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Intro to (Brand) Strategy by Mariana Cotlear Vega

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Mariana Cotlear Vega

I build out this deck explaining the role and value of strategy as I was growing its adoption when I first started at Edelman.

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INTRO TO (BRAND) STRATEGY E D E L M A N D C M A Y 2 0 1 7
Agenda: Why Strategy? How we do it. Planning IRL How to partner with us Who we are Questions
WHY STRATEGY?
What business are we in? What value do we deliver?
We shape the way people think. We shape the way people feel. We shape what people do.
do. feel. think. business value today business value tomorrow
Brand = store of goodwill value
Everything we do impacts our clients’ business. We have to know not just what we’re doing, but why. Strategy is the search for the why that shapes the what.
IMPACT RELEVANCE IGNORE ADVOCATE ACT CONSIDER CARE I buy that product I vaccinate my child I vote for this bill Strategy helps us deliver audience RELEVANCE to drive impact on our clients’ business goals.
HOW DO WE MAXIMIZE RELEVANCE? By digging for insights about our audience and designing solutions unique to them
HOW WE DO IT
02 DISCOVER Preliminary research and hypothesis development 03 LEARN Primary and secondary research to vet and validate hypothesis 04 THINK Synthesizing and vetting insights 05 DEVELOP Applying insights, ID the strategy and developing the brief 06 GUIDE Advising on strategic execution and implementation Strategy PROCESS 01 DIAGNOSE Understand the client problem and business goal
CHANGE BEHAVIORCHANGE MINDS CHANGE HEARTS 1 diagnose Unpacking the Business Challenge They say they want us to help them . Why?
We need you to help us get more Valentine’s Day coverage. example exercise: unpacking the business challenge a chocolate company comes to us and says… 1 diagnose WHY?
Target Whole World All Stakeholders People we must get to act in order to deliver max impact on the business objective. Audience Targeting 2 discover
Whole World all humans [who eat chocolate]Target ? All Stakeholders People we must get to act in order to deliver max impact on the business objective: Straight married men.2 discover Grocery store sales reps, chocolate growers in Latin America, relationship experts, anyone near a grocery store or mall who carries Godiva… If the client’s goal is to maximize gift pack sales over Valentine’s Day, who should our target be? example exercise: audience targeting
THE SEARCH FOR RELEVANCE BEGINS WITH THE TRUTH(s) 2 discover & learn
Deep truths are rarely evident at the surface 2 discover & learn
So we need to dig for them using research and intuition These truths are rarely evident at the surface 2 discover & learn
OBSERVATION HUMAN/ EMOTIONAL TRUTH INSIGHT Relevance FACT Deeper Truths = Greater RELEVANCE 2 discover & learn Surface Truths Impact what people think Deep Truths impact how people feel
“Men are often doing last minute shopping for Valentine’s day” “Men know recognizing their wives on V-Day is an important part of keeping their relationship healthy. “For our target, V-Day is ridden with anxiety. They want to show their wives they care, but they feel frustrated by the commercial and peer pressure to deliver something thoughtful year after year.” “7 out of 10 men believe that women love chocolate” Relevance OBSERVATION HUMAN/ EMOTIONAL TRUTH INSIGHTFACT 2 learn example: the road to relevant insights
CULTURE CATEGORY BRAND Once we arrive at our audience tension we can begin to peel the “insight onion” AUDIENCE 2 learn
4 develop NOW WE CAN DEVELOP OUR STRATEGY BUSINESS GOAL TARGET AUDIENCE AUDIENCE TENSION ADD’L TRUTHS ✓ ✓ ✓ ✓
4 develop The Strategy A statement that layers our tension and truths in a way that positions our issue/org/brand as the solution to the audience’s tension. GUIDES THE CREATIVE EXECUTION & ENSURES IT IS: • relevant to our audience • impactful for the brand • advances the business goal
Creative Strategy: BE THE MAN YOU KNOW YOUR WOMAN TRULY DESERVES. SHE DOESN’T HAVE TO KNOW IT WAS THIS EASY. 4 develop example exercise: creative strategy Tension: For our audience, Valentine’s Day is Anxiety Day
THANK YOU DEVELOPED BY MARIANA COTLEAR FOR EDELMAN DC CONTACT: MARIANA.COTLEAR@EDELMAN.COM

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Intro to (Brand) Strategy by Mariana Cotlear Vega

  • 1. INTRO TO (BRAND) STRATEGY E D E L M A N D C M A Y 2 0 1 7
  • 2. Agenda: Why Strategy? How we do it. Planning IRL How to partner with us Who we are Questions
  • 4. What business are we in? What value do we deliver?
  • 5. We shape the way people think. We shape the way people feel. We shape what people do.
  • 7. Brand = store of goodwill value
  • 8. Everything we do impacts our clients’ business. We have to know not just what we’re doing, but why. Strategy is the search for the why that shapes the what.
  • 9. IMPACT RELEVANCE IGNORE ADVOCATE ACT CONSIDER CARE I buy that product I vaccinate my child I vote for this bill Strategy helps us deliver audience RELEVANCE to drive impact on our clients’ business goals.
  • 10. HOW DO WE MAXIMIZE RELEVANCE? By digging for insights about our audience and designing solutions unique to them
  • 12. 02 DISCOVER Preliminary research and hypothesis development 03 LEARN Primary and secondary research to vet and validate hypothesis 04 THINK Synthesizing and vetting insights 05 DEVELOP Applying insights, ID the strategy and developing the brief 06 GUIDE Advising on strategic execution and implementation Strategy PROCESS 01 DIAGNOSE Understand the client problem and business goal
  • 13. CHANGE BEHAVIORCHANGE MINDS CHANGE HEARTS 1 diagnose Unpacking the Business Challenge They say they want us to help them . Why?
  • 14. We need you to help us get more Valentine’s Day coverage. example exercise: unpacking the business challenge a chocolate company comes to us and says… 1 diagnose WHY?
  • 15. Target Whole World All Stakeholders People we must get to act in order to deliver max impact on the business objective. Audience Targeting 2 discover
  • 16. Whole World all humans [who eat chocolate]Target ? All Stakeholders People we must get to act in order to deliver max impact on the business objective: Straight married men.2 discover Grocery store sales reps, chocolate growers in Latin America, relationship experts, anyone near a grocery store or mall who carries Godiva… If the client’s goal is to maximize gift pack sales over Valentine’s Day, who should our target be? example exercise: audience targeting
  • 17. THE SEARCH FOR RELEVANCE BEGINS WITH THE TRUTH(s) 2 discover & learn
  • 18. Deep truths are rarely evident at the surface 2 discover & learn
  • 19. So we need to dig for them using research and intuition These truths are rarely evident at the surface 2 discover & learn
  • 20. OBSERVATION HUMAN/ EMOTIONAL TRUTH INSIGHT Relevance FACT Deeper Truths = Greater RELEVANCE 2 discover & learn Surface Truths Impact what people think Deep Truths impact how people feel
  • 21. “Men are often doing last minute shopping for Valentine’s day” “Men know recognizing their wives on V-Day is an important part of keeping their relationship healthy. “For our target, V-Day is ridden with anxiety. They want to show their wives they care, but they feel frustrated by the commercial and peer pressure to deliver something thoughtful year after year.” “7 out of 10 men believe that women love chocolate” Relevance OBSERVATION HUMAN/ EMOTIONAL TRUTH INSIGHTFACT 2 learn example: the road to relevant insights
  • 22. CULTURE CATEGORY BRAND Once we arrive at our audience tension we can begin to peel the “insight onion” AUDIENCE 2 learn
  • 23. 4 develop NOW WE CAN DEVELOP OUR STRATEGY BUSINESS GOAL TARGET AUDIENCE AUDIENCE TENSION ADD’L TRUTHS ✓ ✓ ✓ ✓
  • 24. 4 develop The Strategy A statement that layers our tension and truths in a way that positions our issue/org/brand as the solution to the audience’s tension. GUIDES THE CREATIVE EXECUTION & ENSURES IT IS: • relevant to our audience • impactful for the brand • advances the business goal
  • 25. Creative Strategy: BE THE MAN YOU KNOW YOUR WOMAN TRULY DESERVES. SHE DOESN’T HAVE TO KNOW IT WAS THIS EASY. 4 develop example exercise: creative strategy Tension: For our audience, Valentine’s Day is Anxiety Day
  • 26. THANK YOU DEVELOPED BY MARIANA COTLEAR FOR EDELMAN DC CONTACT: MARIANA.COTLEAR@EDELMAN.COM