Den Nye Gode Brief
-
Upload
martin-gjerloff -
Category
Marketing
-
view
652 -
download
4
description
Transcript of Den Nye Gode Brief
![Page 1: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/1.jpg)
DEN NYE GODE BRIEF
![Page 2: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/2.jpg)
HVAD SKER DER DERUDE? PROCES & VÆRKTØJER VEJEN VIDERE TIL ENDNU BEDRE BRIEFS
![Page 3: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/3.jpg)
![Page 4: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/4.jpg)
Kreativt oplæg
Brandplatform Markedsanalyse
Kommunikationsstrategi - Målsætning - Målgruppe - Issue - Insight - Proposition - Opbakning - Tonalitet - Media
Kreativ briefing:
Kreativt koncept
Færdiggørelse Indrykning
Tracking
Brand platform = grundtema
Kreativ brief = variationer over grundtema
Idé
TIMEGLAS PROCES
![Page 5: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/5.jpg)
![Page 6: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/6.jpg)
NY
![Page 7: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/7.jpg)
HVAD SKER DER DERUDE?
![Page 8: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/8.jpg)
DIGITAL
![Page 9: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/9.jpg)
FØR
![Page 10: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/10.jpg)
NU
2013
![Page 11: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/11.jpg)
“The shift from programmer-to-consumer-controlling program choices is the biggest change in the media business in the past 30 years” -- Jeff Gaspin, President of NBC Universal Television Group
“Media is less and less often about crafting a single message to be consumed by individuals, and more and often a way of creating an environment for convening and supporting groups.” -- Clay Shirky, Associate Professor, New York University's Interactive Telecommunications Program.
![Page 12: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/12.jpg)
![Page 13: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/13.jpg)
![Page 14: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/14.jpg)
HVORDAN FÅR MAN FOLK TIL AT TAGE DEL OG DELE?
![Page 15: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/15.jpg)
![Page 16: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/16.jpg)
TURDE RØRE FOLK
![Page 17: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/17.jpg)
![Page 18: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/18.jpg)
![Page 19: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/19.jpg)
FRA TIL
MODTAGERE SENDE BUDSKAB TRADITIONEL KREATIVITET
DELTAGERE DELE STANDPUNKT SOCIAL KREATIVITET
PARADIGME SKIFTET
![Page 20: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/20.jpg)
HVAD SKER DER DERUDE? PROCES & VÆRKTØJER VEJEN VIDERE TIL ENDNU BEDRE BRIEFS
![Page 21: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/21.jpg)
PROCES
BRAND Sandheder om brandet
BRUGERE Indsigt I målgrupper
INSPIRATION STRATEGI & BRIEF EKSEKVERING KREATIVE TEKNIKKER
EVALUÉR & RE-ENGAGER
![Page 22: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/22.jpg)
VÆRKTØJER
![Page 23: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/23.jpg)
BRAND & MARKED
![Page 24: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/24.jpg)
“IT’S NOT ABOUT WHAT YOU SEND. IT’S ABOUT WHAT YOU STAND FOR.”
ARTIKULÈR STANDPUNKT
![Page 25: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/25.jpg)
The Economist
“To shine a white light on the subjects within our range”
![Page 26: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/26.jpg)
“To organize the world's information and make it universally accessible and useful.”
Find.
![Page 27: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/27.jpg)
![Page 28: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/28.jpg)
XPLORING
![Page 29: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/29.jpg)
HVIS DU VIL FORSTÅ HVORDAN TIGEREN JAGER…
SÅ GÅ IKKE I ZOO, TAG UD I JUNGLEN
![Page 30: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/30.jpg)
LYT TIL SAMTALERNE I ‘SOCIAL’
![Page 31: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/31.jpg)
HVILKEN RELATION HAR VI MED BRUGERNE?
![Page 32: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/32.jpg)
INSPIRATION
![Page 33: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/33.jpg)
Målsætning: Et standpunkts inspireret målbart mål Problem: Den kritiske barriere, der står i vejen for at nå målet Indsigt: En enkel sandhed, vi vi ved om mennesker, som kan hjælpe os med at overvinde barrieren Udfordring: ‘Missionen’; hvad vi skal gøre, ikke sige, at opfylde målet
![Page 34: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/34.jpg)
FX KONVERTERING I FORHOLD TIL DE 6 GRADER AF DELTAGELSE I ‘OWNED & EARNED MEDIA’
MÅLSÆTNING
![Page 35: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/35.jpg)
Se
Like
Dele
Skabe
Bidrage
Kommentere
Passive
Niche
Aktive
Masse
![Page 36: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/36.jpg)
Se
Like
Dele
Skabe
Bidrage
Kommentere
Passive
Niche
Aktive
Masse
![Page 37: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/37.jpg)
ISSUE VÆRKTØJ: 5 WHY’s
ÅRSAGEN TIL PROBLEMET
DERFOR
DERFOR
DERFOR
DERFOR
HVORFOR?
HVORFOR?
HVORFOR?
HVORFOR?
![Page 38: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/38.jpg)
• En indsigt er en sandhed, der kan handles på.
• Fra det græske ord noesis, der betyder at forstå den indre natur intuitivt, i modsætning til blot opfattelse eller rationel tænkning (ræsonnement)
• Den kan manifestere sig pludseligt med en klar og øjeblik af forståelse - en "aha oplevelse"
INDSIGT
![Page 39: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/39.jpg)
“LADDER FORDELE”
SPØRG, ‘FORDELEN AF FORDELEN ER
HVAD?
INDTIL DU NÅR ET SVAR, DER
INSPIRERER DIG
INDSIGTS VÆRKTØJ
![Page 40: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/40.jpg)
![Page 41: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/41.jpg)
![Page 42: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/42.jpg)
PLAY STATION
![Page 43: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/43.jpg)
![Page 44: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/44.jpg)
Hvilken universel indsigt kan I finde til at tematisere
DR3’s: Ond, Ondere, Ondest, hvor en gruppe
unge mænd bliver spærret inde på Flakfortet. De deles
i to grupper: fange og vogter. Formålet er, at se
hvad der skal til for at gøre gode mennesker onde?
![Page 45: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/45.jpg)
Er der en kulturel spænding vi kan forløse?
![Page 46: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/46.jpg)
“UMAGE BETALER SIG”
![Page 47: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/47.jpg)
![Page 48: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/48.jpg)
film literature biology
music engineering philosophy medicine architecture
economics religion theatre chemistry physics
sports politics
CONNECTOR-GRID™
![Page 49: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/49.jpg)
![Page 50: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/50.jpg)
Hvilken indsigt eller kulturel spænding
kan I finde om gen-
introduktionen af det oprindelige dommer panel i X-factor kan
koble sig på?
![Page 51: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/51.jpg)
![Page 52: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/52.jpg)
ORGANISERENDE IDÉ
![Page 53: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/53.jpg)
UDFORDRER JER SELV VED AT TAGE BRUGERNE PÅ EN REJSE PÅ TVÆRS AF 3 MEDIER - MINDST ÉN AF DEM ER UVENTET
&
![Page 54: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/54.jpg)
HVAD SKER DER DERUDE? PROCES & VÆRKTØJER VEJEN VIDERE TIL ENDNU BEDRE BRIEFS
![Page 55: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/55.jpg)
VEJEN TIL ENDNU BEDRE BRIEFS
![Page 56: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/56.jpg)
IDEER CONTENT
![Page 57: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/57.jpg)
“The hot thing is to talk about being publishers.”
"We have this belief in great, real content and
creating content that can be spread through any
medium as part of our 'liquid and linked' strategy.“
My team, the digital communications and social media
team has been re-formed in the last year to look more
like an editorial team at a long-lead magazine, with a
production schedule and an editorial calendar.“
Ashley Brown, Head of Digital
Coca Cola
![Page 58: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/58.jpg)
INGEN SILOER INGEN SOLOER.
![Page 59: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/59.jpg)
‘Plus-ing’at Pixar there are two rules:
1) Practice ‘Yes, And’ 2) Always make your partners look good
![Page 60: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/60.jpg)
3 SPØRGSMÅL AT STILLE TIL ALT I LAVER
![Page 61: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/61.jpg)
HAR JEG LYST TIL AT OPLEVE DET IGEN?
![Page 62: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/62.jpg)
HAR JEG LYST TIL AT DELE DET?
![Page 63: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/63.jpg)
HAR JEG LYST TIL AT FORBEDRE DET?
![Page 64: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/64.jpg)
Det handler ikke om briefen. Det er briefingen. Kollektiv tænkning er altid bedre end solo spor. Skriv brief med én historie Lad være med bekymre jer for meget om templaten –tænk i stedet på indholdet.
HUSK
![Page 65: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/65.jpg)
FORNUFT FØRER TIL KONKLUSIONER. FØLELSER FØRER TIL HANDLING.
![Page 66: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/66.jpg)
OPSUMMERING
Forstå brandet Investér i indsigter Del uimodståelige historier Skab forbindelser Giv generøst
![Page 67: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/67.jpg)
SPØRGSMÅL & DISKUSSION
![Page 68: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/68.jpg)
TAK
![Page 69: Den Nye Gode Brief](https://reader033.fdocuments.net/reader033/viewer/2022042813/54555819af795998788b4814/html5/thumbnails/69.jpg)
NOTHING IS IMPOSSIBLE