Before any campaign development, the entire team needs to deep dive into the Brand Positioning.

And, no, a brand positioning is not the slogan or tagline (alone)!

I have seen far too often that the Brand Positioning:

• a) does not really exists and/or
• b) the local (sometimes even the global!) teams 'say' it does not exists because
• c) they just do not really understand it (what of course they would not admit because they are probably not even aware of that fact)...

So, how do we expect the agency developing an 'on brand' campaign?

Oh yes, for sure they come up with something very 'creative' and probably even 'award-winning' for them!

The smart agencies even make their own Press Releases 'celebrating' their campaign, their award... paid by the fooled client.

 

But Brando, why do you say that?
Aren't you yourself an agency guy?
Yes, I am + I have suffered enough with agencies of all sizes + big(gest) names while on client side:

= now I am here to help both sides to B+ (be better!)

 

...based on above + my accumulated experiences I once summarized the 'The Biggest Challenges for Global Brand Building' in a Training deck as below.

Whether you are on agency or client side, I am 100% sure that you came across of more than 2/3 if not even all of them!

...reach out if you are interested in the full Training + Experience Sharing deck here

If all above made sense & is what you have experienced, too,
make sure:

• The Brand Positioning is fully deployed + recapped* + even challenged + discussed + aligned before any (new) campaign development ...means: it is part of the agency brief!  
  *(do not just ask if everyone knows (of course they will shamefully say 'yes' = just refresh it! ...or even more fun: test the team!)

• The Brand Film/Brand Anthem is similarly reviewed. That should be the piece of work setting in stone a lot of guidance in terms of style & tonality.

• Have a look at all Past Campaigns. Cluster them, discuss them perhaps using KISS

• Stakeholder Management - needless to say and mostly the biggest challenge to avoid upper decision makers just saying: "I don't like it, why don't you..." (hahaha, I can see the smile on your face!)

 

Furthermore, it's of course a huge difference in which category you are operating in...

Are you asking your potential consumers to pay 1.49$ for a product that last a few days or 499$ for a product that they expect to last for years?!

My last 8+ years I was very focussed on 'Durable Goods' = which are not a spontaneous decision when in front of the shelf, however include a far more complex + thorough CDJ and hence different RTB argumentation than any FMCG product or Instant Gratification purchase.

Below some slides of my Training Decks:

...interested in more?
Just each out, the barrier is low + the eMail totally free 🤪

...another guideline, or you can even call it principle of mine is
'Global Consistency + Local Relevancy'

Not only for cost-efficiency in the pure 'Campaign Product' but also in your overall 'Global Brand Building' there has to be one voice, one tonality, one image to efficiently + effectively build brand equity
#StepByStep...

Nevertheless, if you (in HQ) agree with your local and/or regional teams, that local nuances are too big and a regional or even local version is really necessary to maximize 'Local Consumer Engagement'...

...for me, one of the most interesting + exciting part is trying to find that special 'Local Tension'

HOW? ...well, as simple as getting to know your (core) target audience.

Your agency shall have a 'strategist' who normally already know's the market extremely well + knows how to collect missing information via desktop research... or invites you to consumer research, where, if you can afford it all types of live observation are super insightful...

Personally I like Vox Pops a lot = a mix of observing + interviewing consumers using your product(s) while you also film + record them for future usage to show it internally to stakeholders (not able to attend the research in person) + externally as part of your campaign.

To get a better feeling of what I am talking about, check out the Vox Pops we have done in Brazil,  Argentina, Chile, Russia, KSA, UAE and Indonesia as part of our Midea #ImHome campaign development.

But even then, there is a long way ahead between art + science to create a piece* communication that:

• cuts through the clutter = is interesting enough to call attention

• is not only seen (more a media plan issues) but first & foremost engaging with your desired target audience

• while it also needs to send the right message** (not only entertain the audience!) since you as company/brand ultimately aim to sell!

• and last but not least, actually most important, makes sure the brand is not only clearly be recognizable but credible standing behind the desired message you aim(ed) to sent

* 'campaigns' are a wholistic construct and creative videos only one piece within the entire 'Campaign Eco-System' which ideally is well integrated into the CDJ (Consumer Decision Journey)

• ❗️brands are not out there to entertain but to sell!
  = every campaign needs a CTA (Call to Action)
  = of course, the more seductive vs dull the better...
  = but make the CDJ as easy + intuitive as possible

• ❗️I still see Social Media ads without any CTA button
  = what a wasted opportunity!
  = make the link to your product!
  = ...even you are arrogant enough to think that your latest post is so awesome that all consumer just cannot resist + will immediately google your website:
  = just give them the one-click-link!

** one of my first bosses always used to remind everyone in the agency: "Communication is not sending the right message, but provoking the right (desired) response"

I have worked 25+ years within the advertising, branding, marketing-communication field, of which 5 years at KANTAR (ex Millward Brown) which is specialist in qualitative & quantitative communication testing = if your teams needs any Training & Learnings just reach out.

With one of 'my dear' friends I actually started* writing a book about "Campaign Engineering" because that's what's required!

* yes, busy lives came in the way, dedicating all hours to a company, while at home family was/is more important than a book

No side-racking, back to the topic, as mentioned above, especially too many creative agencies only give you one freaky creative + daring + (for them!) award-winning video which makes the in-experienced + in-secure Marketing Director on client side happy, but...