Strategy Department Frameworks - Brand and Commerce

TAXI
Strategy Dept
Frameworks
NEUTRAL CLIENT NAME
Brand
2
NEVER
OLG
The Creative Brief

SINGLE MOST IMPORTANT MESSAGE
The number one thing we need to say about our product.
AUDIENCE MINDSET:
NEUTRAL
The connection to a mass group of people who would want what we offer and the
cultural context that helps the product sell.
3
NEVER
TENSION
The problem we need to solve—in the category, for our audience, for our
brand, or in culture—to unlock growth.
THE STRATEGY:
How we solve the tension.
RTB
RTB:
The main reason people will believe us.
OLG
Full- Funnel Messaging
MESSAGING CTA CHANNEL + CREATIVE
AWARENESS
Build and refresh brand memories &
associations amongst all future prospects to Lorem ipsum Lorem ipsum
help the brand come to mind in CTA
NEUTRAL
decision/buying moments.
4
CONSIDERATION
NEVER
Nudge the decisions of in-market Lorem ipsum CTA Lorem ipsum

prospects by refreshing relevant
associations closer to purchase.
CONVERSION
Connect buyers to brands Lorem ipsum Lorem ipsum
with signposts that make CTA
them easy to find and buy.
CLIENT NAME
Consumer Journey
CONSIDERATION ENJOY & ADVOCATE
ASK AROUND ADVOCATE

NEUTRAL
LOOK AROUND ENJOY
5
NEVER
SPARK INTEREST BUY
PASSIVE AWARENESS CHOOSE
AWARENESS CHOOSE & BUY

CLIENT NAME
Connections Strategy
TASKS The taskBecome
from laddering business
a thoughtful gift goals The taskBecome
from laddering business
a thoughtful gift goals
AUDIENCE John Doe John Doe
What is the primary disconnect What is the primary disconnect

BARRIER from the brief? from the brief?
6
MINDSET What mindset do we connect with to overcome the barrier?
BEHAVIOURS What behaviour do we need to move forward
What does the brand need

to do to make this What does the brand need
BRAND ROLE to do to make this happen?
happen?
CONNECTION TASK
Identify what connections creative Identify what connections creative
needs to make needs to make
CLIENT NAME
Connections Plan
COMMS Identify what connections creative Identify what connections creative
Become a thoughtful gift
TASK needs to make needs to make
PHASE AWARE CONSIDER

NEUTRAL
TOUCH Passively Actively Emotionally Proudly

POINT 1 Aware Interested Invested Bragging
7
NEVER
TOUCH
POINT 2
OOH Example In Store Display Example

TOUCH 17% | 160 29% | 109
POINT 3 17% | 163 33% I 125
TOUCH
POINT 4
DESIRED
IMPACT
What do we need our audience to do? What doBecome a thoughtful
we need gift to do?
our audience
CLIENT NAME
Leading to one view of your entire go-to

market plan
BLUEPRINT
NEUTRAL
COMMERCE BUDGET
ASSET
TASK $
8
CHANNEL $
NEVER
RETAIL CHANNEL $
CHANNEL $
TACTIC $
CONVERSION
TACTIC $
PROGRAM $
TRIAL
PROGRAM $
CLIENT NAME
Measurement
framework
OBJECTIVE ACTION KPI
(Which quantifiable measure of
SOURCE
(What we are trying to do) (What we are doing) (How we will measure it)
our performance)
BUSINESS
NEUTRAL
Lorem ipsum
MARKETING
9
Lorem ipsum
NEVER
Lorem ipsum
BRAND
Lorem ipsum
MEDIA
NEUTRAL CLIENT NAME
Commerce
10
NEVER
CLIENT NAME
Consumer Journey
CONSIDERATION ENJOY & ADVOCATE
ASK AROUND ADVOCATE

NEUTRAL
11
LOOK AROUND ENJOY
NEVER
SPARK INTEREST BUY
PASSIVE AWARENESS CHOOSE
AWARENESS CHOOSE & BUY

CLIENT NAME
Commerce Benefit
Ladder THE BIG BUT
The tension and barrier.
STRATEGIC QUESTION
The strategic solution.
NEUTRAL
13
SHOPPER UNLOCK EXPERIENCE UNLOCK
NEVER
Define how you bring the strategy to Define how that RTB can be turned into
life with our RTB in retail. a product experience
ROLE OF THE BRAND

How does the product need to behave in retail to support its key RTB and address
the strategic solution?
CLIENT NAME
Commerce connections
plan
STRATEGY
Identify what
Become a thoughtful gift connections creative needs to make
QUESTION
KEY MOMENTS
KM 1 KM 2 KM 3 KM 4 KM 5
NEUTRAL
TRIAL
Define how to Define how to Define how to Define how to Define how to
EXPERIENCE
activate activate activate activate activate
PRINCIPLES
14
NEVER
OOH OOH
RETAIL 17% | 160 17% | 160
TOUCH POINT 17% | 163 17% | 163
In Store Display
RETAIL
29% | 109
TOUCH POINT 33% I 125
RETAIL In Store Display

29% | 109
TOUCH POINT 33% I 125
RETAIL OOH
17% | 160
TOUCH POINT 17% | 163
DESIRED IMPACT What do we need our audience to do?

CLIENT NAME
Moments of Opportunity
1. Demand Moment A
2. Demand Moment B
2
3. Demand Moment C
NEUTRAL
OCCASSION FREQUENCY
4. Demand Moment D
15
5. Demand Moment E 1
NEVER
6. Demand Moment F 4
7. Demand Moment G 3
8. Demand Moment H
9. Demand Moment I
OCCASSION CONSIDERATION
10. Demand Moment J
CLIENT NAME
Moments Study Inputs

TARGETING/SEGMENTATION MOMENTS TO TEST RETAILERS/CHANNELS SUB-CATEGORY/COMPETITION
Lorem ipsum nullam Lorem ipsum nullam Lorem ipsum nullam Lorem ipsum nullam
volutpat rutrum arcu volutpat rutrum arcu volutpat rutrum arcu volutpat rutrum arcu
pretium elementum. pretium elementum. pretium elementum. pretium elementum.
NEUTRAL
16
NEVER
BARRIERS/TRIGGERS VALUED ATTRIBUTES MEDIA TOUCHPOINTS ACTIVATION/CONTENT THOUGHT
CLIENT NAME
Retailer vs Other
Retailers CATEGORY CATEGORY CATEGORY CATEGORY
OUR BRAND OUR BRAND OUR BRAND OUR BRAND
COMPETITOR COMPETITOR COMPETITOR COMPETITOR
KPIs
NEUTRAL
TTL HHs
17
%HH
Penetration
NEVER
Purchase
Frequency
Units Per Trip
Spend Per
Trip
DollarSales
CLIENT NAME
Category vs Other Categories

OUR CATEGORY CATEGORY A CATEGORY B CATEGORY C CATEGORY D OUR BRAND
KPIs
NEUTRAL
TTL HHs
18
%HHPenetration
NEVER
PurchaseFrequency
Units Per Trip
Spend Per Trip
DollarSales
CLIENT NAME
Category Definition
BROADEST Lorem ipsum dolor sit amet, consectetur adipiscing

Lorem ipsom donor sit amet elit mattis quam. Donec at porta sem Integer eleifend
lacinia suscipit. Vestibulum vitae urna at ligula
NEUTRAL
venenatis.
BROADER Lorem ipsum dolor sit amet, consectetur adipiscing elit
19
Lorem ipsum donor sit mattis
NEVER
amet quam. Donec at porta sem. Integer eleifend lacinia

suscipit.
Vestibulum vitae urna at ligula venenatis pellentesque.
CORE Lorem ipsum dolor sit amet, consectetur adipiscing elit

Lorem ipsum mattis
dolor sit quam. Donec at porta sem. Integer eleifend lacinia
amet suscipit.
CLIENT NAME
Audience Sizing for VBB
BROADEST Lorem ipsum dolor sit amet, consectetur adipiscing

NEUTRAL
venenatis.
BROADER Lorem ipsum dolor sit amet, consectetur adipiscing elit
20
NEVER

suscipit.
CORE Lorem ipsum dolor sit amet, consectetur adipiscing elit

Lorem ipsum mattis
amet suscipit.
CLIENT NAME
Category Definition
What’s in What’s out Why out

NEUTRAL
Lorem ipsum nullam volutpat Lorem ipsum nullam volutpat Lorem ipsum nullam volutpat
rutrum arcu pretium elementum. rutrum arcu pretium elementum. rutrum arcu pretium elementum.
21
Lorem ipsum nullam volutpat Lorem ipsum nullam volutpat Lorem ipsum nullam volutpat
rutrum arcu pretium elementum. rutrum arcu pretium elementum. rutrum arcu pretium elementum.
NEVER
CLIENT NAME
Moments Snapshot
MOMENT MOMENT MOMENT MOMENT MOMENT

EXAMPLE EXAMPLE EXAMPLE EXAMPLE EXAMPLE
NEUTRAL
PLATFORM DRIVER: PLATFORM DRIVER: PLATFORM DRIVER: PLATFORM DRIVER: PLATFORM DRIVER:
Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum
22
NEVER
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volutpat rutrum arcu volutpat rutrum arcu volutpat rutrum arcu volutpat rutrum arcu volutpat rutrum arcu
pretium elementum. pretium elementum. pretium elementum. pretium elementum. pretium elementum.
$X
+X% Sales
$X
+X% Sales
$X
+X% Sales
$X
+X% Sales
$X
+X% Sales
Growth Growth Growth Growth Growth
CLIENT NAME
Analyze
US: Canada:
HH Penetration HH Penetration
Size of
NEUTRAL
Lorem ipsum nullam volutpat Lorem ipsum nullam volutpat

rutrum arcu pretium elementum. rutrum arcu pretium elementum.
Opportunit
23
y
NEVER
$XX across US &

Canada
CLIENT NAME
Heading
LOREM IPSUM
Lorem ipsum
dolor sit amet
BIG GROUP
LOREM IPSUM
NEUTRAL
Lorem ipsum
dolor sit amet
24
LOREM IPSUM
LOREM IPSUM
NEVER
Lorem ipsum
dolor sit amet Lorem ipsum
dolor sit amet
GROUP
SMALL
LOREM IPSUM
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SPECIA
EVERYDAY
L
NEUTRAL CLIENT NAME
FR
25
NEVER
TAXI
Cadres de travail
pour le service de
stratégie
#JamaisSurLeNeutre
NEUTRAL CLIENT NAME
Marque
27
NEVER
CLIENT NAME
La grande marque, en bref

MARQUE :
Que faisons-nous/qu’avons-nous que personne d’autre fait/n’offre ?
NEUTRAL
MENTALITÉ DE L’AUDIENCE :
Qu’est-ce qui connecte un large groupe de personnes qui voudraient ce qu’on fait/offre?
Quel est le contexte culturel propice pour aider la marque à prendre de l’expansion ?
?
28
NEVER
LE GROS « MAIS » :
Quel est le problème que nous cherchons à résoudre pour débloquer la
croissance –
dans la catégorie, pour notre audience, pour notre marque ou dans la culture ?
LA QUESTION STRATÉGIQUE :
Comment notre marque peut-elle résoudre le gros « mais » ?
CLIENT NAME
Échelle connectée des bénéfices

OBJECTIF DE LA MARQUE
Pourquoi la marque existe.
LE GROS « MAIS »
La tension et l’obstacle.
NEUTRAL
QUESTION STRATÉGIQUE
29
La solution stratégique.
NEVER
BÉNÉFICE FONCTIONNEL BÉNÉFICE ÉMOTIONNEL

Nommez le plus grand bénéfice Nommez le plus grand bénéfice
fonctionnel de ce projet. émotionnel de ce projet.
Raison de croire (RTB)

Quelle est la raison de croire la plus importante pour notre solution créative ?
French Header
CONSIDÉRATION APPRÉCIER ET RECOMMANDER
POSER DES
QUESTIONS RECOMMANDER
REGARDER AUTOUR DE SOI APPRÉCIER
FAIRE PREUVE
D'INTÉRÊT ACHETER
PRISE DE
CONSCIENCE CHOISIR
PASSIVE
PRISE DE CONSCIENCE CHOISIR ET ACHETER

CLIENT NAME
Stratégie de connexions
La tâche desa objectifs
Become thoughtfuld’affaires
gift Become a thoughtful giftéchelonnés
TÂCHES
TASKS La tâche des objectifs d’affaires
échelonnés
AUDIENCE John Doe John Doe

NEUTRAL
Quelle est la plus grande divergence Quelle est la plus grande divergence
OBSTACLE
BARRIER du mandat ? du mandat ?
31
MENTALITÉ Quelle mentalité doit-on adopter pour surmonter cet obstacle
NEVER
MINDSET
COMPORTEMENTS
BEHAVIOURS De quel comportement avons-nous besoin pour avancer?
RÔLE DE LA Qu’est-ce que la marque a besoin

Qu’est-ce que la marque a besoin de
BRAND ROLE de faire pour que ça se
MARQUE faire pour que ça se concrétise?
concrétise?
TÂCHE DE Déterminer les connexions que doivent Déterminer les connexions que doivent
CONNECTION TASK
CONNEXION établir les créatifs établir les créatifs
CLIENT NAME
French Header
TÂCHE DE
COMMUNICATIO Déterminer les connexions que
N doivent établir les créatifs
NEUTRAL
POINT DE
CONTACT
1
32
POINT DE
NEVER
CONTACT
2
POINT DE
CONTACT
3
POINT DE
CONTACT
4
IMPACT Qu’avons-nous besoin que notre

DÉSIRÉ audience fasse ?
CLIENT NAME
French Header
BLUEPRINT
NEUTRAL
COMMERCE BUDGET
ASSET
TASK $
33
CANAL $
NEVER
RETAIL CANAL $
CANAL $
TACTIQUE $
CONVERSION
TACTIQUE $
PROGRAMME $
TRIAL
PROGRAMME $
NEUTRAL CLIENT NAME
Commerce
34
NEVER
CLIENT NAME
Le gros commerce, en bref

PRODUIT
Quelles raisons de croire avons-nous qui nous différencient de la concurrence?
NEUTRAL
35
NEVER
LA QUESTION STRATÉGIQUE :
Comment notre produit peut-il résoudre le gros « mais »?
CLIENT NAME
French Header
LE GROS « MAIS »
La tension et l’obstacle.
QUESTION STRATÉGIQUE
La solution stratégique.
NEUTRAL
DÉVEROUILLER
36
DÉVEROUILLER LE CONSOMMATEUR
L’EXPÉRIENCE
Déterminer comment mettre en œuvre
NEVER
Déterminer comment la raison

la stratégie à la vente de détail avec
de croire peut devenir une
notre raison de croire
expérience produit
RÔLE DE LA MARQUE
Comment le produit doit-il se comporter au détail pour appuyer ses raisons de croire
clés et la solution stratégique ?
CLIENT NAME
French Header
QUESTION
STRATÉGIQUE Identify what
Become a thoughtful gift connections creative needs to make
MOMENTS
CLÉS
KM 1 KM 2 KM 3 KM 4 KM 5
NEUTRAL
PRINCIPES DE
L'EXPÉRIENCE Define how to Define how to Define how to Define how to Define how to
D'ESSAI
activate activate activate activate activate
37
NEVER
POINTS DE OOH OOH

CONTACT 17% | 160 17% | 160
AU DÉTAIL 17% | 163 17% | 163
POINTS DE In Store Display

CONTACT 29% | 109
AU DÉTAIL 33% I 125
POINTS DE In Store Display

CONTACT 29% | 109
AU DÉTAIL 33% I 125
OOH
POINTS DE
17% | 160
CONTACT
17% | 163
AU DÉTAIL
IMPACT SOUHAITÉ What do we need our audience to do?

CLIENT NAME
Moments favorables
1. Moment de demande A
2. Moment de demande B
2
3. Moment de demande C
NEUTRAL
FRÉQUENCE DE L’OCCASION
4. Moment de demande D
38
5. Moment de demande E 1
NEVER
6. Moment de demande F 4
7. Moment de demande G 3
8. Moment de demande H
9. Moment de demande I
CONSIDÉRATION DE L’OCCASION
10. Moment de demande J
CLIENT NAME
Faits saillants sur les moments

SOUS-CATÉGORIE/
CIBLAGE/SEGMENTATION MOMENTS DE TEST DÉTAILLANTS/CANAUX
COMPÉTITION
NEUTRAL
39
NEVER
OBSTACLES/ÉLÉMENTS ACTIVATION/RÉFLEXION DE
ATTRIBUTS VALORISÉS POINTS DE CONTACT MÉDIAS
DÉCLENCHEURS CONTENU
CLIENT NAME
Notre détaillant contre d’autres

détaillants COMPÉTITEUR
CATEGORY COMPÉTITEUR
CATEGORY
OUR BRAND
NOTRE OUR BRAND
NOTRE OUR BRAND
NOTRE OUR BRAND
NOTRE
COMPETITOR
DE LA COMPETITOR
DE LA COMPETITOR
DE LA COMPETITOR
DE LA
MARQUE MARQUE MARQUE MARQUE
CATÉGORIE CATÉGORIE CATÉGORIE CATÉGORIE
KPIs
Indicateurs
clés de
performance
NEUTRAL
(KPIs)
TTL HHs
TTL HHs
40
%HH
Penetration
NEVER
% pénétratio
n des
Purchase
ménages
Frequency
Fréquence
Units Per Trip
d’achat
Unités par
Spend Per
visite
Trip
Montant
DollarSales
dépensé par
visite
Ventes en
dollars
CLIENT NAME
Notre catégorie comparée aux autres

catégories
NOTRE
OUR CATEGORY
CATÉGORIE CATÉGORIE
CATEGORY AA CATÉGORIE
CATEGORY BB CATÉGORIE
CATEGORY CC CATÉGORIE
CATEGORY DD NOTRE
OUR BRAND
MARQUE
Indicateurs clés de
KPIs
performance (KPIs)
NEUTRAL
TTL HHs
41
% pénétration des
%HHPenetration
ménages
NEVER
PurchaseFrequency
Fréquence d’achat
Unités achetées par

Units Per Trip
visite
Montant dépensé
Spend Per Trip
par visite
Ventes
DollarSales
en dollars
CLIENT NAME
Définition de la
catégorie
LE PLUS VASTE Lorem ipsum dolor sit amet, consectetur adipiscing
NEUTRAL
venenatis.
PLUS VASTE Lorem ipsum dolor sit amet, consectetur adipiscing elit
42
NEVER

suscipit.
LE NOYAU Lorem ipsum dolor sit amet, consectetur adipiscing elit

Lorem ipsum mattis
amet suscipit.
CLIENT NAME
French Header
Qu’est-ce qui est tendance Qu’est-ce qui est dépassé Pourquoi c'est dépassé
NEUTRAL
43
NEVER
CLIENT NAME
Moments en bref
EXEMPLE DE EXEMPLE DE EXEMPLE DE EXEMPLE DE EXEMPLE DE

MOMENT MOMENT MOMENT MOMENT MOMENT
NEUTRAL
REVENDICATION REVENDICATION REVENDICATION REVENDICATION REVENDICATION

DU PRODUIT : DU PRODUIT : DU PRODUIT : DU PRODUIT : DU PRODUIT :
44
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NEVER
X $
Croissance des
X $
Croissance des
X $
Croissance des
X $
Croissance des
X $
Croissance des
ventes de + X % ventes de + X % ventes de + X % ventes de + X % ventes de + X %
CLIENT NAME
Analyse
États-Unis : Canada :
Importance Pénétration des
ménages
Pénétration des
ménages
de l’occasion
NEUTRAL

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45
NEVER
XX$ au Canada et
aux États-Unis
CLIENT NAME
Heading
LOREM IPSUM
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GRAND GROUPE
LOREM IPSUM
NEUTRAL
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46
LOREM IPSUM
LOREM IPSUM
NEVER
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GROUPE
PETIT
LOREM IPSUM
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AU SPÉCIA
QUOTIDIEN L
CLIENT NAME
New strategy
NEUTRAL
slides
47
NEVER
CLIENT NAME
New Strategy Header

First Rider - Work out who would make the most sense to be the official first riders
PRESS for each new route.
Announce on social the arrival of Brand X, use global video and image assets to
SOCIAL OWNED announce the release
NEUTRAL
OOH Cover the bike route with OOH which makes Brand X presence unmissable
48
NEVER
Look to have morning and afternoon street teams based at the arrival and
STREET TEAM destinations
ensuring that we have full coverage.
SOCIAL/ Announce Brand X with global video assets, these should be geo-located to
DIGITAL PAID customers
along the routes. Big pushes during commuting hours
Choose a number of key influencers to take the route and help with the education
INFLUENCERS
around how the product works
CLIENT NAME
Ecosystem Slide
Unfiltered Betting slip
Horse Racing Track
and info card Unfiltered series
OWNED “See it live” video post YouTube
(IG) (TBD)
NEUTRAL
YouTube OLVs (6,

15),
49
NEVER
PAID
Unfiltered series Influencer content
distribution partner (Posts, videos, etc.)
(TSN - TBD)
PR
TV
EARNED Radio
Trigger Explore Buy Use / Add More
H&R
Map Block Growth
Block 2028
Audience Map
Aware Spark Discover Compare Validate Buy Receive Set it up Use Upgrade Learn & Buy
Interest Options & Service Get Help Again
KEY OBJECTIVES
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MOMENTS
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Expectations - XX
Brand
Exp. - XX
- XX - XX
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KEY JOBS Point 1 Point 1 Point 1 Point 1 Point 1 Point 1 Point 1 Point 1 Point 1 Point 1
TO BE DONE Point 2 Point 2 Point 2 Point 2 Point 2 Point 2 Point 2 Point 2 Point 2 Point 2
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Strategy Department Frameworks - Brand and Commerce

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Strategy Department Frameworks - Brand and Commerce

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TAXI

The Creative Brief

Full- Funnel Messaging

MESSAGING CTA CHANNEL + CREATIVE

Nudge the decisions of in-market Lorem ipsum CTA Lorem ipsum

ASK AROUND ADVOCATE

LOOK AROUND ENJOY

SPARK INTEREST BUY

PASSIVE AWARENESS CHOOSE

AWARENESS CHOOSE & BUY

AUDIENCE John Doe John Doe

What is the primary disconnect What is the primary disconnect

BEHAVIOURS What behaviour do we need to move forward

What does the brand need

PHASE AWARE CONSIDER

TOUCH Passively Actively Emotionally Proudly

OOH Example In Store Display Example

Leading to one view of your entire go-to

ASK AROUND ADVOCATE

SPARK INTEREST BUY

PASSIVE AWARENESS CHOOSE

AWARENESS CHOOSE & BUY

ROLE OF THE BRAND

RETAIL In Store Display

DESIRED IMPACT What do we need our audience to do?

Moments Study Inputs

BARRIERS/TRIGGERS VALUED ATTRIBUTES MEDIA TOUCHPOINTS ACTIVATION/CONTENT THOUGHT

Units Per Trip

Category vs Other Categories

Units Per Trip

Spend Per Trip

BROADEST Lorem ipsum dolor sit amet, consectetur adipiscing

BROADER Lorem ipsum dolor sit amet, consectetur adipiscing elit

amet quam. Donec at porta sem. Integer eleifend lacinia

CORE Lorem ipsum dolor sit amet, consectetur adipiscing elit

Audience Sizing for VBB

BROADEST Lorem ipsum dolor sit amet, consectetur adipiscing

BROADER Lorem ipsum dolor sit amet, consectetur adipiscing elit

amet quam. Donec at porta sem. Integer eleifend lacinia

CORE Lorem ipsum dolor sit amet, consectetur adipiscing elit

What’s in What’s out Why out

MOMENT MOMENT MOMENT MOMENT MOMENT

Lorem ipsum nullam volutpat Lorem ipsum nullam volutpat

$XX across US &

La grande marque, en bref

Échelle connectée des bénéfices

BÉNÉFICE FONCTIONNEL BÉNÉFICE ÉMOTIONNEL

Raison de croire (RTB)

REGARDER AUTOUR DE SOI APPRÉCIER

PRISE DE CONSCIENCE CHOISIR ET ACHETER

AUDIENCE John Doe John Doe

RÔLE DE LA Qu’est-ce que la marque a besoin

IMPACT Qu’avons-nous besoin que notre

Le gros commerce, en bref

Déterminer comment la raison

POINTS DE OOH OOH

POINTS DE In Store Display

POINTS DE In Store Display

IMPACT SOUHAITÉ What do we need our audience to do?

Faits saillants sur les moments

Notre détaillant contre d’autres

Notre catégorie comparée aux autres

Unités achetées par

amet quam. Donec at porta sem. Integer eleifend lacinia