A very good presentation by Patricia McDonald, Executive Planning Director at Isobar UK, speaking on A Modern Approach to Participation. What are we going to make or do that will enable behavioural change of consumers we want to see.
Design the New Business is a film dedicated to investigating how designers and businesspeople are working together in new ways to solve the wicked problems facing business today. Rethinking business and design with human behaviour in mind. This short documentary is worth a watch!
This is a good video to watch and refresh your understanding on choice architecture and the art of persuasion by Dave Trott. Strategic stuff. Watch all 10 episodes!
Superb storytelling by Johnny Walker. A gold lions winner at Cannes 2010 made by BBH London.
Thai Pantene television commercial (2008). Its simply brilliant. I saw this in the presentation of Manfred van Doorn. It gives you goosebumps, with beautiful music. With an extraordinary (hilarious) ending to link with the brand name.
- Be useful. The real value of a planner is problem solving and coming up with simple solutions. Cleverness is simply a means to an end.
- Bring out the best in other people. Act as a catalyst for others by providing the conditions for informed creative thought.
- Be a linchpin, not only between people but also between brands and the audience they connect with.
- Have a deep understanding of human motivations and instincts.
- Have an experience of real life. Get out of the office to experience the real world and understand the people you want to experience.
- Create a working timetable both within and outside the office to best generate ideas and insights.
- Whether analogue or digital, the main task of any planner is understanding basic human communication.
Media neutral model
A single idea or thought is spread across the different touchpoints. This is believed to be more effective as the same idea is represented in various media, which reinforces the impact on the consumer. This is illustrated in the media neutral planning model. The main question here is ‘what is the right media mix?’.
Transmedia narrative – a story that unfolds across different platforms. Question here is ‘how do we create fans who talk and share their experiences with their friends and social networks’? The model underneath illustrates that thought. Although the consumer experiences the brand narrative in a non-linear way, as a planner you still need to know (in a linear way) what to communicate when and how. That is the challenge.
Customer-Based Brand Equity model (CBBE, Keller, 2002, & Kotler/Pfoertsch, 2006). Modified Lovemarks.
Kevin Lane Keller’s well known Customer-Based Brand Equity Model shows the process of building strong brands. Powerful brands create meaningful images in the minds of consumers (Keller, 1993), with brand image and reputation enhancing differentiation and thus potentially having a positive influence on buying behaviour. Branding in consumer markets has been shown to increase a company’s financial performance and long term competitive position.