Comms Planning & Positioning for Challenger Brands ☑️

🪡 A series on the planning and direction of a brand launch in Japan 🧵

When we adapt and localize brand stories,  an often applied framework builds around contrasting elements to hold the attention of targeted audiences ✴️

▶️ Click for Video ◀️

1. Narrative Tension 🌟
↳ Draw on familiar facts and knowledge held by your audiences
↳ Introduce elements that are intriguing and subvert expectations

2. Push & Pull Messaging 🔄
↳ Structure communications that promote actions (inquiries & purchase)
↳ Assist and prepare channel partners to deliver optimal engagement

3. Activations & Media Mix 📝
↳ Experiential marketing takes priority for outreach to media / consumers / channels
↳ Adjustments for optimal impact should be forecast and readily adopted

4. Buzz & Virality 🎙️
↳ Generation of conversations — word-of-mouth — is important across all audiences
↳ Stakeholders respond to vastly different points and delivery depending on channel (B2C / B2B)

One additional insight is that focusing on regional areas — outside of only major metropolitan areas — provides incredible opportunities for deeper conversations.

The outcomes of these combined efforts should result in exceptional copywriting for brand stories and visual graphics / videos that truly resonate 💫

All this drives towards our goals as a challenger brand with the ultimate aim of sustained loyalty as we create and define a new category ↗️

This is one of four field notes from our work on the Penelope Bourbon launch in Japan. To see how this positioning carried through media, trade and consumer activation, read the full case study: Agency of Record.

See all four together: Inside the Penelope Bourbon Launch.

—

As a creative consultancy we are aiming to continuously share insights for personal, professional and business growth ✨ Get in touch to learn more for yourself or your company across Japan / APAC 🎯

#strategy #branding #brandcampaigns #marketingstrategy #scenarioalignment #campaignplanning #communicationsplanning #penelopebourbonjp#ストラテジー #ブランディング #ブランド・キャンペーン #マーケティング戦略 #シナリオ #アライメント #キャンペーン企画 #コミュニケーション企画 #ペネロピバーボン