So What is Strategic Planning ?

What is STRATEGY?

some tricks of the trade.

definition of strategy

how can you get an insight.

formula for a good brief

Strategybrings the voice of the consumer into the equation

strategy isn’t strategy is

1. interpreting 2. representing people 3. storytelling 4. culture 5. creative inspiration

1. reporting 2. representing clients 3. ‘big data’ 4. a fact 5. buzz kill

Insightsa strategists bread & butter

a mediocre insight = a mediocre creative

go into the wild find an insight

go to the internet steal an insight

how to steal!

stretch the thinking

exaggerate tap into extremes

continue the mental thread

how to steal!

flip the subject matter

create a different scenario “what-if …” get weird

change your source

how to steal!

anticipate the thinking

be your own critic call yourself out be in on the joke

take back the conversation

formula for a good brief

formula for briefs.

know your situation know who you are talking to know what you want to change

• habit • perception • usage

• consumer • movement • client

• hurdles • indifference • momentum

let’s share our briefs

examples of creative briefs.

Setting: What is the cultural context impacting both brands and consumer in which this narrative takes place?

Consumer: Who are they and what is important to them in this context

Obstacle: What is standing in the way

Goal: What does the consumer truly want

Brand Mission: What does the brand do for the protagonist to help overcome the obstacle and reach the goal

Brand Purpose: Why does the brand do it. What is the deeper ideal driving its mission

IN A FASHION OBSESSED WORLD, LEVI’S HELPS SELF

AWARE CONSUMERS OVERCOME FEELING GUILTY

AND ACHIEVE COMING TO A SOLUTION BY SAVING

WATER ONE JEAN AT A TIME BECAUSE WE ALL

DESERVE TO LOOK GOOD WHILE DOING GOOD

let’s share our briefs

examples of creative briefs.

Story: What is the most relevant and differentiating idea that will surprise consumers or challenge their current thinking or relationship with the brand?

Conflict: What’s stopping people from thinking/feeling/caring that our story is true?

Invitation: What is the question we need to answer to complete the assignment?

Turning Point: What about the brand could help us to start a dialogue between the brand and our target, among our target and/or within popular culture in general? It could be the little rationalizations that people use to support their emotional decision.

STORY

CONFLICT

INVITATION

TURNING POINTS

Stop feeling bad when you are styling, because your look is helping out others.

Personal style just benefits one, not the masses.

Levi’s is helping conserve water for all, one jean at a time.

• Levi’s has a history of making statements - LGBT • Levi’s has always been more than style but about

function - blue collar

STRATEGIZE!