Over 30 x years in Brand Positioning, Comms. Strategy and Creative Development
We specialise in 2 x core areas and have accumulated 30 x dedicated years in both fields;
- Brand Positioning and Communication Strategy
- Creative Development of Communications
Brand Positioning and Communication Strategy
The disciplines in developing a strong, robust, disruptive and ownable brand positioning are identical to those of developing a communication strategy; single-minded, insightful, fresh and joined-up thinking.
For example, no mean feat for any Brand and Agency team, but the creation of and alignment on a superstrong Product-2-Purpose (P2P) can become a wonderfully-simply and usable yardstick to rein-in every resource towards a common brand objective.
The ease at which one can complete these 4 x simple bubbles is a measure of how clearly-defined a Brand positioning is
With the help of consumer and client workshops, Justin has collaborated with many clients from Mondelez International to Kerry Foods, in the co-creation of richly- and clearly-defined P2Ps or similar constructs, including Brand Beacons and Communication Pyramids
The benefits of a strong P2P can then be applied across the board of brand husbandry:
- Simplifying the core story of the brand
- Identifying the focus area of particular communications briefs
- Discussing different messaging in Established vs. New Markets
- Discussing the roles of different channels or creative communications assets
- Explaining the brand to internal & external stakeholders, agencies (e.g. sales teams etc.)
- A possible starting point for brand-led Innovation
Creative Development
Executing a well-honed Comms Stategy with a memorable and distinctive creative idea requires a different discipline altogether.
The ability to open the minds of both consumers and brand guardians, making the creative process both democratic and boundless
It's interesting that so much brainwork, cogitation and rumination is spent in the formation of a creative brief, but then convention tells us to go and research 3 x creative routes that feel on-brief.
But who's to say we've really explored every crack and crevice of the Brief, before seeking validation from consumers?
A popular approach, but never habitually-applied, is that of adcept creation. Simple, adshell-like thought-starters that stretch the breadth and depth of the Brief, experimenting with the different trigger points and personality traits of a curious mind.
Developing stimulus material this rich and exploratory really does get to an exciting and fertile creative space for a big and ownable idea
We've used this approach on various brands, always to great, mind-opening effect. Not least of which, when applied to the unleashing of the Peperami 'Beast', resulting in now, the longest running TV campaign in British history.
