a few hints on better collaboration
TRANSCRIPT
www.rocklin.co
29.05.2015
A FEW HINTS ON BETTER COLLABORATION ADRENALINAS’15
WHO WE ARE
SOME AWARDS
WE WORKED WITH
A family-run branding & communication consultancy with offices in Tel-Aviv and Moscow.
More than 20 years of experience in marketing services in Europe, Middle East, Asia, Russia & CIS.
We develop positioning, visual identities, packaging, brand names, strategic launch plans, communication strategies, creative solutions.
WHAT USUALLY PREVENTS US FROM CREATING ONE?
SYNERGY
FOR EXAMPLE,
WHEN CLIENT AND AGENCYDON'T USE THE SAME DEFINITIONSTO TALK ABOUT BRAND'S BUSINESS
WHAT IS THE FIRST QUESTIONYOU USUALLY ASK YOUR CLIENT?
WHAT IS THE FIRST QUESTIONYOU USUALLY ASK YOUR CLIENT?
“WHAT IS YOUR GROWTHSTRATEGY?”
PLEASE NAME ALL POSSIBLETYPES OF BRAND’S GROWTH
BRAND GROWTH
Stealing share1
BRAND GROWTH
Stealing share
Growing the category
1
2
BRAND GROWTH
Stealing share
Growing the category
New customers/a new need
1
2
3
BRAND GROWTH
Stealing share
Growing the category
New customers/a new need
Higher frequency
1
2
3
4
BRAND GROWTH
Stealing share
Growing the category
New customers/a new need
Higher frequency
Protecting own share
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2
3
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BRAND GROWTH
Stealing share
Growing the category
New customers/a new need
Higher frequency
Protecting own share
Higher margin
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2
3
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AN ALTERNATIVEAPPROACH:
“HOWBRANDSGROW”
MENTALAVAILABILITY
PHYSICALAVAILABILITY
BE DISTINCTIVE
PENETRATIONOVER LOYALTY
WHEN CLIENT DOESN'T GET THE WORKDONE BY PEOPLE HE PAID FOR
A team similar to Hollywood production crews — as describedin "The Brand Gap”
Regional relevance: cherry-picking right people from adjacent markets
No need for a fancy office — to impress clients and to entertain staff
WHEN AGENCIES AREN’T AWAREABOUT TECHNOLOGIES AVAILABLEIN THE MARKET
CARLING BLACK LABEL:THE CANNES CASE
https://youtu.be/etmzOOtNCIk
INSTEAD OF SUMMARY...
Revamp your account planning skills1
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3
4
Revamp your account planning skills
Don't be afraid of building network-basedproject teams
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2
3
4
Revamp your account planning skills
Don't be afraid of building network-basedproject teams
Be reasonable with your overhead expenses
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2
3
4
Revamp your account planning skills
Don't be afraid of building network-basedproject teams
Be reasonable with your overhead expenses
Learn which technologies are available —or be swept away by them
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2
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ALEXANDER AGATOVHEAD OF STRATEGY
[email protected]+48 668 916227+7 917 5025580
www.rocklin.co
THANK YOU!