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 ↗️

—

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