|
- Understand the importance of Brand Equity to the Company's competitive strength and profitability
- Achieve a deeper appreciation of the tools for building and communicating the Brand Essence & Brand Architecture
- Examine the key elements of the Positioning Statement and be able to develop one for your Brand or sub-brand
- Gain expertise in the key principles of generating effective "Breakthrough" Advertising for the Brands target consumer
- Cultivate 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 Creative "Big Idea" and of identifying it before making Executional comments
- Develop skills and hands-on experience with the "5-Step" Creative Evaluation Process
- Brand Equity:
- What is it? and How is it Created?
- Cause-Effect Chain of Elements to Building Brand Equity
- The Importance of the Brand Essence
- The Brand Architecture Template:
- Features & Attributes – Functional Benefits – Emotional Benefits – Driving Beliefs – Personality – Brand Essence
- Role of Positioning:
- Marketer’s Definition and Consumer's Definition of Positioning
- Positioning Statement Details:
- Focusing your Target Audience
- Selecting your Frame-of-Reference
- Defining your Leverageable Point of-Difference
- Choosing your Consumer End Benefit
- Best Practices Expectations:
- Your Companies Expectations and Agency Expectations
- The Purpose of Great Advertising:
- Key Thrust of Great Advertising:
- Disrupt, Engage, & Convince
- The Creative Advertising Development Process:
- Prinicples of Effective Copy Development
- The Advertising Strategy:
- Four Elements of the Advertising Strategy
- The Creative Brief:
- Guiding Principles on Communicating the Brands Advertising Needs
- The Creative Brief Format – Step by Step How to Prepare
- Effectively Working with Both the Account & Creative Teams:
- Communicate, Enthuse & Inspire
- Advertising Development & Evaluation:
- The Agency Presentation Meeting & Providing Comments to the Agency
- Evaluating Creative Submissions:
- 5 Step Evaluation Process:
- Evaluate your "Gut" Reaction
- Get the Creative "Big Idea"
- Evaluate the "Drama"
- Check It’s On Strategy
- Make it Have "Strong Impact"
- The Approval Meeting:
|
|