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Strategy Day 3 - 10 Brand Communications Strategies
Transcript of Strategy Day 3 - 10 Brand Communications Strategies
to go down in
history as a
great dictator. Insight: 1. People know they want Mubarak to go,
but they don't know what to do beyond that.
2. People always remember the final moments... Strategy: Redeem Mubarak in the eyes of Egypt by ensuring that any positive
change once he leaves comes from him. Egypt's Post-Mubarak Plan...
written by Hosni Mubarak... Pepsi Max Shame (not taste) prevented men from drinking diet sodas. Business Issue: There is a stigma associated with diet beverages being inherently a woman’s drink, not a man’s. Insight: Strategy: Make Pepsi MAX socially acceptable within male circles by repositioning it as the first diet cola for men. Shame (not taste) prevented men from drinking diet sodas. Saudi Arabia
Tourism Board The Ritz-Carlton E*TRADE El Restaurante
Súper Picantes The Stairs That's
Right! Business Issue: Nobody ever considers Saudi
as a tourist destination. Insight: People only see the serious side of Saudi. Strategy: Get vacationers to consider Saudi Arabia by introducing them to the funnier side of Saudi. The Classic
Alarm Clock Business Issue: Insight: Technology has made life better, but also more stressful. Strategy: Get people to switch back to old-school alarm clocks by positioning them as the only safe haven from the stress of technology. Business Issue: Insight: Strategy: Mobile phones are functionally better than alarm clocks in every possible way. Mobile phones are functionally better than alarm clocks in every possible way. Technology has made life better, but also more stressful. Get people to switch back to alarm clocks by positioning them as the only safe haven from the stress of technology. Business Issue: The recession had turned luxury into a dirty word Insight: People were looking for reassurance when it came to luxury. Strategy: Justify indulging at the Ritz-Carlton by encouraging luxury consumers to travel less, but to make it mean more. Business Issue: When news came out that E*TRADE was facing bankruptcy, people started to panic. Insight: It's only a risk if you're the only one doing it. Strategy: Keep people from withdrawing from E*TRADE by assuring them that they’re not on their own 1,000 New accounts per day Business Issue: People don’t ever think about Columbian food, because they don’t know what to think about Mexican food. Insight: Strategy: Foreign food's appeal is all about character. Get people familiar with Columbian food by familiarizing them with real Columbian character. The
Elevator Business Issue: requires less effort than the stairs Insight: People feel guilty for using the elevator. Strategy: Get people to use the stairs by making them feel that elevator use must be earned. Business Issue: Elevators require less effort than stairs. Insight: Strategy: Foreign food's appeal is all about character. Get people to use the stairs by making them feel that elevator use must be earned.