Contagion

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CONTAGION
STRATEGY/

CONTAGION
STRATEGY/

Every business has a strategy, it’s how we succeed, create a profit and create shared value for our customers, staff and community that we ultimately co-exist with.

Marketing, Brand, Advertising, & Design all need a strategy. We need an overall plan and a 2-5-year view as to what is going to happen in the market, and how we can take advantage of it. If we can understand our position as a company and the market conditions, we can more accurately predict the future to our commercial advantage.

All these brand and advertising strategies flow from what you want to achieve as a business, you will have hard and soft KPI’s. Understanding what you want to achieve is the first step on the journey of coming up with a Creative Brand Strategy that will achieve your goals. Great creativity needs a plan, whether that is coming up with a new brand, new name for a company, a new advertising campaign, repositioning of a product or new product launch.

This all starts with the consumer and your staff. At Contagion we believe in the power of research to really understand your consumer and your staff, to get to a clear and motivating insight. Within your company, there will be magic pieces of information waiting to be unleashed. We can find these together, and they will lead to more profit, happier employees and a more sustainable future. Great marketing strategies are based on great human insights, we are all made of the same emotional stuff, so insights are wonderfully scalable.

01: CONSUMER
RESEARCH/

01: CONSUMER
RESEARCH /

Before we get to an Advertising Strategy or Brand Strategy we need to talk to people. There are two very distinct languages we need to understand here. There are lots of things people say, but it is their emotional language that really adds up to evidence we can act on. This is where one-on-one interviews and small focus groups are helpful. We do this work in-house or are happy to work with your research agency of choice.

Your staff are the key to your success and they always have a great view on the company and what your product or service really means. They can also make your product better, so they are key to your Communications Strategy, Marketing Strategy, Brand Strategy or Design Strategy. It’s also a great way to let your people know that their opinion matters. Look at it this way, they are going to say it on social media anyway, so better put the information to better use.

02: our planning
models/

02: our planning
models/

Marketing and advertising people love a good chart. However, at Contagion we are not fans of death by Powerpoint and have a rule that there is never more than 20 charts in a presentation. Nobody will listen to a Communications Strategy that is boring or too long.

This is where models help. At Contagion, we have a number of familiar models and techniques we use to illustrate great insights, Great thinking shouldn’t be confined to only one way of expressing it.

03: planning
wheel/

03: planning
wheel/

Our overall approach is to involve you and your team from the start. Great strategy needs checks and balances on each stage. This is a great way to structure thinking.

04: Archetypes/

04: Archetypes/

Does your brand make people feel like a hero, could it inspire them to be explorers or make them more creative? This tool is great at working out which character your brand is, and how your Marketing Strategy can take advantage of a language that consumers really understand, great storytelling.

05: Needs scope
mapping/

05: Needs scope
mapping/

Does your brand make people feel like a hero, could it inspire them to be explorers or make them more creative? This tool is great at working out which Character your brand is, and how your Marketing Strategy can take advantage of a language that consumers really understand – great storytelling.

06: Needs
Hierarchies/

06: Needs
Hierarchies/

We can learn and use a lot from the world of psychology. Maslow is a great example, we can use this to make sure our advertising & marketing propositions appeal to the brains highest functions and therefore have the highest impact with our campaign messaging.

07: Brand Key/

07: Brand Key/

This is a favourite at Contagion and is a whole process where we can really map your brand. We have had huge success with clients on this model and can provide many successful communication case studies as a result.

08: HEARTS, MINDS
AND WALLETS/

08: HEARTS, MINDS
AND WALLETS/

In order to win in any marketing or advertising endeavour, we must make sure we have all of the consumer behaviours in a strategy that will motivate people to purchase. This is a great communications and channel model to see how your messages ladder to purchase.

We hope you found this information helpful and would very much like to help you wherever you are on the marketing, naming, branding, advertising and communications journey.