Homework-Big Ideas on Super Bowl

Strategic Objectives Met?

Chevrolet

Coca-Cola

Groupon

Stella Artois

2 pts Extra CreditAd Age 2010Marketer of the YearHerg 2/9 5:30pm

Class 2/15

Out of class team assignment

The Battleground: 40,000SKUs

Gaps Workshop

Line of personal products: Shampoo first

Look for positioning gaps

Look for overt messaging?

How might you try to launch a line?

To whom would it be targeted?

Find out about them.

Insight, positioning statement, print ad (or other)

Defining strategic approaches

Two Continua

Product oriented

Consumer oriented

EmotionalRational

Key strategic decision for the creative brief

Product vs. consumer approach

Product oriented approach

Generic Claim-Sell category benefit (Coke-Refreshment)

Product feature-Something others aren’t talking about (Lexus-gold-plated connectors)

Unique selling proposition-Benefit unique to your brand (Sprint’s 4G network)

Generic Claim

Great for new categories

Great for market leaders

Great if you have the ability to do extraordinary creative

Tiger Beer

USP

You need to have one! An meaningful one.

It is always tempting to create one through semantics versus reality

“You should buy a _______ because it is the only one that __________.”

Rational USP to start

Build image over time

Consumer oriented approach

Brand Image-Personality

Lifestyle-Way of life

Attitude-State of mind

Whether image ad or product ad, the brand needs a personality

“If a brand has no image, it has a bad advertising agency” –Page 51

“Why do some people choose Jack Daniel’s, while others choose Grand Dad or Taylor? Have they tried all three and compared the taste? Don’t make me laugh…Brand image is 90% of what the distiller has to sell.”

David Ogilvy

Image

Image

LifestyleDon’t do this:

Do this!

Or this

Attitude

Any product can have attitude

Key lesson:The approach the brand takes

Should be a strategy decision

Not a creative decision

Creative brings the strategy to life

Case study

Challenge

Advertise for big “back to school” time

No additional benefits beyond what we have. The usual: 7000 items and everyday low prices

Promotional in nature without the promotion

Strategic decisions

Product vs. Consumer approach?

Which way in after that (e.g., generic claim, USP, image, lifestyle, etc.)

Their solution: http://www.youtube.com/watch?v=fwcYbo7pjto&feature=related

Homework—Due 2/10

Which specific strategic approach is best for Grandma’s Molasses?

Big Idea of the Day