Tuesday, January 8, 2013

Critical success factors

1. Seek strong consumer insights
Really go the extra mile to understand their attitudes, behaviours and, importantly, deep emotional drivers. For example, in the UK, Skoda understood that the brand was derided by consumers for its historic poor quality and image. Post the VW acquisition though, product quality was significantly improved and they tackled the negative attitudes head on with a campaign based on the thought “You won’t believe it’s a Skoda.”

2. Unearth product truths

Again, really go the extra mile to understand the strengths of the brand, particularly in a competitive context. When you think you’ve got to the truth, carry on looking.

3. Happiness is a tight brief
When it comes to the creative brief, ensure it’s really tight. Any creative worth their salt will say that a tight brief leads to the best work. Be uncompromising in its focus.


Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
For More IIPM Info, Visit below mentioned IIPM articles.



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