Target Audience Definition and Segmentation

Method

1. Define the TA in a way that references the problem

(eg for sugar, by attitudes rather than demographics).
2. Segment in these terms.
(eg Positive, Undecided, Negative attitudes)
3. Identify the segment most likely to change.
(eg Undecideds)
Exercise:

We need a campaign to encourage the

Vietnamese to wear helmets when riding
scooter.

How should we segment the Vietnamese &

who best to target?
Campaign: “Đừng nguỵ biện. Hãy đội mũ bảo hiểm.”

• This campaign solves a Habit problem

• Thus, we segment by “Groups with likelihood to change habit”
• Target: People with the least entrenched habit - just recently riding
scooter. They are youngsters, 18-30.
Exercise:

333 beer is now seen as a beer for uncles

and grandpa. It’s no longer relevant to the
younger generation (18-30).

How should we segment this younger

group?
Exercise: Diêm Hoa Mai

Assumed Problem: People no longer know

when match is best useful for

How to segment?
Perceptual Mapping Tools
- Brand Positioning
- Brand Personality
Mapping Brand Positionings

Purpose

Because communications are a primary driver of

brand positioning, ad agencies are often asked to
recommend a positioning.
Mapping Brand Positionings

Purpose

Because communications are a primary driver of

brand positioning, ad agencies are often asked to
recommend a positioning.
- for a new brand launch
- for an existing brand responding to a new challenger
- for an old brand lacking a clear positioning
Mapping Brand Positionings

Positioning

”Designing the brand’s offering and image to

occupy a distinctive place in the mind of the
consumer.”

Kotler
Mapping Brand Positionings

Mapping provides a visual reference of how

a brand’s positioning distinguishes it from
competitors.

B
A
C

D E
F
Mapping Brand Positionings

Large brands use positioning maps generated

from research data.

They are usually based either on consumer

needs or product attributes
Mapping Brand Positionings

Example: Positioning map based on customer needs

Automobile category

B
C

F
A
D

The 6 brands are each distinctly positioned

Mapping Brand Positionings

Example: Positioning map based on product attributes

Automobile category

A
C
F
B
D

Only brand A is distinctly positioned.

Mapping Brand Positionings

• However, only the largest clients use these

data-driven positioning maps
• Agencies which need to propose a brand
positioning must use a different basis for
mapping
Mapping Brand Positionings

Basis for our brand positioning tool:

• Key messages and propositions used in

competitor communications
Mapping Brand Positionings

Method

• A competitor analysis is done:

- major competitors
- propositions that are known to consumers
Mapping Brand Positionings

Method

Positioning dimensions are selected

• X axis is based on key consumer needs
• Y axis is based on key product attributes
Mapping Brand Positionings

Method

• Selection of the positioning dimensions requires

trial and error.
- reflect the real world?
- accommodate competitor propositions?
- provide scope for differentiation of our brand?
- must show opposites on each axis
 Mapping Brand Positionings
Car Attribute
High
Example Performance
Positioning dimensions
for the auto category

Consumer
Typoloogy Protector Striver

High
Quality
Mapping Brand Positionings
High
Example Performance
Brands positionings plotted
against these dimensions
Our Brand A is not distinctive

C
Protector Striver
D

B A

E
F
High
Quality
Mapping Brand Positionings

Example Sporty
Brand positionings plotted with
revised Y-Axis dimensions
Brand A is more distinctive
A
C
Protector Striver
B D

F
Practical
Mapping Brand Positionings

Example Sporty
Brand positionings plotted with
revised Y-Axis and X-Axis dimensions
Shows an opportunity for Brand A

C
Dreamer Achiever
B
D

Practical
Mapping Brand Positionings

Example Sporty
Brand A positioning is distinctive

C
Dreamer Achiever
B
D

Practical
Mapping Brand Positionings

Example Sporty
Communications will position
Brand A’s sportiness to consumers
who identify as achievers A

C
Dreamer Achiever
B
D

Practical
Mapping Brand Positionings
Exercise

Please spot the mistakes on the following

perceptual maps

Dimensions:
X-axis: brand attributes
Y-axis: brand attributes
Mapping Brand Positionings
Exercise #1: Spot the mistake
Simple

VW
Toyota

Ford Honda Mazda

Flexible Inflexible

Lexus BMW

Mercedes-Benz
Jaguar
Porsche

Complex
Mapping Brand Positionings
Exercise #1: Solution: Dimensions do not fit auto category
Simple

VW
Toyota

Ford Honda Mazda

Flexible Inflexible

Lexus BMW

Mercedes-Benz
Jaguar
Porsche

Complex
Mapping Brand Positionings
Exercise #1: Solution: Dimensions do not fit auto category
Simple
Mercedes-Benz
Porsche
BMW Jaguar
Lexus

Flexible Inflexible
Toyota Mazda
Ford

VW Honda

Complex
Mapping Brand Positionings
Exercise #2: Spot the mistake
Classy
Mercedes-Benz
Porsche
BMW Jaguar
Lexus

Conservative Sporty
Toyota Mazda
Ford

VW Honda

Everyday
Mapping Brand Positionings
Exercise #2: Solution BMW plotted incorrectly
Classy
Mercedes-Benz
Porsche
BMW Jaguar BMW
Lexus

Conservative Sporty
Toyota Mazda
Ford

VW Honda

Everyday
Mapping Brand Positionings
Exercise #3: Spot the mistake
Easy to Drive
Toyota
Ford
Jaguar
VW Lexus Mercedes-Benz

Honda
BMW
Mazda
Wide choice of Narrow choice
exterior colors of exterior
colors

Porsche

Difficult to Drive
Mapping Brand Positionings
These dimensions are are not sufficiently
Exercise #3: Solution: important for use in brand positioning

Easy to Drive
Toyota
Ford
Jaguar
VW Lexus Mercedes-Benz

Honda
BMW
Mazda
Wide choice of Narrow choice
exterior colors of exterior
colors

Porsche

Difficult to Drive
 A tool for
differentiating the brand
using human characteristics
Brand Archetypes tool
Brand Archetypes

Definition

• A brand archetype is a set of universally

recognizable human characteristics that can
help describe and differentiate a brand.
Brand Archetypes

Purpose

• Archetypes embody characteristics that

consumers see in themselves - and in others.
• So, they provide an easy way for consumers to
identify and connect with brands that are like
them.
Brand Archetypes

How we use archetypes

• We identify the chosen archetype with the

brand by conveying what motivates it and how
it helps people, in communications.
 Brand Archetypes
“By dealing in archetypes, my films touch people in all
cultures and of all ages. I intentionally incorporate
universals of human experience and emotion that are
timeless and familiar because they reflect our basic
emotional fabric.”
James Cameron
Film director, producer, screenwriter
 Brand Archetypes tool
The 12 Archetypes

Motivation: Stability Belonging Change Learning

Want to feel safe Want to belong Want to have Want to be
and in control and feel valued a special effect themselves and find
on the world out about the world

Archetype:
• Caregiver • Regular guy • Hero • Innocent
• Creator • Lover • Outlaw • Explorer
• Ruler • Jester • Magician • Wise man

* Source: Millward Brown

Brand Archetypes tool
Motivation: Stability Belonging Change Learning

Want to feel safe Want to belong Want to have Want to be

and in control and feel valued a special effect themselves and find
on the world out about the world

Archetype CAREGIVER REGULAR GUY HERO INNOCENT

How helps: Cares for others OK as I m Behaves Is faithful
courageously
Connection: Supportive All created equal Rise to the Free to be me
occasion
Example Volvo, WWF Ikea, GAP, Nike, Red Cross Dove, Coke

Archetype CREATOR LOVER OUTLAW EXPLORER

How helps: Creates new things Loves and is loved Breaks rules Is independent
Motto: If you can imagine it Follow your heart Rules are made Don’t fence me in
you can create it to be broken
Example Apple, Sony, YouTube Godiva, Vic Secret Harley-Davidson National Geo, Jeep

Archetype RULER JESTER MAGICIAN WISE MAN

How helps: Asserts control Enjoy life Changes things U/stand the world
Motto: Power is the key to life Live life happy It can happen Truth will set you free

Example : Mercedes, Microsoft M&Ms, Old Spice Disney, Dyson Google, TED Talks
Brand Archetypes tool
Motivation: Stability Belonging Change Learning

Want to feel safe Want to belong Want to have Want to be

and in control and feel valued a special effect themselves and find
on the world out about the world

Archetype CAREGIVER REGULAR GUY HERO INNOCENT

How helps: Cares for others OK as I m Behaves Is faithful
courageously
Connection: Supportive All created equal Rise to the Free to be me
occasion
Example Volvo, WWF Ikea, GAP, Nike, Red Cross Dove, Coke

Archetype CREATOR LOVER OUTLAW EXPLORER

How helps: Creates new things Loves and is loved Breaks rules Is independent
Connection: Innovation Follow your heart Rules are made Don’t fence me in
to be broken
Example Apple, Sony Godiva, Vic Secret Harley-Davidson National Geo, Jeep

Archetype RULER JESTER MAGICIAN WISE MAN

How helps: Asserts control Enjoy life Changes things U/stand the world
Motto: Power is the key to life Live life happy It can happen Truth will set you free

Example : Mercedes, Microsoft M&Ms, Old Spice Disney, Dyson Google, TED Talks
Brand Archetypes tool
Motivation: Stability Belonging Change Learning

Want to feel safe Want to belong Want to have Want to be

and in control and feel valued a special effect themselves and find
on the world out about the world

Archetype CAREGIVER REGULAR GUY HERO INNOCENT

How helps: Cares for others OK as I m Behaves Is faithful
courageously
Connection: Supportive All created equal Rise to the Free to be me
occasion
Example Volvo, WWF Ikea, GAP, Nike, Red Cross Dove, Coke

Archetype CREATOR LOVER OUTLAW EXPLORER

How helps: Creates new things Loves and is loved Breaks rules Is independent
Connection: Innovation Rules are made Don’t fence me in
to be broken
Example Apple, Sony Godiva, Vic Secret Harley-Davidson National Geo, Jeep

Archetype RULER JESTER MAGICIAN WISE MAN

How helps: Asserts dominance Enjoy life Changes things U/stand the world
Connection: Control Live life happy It can happen Truth will set you free

Example : Mercedes, Microsoft M&Ms, Old Spice Disney, Dyson Google, TED Talks
Brand Archetypes tool
Motivation: Stability Belonging Change Learning

Want to feel safe Want to belong Want to have Want to be

and in control and feel valued a special effect themselves and find
on the world out about the world

Archetype CAREGIVER REGULAR GUY HERO INNOCENT

How helps: Cares for others Be normal Behaves Is faithful
courageously
Connection: Supportive Belonging Rise to the Free to be me
occasion
Example Volvo, WWF Ikea, GAP, Nike, Red Cross Dove, Coke

Archetype CREATOR LOVER OUTLAW EXPLORER

How helps: Creates new things Loves and is loved Breaks rules Is independent
Connection: Innovation Follow your heart Rules are made Don’t fence me in
to be broken
Example Apple, Sony Godiva, Vic Secret Harley-Davidson National Geo, Jeep

Archetype RULER JESTER MAGICIAN WISE MAN

How helps: Asserts dominance Enjoy life Changes things U/stand the world
Connection Control Live life happy It can happen Truth will set you free

Example : Mercedes, Microsoft M&Ms, Old Spice Disney, Dyson Google, TED Talks
Brand Archetypes tool
Motivation: Stability Belonging Change Learning

Want to feel safe Want to belong Want to have Want to be

and in control and feel valued a special effect themselves and find
on the world out about the world

Archetype CAREGIVER REGULAR GUY HERO INNOCENT

How helps: Cares for others Be normal Behaves Is faithful
courageously
Connection Supportive Belonging Rise to the Free to be me
occasion
Example Volvo, WWF Ikea, GAP, Nike, Red Cross Dove, Coke

Archetype CREATOR LOVER OUTLAW EXPLORER

How helps: Creates new things Loves and is loved Breaks rules Is independent
Connection: Innovation Intimacy Rules are made Don’t fence me in
to be broken
Example Apple, Sony Godiva, Vic Secret Harley-Davidson National Geo, Jeep

Archetype RULER JESTER MAGICIAN WISE MAN

How helps: Asserts dominance Enjoy life Changes things U/stand the world
Connection: Control Live life happy It can happen Truth will set you free

Example : Mercedes, Microsoft M&Ms, Old Spice Disney, Dyson Google, TED Talks
Brand Archetypes tool
Motivation: Stability Belonging Change Learning

Want to feel safe Want to belong Want to have Want to be

and in control and feel valued a special effect themselves and find
on the world out about the world

Archetype CAREGIVER REGULAR GUY HERO INNOCENT

How helps: Cares for others Be normal Behaves Is faithful
courageously
Connection: Supportive Belonging Rise to the Free to be me
occasion
Example Volvo, WWF Ikea, GAP, Nike, Red Cross Dove, Coke

Archetype CREATOR LOVER OUTLAW EXPLORER

How helps: Creates new things Loves and is loved Breaks rules Is independent
Connection: Innovation Intimacy Rules are made Don’t fence me in
to be broken
Example Apple, Sony Godiva, Vic Secret Harley-Davidson National Geo, Jeep

Archetype RULER JESTER MAGICIAN WISE MAN

How helps: Asserts dominance Laugh at life Changes things U/stand the world
Connection: Control Enjoyment It can happen Truth will set you free

Example : Mercedes, Microsoft M&Ms, Old Spice Disney, Dyson Google, TED Talks
Brand Archetypes tool
Motivation: Stability Belonging Change Learning

Want to feel safe Want to belong Want to have Want to be

and in control and feel valued a special effect themselves and find
on the world out about the world

Archetype CAREGIVER REGULAR GUY HERO INNOCENT

How helps: Cares for others Be normal Behaves Is faithful
courageously
Connection: Supportive Belonging Determination Free to be me

Example Volvo, WWF Ikea, GAP, Nike, Red Cross Dove, Coke

Archetype CREATOR LOVER OUTLAW EXPLORER

How helps: Creates new things Loves and is loved Breaks rules Is independent
Connection: Innovation Intimacy Rules are made Don’t fence me in
to be broken
Example Apple, Sony Godiva, Vic Secret Harley-Davidson National Geo, Jeep

Archetype RULER JESTER MAGICIAN WISE MAN

How helps: Asserts dominance Laugh at life Changes things U/stand the world
Connection: Control Enjoyment It can happen Truth will set you free

Example : Mercedes, Microsoft M&Ms, Old Spice Disney, Dyson Google, TED Talks
Brand Archetypes tool
Motivation: Stability Belonging Change Learning

Want to feel safe Want to belong Want to have Want to be

and in control and feel valued a special effect themselves and find
on the world out about the world

Archetype CAREGIVER REGULAR GUY HERO INNOCENT

How helps: Cares for others Be normal Behaves Is faithful
courageously
Connection: Supportive Belonging Determination Free to be me

Example Volvo, WWF Ikea, GAP, Nike, Red Cross Dove, Coke

Archetype CREATOR LOVER OUTLAW EXPLORER

How helps: Creates new things Loves and is loved Breaks rules Is independent
Connection: Innovation Intimacy Revolution Don’t fence me in

Example Apple, Sony Godiva, Vic Secret Harley-Davidson National Geo, Jeep

Archetype RULER JESTER ICIMAN WISE MAN

How helps: Asserts dominance Laugh at life Changes things U/stand the world
Connection:: Control Enjoyment

Example : Mercedes, Microsoft M&Ms, Old Spice Disney, Dyson Google, TED Talks
Brand Archetypes tool
Motivation: Stability Belonging Change Learning

Want to feel safe Want to belong Want to have Want to be

and in control and feel valued a special effect themselves and find
on the world out about the world

Archetype CAREGIVER REGULAR GUY HERO

How helps: Cares for others Be normal Behaves
courageously
Connection: Supportive Belonging Determination

Example Volvo, WWF Ikea, GAP, Nike, Red Cross

Archetype CREATOR LOVER OUTLAW EXPLORER

How helps: Creates new things Loves and is loved Breaks rules Is independent
Connection: Innovation Intimacy Revolution Don’t fence me in

Example Apple, Sony Godiva, Vic Secret Harley-Davidson National Geo, Jeep

Archetype RULER JESTER MAGICIAN WISE MAN

How helps: Asserts dominance Laugh at life Changes things U/stand the world
Connection: Control Enjoyment Transformation Truth will set you free

Example : Mercedes, Microsoft M&Ms, Old Spice Disney, Dyson Google, TED Talks
Brand Archetypes tool
Motivation: Stability Belonging Change Learning

Want to feel safe Want to belong Want to have Want to be

and in control and feel valued a special effect themselves and find
on the world out about the world

Archetype CAREGIVER REGULAR GUY HERO INNOCENT

How helps: Cares for others Be normal Behaves Is faithful
courageously
Connection: Supportive Belonging Determination Safety

Example Volvo, WWF Ikea, GAP, Nike, Red Cross Dove, Coke

Archetype CREATOR LOVER OUTLAW EXPLORER

How helps: Creates new things Loves and is loved Breaks rules Is independent
Connection: Innovation Intimacy Revolution Don’t fence me in

Example Apple, Sony Godiva, Vic Secret Harley-Davidson National Geo, Jeep

Archetype RULER JESTER MAGICIAN WISE MAN

How helps: Asserts dominance Laugh at life Changes things U/stand the world
Connection: Control Enjoyment Transformation Truth will set you free

Example : Mercedes, Microsoft M&Ms, Old Spice Disney, Dyson Google, TED Talks
Brand Archetypes tool
Motivation: Stability Belonging Change Learning

Want to feel safe Want to belong Want to have Want to be

and in control and feel valued a special effect themselves and find
on the world out about the world

Archetype CAREGIVER REGULAR GUY HERO INNOCENT

How helps: Cares for others Be normal Behaves Is faithful
courageously
Connection: Supportive Belonging Determination Safety

Example Volvo, WWF Ikea, GAP, Nike, Red Cross Dove, Coke

Archetype CREATOR LOVER OUTLAW EXPLORER

How helps: Creates new things Loves and is loved Breaks rules Is independent
Connection: Innovation Intimacy Revolution Freedom

Example Apple, Sony Godiva, Vic Secret Harley-Davidson National Geo, Jeep

Archetype RULER JESTER MAGICIAN WISE MAN

How helps: Asserts dominance Laugh at life Changes things U/stand the world
Connection: Control Enjoyment Transformation Truth will set you free

Example : Mercedes, Microsoft M&Ms, Old Spice Disney, Dyson Google, TED Talks
Brand Archetypes tool
Motivation: Stability Belonging Change Learning

Want to feel safe Want to belong Want to have Want to be

and in control and feel valued a special effect themselves and find
on the world out about the world

Archetype CAREGIVER REGULAR GUY HERO INNOCENT

How helps: Cares for others Be normal Behaves Is faithful
courageously
Connection: Supportive Belonging Determination Safety

Example Volvo, WWF Ikea, GAP, Nike, Red Cross Dove, Coke

Archetype CREATOR LOVER OUTLAW EXPLORER

How helps: Creates new things Loves and is loved Breaks rules Is independent
Connection: Innovation Intimacy Revolution Freedom

Example Apple, Sony Godiva, Vic Secret Harley-Davidson National Geo, Jeep

Archetype RULER JESTER MAGICIAN WISE MAN

How helps: Asserts dominance Laugh at life Changes things U/stand the world
Connection: Control Enjoyment Transformation Understanding

Example : Mercedes, Microsoft M&Ms, Old Spice Disney, Dyson Google, TED Talks
Brand Archetypes tool
Motivation: Stability Belonging Change Learning

Want to feel safe Want to belong Want to have Want to be

and in control and feel valued a special effect themselves and find
on the world out about the world

Archetype CAREGIVER REGULAR GUY HERO INNOCENT

How helps: Cares for others Be normal Behaves Is faithful
courageously
Connection: Supportive Belonging Determination Safety

Example Volvo, WWF Ikea, GAP, Nike, Red Cross Dove, Coke

Archetype CREATOR LOVER OUTLAW EXPLORER

How helps: Creates new things Loves and is loved Breaks rules Is independent
Connection: Innovation Intimacy Revolution Freedom

Example Apple, Sony, Godiva, Vic Secret Harley-Davidson National Geo, Jeep

Archetype RULER JESTER MAGICIAN WISE MAN

How helps: Asserts control Laugh at life Changes things U/stand the world
Connection: Control Enjoyment Transformation Understanding

Example : Mercedes, Microsoft M&Ms, Old Spice Disney, Dyson Google, TED Talks
Brand Archetypes

Method:
• How do we want the brand to motivate people?
(eg: Feel safe? Belong? etc)

• How does the brand help people?

(eg: Care for others? etc)

• How does the brand connect with people?

(eg Supportive etc)
• What are the archetypes of the brand’s competitors?
(need to differentiate from them)
• Which archetype best meets these requirements?
Brand Archetypes

Exercise

Please write down the following brands and select

which archetype each matches to (next slide):
• H&M
• Zara
• Uniqlo
• Timberland
Brand Archetypes tool
Motivation: Stability Belonging Change Learning

Want to feel safe Want to belong Want to have Want to be

and in control and feel valued a special effect themselves and find
on the world out about the world

Archetype CAREGIVER REGULAR GUY HERO INNOCENT

How helps: Cares for others Be normal Behaves Is faithful
courageously
Connection: Supportive Belonging Determination Safety

Example Volvo, WWF Ikea, GAP, Nike, Red Cross Dove, Coke

Archetype CREATOR LOVER OUTLAW EXPLORER

How helps: Creates new things Loves and is loved Breaks rules Is independent
Connection: Innovation Intimacy Revolution Freedom

Example Apple, Sony, Godiva, Vic Secret Harley-Davidson National Geo, Jeep

Archetype RULER JESTER MAGICIAN WISE MAN

How helps: Asserts dominance Laugh at life Changes things U/stand the world
Connection: Control Enjoyment Transformation Understanding

Example : Mercedes, Microsoft M&Ms, Old Spice Disney, Dyson Google, TED Talks
Brand Archetypes

Exercise: Answers

Archetypes best matched to:

• H&M Regular Guy (Belong, normal)
Brand Archetypes

Exercise: Answers

Archetypes best matched to:

• H&M Regular Guy (Belong, normal)
• Zara Lover (Intimacy)
Brand Archetypes

Exercise: Answers

Archetypes best matched to:

• H&M Regular Guy (Belong, normal)
• Zara Lover (Intimacy)
• Uniqlo Wise Man (Understanding)
Brand Archetypes

Exercise: Answers

Archetypes best matched to:

• H&M Regular Guy (Belong, normal)
• Zara Lover (Intimacy)
• Uniqlo Wise Man (Understanding)
• Timberland Explorer (Freedom)
For beautiful visualization of Brand Archetypes:

https://iconicfox.com.au/brand-archetypes/
Generating Brand Propositions
Generating Brand Propositions

Purpose

• Brand propositions should both guide and

inspire creative ideas.
• But it can be difficult to know where to
start writing a proposition that will achieve
this.
Generating Brand Propositions

Method

B.A.R.A.T.A. tool
• Write attributes to explore the potential
of 6 different types of proposition
• Select the one with best potential to
guide and inspire great ideas
B.A.R.A.T.A Tool

Template
• Benefit The gain for the consumer
• Awareness The brand name or logo
• Role The purpose the brand serves
• Attribute A feature closely linked to the brand
• Territory Where the brand lives, its sphere
• Attitude The brands stance/personality
B.A.R.A.T.A Tool

Example: Shell Helix Synthetic Motor Oil

• Benefit Keeps engines clean as new

B.A.R.A.T.A Tool

Example: Shell Helix Synthetic Motor Oil

• Benefit Keeps engines clean as new

• Awareness The unnatural advantage
B.A.R.A.T.A Tool

Example: Shell Helix Synthetic Motor Oil

• Benefit Keeps engines clean as new

• Awareness The unnatural advantage
• Role Your engine’s personal trainer
B.A.R.A.T.A Tool

Example: Shell Helix Synthetic Motor Oil

• Benefit Keeps engines clean as new

• Awareness The unnatural advantage
• Role Your engine’s personal trainer
• Attribute Purer than nature
B.A.R.A.T.A Tool

Example: Shell Helix Synthetic Motor Oil

• Benefit Keeps engines clean as new

• Awareness The unnatural advantage
• Role Your engine’s personal trainer
• Attribute Purer than nature
• Territory F1 performance standards
B.A.R.A.T.A Tool

Example: Shell Helix Synthetic Motor Oil

• Benefit Keeps engines clean as new

• Awareness The unnatural advantage
• Role Your engine’s personal trainer
• Attribute Purer than nature
• Territory F1 standards
• Attitude Makes other oils look crude
B.A.R.A.T.A Tool

Exercise: Choose the best proposition to guide and inspire

• Benefit Keeps engines clean as new

• Awareness The unnatural advantage
• Role Your engine’s personal trainer
• Attribute Purer than nature
• Territory F1 performance standards
• Attitude Makes other oils look crude
B.A.R.A.T.A Tool

Example: Yellow Pages Online Directory

• Benefit Find the service you want in 2 minutes
B.A.R.A.T.A Tool

Example: Yellow Pages Online Directory

• Benefit Find the service you want in 2 minutes
• Awareness The big book of everything
B.A.R.A.T.A Tool

Example: Yellow Pages Online Directory

• Benefit Find the service you want in 2 minutes
• Awareness The big book of everything
• Role The engine of small business growth
B.A.R.A.T.A Tool

Example: Yellow Pages Online Directory

• Benefit Find the service you want in 2 minutes
• Awareness The big book of everything
• Role The engine of small business growth
• Attribute Yellow color = Information
B.A.R.A.T.A Tool

Example: Yellow Pages Online Directory

• Benefit Find the service you want in 2 minutes
• Awareness The big book of everything
• Role The engine of small business growth
• Attribute Yellow color = Information
• Territory The book of happy endings
B.A.R.A.T.A Tool

Example: Yellow Pages Online Directory

• Benefit Find the service you want in 2 minutes
• Awareness The big book of everything
• Role The engine of small business growth
• Attribute Yellow color = Information
• Territory The book of happy endings
• Attitude Shop smarter
B.A.R.A.T.A

Progress Benefit Fulfillment

Walking man Awareness Chivas emblem
Motivator Role Inspirer
Strength Attribute Richness
Achievement Territory Enjoyment
Perseverance Attitude Optimism
Exercise:
Which letter of B.A.R.A.T.A is this brand building on?
Exercise:
Which letter of B.A.R.A.T.A is
this brand building on?
Exercise:
Which letter of B.A.R.A.T.A is this brand building on?
Exercise: Lothamilk Milk Tea

• Benefit ?
• Awareness ?
• Role ?
• Attribute ?
• Territory ?
• Attitude ?
Evaluating Creative Ideas
Evaluating Creative Ideas

Purpose

• Creative ideas can appeal at both a

rational and an emotional level.
• So a sound method of judging them
requires an assessment of both creative
excellence and what works.
Evaluating Creative Ideas

Method

• Creative score cards enable us to use our

gut feel of what idea works for the TA.
• Evaluative criteria provide a reality- test
for our gut feel.
Evaluating Creative Ideas
The 10 Score Cards
Stupid, childish,
over-simplistic 1. Insults my
intelligence
Evaluating Creative Ideas
The 10 Score Cards
Stupid, childish,
over-simplistic 1. Insults my
intelligence

I don’t get it.

Why did they 2. Pointless
bother?
Evaluating Creative Ideas
The 10 Score Cards
Stupid, childish,
over-simplistic 1. Insults my
intelligence

I don’t get it.

Why did they 2. Pointless
bother?

Fails to get me
interest, tedious. 3. Boring
Evaluating Creative Ideas
The 10 Score Cards
Stupid, childish,
over-simplistic 1. Insults my
intelligence

I don’t get it.

Why did they 2. Pointless
bother?

Fails to get me
interest, tedious. 3. Boring

Unoriginal,
familiar 4. Seen it
before
Evaluating Creative Ideas
The 10 Score Cards
Stupid, childish,
over-simplistic 1. Insults my
intelligence

I don’t get it.

Why did they 2. Pointless
bother?

Fails to get me
interest, tedious. 3. Boring

Unoriginal,
familiar 4. Seen it
before

Has appeal
No negatives 5. OK
Evaluating Creative Ideas
The 10 Score Cards
Stupid, childish,
over-simplistic 1. Insults my
intelligence
Likeable,
persuasive 6. Wins me
over

I don’t get it.

Why did they 2. Pointless
bother?

Fails to get me
interest, tedious. 3. Boring

Unoriginal,
familiar 4. Seen it
before

Has appeal
No negatives 5. OK
Evaluating Creative Ideas
The 10 Score Cards
Stupid, childish,
over-simplistic 1. Insults my
intelligence
Likeable,
persuasive 6. Wins me
over

I don’t get it. Fresh, not

Why did they 2. Pointless
seen before 7. Unique
bother?

Fails to get me
interest, tedious. 3. Boring

Unoriginal,
familiar 4. Seen it
before

Has appeal
No negatives 5. OK
Evaluating Creative Ideas
The 10 Score Cards
Stupid, childish,
over-simplistic 1. Insults my
intelligence
Likeable,
persuasive 6. Wins me
over

I don’t get it. Fresh, not

Why did they 2. Pointless
seen before 7. Unique
bother?

Fails to get me
interest, tedious. 3. Boring
Best in
category 8. Killer
Idea

Unoriginal,
familiar 4. Seen it
before

Has appeal
No negatives 5. OK
Evaluating Creative Ideas
The 10 Score Cards
Stupid, childish,
over-simplistic 1. Insults my
intelligence
Likeable,
persuasive 6. Wins me
over

I don’t get it. Fresh, not

Why did they 2. Pointless
seen before 7. Unique
bother?

Fails to get me
interest, tedious. 3. Boring
Best in
category 8. Killer
Idea

Re-positions all
Unoriginal,
familiar 4. Seen it
before competitors 9. Game
Changer

Has appeal
No negatives 5. OK
Evaluating Creative Ideas
The 10 Score Cards
Stupid, childish,
over-simplistic 1. Insults my
intelligence
Likeable,
persuasive 6. Wins me
over

I don’t get it. Fresh, not

Why did they 2. Pointless
seen before 7. Unique
bother?

Fails to get me
interest, tedious. 3. Boring
Best in
category 8. Killer
Idea

Re-positions all
Unoriginal,
familiar 4. Seen it
before competitors 9. Game
Changer

Has appeal One of the best

No negatives 5. OK I’ve ever seen 10. Could win a
Gold Lion
Evaluating Creative Ideas
Please choose a score card and share
Stupid, childish,
over-simplistic 1. Insults my
intelligence
Likeable,
persuasive 6. Wins me
over

I don’t get it. Fresh, not

Why did they 2. Pointless
seen before 7. Unique
bother?

Fails to get me
interest, tedious. 3. Boring
Best in
category 8. Killer
Idea

Re-positions all
Unoriginal,
familiar 4. Seen it
before competitors 9. Game
Changer

Has appeal One of the best

No negatives 5. OK I’ve ever seen 10. Could win a
Gold Lion
After using the score cards,
evaluate based on rational level:

Here are the evaluative criteria that I use

1. Improves people’s opinion of the brand

2. Changes people’s behavior towards the brand
3. Different to all other ideas in the category
4. Will be readily noticed
5. Will be easily remembered.
SUMMARY
Summary
• The Fishbone tool showed that defining the root cause of the
problem can point the way to its solution.
Summary
• The Fishbone tool showed that defining the root cause of the
problem can point the way to its solution.
• Redefining and segmenting the target audience in an appropriate way,
is the key to an effective solution.
Summary
• The Fishbone tool showed that defining the root cause of the
problem can point the way to its solution.
• Redefining and segmenting the target audience in an appropriate way,
is the key to an effective solution.
• Perceptual mapping is a simple, visual guide to brand positioning.
Summary
• The Fishbone tool showed that defining the root cause of the
problem can point the way to its solution.
• Redefining and segmenting the target audience in an appropriate way,
is the key to an effective solution.
• Perceptual mapping is a simple, visual guide to brand positioning..
• Brand archetypes provide a powerful connection between the brand and
how people want to be seen.
Summary
• The Fishbone tool showed that defining the root cause of the
problem can point the way to its solution.
• Redefining and segmenting the target audience in an appropriate way,
is the key to an effective solution.
• Perceptual mapping is a simple, visual guide to brand positioning.
• Brand archetypes provide a powerful connection between the brand and
how people want to be seen.
• BARATA provides a simple entry point to the difficult task of writing a
proposition.
Summary
• The Fishbone tool showed that defining the root cause of the
problem can point the way to its solution.
• Redefining and segmenting the target audience in an appropriate way,
is the key to an effective solution.
• Perceptual mapping is a simple, visual guide to brand positioning.
• Brand archetypes provide a powerful connection between the brand and
how people want to be seen.
• BARATA provides a simple entry point to the difficult task of writing a
proposition.
• The Creative scorecard plus evaluative criteria provide a powerful
combination of a gut feel for what works and a reality test.
Thank You!
Exercise for Feedback

4 SLIDES TO SUBMIT

1. Fishbone tool: define the root

cause of the problem
2. Segmentation & Targeting:
who?
3. B.A.R.E.T.A tool: fill in & define
which level to position
4. Brand Archetype?

Deadline: 13 Jan, 11pm

Feedback session: 14 Jan, 9:30am
Questions?