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Building a R.E.D Brand R ic hard Wallis A u g u s t 2 0 1 9 (VOX - PowerPoint PPT Presentation

Building a R.E.D Brand R ic hard Wallis A u g u s t 2 0 1 9 (VOX 2018) 70% Global market share in 2010 (SOURCE: VOX 2018) 70% 54% Global market Global market share in 2010 share in 2018 (SOURCE: VOX 2018) (SOURCE: VOX 2018) #1


  1. BREAKTHROUGH ADVERTISING Is bold enough to break through the clutter and grab attention —but it’s not always consistent to the brand Breakthrough Distinctive Compelling Mountain Dew Kickstart PUPPYMONKEYBABY 2016

  2. BREAKTHROUGH & DISTINCTIVE ADVERTISING Is both bold enough to break through the clutter and grab attention AND makes the brand salient through the consistent use of brand assets Breakthrough Distinctive Compelling Bud Light “DILLY DILLY”

  3. COMPELLING ADVERTISING Is primarily focused on driving a persuasive message Breakthrough Distinctive Compelling Wendy’s “4 FOR 4”

  4. THE GOAL IS TO CREATE ADVERTISING THAT IS BREAKTHROUGH, DISTINCTIVE AND COMPELLING Breakthrough Distinctive Compelling

  5. HOW WE GET DISTINCTIVE

  6. THERE ARE TWO WAYS TO BUILD DISTINCTIVE BRAND ASSETS REJUVINATE EXISTING CREATE NEW DISTINCTIVE DISTINCTIVE BRAND ASSETS BRAND ASSETS

  7. THERE ARE TWO APPROACHES TO DISTINCTIVE BRAND ASSETS REJUVINATE EXISTING CREATE NEW DISTINCTIVE DISTINCTIVE BRAND ASSETS BRAND ASSETS

  8. EIGHT WAYS OF BUILDING NEW DISTINCTIVE BRAND ASSETS USE OR CREATE A CHARACTER BUILD A OWN A DISTINCTIVE CAUSE BRAND WORLD STUNTS DONE WAYS INTO CONSISTENT IN A AD DISTINCTIVENESS CONSISTENT FRAMEWORK TONE STICKY JINGLES, PRODUCT OR CATCH SERVICE PHRASES AND TAGLINES OWN A SPECIFIC MUSE

  9. EIGHT WAYS OF BUILDING NEW DISTINCTIVE BRAND ASSETS USE OR CREATE A CHARACTER BUILD A OWN A DISTINCTIVE CAUSE BRAND WORLD STUNTS DONE WAYS INTO CONSISTENT IN A AD DISTINCTIVENESS CONSISTENT FRAMEWORK TONE STICKY JINGLES, PRODUCT OR CATCH SERVICE PHRASES AND TAGLINES OWN A SPECIFIC MUSE

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