This tag is associated with 6 posts

Understanding Memory – towards Total brand Recall

You could first try out a small experiment. Show the following ads to people outside the industry and (probably the next day)  ask them for the name of the brand which was being advertised. In most cases, you would find varying levels of recalls for the brand. Now, also take a couple of minutes and try … Continue reading

Advertising Templates

The 6 major advertising templates This takes reference to a study which was carried out in the following manner: All award winning and finalist ads for The One Show and USADREVIEW were put together over a five year period (90-95). 500 ads were randomly selected and shown to a trio of experts in the advertising … Continue reading

The Brand Prism as part of brand identity.

Brand Prism Revisited This is one of the most constructive brand tools made and is a favourite as it is simple to understand, easy to articulate your brand’s identity and to communicate across different legs of execution (digital, packaging, in store, Outdoor, etc.) This concept was first developed by J. N. Kapferer in his path breaking … Continue reading

Positioning – Checklist

This post assumes that you know the basics of positioning. We were looking at creating a checklist of a range of positioning attributes from different sources as a starting point as you go about creating one for your brand. We haven’t gone into detailed explanations or given examples, purposefully. This is more of a quick … Continue reading

Effective Frequency

So you are about to put together this year’s media plan. You have split budgets under different media vehicles as last year and refined the target groups. Looks great, but could you have invested the budgets better? Lets say your budget allows you two choices – Should 100% of your target group see your ad … Continue reading

The FCB Involvement Grid

This matrix was developed by Foot, Cone & Belding and marries the way consumers approach the purchase process with the selling strategy you should adopt for maximum ROI of your budgets. This is also a good revisit when you feel you have a strong communication idea but feel that the consumer is just not picking … Continue reading