Section 01

Defining the Problem

Problem framing, strategic thinking, and positioning.

25 pages

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Every time, I make myself write out: We are doing___________ Because we see the problem of _____________ We know it’s a problem because ___________ If we don’t fix it, we’ll see _____________ The
I see too many agencies and strategists get caught up in thinking there is ONE perfect way to build strategy or solve a business problem. I'd love to hear some smart reasoning against th
"Never assume your problem is unique.”
1. Humans make irrational, emotional decisions. 2. For behavior change to happen, we need motivation easer and triggers 3. Consumers do not care enough about brand to show royalty 4. Recruiting
A change in perspective is worth 80 IQ points –Alan Kay
"The essence of strategy is choosing what not to do.” Michael Porter
"The essence of strategy is choosing what not to do.” Michael Porter
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Don’t just accept the assignment It’s rare a brief or other assignment doesn’t need to be reframed or explored in a fresh way to yield the best solution possible.
Don’t just accept the assignment It’s rare a brief or other assignment doesn’t need to be reframed or explored in a fresh way to yield the best solution possible.
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The art of framing your problem Start with the business issue and then explain why it’s happening We’ve lost 10% chewing gum purchase at the till BECAUSE people now queue looking at their phones ra
The art of framing your problem Start with the business issue and then explain why it’s happening We’ve lost 10% chewing gum purchase at the till BECAUSE people now queue looking at their phones rather than looking at the marketing displays. Despite having great brand love and great taste metrics, people still don’t consume us at lunch time BECAUSE Lipton is perceived as a refreshing drink that is associated with thirst not food. There are 4 types of problem: Category Product Brand Culture Quorn’s (meat substitute) s a l e s a r e p l a t e a u i n g BECAUSE we’re reaching a saturation point with the vegetarian market in the UK. People don’t buy Skoda BECAUSE its synonymous with losers due to the poor performance of its cars. Despite product love, Southern comfort fails to convert at POS BECAUSE there are social pressures when ordering at the pub due to whiskey status. Weight watchers is losing m a r k e t s h a r e t o n e w entrants BECAUSE there is a shift from being skinny to being healthy and strong. Explain why it’s happening Business Problem @groupthink
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Seven Rules for Brand Growth After several bruising rounds of marketing myth-busting, HBG outlines 7 scientifically derived rules for brand growth: 1. Continuously reach all buyers of the categor
Seven Rules for Brand Growth After several bruising rounds of marketing myth-busting, HBG outlines 7 scientifically derived rules for brand growth: 1. Continuously reach all buyers of the category (communication and distribution) – avoid being silent [the job of media plan] 2. Ensure the brand is easy to buy (mental and physical availability) [the job of distribution and e-comm] 3. Get noticed (grab attention and focus on brand salience to prime the users mind) [The job of advertising] 4. Refresh and build memory structures (respect existing associations that make the brand easy to notice and easy to buy) [The job of advertising] 5. Create and use distinctive brand assets (use sensory cues to get noticed and stay top of mind) [The job of advertising] 6. Be consistent (avoid unnecessary changes, whilst keeping the brands fresh and interesting) [The job of advertising, media] 7. Stay competitive (keep the brand easy to buy and avoid giving excuses not to buy (i.e. by targeting a particular group) [Everyone’s job] SOURCE: Byron Sharp, “How Brands Grow”
Comms Marketing Business To bring brand to their attention To remind them of benefits To correct negative perception To enhance brand reputation To consolidate loyal users To recruit new users To incr
Comms Marketing Business To bring brand to their attention To remind them of benefits To correct negative perception To enhance brand reputation To consolidate loyal users To recruit new users To increase sales volume To maintain sales volume To generate sales leads To SOURCE: London Strategy Unit, “The Strategists Hand Book”
By dramatizing the benefit By doing a side-by-side comparison By electing an “expert” sales person By correcting a negative perception By reminding them of brand benefits By bringing brand to their a
By dramatizing the benefit By doing a side-by-side comparison By electing an “expert” sales person By correcting a negative perception By reminding them of brand benefits By bringing brand to their attention By recruiting new users By consolidating loyal users By enhancing brand reputation By
"Brand" is another word for reputation we are reputation builders for hire SOURCE: Vince Law, “WTF is Strategy”
Why? Why are they buying from the category? e.g. because I need a pick me up When? When are they buying from the category? e.g. after work Where? Where are they buying from the category? e.g. at th
Why? Why are they buying from the category? e.g. because I need a pick me up When? When are they buying from the category? e.g. after work Where? Where are they buying from the category? e.g. at the train station With Whom? With whom are they buying from the category? e.g. with their work friends With What? With what are they buying from the category? e.g. with alcohol SOURCE: Byron Sharp, “How Brands Grow, pt 2” Framework For Category Entry Points
The Phoenix Checklist: Developed by the CIA to “encourage agents to look at a challenge from many different angles.”
Why is it necessary to solve the problem? What benefits will you receive by solving the problem? What is the unknown? What is it you don't yet understand? What is the information you have? What isn't
Why is it necessary to solve the problem? What benefits will you receive by solving the problem? What is the unknown? What is it you don't yet understand? What is the information you have? What isn't the problem? Is the information sufficient? Or is it insufficient? Or redundant? Or contradictory? Should you draw a diagram of the problem? A figure? Where are the boundaries of the problem? Can you separate the various parts of the problem? What are the constants of the problem? Have you seen this problem before? Have you seen this problem in a slightly different form? Do you know a related problem? Try to think of a familiar problem having the same or a similar unknown Suppose you find a problem related to yours that has already been solved. Can you use its method? Can you restate your problem? How many different ways can you restate it? Can the rules be changed? What are the best, worst and most probable cases you can imagine?
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(This is the kind of stuff you should know, but should never find yourself presenting) 👈
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