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Writing Style and Tonality considerations. You need to make a conscious choice

Writing Style and Tonality considerations. You need to make a conscious choice

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Writing



© Oxford Strategic Marketing Limited 2007



Writing



Take care when translating

Create one master concept written in English.

Translate directly from the English concept

If you choose to ask an Affiliate to translate rather

than a third party state:

‘Please translate only, do not input or alter meaning’

Ensure the translator is very clear not to change the

meaning of the concept

If meaning is changed this invalidates the concept of

cross market comparison.

This is critical especially when you cannot easily

check the translation (e.g. into Chinese / Russian)



© Oxford Strategic Marketing Limited 2007



Writing



© Oxford Strategic Marketing Limited 2007



Input



How should I handle input to a concept:

7 Habits



1.



Most concepts can be improved through good input, however you must

direct the input for:





Clarity / Comprehension /Editing /Story /Single-mindedness



2.



All input is a gift not a threat – it is up to you how to use it or whether to

use it



3.



Be single-minded. Consider creating a new concept if input pulls you in

another less single-minded direction. Avoid “add-ons” wherever

possible.



4.



Keep your brand challenge, insight and idea intact. Don’t let input pull

you away from these. Let those who are inputting know each of these

too.



5.

6.



Get input in a timely fashion. Don’t rush it.



7.



Treat input as a learning experience. The more you learn the better your

concepts will become



Ask for balanced feedback (what is good and worth retaining, what is

unclear or not helping?)



© Oxford Strategic Marketing Limited 2007



Input



© Oxford Strategic Marketing Limited 2007



Input



To guide input best provide concept background, and direct

input for comprehension, likes and improvement

opportunities

BACKGROUND



INPUT



1



The Brand Challenge we are addressing



2



The Consumer Insight that we have used



B



LIKES



3



The raw Product Idea that we generated and

that this concept addresses



C



OPPORTUNITIES FOR IMPROVEMENT



© Oxford Strategic Marketing Limited 2007



A



COMPREHENSION



Input



© Oxford Strategic Marketing Limited 2007



Acknowledgements

The following have contributed to the development of the BDF ‘Winning

Concepts’ workshop. We are grateful for their efforts:

Kerstin Alert



Juergen Bosse



Ute Broedje



Stefanie Hassel



Susanne Duerr



Mark Gillespie



Fiona Graham (OxfordSM)



Ismene Grohmann



Susanne Iser



Charlotte Knauer



Eva Kunz



Martina Kussberger



Erk Maassen (Nielsen BASES)



Clotaire Moineau-Quent



Chris Penrose (OxfordSM)



Agustin Piedrabuena



Britta Schmitz GfK



Heike Stoldt



Sonja Ungewitter



Elisabeth Vorwerk



© Oxford Strategic Marketing Limited 2007



© Oxford Strategic Marketing Limited 2007



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