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- Understand the importance of Brand Equity to the Company’s competitive position
- Understand the Brand Architecture format
- Understand the importance and role of Positioning in focusing your brands competitive premise
- Grasp and internalize the key principles of effective advertising that are that it must:
- Implant the brand’s Architecture and Positioning in the mind of the consumer
- Disrupt, Engage & Convince the consumer, linking the brand with the target’s life and their emotions
- Be based on a key message objective designed to improve the brand’s performance in an area advertising can impact; and
- Have developed workable skills in creating Briefs using the Company’s template insightfully and in a way that motivates focused creative excellence
- Understand the critical importance of the advertising “Big Idea” and of identifying it before making executional comments
- Develop skills and hands-on experience with the five-step evaluation process
- Brand Equity: How is it created?
- Cause-Effect chain of elements to building Brand Equity:
- Brand perceptions lead to profits
- The Brand Architecture Format:
- Brand Features & Attributes – Product Benefits – Emotional Benefits – Driving Beliefs – Personality – Essence
- Role of Positioning:
- Marketers definition and consumers definition of positioning
- The positioning statement format
- Focusing your Target Audience, selecting your Frame-of-Reference, defining your Leverageable Point-of-Difference, choosing your Consumer End Benefit
- Characteristics to Great Advertising
- Key Thrust:
- Disrupt, Engage, & Convince
- The Advertising Development Process:
- Principles of effective copy development
- The core advertising team
- The Creative Brief:
- Guiding principles on communicating the brands advertising needs
- The Creative Brief format
- Briefing the Agency:
- Communicate, Enthuse & Inspire
- Creative Development & Evaluation:
- The agency presentation meeting & providing comments to the agency
- 5 Step Advertising Evaluation Process:
- Have a ”Gut” Reaction
- Get the “Big Idea”
- Evaluate the Drama
- Check it’s on Strategy
- Make it have Strong Impact
- The Approval Meeting:
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