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    Chapter 9Chapter 9

    CreativityCreativityCreativityCreativity

    CommunicationCommunicationCommunicationCommunication

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    Creativity & CommunicationCreativity & Communication

    Creativity & CommunicationCreativity & Communication Today well cover

    Creativity in Marketing

    How Creative Works

    Working in a Creative Department

    Creative Support Systems Selling Creative Ideas

    Producing Creative Ideas

    Creative Career Opportunities

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    Creativity in MarketingCreativity in Marketing

    Creativity in MarketingCreativity in Marketing What We Create

    Creating Added Value Creativity in

    Advertising

    Claussen Pickles

    Newspaper Advertising

    During Picnic Season

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    Creativity in MarketingCreativity in Marketing

    Creativity in MarketingCreativity in Marketing What We Create

    Creating Added Value Creativity in

    Advertising

    Public Relations

    McScam

    Crisis Management

    McDonalds Sweepstakes Scandal

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    Creativity in MarketingCreativity in Marketing

    Creativity in MarketingCreativity in Marketing What We Create

    Creating Added Value Creativity in

    Advertising

    Public Relations

    Sales Promotion

    Pepsi

    CD Promotion

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    What We CreateWhat We Create

    What We CreateWhat We Create We Create Ideas

    A new combination of previously existing elements

    We Create Brand Equity Something that sticks to the Velcro of the brand

    We Create Ideas A new combination of previously existing elements

    We Create Brand Eq

    uity Something that sticks to the Velcro of the brand

    We Create IncreasedEffectiveness

    1+1=3

    We create communicationthat works better

    We Create IncreasedEffectiveness

    1+1=3

    We create communicationthat works better

    Example: Whassup? Example: Whassup? Example: Fresh Mex Example: Fresh Mex

    Q ickTime a are s i e 3 ec mpress r

    are ee e t see t is pict re.

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    Creating Added ValueCreating Added ValueCreating Added ValueCreating Added Value Creating Attention

    Example: The Need for

    Interesting Advertising

    Got Milk?Austin Powers

    Milk Advisory Board

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    Creating Added ValueCreating Added ValueCreating Added ValueCreating Added Value Creating Attention

    Example: The Need for

    Interesting Advertising Creating Deeper Connections

    Example: PR - The Need forCreativity thats Newsworthy

    Example: Article in Gourmet Magazine

    The Fabulous Food Processor

    Jump-started sales for Cuisinart

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    Creating New Perspectives Example: Sales Promotion -

    The Need to Create aSales Increase

    Creating Added ValueCreating Added ValueCreating Added ValueCreating Added Value Creating Attention

    Example: The Need for

    Interesting Advertising

    Pepsi

    TombRaider Promotion

    Creating Deeper Connections Example: PR - The Need for

    Creativity thats Newsworthy

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    Creativity in AdvertisingCreativity in AdvertisingCreativity in AdvertisingCreativity in Advertising Interest in an ad is influenced by

    Surprise (Good)

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    Creativity in AdvertisingCreativity in AdvertisingCreativity in AdvertisingCreativity in Advertising Interest in an ad is influenced by

    Surprise (Good)

    Information (Better)

    Newspaper ad

    for Drain Power

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    Creativity in AdvertisingCreativity in AdvertisingCreativity in AdvertisingCreativity in Advertising Interest in an ad is influenced by

    Surprise (Good)

    Information (Better)

    Benefits (Best)

    Print ad for

    Eclipse Gum

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    Creativity in AdvertisingCreativity in AdvertisingCreativity in AdvertisingCreativity in Advertising Interest in an ad is influenced by

    Surprise (Good)

    Information (Better)

    Benefits (Best)

    How about All 3? Example: Surprising

    information tied into

    VW benefits.

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    Creativity in Public RelationsCreativity in Public RelationsCreativity in Public RelationsCreativity in Public Relations Example: PR Like a Virgin

    Richard Branson understands

    that the media doesnt getmany interesting photos

    Here he is in his balloon.

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    Creativity in Public RelationsCreativity in Public RelationsCreativity in Public RelationsCreativity in Public Relations Example: PR Like a Virgin

    Richard Branson understands

    that the media doesnt getmany interesting photos

    Here, he promotes a bookwhich promotes his brand

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    Creativity in Public RelationsCreativity in Public RelationsCreativity in Public RelationsCreativity in Public Relations Example: Harley-Davidson - Happy 95th

    All brands have ads

    Good PR about thoseads adds extra value

    But it has to benewsworthy!

    Every year, every company

    has an anniversary. Creative PR can make

    it something special

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    Creativity in Sales PromotionCreativity in Sales PromotionCreativity in Sales PromotionCreativity in Sales Promotion A Creative Approach

    can provide an added

    reason to buy - on topof the Incentive!

    WinFreeSave

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    Creativity in Sales PromotionCreativity in Sales PromotionCreativity in Sales PromotionCreativity in Sales Promotion A Creative Approach

    can provide an added

    reason to buy - on topof the Incentive!

    Win

    Chunky Soup &

    The Super Bowl

    Desirable prize

    + Brand equity

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    Creativity in Sales PromotionCreativity in Sales PromotionCreativity in Sales PromotionCreativity in Sales Promotion A Creative Approach

    can provide an added

    reason to buy - on topof the Incentive!

    Apple Macintosh

    Free Trial Offer

    Win/Free

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    Creativity in Sales PromotionCreativity in Sales PromotionCreativity in Sales PromotionCreativity in Sales Promotion A Creative Approach

    can provide an added

    reason to buy - on topof the Incentive!

    Schilling Pepper

    Free Sample Offer

    Win/Free

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    Creativity in Sales PromotionCreativity in Sales PromotionCreativity in Sales PromotionCreativity in Sales Promotion A Creative Approach

    can provide an added

    reason to buy - on topof the Incentive!

    Kelloggs Frosted Flakes

    Savings (Coupon) +

    Brand Equity

    Win/Free/Save

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    Building

    Brand Value

    Building

    Brand Value

    Building

    Brand Value

    Building

    Brand Value

    Creativity Can Build Brand Values

    It can Reinforce Existing Feelings

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    Building

    Brand Value

    Building

    Brand Value

    Building

    Brand Value

    Building

    Brand Value

    Creativity Can Build Brand Values

    It can Reinforce Existing Feelings

    It can Create New Feelings and Attitudes

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    Building

    Brand Value

    Building

    Brand Value

    Building

    Brand Value

    Building

    Brand Value

    Creativity Can Build Brand Values

    It can Reinforce Existing Feelings

    It can Create New Feelings and Attitudes

    It can Add

    Image and

    Imagery Q ickTi r s i 3 c r ss r r t s t is ict r .

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    How Creative

    Works

    How Creative

    Works

    How Creative

    Works

    How Creative

    Works

    Effective Creativity persuades

    Three Cornerstones of Persuasion

    It connects to the Target

    It communicates the Benefit

    Effective Creativity gets to Yes

    The Closer It gets you to Just Do It

    When it works, Creative is

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    Effective Surprise!

    Effective Surprise!

    Effective Surprise!

    Effective Surprise!

    It could be a

    Big Surprise!

    The AHA

    I never thought of it

    that way before

    Example: Levys

    Rye Bread (DDB)

    Effective Surprise!

    Effective Surprise!

    Effective Surprise!

    Effective Surprise!

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    Effective Surprise!

    Effective Surprise!

    Effective Surprise!

    Effective Surprise!

    It could be a

    Big Surprise!

    The AHA

    I never thought of it

    that way before

    Example: Nike

    (W

    ieden+

    Kennedy)

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    It could be a Small Surprise

    Effective Surprise!

    Effective Surprise!

    Effective Surprise!

    Effective Surprise!

    The Oh yeah!

    Thats just the way I feel

    Example: Volvo

    Station Wagon

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    It could be a Small Surprise

    Effective Surprise!

    Effective Surprise!

    Effective Surprise!