Homework-Big Ideas on Super
Bowl
Strategic Objectives
Met?
 Chevrolet
 Coca-Cola
 Groupon
 Stella Artois
2 pts Extra
Credit
Ad Age 2010
Marketer of the
Year
Herg 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
Rational
Emotional
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
Lifestyle
Don’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=fwcYbo7pjt
o&feature=related
Homework—
Due 2/10
Which specific
strategic approach is
best for Grandma’s
Molasses?
Big Idea of the Day