Rationale
The key factor that drives the need for a new slogan
is the intent to produce new advertising.
New advertising is most often developed when:
- A brand's
advertising undergoes change at its current agency.
- A brand's advertising undergoes
new thinking at a new agency.
- A new or revised
brand, product or service is introduced.
Creative
Brief
Most advertising agencies have a comprehensive account
planning process which typically involves answering
the following questions:
- What is being
advertised?
- To whom are you advertising?
- What do you
know about your audience?
- What do you
want them to do?
- What can you
say that will get them to do that?
- How will you
know it worked?
- What ideas
might work?
- What is your
tone of voice?
- What is your
key message?
Slogan Steps
1.
Research the Brand Category
2.
Understand the Brand Owners
3.
Check out the Competition
4.
Develop the Message
5.
Complete the Message
6.
Evaluate the Message
7.
Coordinate into one simple package
8.
Overcome regulatory denial of
approval
9.
Create new slogan
10.
Register your new slogan
Where we come in
1.
Research the Brand Category
- "What's
the big picture? Who are the key players? What
do they say?"
- Our Solution - BizCheck
- Lists lines
in a particular brand category alphabetically
and chronologically.
2.
Understand the Brand Owners
- "What
makes the key players tick? Where do they stand?"
- Our Solution - Database of Mission
Statements
- Reviews corporate
culture and strategic intent of key players in
the category.
3.
Check out the Competition
- "How
does the brand's message compare with competition?"
- Our Solution - PosCheck
- Compares
brand positioning in a given category. Shows main
themes and gaps.
4.
Develop the Message
- "We're
brainstorming ideas for a new line. How can you
help?"
- Our Solution - TermCheck
- Checks uses
of specific terms, concepts or ideas for brainstorming.
5.
Complete the Message
- "How
can we find out if our new line is in use?"
- Our Solution - LineCheck
- Checks prior
or current use of a proposed new endline.
6.
Evaluate the Message
- "How
can we measure the line's effectiveness?"
- Our Solution - Sloganalysis’
- Assesses
content of slogan against 25 critical benchmarks.
Provides basis for comparison.
7.
Coordinate into one simple package
- "How
can we carry out all the appropriate steps in
one simple, manageable process?"
- Our Solution - TotalCheck
- Provides
all our slogan development services in one cohesive
package at one low price.
8.
Overcome regulatory denial of
approval.
- "How
can we attempt to get approval to a line when
it has been denied?"
- Our Solution - TermCheck
- Reports on
other approved uses of the same sort of concept
as a precedent, to seek a reversal.
9.
Create new slogan
- "How can we develop an effective
new tagline in minimum time at minimum cost?"
- Our Solution – SloganMaker
- Provides
self-administered questionnaire and system to
help planning and development of a new line.
adslogans.co.uk www.adslogans.co.uk
© Timothy R. V. Foster 2002
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