1.  To convince (customer/consumer) that Brand X offers the unique benefit of….  The social (or “end, end”) benefit special to Brand X will be presented as….

2.  Strategy  Launch  To achieve a high level of reach of target consumer audience during Months 1-6.  Ongoing  Thereafter (Months 7-12) build frequency.  Execution  Launch  TV and other high reach mass media (target 75% reach)  Ongoing  Internet Display, Search, Streamed Event Sponsorship and Viral Promotions for frequency plus one month’s burst of TV per 6 month period to sustain reach

3.  Strategy  Launch  To achieve a high level of trial (and awareness of advertising message) of target consumer audience during Months 1-6.  Ongoing  Thereafter (Months 7-12) achieve ongoing retrial.  Execution  Launch  Free sample distribution in Retail Stores (target 50% reach)  Ongoing  Price Promotion from month six in major retailers

4.  Strategy  Launch  To achieve a high level of retail distribution and (non price) featuring in supermarkets and specialist retailers.  Ongoing  Thereafter (Months 7-12) maintain distribution and promote regularly through gondola end featuring and price activity.  Execution  Launch  Free sample distribution in Retail Stores (target 50% reach) coupled with BOGOF gondola end featuring and inclusion in retailer advertising/promotion activity  Ongoing  Regular single unit Price Promotion

5.  Interrogate the brand until it confesses its strengths  The strategy must be designed to sell  It must be designed to convert consumers to the brand every time.  It must differentiate versus the target competition  If the strategy does not do this, the advertising won’t.  And the advertising “wont be good”.

6.  What is the brand?  What is it selling?  Is its strategy clear:  To whom addressed?  What is it offering – its benefit – its proposition?  Why should I buy it rather than the competition?

7. Example based on packaged food product ProductCookingPackagingDistributionPricing Taste/textureEase of useAppearanceChannelsPrice level AppearanceConvenienceStatutory infoPrice strategy Portion sizeCooking timeDiscretionary info Individual IngredientsCooking method AppearanceMulti-buy Nutritional content Cooking temperature Size/shape/ footprint Ease of opening Storage Re-sealing Material Recyclability

8. The message Single Single – minded Simple Attention Objectives Dagmar stage Desire and action Differentiate: create interest, stand out from the crowd Motivate: stimulate consumer to action The right benefit Unique What do you do better Own a motivator Build on a lesser benefit Ad as differentiator Communicate the benefit What’s in it for me? Functional/psychosocial benefits/values

9. What’s unique? Usually short term competitive edge Exploit whilst it exists Patented property Dyson “Root Cyclone” Kia 7 year Warranty Apple OS Own a motivator Colgate’s “Ring of Confidence” (fresh mouth and breath) Persil owns “whiteness” Heineken owns “refreshment” Dyson owns “bagless” What do you do better? How do you perform on what’s important to Customers On which factor do you perform best? John Lewis on “customer service” Build on a lesser benefit When all the main motivators are owned Ariel – “Febreze” the fresh smell of laundry Ecover – detergent that’s “green” If you don’t have anything Show off/ad likeability Lynx Carlsberg

10.  Strategic clarity  Focus  Differentiation  Conviction  Credibility  Does one ad make you want to rush out and buy?  You are spending a lot of money on this m….  If each expenditure doesn’t sell – put the cash in your pocket.

11.  Nolan cheese  http://www.youtube.com/watch?v=6tCtM8U EQv8 http://www.youtube.com/watch?v=6tCtM8U EQv8

12.  bridgestone  http://www.youtube.com/watch?v=gnuK4Wi THlo http://www.youtube.com/watch?v=gnuK4Wi THlo

13.  guardian  http://www.youtube.com/watch?v=vDGrfhJ H1P4 http://www.youtube.com/watch?v=vDGrfhJ H1P4

14.  ariel  http://www.youtube.com/watch?v=HnqDS5f 48yo http://www.youtube.com/watch?v=HnqDS5f 48yo

15.  audi  http://www.youtube.com/watch?v=Lv1gdv3 sVPQ http://www.youtube.com/watch?v=Lv1gdv3 sVPQ

16.  vw  snow  http://www.youtube.com/watch?v=ABcckOT Vqao http://www.youtube.com/watch?v=ABcckOT Vqao

17.  vw funeral  http://www.youtube.com/watch?v=fCHWhI HIuhY http://www.youtube.com/watch?v=fCHWhI HIuhY

18.  Duracell later bunny  http://www.youtube.com/watch?v=XVTo4y5 e08k http://www.youtube.com/watch?v=XVTo4y5 e08k

19.  Duracell bunny original  http://www.youtube.com/watch?v=FNAKgA po72U http://www.youtube.com/watch?v=FNAKgA po72U

20.  Duracell P&G  http://www.youtube.com/watch?v=Kvfbzw NzaWs http://www.youtube.com/watch?v=Kvfbzw NzaWs

21.  apple  http://www.youtube.com/watch?v=axSnW- ygU5g http://www.youtube.com/watch?v=axSnW- ygU5g

22.  flash  http://www.youtube.com/watch?v=Bqbz7NY jROg http://www.youtube.com/watch?v=Bqbz7NY jROg

23.  schweppes  http://www.youtube.com/watch?v=gUZC937 BNwI http://www.youtube.com/watch?v=gUZC937 BNwI

24.  schweppes  http://www.youtube.com/watch?v=Twe2H_a ioyg http://www.youtube.com/watch?v=Twe2H_a ioyg

25.  meerkat  http://www.youtube.com/watch?v=0xiC9GN NODE http://www.youtube.com/watch?v=0xiC9GN NODE

26.  Guinness   http://www.youtube.com/watch?v=69MpLiY hsXw http://www.youtube.com/watch?v=69MpLiY hsXw

27.  Guinness  http://www.youtube.com/watch?v=Qlt0hLsY a5c http://www.youtube.com/watch?v=Qlt0hLsY a5c

28.  Guinness   http://www.youtube.com/watch?v=B5UedfC ySQk http://www.youtube.com/watch?v=B5UedfC ySQk

29.  Barclays   http://www.youtube.com/watch?v=T4BORo Q49gs http://www.youtube.com/watch?v=T4BORo Q49gs

30.  Lloyds   http://www.youtube.com/watch?v=lrThhNL 0zBc http://www.youtube.com/watch?v=lrThhNL 0zBc

31.  jaguar   http://www.youtube.com/watch?v=KAruy20 hn4Y http://www.youtube.com/watch?v=KAruy20 hn4Y

32.  vw darth  http://www.youtube.com/watch?v=R55e- uHQna0 http://www.youtube.com/watch?v=R55e- uHQna0

33.  audi vampire  http://www.youtube.com/watch?v=j8UTi7N RUMA http://www.youtube.com/watch?v=j8UTi7N RUMA

34.  f liquid  http://www.youtube.com/watch?v=ynBWtvi 0lmQ http://www.youtube.com/watch?v=ynBWtvi 0lmQ

35.  coke real thing  http://www.youtube.com/watch?v=GVag7D8 5b24 http://www.youtube.com/watch?v=GVag7D8 5b24

36.  coke xmas  http://www.youtube.com/watch?v=kr7h8crY AYQ http://www.youtube.com/watch?v=kr7h8crY AYQ  http://www.youtube.com/watch?v=GVag7D8 5b24 http://www.youtube.com/watch?v=GVag7D8 5b24  http://www.youtube.com/watch?v=fi0BeXeg W24 http://www.youtube.com/watch?v=fi0BeXeg W24  http://www.youtube.com/watch?v=_2smYVl 0zrk http://www.youtube.com/watch?v=_2smYVl 0zrk  http://www.youtube.com/watch?v=ZOa9VKs hhzo http://www.youtube.com/watch?v=ZOa9VKs hhzo

37.  pepsi mod  http://www.youtube.com/watch?v=fi0BeXeg W24 http://www.youtube.com/watch?v=fi0BeXeg W24

38.  pepsi old taste oz  http://www.youtube.com/watch?v=v7lw_vh xtNc http://www.youtube.com/watch?v=v7lw_vh xtNc

39.  pepsi personality beyonce  http://www.youtube.com/watch?v=_2smYVl 0zrk http://www.youtube.com/watch?v=_2smYVl 0zrk

40.  diet pepsi p diddy  http://www.youtube.com/watch?v=ZOa9VKs hhzo http://www.youtube.com/watch?v=ZOa9VKs hhzo

41.  bounty old  http://www.youtube.com/watch?v=UDeDNi dI74Q http://www.youtube.com/watch?v=UDeDNi dI74Q

42.  bounty new  http://www.youtube.com/watch?v=ruIpTQA IbLE http://www.youtube.com/watch?v=ruIpTQA IbLE

43.  mcdonalds bears  http://www.youtube.com/watch?v=5ZdALT Z6aA8 http://www.youtube.com/watch?v=5ZdALT Z6aA8

44.  burger King clydesdale  http://www.youtube.com/watch?v=1a27NF_ ZboI http://www.youtube.com/watch?v=1a27NF_ ZboI

45.  mars old  http://www.youtube.com/watch?v=uZW- LIAyY3k http://www.youtube.com/watch?v=uZW- LIAyY3k

46.  mars new  http://www.youtube.com/watch?v=AE9zAu mmq7Q http://www.youtube.com/watch?v=AE9zAu mmq7Q

47.  galaxy  http://www.youtube.com/watch?v=QU7ZA_ 4me_w http://www.youtube.com/watch?v=QU7ZA_ 4me_w

48.  Direct line Direct line  http://www.youtube.com/watch?v=JGeDS9U GA1g http://www.youtube.com/watch?v=JGeDS9U GA1g

49.  http://www.youtube.com/watch?v=2Sbe73D9 WnM http://www.youtube.com/watch?v=2Sbe73D9 WnM  http://www.youtube.com/watch?v=x89xAXH d2l8 http://www.youtube.com/watch?v=x89xAXH d2l8  http://www.youtube.com/watch?v=w9J_q2O Uzis http://www.youtube.com/watch?v=w9J_q2O Uzis

60.  http://www.youtube.com/watch?v=Pp5dZZB KTXQ http://www.youtube.com/watch?v=Pp5dZZB KTXQ

71.  Direct line Direct line  http://www.youtube.com/watch?v=JGeDS9U GA1g http://www.youtube.com/watch?v=JGeDS9U GA1g

72.  To convince (customer/consumer) that Brand X offers the unique benefit of….  The social (or “end, end”) benefit special to Brand X will be presented as….