Building a R.E.D Brand R ic hard Wallis A u g u s t 2 0 1 9 (VOX - PowerPoint PPT Presentation

BREAKTHROUGH ADVERTISING Is bold enough to break through the clutter and grab attention —but it’s not always consistent to the brand Breakthrough Distinctive Compelling Mountain Dew Kickstart PUPPYMONKEYBABY 2016

BREAKTHROUGH & DISTINCTIVE ADVERTISING Is both bold enough to break through the clutter and grab attention AND makes the brand salient through the consistent use of brand assets Breakthrough Distinctive Compelling Bud Light “DILLY DILLY”

COMPELLING ADVERTISING Is primarily focused on driving a persuasive message Breakthrough Distinctive Compelling Wendy’s “4 FOR 4”

THE GOAL IS TO CREATE ADVERTISING THAT IS BREAKTHROUGH, DISTINCTIVE AND COMPELLING Breakthrough Distinctive Compelling

HOW WE GET DISTINCTIVE

THERE ARE TWO WAYS TO BUILD DISTINCTIVE BRAND ASSETS REJUVINATE EXISTING CREATE NEW DISTINCTIVE DISTINCTIVE BRAND ASSETS BRAND ASSETS

THERE ARE TWO APPROACHES TO DISTINCTIVE BRAND ASSETS REJUVINATE EXISTING CREATE NEW DISTINCTIVE DISTINCTIVE BRAND ASSETS BRAND ASSETS

EIGHT WAYS OF BUILDING NEW DISTINCTIVE BRAND ASSETS USE OR CREATE A CHARACTER BUILD A OWN A DISTINCTIVE CAUSE BRAND WORLD STUNTS DONE WAYS INTO CONSISTENT IN A AD DISTINCTIVENESS CONSISTENT FRAMEWORK TONE STICKY JINGLES, PRODUCT OR CATCH SERVICE PHRASES AND TAGLINES OWN A SPECIFIC MUSE

EIGHT WAYS OF BUILDING NEW DISTINCTIVE BRAND ASSETS USE OR CREATE A CHARACTER BUILD A OWN A DISTINCTIVE CAUSE BRAND WORLD STUNTS DONE WAYS INTO CONSISTENT IN A AD DISTINCTIVENESS CONSISTENT FRAMEWORK TONE STICKY JINGLES, PRODUCT OR CATCH SERVICE PHRASES AND TAGLINES OWN A SPECIFIC MUSE