Stand up-Sit down

Stand Up - Sit Down

1. Does your agency have a strategic brief format?2. Is your agency in the process of rethinking your brief format?3. Do you still believe in briefs?

Our impetus for change.

• The “single most important point” can support a 30 second TV spot or a print ad.

• It is largely about copy. Not strategy.

• It can’t support a website, e-commerce, a social network, a mobile application, a live event - the list goes on.

• It’s not enough to feed the team.

• By the way, the team is feeding on information too.

Bringing Perspective to the Brief

Our Age of Anxiety is, in great part, the result of trying to do today's job with

yesterday's tools and yesterday's concepts.

We drive into the future using only our rearview mirror.

Marshall McLuhan

Remediation:new media technologies refashion prior media

Belt & Suspenders

Made us magical

Changed behavior

The Photographer’s

The Subject’s

Evolution of Consumer Learning

ProductFacts

Unmet Needs

Lives & Customs

Intersection & Connection

This is nota single most

important thought.

It’s not about a point. It’s about a plan.

Co-Creation

Connections

Engagement

Participation

Participation

To take part in or shareBeing related to a larger whole

Participation

Working toward achieving a substantial goal that is larger than any one assignment or execution.

Do I really want to participate with everything?

Even toilet paper?

Do you always want to participate?

Low/High Reward - enjoyment from brand decision making

Low/High Risk - what’s at stake in making brand choices

How does advertising really work in the Digital Age? Foley, Greene, Cultra/Leo Burnett

Routine - involve little conscious consideration

Burden - uninteresting, but with substantial risk

Passion - hobbies, laden with meaning and emotion

Entertainment - rewarding, involve little risk

How does advertising really work in the Digital Age? Foley, Greene, Cultra/Leo Burnett

A number of major findings emerged, with dramatic implications for advertisers.

First, people organize product categories on two dimensions. The first, Risk, reflects how much isat stake in making brand choices in the category. The second, Reward, reflects how muchenjoyment people realize from brand decision making. In the context of these two dimensions,people perceive four distinct types of product categories -- Routine, Burden, Passion, andEntertainment, each mapping into a quadrant.

High Risk

Low Risk

Low Reward High Reward

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Burden Passion

EntertainmentRoutine

The category types reveal unique patterns of decision-making, as well as a central challenge and acentral opportunity for advertising. They also reveal different digital opportunities.

Routine

These products involve little conscious consideration and great inertia because these are relativelyuninteresting products and the risk posed by a wrong decision is minimal. Behavior in thepurchase funnel is almost robotic. Routine’s central challenge is inertia. Category leaders canleverage this to advantage, but other brands need Blue Ocean strategies to break the loyal habits of

How does advertising really work in the Digital Age? Foley, Greene, Cultra/Leo Burnett

Participating, in theory . . .

Participating to behavior change

In D.C. area, fees for shopping bags, parking pinch consumer

By Nikita StewartWashington Post Staff Writer Wednesday, December 30, 2009

Starting Friday, consumers in the District will shell out more for disposable shopping bags, and in a few weeks, they'll pay more to park on the city's streets -- all part of a year-long trend around the Washington region to generate fees to help close budget gaps and pay for programs.

City OKs 20-cent fee on plastic, paper bags

Council also outlaws foam food and drink containersBy KATHY MULADY

P-I REPORTER

July 28, 2008

Move over, baseball caps and T-shirts.

Logo-emblazoned cloth grocery bags could soon become the most popular company freebie in the Puget Sound region.

Seattle became on Monday one of the first major American cities to discourage the use of paper and plastic shopping bags by requiring grocery, drug and convenience stores to charge 20 cents per bag. In a related action, the City Council also banned plastic foam food

and drink containers.

Both laws will go into effect Jan. 1.

People can avoid the fees by bringing their own reusable bags when they shop.

Technology can enhance an experience and also change a perception.

Remediating the Brief

Decide what should be kept and what should be lost.

Develop a foundational philosophy.

Make the planning job more challenging.

Make the knowledge collected evergreen.

Foundational philosophy

Triangulation

Something about the Brand

Something about People

Something about Culture at Large

The Brand Context

What People Do

The Cultural Backdrop

The Brand Context

The Brand Context

What is the brand known for?What position does it own in its

category?

When was this brand at its best and how did it behave?

What problems does it face or what opportunities can it take advantage of?

What does this brand need to do?

People and Culture

People and Culture

What are people doing in their lives? Think of them beyond “users” or “non-

users”.

What do they want or need to do it better?

What are their emotional drivers?

What significant events or issues make up the cultural backdrop for our

efforts?

What gets lost

The single most important point

What is Better

The Strategic Direction

How we will participate in people’s lives and get them to participate with us.

The behaviors and attitudes we’d like to see.

Where we will meet up with them.

What will give us momentum.

The kind of public conversation we want to provoke and where it will happen.

Make the planning job more challenging

Monitoring Progress

What could go right with this effort? What could go wrong?

How might the competition respond?

What do we want to learn and how will we use it?

How will we measure our efforts?

What’s next?

Your Assignment:

Create an integrated campaign for Audi focused on Millennial consumers

Deliverables: Interested in a social networking application

VCU Brandcenter – Participation Plan The Brand Context (What is this brand known for? What position does it own in its category? What problems does it face or what opportunities can it take advantage of? What does this brand need to do?)

Audi has been the inconspicuous luxury import. Respected but little known beyond maybe “great design”. Despite impressive credentials in the European racing and driving world, Audi has a smaller following in the US. Audi wants to take on, and take its rightful place in the US, among the “big 3” imports: Mercedes Benz, BMW and Lexus. Audi needs to establish its cars, drivers and brand on its own terms rather than in comparison to the other guys, which is how the brand has been defined to date. Audi needs to harness the power of what differentiates it, like TDI technology, in a way that the car shopper can understand.

Our Objective for this Effort (What do we want to accomplish with this effort? What goal do we have? Be as specific as possible.)

Cement Audi as the performance import that the new generation of luxury car buyers aspire to own. Get a better than fair share of the Millenial audience as they trade up from the car they can afford to the car they’ve earned.

The Cultural Context (Think about the users and potential users of this product or service, and the current

cultural backdrop that this effort will play out against. Consider the following questions: What are people doing in their lives? What do they want or need to do it better? What are their emotional drivers?)

Times are hard for the car industry. Soaring gas prices, government bailouts, environmental zealots. Luxury imports have been able to maintain a lower profile because combined they don’t represent the largest segment of the US auto market. The US remains a car-culture nation and there continues to be a market for people who enjoy the design, detail and “drive” of a European car. Millenials are coming of age with a greater design aesthetic than previous generations. Whether affordable design via Target, Project Runway high fashion or tech sleekness by Apple this generation flaunts design as a birth rite. They have enjoyed, until recently, economic prosperity and it is not outlandish to think they will quickly move up to owning an expensive car, preferably an import. Their luxury role models are also in flux. Mercedes and Lexus are considered “Dad cars”. BMW’s are great, but they come with that bling @#%hole stigma. Surprisingly, Prius is now considered by many in this target to be an aspirational car. Shopping for cars has been dramatically changed by the Internet and there is every reason to believe that Millenials will lean hard on this medium to help them make this important purchase. While having a new car is a thrill, dealing with comparison shopping, visiting dealerships and bargaining is still seen as a pain in the ass. Millenials expect the internet will make them smarter, better prepared and get them taken seriously by dealers. Ironically, no car brand has really looked to harness the Internet in unique and proprietary ways to make an impact on their business.

The Strategic Direction (Consider the following while formulating the plan: How do we participate in peoples’ lives or get them to participate with us? What behavior and attitude would we like to see? Where do we meet up with them? What will give this strategy momentum? What do we want the public conversation to be? Where will this conversation take place?) - Be useful beyond just getting me to the test drive. Make me a better driver. - Be ready when I show up. Acknowledge me. If I’ve done my homework, why should the dealership send me back to square one? - Give performance a more worthwhile point-of-view that trumps the price tag. Give me more to talk about when I tell your story.

The Strategic Direction in one simple sentence: Own the better way to get to the better car.

Measurement (What could go right with this effort? What could go wrong? How will our competition respond? What do we want to learn and how will we use it? How will we measure it? What might come next?)

Pause

Building a Strategic Ecosystem

The Dream

An ecosystem of information and insight.

Business

CulturalContext

Users

Business Competitive Culture UsersShare

Sales

Lines of business

Distribution

Products

Packaging

Pricing

Category

Success/Failure

Key competitors

Sales

Share

Spending

Claims

Packaging

Distribution

Advertisingstylestrategymedia

LIVE*

Insight

Implications

LIVE*

ConsumerPanels

TrackingData

Simmons

Insight

Implications

Non-Users Connection What ifs?

General LifestyleTop movies

Top albums

LIVE*

ConsumerPanels

TrackingData

Simmons

Insight

Implications

Demo the tool

In-class Assignment

- Count off by 5s

- Discuss how you “do” briefs today

- Think about everything you’ve seen and heard while at Brandcenter this week

- How will you think and act differently about briefs next week?

How to find us:

On Twitter@CaleyCantrell@mavnet

Via e-mailcscantrell@vcu.edumsavnet@vcu.edu

Othercantrell.tumbler.com