Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. 10 Brand Message Execution Key Points: How does the creative process work to develop big ideas? What is the Big Idea? How do you creatively execute the positioning? Chapter Ten Chapter
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Brand Message Executions An execution is how the positioning (i.e., the brand message) will appear when it is finished. This means managing all the details and decisions involved in the creation of the brand message. The goal is to find a
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. The Creative Concept: A creative concept is the creative execution of the positioning. It is a when it: Attracts the attention of the targeted audience(s). Is relevant to the brand’s USP. Is memorable. Is conceptually strong enough to be executed in a number of ways by a variety of marketing communication functions. Can last for years. Name some examples of the Big Idea.
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Appeals: Rational versus Emotional Rational Appeals Product Oriented Favorable price and/or value claims Product popularity Bandwagon effect Competitive advantage Direct/indirect comparisons Emotional Appeals Consumer Oriented Feelings, intangibles, psychological Personal states Social-based states Consumer fills in the blanks in your message
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution Formats The 12 most common message formats are: 1) News/announcements 2) Inherent drama/mood 3) Testimonial/endorsement evidence 4) Talking head 5) Lifestyle/Slice-of-life 6) Problem/solution 7) Demonstration 8) Jingle 9) Humor 10) Animation/cartoons 11) Special effects 12) Scientific/research evidence
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Gillette: Rational or Emotional? Exhibit 10-5, p.346
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. American Greetings : Rational or Emotional? Exhibit 10-7, p.350
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Tone and Style In marketing communication, the tone is the cue about the nature of the message and the personality of the brand. Tone describes a general atmosphere or a manner of expression and has to do with how a message sounds. Style also describes a manner of expression, but relates more to how a message looks or feels.
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Jeep Exhibit 10-8, p.351
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Elements and the Hierarchy of Effects Figure 10-1, p.352
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. The Visual Focus Selecting the visual focus is a major step in the creative process. It often determines how well the big idea is executed. Sources art directors commonly use to determine the visual focus include: 1) The product alone or in use, or its package. 2) The context or setting. 3) Product features. 4) Comparison of products. 5) Users benefiting from or enjoying the product.
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. The Visual Focus 6) Established brand symbols. 7) Story elements. 8) A humorous visual, whether or not previously related to the product. 9) People as spokepersons or giving a testimonial. 10) Demonstration of the problem. 11) A visual association. 12) A visual metaphor.
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Nine Point Creative Strategy 1. What are we really selling? 2. Who is the target market? 3. What is the target’s problem we plan to solve? 4. Is our pitch generic or competitive? 5. What is our USP/Competitive Advantage? 6. Which proof/evidence best supports the USP/Competitive Advantage? 7. What is our personality? 8. What else can help make the sale? 9. What do we want the prospect to do? Given the above, what is our Positioning Statement? “For (target audience), (brand) is the (superlative: “only,leading, first, best, etc.”) (product category) that (the benefit/does what).”