The Strategic planner's Toolkit

Question 0

What are the four key elements of strategic planning

Answer 0

– Where a brand is in its chosen market.
– Where it wants to be.
– How it will get there.
– How we will know when it gets there. 
In other words evaluation of competition and oneself, objective, strategy, KPIs

Question 1

What is the T – plan or target plan?

Answer 1

It concentrates on combining consumer research and insights to create a more effective and creative advertising.

Question 2

What are 3 broad types of tools available to the planner?

Answer 2

1) Problem/opportunity identification and insight exploration
2) Brand definition and architecture
3) Communications strategy

Question 3

What are the main problem/opportunity identification and insight exploration tools?

Answer 3

– P2P space path to purchase analysis
– Purchase funnel
– The brand Axle or venn

Question 4

What is the P2P analysis

Answer 4

It is an analysis of how the consumer interacts with the products and services over time. This uncovers critical insights into the moment of truth.

Question 5

What are the six stages of the purchase funnel?

Answer 5

– Awareness
– Familiarity
– Consideration
– Preference
– Shopping
– Purchase

Question 6

How can the purchase funnel help create a communications strategy?

Answer 6

It helps understand the relationship consumers have with the brand which can help to uncover what kind of messages are needed.

Question 7

How can a brand Axle or Venn help define the brand territory?

Answer 7

It helps put the brand and product in the context of the market and the consumer

Question 8

What are the two main tools for brand definition and architecture?

Answer 8

1) Brand onion

2) The masterbrand temple

Question 9

What is the brand onion?

Answer 9

It’s a tool for drilling down to the very essence of the brand by peeling back from the rational benefits to the more emotional core of the brand.

Question 10

What are the five elements of the brand onion?

Answer 10

1) the essence
2) values
3) personality
4) benefits
5) Attributes

Question 11

What is the masterbrand temple?

Answer 11

It’s a tool for thinking about a brand proposition that has to encompass a wide range of products that fall and one brand.

Question 12

What are the two principles of choice architecture?

Answer 12

1) Choices are relative: people make choices relative to something else, for example espressos more expensive than a cup of coffee but cheaper than a Starbucks.
2) All efforts count: making processes easier to complete make the consumer and the process for example would you in the number of external websiteall good and used to a level where people won’t prefer to walk away