Strategic Planning In Marketing Example JBL

[@sondang4886]

Those ads win awards, right? Awesome.

[@JulianCole]

Correct!

[@aruwinsantherasegaren879]

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]

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

[@adamkozowski920]

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]

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.

[@oiausdlkasuldhflaksjdhoiausydo]

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

[@JulianCole]

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]

@@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]

@@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.