The Group was founded in Rome with the aim of optimising the supplies of individual members by purchasing directly from suppliers.
The company is characterised by a complete range of products, professional service developed over 50 years of experience and the specialisation of each sales point.
The Group is made up of 8 historic perfume shops which have been run as family businesses for over ----- years. These shops, present all over the Lazio region (and Rome) have been handed down from generation to generation.
This is why each of the perfume shops still maintains its own family name.
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
The aim is to unite the Group (composed of the individual shops, each with its own independent name) by creating a Brand Name to be added to the individual brands already established.
In this phase we would like to focus your attention and creative efforts on developing the Brand Name (later to be transformed into a logo) for the Group.
The name must represent all 8 of the perfume shops.
It will be placed alongside the shops' own logos, established for 50 years, so that each shop will maintain its own identity while simultaneously recognised as being part of a Group.
The purpose is to strengthen communication to targets, in addition to commercial and economic benefits for the companies.
Please avoid using generalised or generic concepts such as words directly associated with: flowers, plants, colours, single adjectives. We are looking for a Name that: communicates our history in the sector and expresses the concept of a group - therefore, we would prefer a name that is not singular, unless it signifies the union of many.
The Name must be simple and easy to remember: it could be invented, as long as it remains inherent to the world of perfume shops and in line with the instructions above.
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
EXAMPLE
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
Men and women with medium/high social status, of an average age between 25 and 50 years.
People who give a lot of importance to their personal image, who always turn themselves out well and who also like to receive advice and updates on the latest accessories and products available.
We establish a very close, almost ad personam relationship and knowledge of our target clients, and we have a lot of returning customers.
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
EXAMPLE
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
Reading our new name, our targets must associate the existing brands with their history and long-lasting presence in the area, while also distinguishing them from competitors (all newer chains, recently created).
Priority should be given to transmitting: experience and tradition, in addition to evoking or suggesting excellent advice for each individual client.
Of course, it must also communicate that we are the same as always, while improving our offer by working together. In addition to quality and wide-ranging assistance, targets must now perceive that by working together we have become stronger and we can also provide our clients with better offers and more advanced services.
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
EXAMPLE
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
We have been present in the area for 50-60 years. We are the historic perfume shops in an historic city.
Our staff are well qualified experts, capable of providing better, more accurate advice than any of our competitors.
We have a vast range of products and assortment.
We also show our attention to clients with surprise presents and free gifts.
We offer advice for purchases according to client requirements, not just to encourage them to buy, but to ensure that customers return.
At the same time, we guarantee lower than market average prices.
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
EXAMPLE
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
We provide excellent professionalism, historical authenticity, tradition and a vast assortment of products.
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
EXAMPLE
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
In particular, the Brand Name will be placed next to the existing brand name on each shop sign.
Of course, it will also feature on all the promotional or advertising material possible,
including both ATL and BTL advertising.
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
EXAMPLE
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !
