Start by looking not at the product but at the position in the market that you want to occupy, in relation to competition.
Think about how the brand will answer the main consumer questions:
- What will it do for me that others will not?
- Why should I believe you?
Make sure the best people in your company work on the APS. After all, it’s the most important document you will produce on the way to getting advertising.
Let individuals have a go at their own version. Discuss and modify the alternatives to clarify everyone’s thoughts and then pick the best one.
Try to keep it short - make every word count and be as specific as possible – vagueness opens the way to confused executions.
Search for ways of making it competitive – if possible find some way of bringing in the word ‘only’ as long as it is relevant to the benefit.
Indicate clearly the weight of each element.
If emotional values, e.g., social confidence, mother care etc., are important to a brand they should influence the way the statement is written.
Encourage the contribution of your R&D or technical personnel whenever possible.
Get wholehearted commitment at all levels in your company and where relevant, procure coordination, before issuing an agreed APS.
Do not give it to the advertising agency until you are pretty sure you have it right and are prepared to defend it. Then let the agency make their own contribution, before you decide on a final version.
Begin every advertising review meeting with the APS, no matter how apparently well known it is.
Keep the APS up-do-date and give as careful consideration to change as you did to the original statement.
Think about how the brand will answer the main consumer questions:
- What will it do for me that others will not?
- Why should I believe you?
Make sure the best people in your company work on the APS. After all, it’s the most important document you will produce on the way to getting advertising.
Let individuals have a go at their own version. Discuss and modify the alternatives to clarify everyone’s thoughts and then pick the best one.
Try to keep it short - make every word count and be as specific as possible – vagueness opens the way to confused executions.
Search for ways of making it competitive – if possible find some way of bringing in the word ‘only’ as long as it is relevant to the benefit.
Indicate clearly the weight of each element.
If emotional values, e.g., social confidence, mother care etc., are important to a brand they should influence the way the statement is written.
Encourage the contribution of your R&D or technical personnel whenever possible.
Get wholehearted commitment at all levels in your company and where relevant, procure coordination, before issuing an agreed APS.
Do not give it to the advertising agency until you are pretty sure you have it right and are prepared to defend it. Then let the agency make their own contribution, before you decide on a final version.
Begin every advertising review meeting with the APS, no matter how apparently well known it is.
Keep the APS up-do-date and give as careful consideration to change as you did to the original statement.
