BRAND FOUNDATIONS

BRAND: Benefit Ladder: Emotional Benefit: How the consumer feels about those benefits So that because Consumer Benefit: What the product pro vides the consumer So that because Product Benefit: What the products attributes provide / deliver So that because Product Attributes: Functional / physical / tangible qualities about the product Brand Positioning To (consumer), XXXX is the brand of (frame of reference) that (point of difference) because (reason to believe). This defines what the brand does for target consumers, and tends to focus on tangible benefits (which can be rational or emotional). It establishes a clear frame of reference and point of difference vs competitive products, from which the brand will source business. No marketing elements or creative development should be initiated without a clear and distinctive brand positioning. Brand Essence: A vivid articulation of the unique relationship users have with the brand which acts a fingerprint to ensure that all marketing elements are consistent with the consumer-brand relationship. It is developed from consumer insight, brand equity and values, emphasizing more emotional and intangible aspects of the brand. COUNTRY: DATE Agreed: Version:

Brand Equities: Undeniable brand equity or ownable elements that you can see, hear, taste. These elements or devices may be rooted in history or credentials with the consumer.

Approval:
Name: Position: Date:

CREATIVE DEVELOPMENT STRATEGY (CDS)

BRAND: COUNTRY: Date: Version:

Who is the Consumer, and what Core Insight do we have about them? Who is the Consumer: This is the group that through the Strategic Value Consumer Process the team has determined warrants communications efforts. The behaviorally identified groups of consumers that will make the fastest and most efficient progress towards the total business objective. Growth: Primarily responsible for growth, but is usually also the bulk of the current volume Adjacent: Makes up the remaining growth and current business objectives not already accounted for by the growth consumer It is usually the SVC (the behaviorally groups of consumers that will make the fastest and most efficient progress towards the total business objective. Consumer should be stated in a way that is clear to the creative development team). Do not dump everything you know about the SVC into this section. What is the core Insight: The insight captured should tie back to either the growth or the adjacent consumer. Include only one insight. A meaningful insight for the creative team is one that is most relevant to advertising helping to solve the marketing challenge and that can be leveraged most effectively in creative development. Often, this insight will come from the point of greatest emotional leverage in the consumers psychology (consumer insight). However, consider the other two areas of consumer understanding (relevant Brand Difference or Category Motivation) that might be more insightful for the creative team working on the assignment. Relevant Brand Difference= The basis on which you can differentiate your offering Category Motivation= Highlights the consumers relationship to your category/keys to understanding his or her motivation with respect to the category you participate in.

What is the Marketing Challenge? A simple statement of the consumer (SVC) problem (behavior or belief) that is preventing the brand from achieving its Marketing Objective. It is written from the Consumers perspective and is rooted in a behavior or belief, e.g. She doesnt think She believes that She only buys What IMC Communications Goal and Task(s) does the advertising need to address (if no IMC Brief exists, indicate the specific role of the advertising in addressing the Marketing Challenge)? Communication Goal: An inspirational vision or central organizing statement that identifies what all communications together must do in order to successfully address the brands marketing challenge. It provides overall guidance and checkpoint for tool category experts and their agencies when brainstorming integrated campaign ideas/programs. Tasks: Are the critical action steps that communications tools/programs must achieve in order to effectively fulfill the communications goal. They should be simply stated in non-marketing language, be in priority order (but not necessarily in sequential order), and provide a visual picture that will help the tool experts and agency partners develop better integrated program ideas.

What is the One Thing we need to communicate? The single most important message you want the consumer to remember (be realistic) The one thing should be consistent with the brands point of difference but in most cases, should not repeat it (should correlate to a rung on the benefit ladder) Agency / Brand may decide to include a Support Statement if launching a new product or delivering more informative brand news (e.g. health information) Logical conclusion to the story weaved by other elements of the CDS What Executional Considerations are required? What items need to be featured but are not primary to communicating the one thing (e.g. product demonstrations, taglines, signature visual etc.)

Approval:
Name: Position:
Ultimate decision maker depending on assignment per RACI:

Date:

Revised: February, 2006

CAMPAIGN DEFINITION
BRAND: Campaign Definition: To be filled by agency. How the campaign will dramatize the Copy Development Strategy, and through that ultimately the Brand Positioning, in a relevant and compelling way. It needs to link the product and emotional benefits to the image of the brand. Great Advertising Ideas are involving and motivating, can be owned by the brand and have the potential to grow into long-term campaigns CAMPAIGN: COUNTRY: DATE Agreed: Version:

Campaign Executional Elements To be filled by agency. What are the key mandatory elements that all the executions must consistently implement?