Strategic Planning In Marketing Example JBL

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In this video, I'll show you how to write a strategy with an example from JBL.
With a strategy on a page, we like to write down both the business problem as well as the consumer problem. They are often very different things, as we will see with this ad for JBL headphones.
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ABOUT ME: I’m Julian Cole, a strategy trainer at the Strategy Finishing School. I’m also a strategy consultant to leading brands like Uber, Disney, Facebook, Apple and Snap. Previously I was head of comms planning at BBH and BBDO New York where my team and I won over 100+ creative and strategy awards.
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Опубликовано:

16 окт 2024

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Комментарии : 10

@sondang4886 2 года назад

Those ads win awards, right? Awesome.

@JulianCole 2 года назад

Correct!

@adamkozowski920 2 года назад

Hi Julian, shouldn't consumer problem be somewhat related to a business problem - be a consumer problem behind a business problem? Sth people do/think/feel that stops them from taking a desired action/achieving our goal?

@JulianCole 2 года назад

Yep they need to be related, when you solve the consumer problem, you are going to unlock sales which solves a lot of business problems.

@aruwinsantherasegaren879 2 года назад

Hello there, thanks for the video! What readings/podcasts do you read to find these kind of informations? I am trying to create a few strategies for my portfolio, but quite unsure where to start. a link or direction would be awesome! thank you

@JulianCole 2 года назад

Check out the JWT Guide To Planning, it is a free PDF that is an awesome starting point.

@oiausdlkasuldhflaksjdhoiausydo 2 года назад

Seems to me, that message promotes noise cancelling technology and does not differentiate JBL from other noise cancelling headphones.

@JulianCole 2 года назад

If people start making the association between JBL and the benefits of noise cancellation (showing a new usage occasion) then that is a success for advertising.

@oiausdlkasuldhflaksjdhoiausydo 2 года назад

@@JulianCole I remember that campaign which won multiple awards for art direction. I think it made sense at the time when noise canceling was fairly new. It wouldn't work these days when every player has noise canceling. In any case, I always like to make my strategic work unique to the client. That is, focus on advantages (real or not) that nobody else has...

@praygodmchome-sd2wx 5 месяцев назад

@@oiausdlkasuldhflaksjdhoiausydo I think the the content that was developed to communicate to audience was the main goal, the drawings showing how relaxing JBL headphones are is the strategy that differentiates JBL with other headphones.