8. Envisioning the Future of Meaning-Driven Brands
Mar$na Olbertova, UK, November, 2015
Where Meaning Gets Lost in Transla1on
- filling the gaps for meaningful & consistent brand direc1on -
_ GAP 1 _ Point
of entry
field research data reporting
concepts &
collaboration
strategy
development
creative
ideation
creative
execution
Translating insight into strategy Translating strategy into creative
GAP 2
Data &
InsightDATA & INSIGHT CREATIVE DIRECTIONBRAND STRATEGY
MEANING OF DATA TO SHAPE BRAND MEANING:
• What does the data & insight mean in context of the brand?
• What are the implications to brand strategy development?
• Does the brand resonate / is relevant to consumers?
BRAND MEANING TO SHAPE BRAND EXECUTION:
• What are the right codes and wrong codes in brand execution?
• How should we get the brand meaning across creatively?
• How should an agency portray brand in communication so we
that creative doesn’t override strategy?
8
11. Envisioning the Future of Meaning-Driven Brands
Mar$na Olbertova, UK, November, 2015
Most Frequent User Scenarios
-what client pains are we solving here -
Problem Scenario 1
Brand Curator as a
Troubleshooter
Brand is fragmented,
inconsistent or cluSered.
• Too many channels
• Too many messages
• Too many changes in
communica$on
• We need to capture
brand’s inner essence
and re-priori$ze tasks
that make sense.
Problem Scenario 2
Brand Curator as a
Meaning Maker
Brand is irrelevant, out of
touch with the world,
meaningless or ambivalent.
• No longer resonates
with consumers
• No shared values or
emo$onal response
• We need to fuel new life
in the brand and anchor
its meaning with culture.
Problem Scenario 3
Brand Curator as
Detec1ve / Op1mizer
Brand isn’t saying
what it’s supposed to
in crea7ve execu7on.
• Irrelevant visual codes
• Crea$ve overrides
brand strategy
• Insights don’t
resonate crea$vely
• We need to specify
codes for execu$on to
keep brand coherent.
Problem Scenario 4
Brand Curator as a
Rescuer / Resuscitator
Brand is outlived,
exhausted and all other
op7ons have failed.
• Nothing gives answers
to what exactly went
wrong and why.
• We need to revisit all
brand touch points
and find strategic
solu$on to brand’s
problems.
11