How to write a strategy
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This document provides a guide for junior planners on how to write a strategic plan, emphasizing the importance of emotional value alongside rational value in branding. It outlines various methods to develop a strategy, such as identifying problems, redefining brand meanings, and creating compelling narratives. Ultimately, it aims to offer structured insights to help alleviate the challenges faced in strategic writing.
How to write a strategy
- 1. How to write a strategySomerulesyouwillneverfollow
- 2. How to write a strategyThis deck was made to share with junior planners and planning trainees at our agency to give them some sort of structure to what appears to be a hard nut to crack: writing The Strategy.I don’t know what it’s worth, who and how it can help, but if at some point in time somewhere in the world one of these slides helps to prevent someone lying awake at night like I did so many times, I will be a happy man.Tom TheysHead of strategy, Publicis Brussels
- 3. What is a good strategy?It’s a cultural logicSomething that lives in societywhere your brand can play a (leading) role in.
- 4. The role of a taglineThe true success of a brand lies within its ability to add higher emotional value to a true rational value. It’s lifting a rational benefit up to a higher level. 4
- 5. The role of a tagline
- 6. The role of a tagline
- 7. The role of a tagline7
- 8. The overall intention:To lift the category from problem-solutionto enriching discovery8
- 9. The role of a taglineThe overall intention:To lift a category from solving a problemto enriching one’s life.9
- 10. How do i get there?
- 11. Some general rulesand thenthrowitawayand thenthrowitawayand thenthrowthemawayand thenhold on to itand thenhold on to those wordsand then live up to thatUse a modelCome up with a briefing lineLook at the researchaveragesFindthe exceptionTell youridea to yourpartnerLook for the high ambition
- 12. And nowsometips & tricksA random list of entrances towards a strategic idea and how to bring it to life.
- 13. 1. Find the problemEx: IKEA and swedish design in UK
- 14. 2. Find the 3rd wayEx: weekendesk / Bongo
- 15. 3. Find a bigger marketEx: Playstation isn’t a game console, it’s home entertainment
- 16. 4. Find a bigger meaningAka: what does this say about me?Ex: Olive oil isn’t about oil, it’s about a healthy ‘ceasing life’-style
- 17. 5. Find the brand’s DNAAka: is this really us?Bad ex: Harley Davidson perfume
- 18. 6. Revive the brand’s historyAka: this is where we’re based uponEx: Puma, VW Beetle, Levi’s
- 19. 7. Look for ‘the other side’ Aka: what is surprisingly uncommon?Ex: Dove – real women, Ebay – unwanted presents
- 20. 8. Define what’s missingAKA: invent the unexisting needEx: mobile phones, …
- 21. 9. Make your strategy a storyEx: The Book of Dreams by Honda
- 22. 10. Tell us what we knowAKA: 10 billion flies can’t be wrongEx: Mercator – women die older
- 23. 11. Tell us your missionAKA: « I have a dream »!: take on real challenges thatwillbring society forwardEx: Proximus – bringing people closer
- 24. 12. Solve the market tradeoffAKA: are you the first to bringa breakthrough solution Ex: Honda GRRR – the first quiet and ecological diesel IKEA – design furniturenowaffordableRyanair – airlineflights for almostnothing
- 25. 13. Use a distant parallelAKA: stealgreatideas« the Rolls Royce of beers », …Ex: IKEA – shopwalkbased on MoMA New York
- 26. 14. Prove! Prove! Prove!AKA: illustrate your strategy in all possible waysEx: pictures, newsflashes, research, Wikipedia, Google, Flickr, street interviews, …
- 27. 15. Deconstruct, reconstructAKA: the question batteryWhat, who, where, why, whoelse, why not, what if, when, how, whatever?
- 28. 16. Be curious. All the time.AKA: whathappens to the light when the fridgeisclosed? Ex: My 2004 Christmas dinnerafterwinning the Marie-Jo lingerie pitch
- 29. 17. Do the Post-It boardAKA: stick every tiny little idea to a blackboard. Then start clustering.
- 30. 18. Bring it down to a point of focus.AKA: In twowords, what’sit about?Ex: DouweEgbertsis all about profound conversations
- 31. 19. Cherish the ‘account idea’AKA: « Maybe I’m stupid, but isn’t it something like X? »
- 32. 20. Share & CheckAKA: jee, thatsoundedbetter in myhead…AKA: kill your darlings
Editor's Notes
- #6: Take Nokia. Connecting people. They take a rational element, a functional benefit –connection over the phone- and lift it by adding emotional value; connecting people.
- #7: Take Apple. Think different. Apple had the same ambition as we have: lifting the category to a higher emotional level. They turned computers from ‘grey’ technical hardware into a creative tool. Think different is a line that inspires and entices people to look further and go beyond their own boundaries. Just like Explore More does for gps-users.