Brand Process Support.
A good brand process makes it easier to succeed, and prevents common mistakes.
I develop brand processes for Clients, and lead key process activities as needed.
The importance of process
A good brand process can help you to make better brand decisions and fewer mistakes.
Process helps to ensure that important brand development activities are carried out using a proven best practice approach.
Consumer insights
The first process step is listening to consumers talk about the category and it's brands.
In combination with trend and competitive information, insights provide a starting point for innovation and advertising campaign ideas.
Messaging development
The second process step is developing the messaging that communicates benefits.
Messaging is a short, telegraphic product story told using a combination of language and visuals.
Creative development
The third process step is developing creative, drawing from insight and messaging work.
The process is initiated with a creative brief, which includes includes objectives, strategy, and action standards.
Creative testing
The fourth process step is testing creative executions with consumers.
While qualitative testing is an option, quantitative is more reliable. It is best to test executions in media context.
Process learning loop
It's good practice to continually evaluate the effectiveness of the process being followed.
One way to do this is to evaluate the marketplace results of the creative which was developed by the process.
Brand process support
Great messaging combines strategic understanding and creative executions.
My approach is to move quickly past basic insights, and develop the strategic insights that help to provide a competitive advantage in advertising and innovation.
This video looks at several insights that I have developed over the years.