Being neither a branding expert, nor a digital master, I really get bored with discussions of what campaigns/strategies/briefings etc, should look like. It seems to always to end up being a more tactical discussion as oppose to a strategic one.
What is marketer to do? And then it hit me (right after that ouzo at Christos ). Below you will find a way to, for me at least, bring talk back to a more fundamental level, from a marketer/client/creative point of view.
Social vs Civic axis (hattip @ markearls for this one): this gives us a simple way of understanding how to strategically position the campaign when looking at conventions in the market, competitors, and stuff happening in society. It also serves as a way to reality check clients as to the consequences of choices.
Social would be well, Old Spice/Cadburry/Budweiser stuff.
Civic would look like Levi’s Go Forth
Casual vs intense axis: gives us a way of thinking about of the ways to best interact with the target group, again based on the context of society, product, etc… (stolen from @eranium at Christos while talking about gaming)
Casual would look like the stuff that Live Strong did: all we want you to do is simple, low intensity/effort stuff that could make a great difference.
Heavy: Is of course the opposite of casual in terms of complexity, commitment (both from the company point of view as from the customer point of view). Think World of Warcraft vs MaffiaWars.
From commercial points of view, it makes you think more about the painpoints in the “customer experience” (fuck me I hate these kinds of words), how to perhaps pick up groups not your core, former customers who have not seen your product as still relevant.
By combining the various possibilities one can play with ways to answer the clients problem while making sure clients aren’t overreaching, or underselling the possibilities of the situation. And in the ideal situation all elements would play a part at some point, cause humans are never on or the other all the time.
As with all diagrams/briefs the above one is simple and incomplete. Nevertheless, it can serve as a good conversation starter and a way of looking at the market in a broader sense then just catergory, or going into digital vs analogue type conversations.