Simplify: An Exercise

Writing in continual of the previous comment asking for an exercise of the topic, here I try to present sample of the simplifying a problem to a simple human life.

The principle underlying the thought is that a brand is acting like human, because it is actually relating to human in humane way. So it definitely has the human element in the mix, and there is birth, growth and death of a brand. The length is differ from one brand to the other, from one category to the other, and it could be killed or healed. Just like human.

So, it is wonderful if we can see the problem over the brand in the very human way, in the brainstorming or concepting stage, or upon searching on ideas, trying to attract audiences and create perception to the final objective that we are looking for.

Exercise no 1:

Gudang Garam Signature.
When we are briefed, we first has to understand that in this country, to find the perfect brief with all the element of the brand put in the perfect way is really rare and really like trying to find an oasis in the desert. We just bring what we could bring and move our asses forward to find the puzzle by ourselves and crack the problem.
We don't have any good brief. It is just the same brief, a simple brief.
We have to create a tagline since the product is new, and create a launch campaign.

So, the background is that GGS is a new cigarette from gudang garam that will carry the most expensive price tag, even higher that Dji Sam Soe. The first comment of mine is My God! Ridiculously crazy people! But indeed it just creates the best interest I have ever heard. A new premium cigarette trying to find the way into market, but not through the natural ladder of life, but through its birth. What a challenge it would be.

But, I have to be honest. The brief is too simple then. Nothing.

Let's have a head start. Gudang Garam is a well known company that is known for its good GG International cigarette. Yes, it is not smoked by the haves. But who doesn't know about its being? So, Gudang Garam is a good base that we have to begin the campaign. So, its like a father whom has the family name, and Signature is its birth name.

Now how could we create a positioning line to be able to link its expected value to the audience. The value is taste very good and very premium.

From the research shown that the buyer doesn't really understand about taste. They are easily confused and they are mostly stupid. They are easily forgetting the taste of the cigarette they smoked and what is actually is the brand. So, the brand and its premium image is about everything. Let's smoke them then...

The search then begin. The talk between rich and premium image and human nature of being rich is getting hotter and hotter. What they like and how they like it become important. They like to looked important and they like strong absolute claim. They like self esteem and they like to be sure. So, it's all about talking to the haves about something good they should believe.

And don't forget that we have to skate around the rules of goverment of not be able to claim about the taste of the product. But the interesting case is nobody has ever claim anything about taste yet. Except the long perceived image of Dji Sam Soe. So, we have similarity: if we can claim about taste, it will definitely get both of them closer. (The logic of human relationship happens here. Not only analytical but exercising it in the manner of positivity).

So, the rules of engagement is clearer now: we need to find some vision and principle of the haves that could give birth to the self esteem and class that needed by this GGS, and if possible something related to taste.

Then, we ended up in the bowl of thoughts that what makes the haves rules in the self esteem and class is because they can and have experience the things that others can't, the power, the luck, the moments, the rarity. It all ends up to the thought: What an absolute taste it would be, if you can experience the "thing" that other can't have. So, it comes the tag: Gudang Garam Signature, Satu Kenikmatan Absolut. (The presentation of the line comes in the exercise, and thinking that how could you make it different. Satu is rarely put as the beginning, it would be interesting. And we understood that the meaning of each word is kinda redundant but it gives a stronger meaning, and feels good. Anyway, the "kenikmatan absolut" itself is to vague to be explained. But the impression is great. I imagine talking to a girl and how to impress a girl with a bit of difficult line).

Okay, it's skating on the thin ice if you look at the goverment rules, but we never mention it taste good, it's merely a perception you got from reading it. (Smile a bit, but we make it).

Exercise no 2:

When Adamas came to me, the owner doesn't know anything to do, what to expect from me, and what actually I can do to help her. Some long explanation finally give her the thoughts, and she want me to create something for her store.

Adamas is a jewellery store at plaza senayan that dream to be a class of benteng jewellery store. They claim that their jewellery is better because theirs is all made in singapore not like benteng. And their stone is all good cuts.

Now, that's the only brief. Nothing else. Really nothing else. What a problem, what a challenge!

I keep thinking that this is a female world. It's all about female, their beauty, their fashion, their eccentricity, their fear and their fun. Ah, yes, women also like fun! Look at pink, madonna, christina aguilera, they certainly have fun but also acceptable in the way they portray themselves.

So, I need to make a launch ad that keeps their store moving and pop up their brand.

If I put myself as a human, if I am nobody, how can I be noticed? I want to be noticed and in a strong way, creating a perception that I am good in jewellery. All in 1 piece of ad.

How if I become fun, eccentric, fashion, and loud? Haha.. it will certainly make it seen and stop people. (I argue that nobody is actually a loyal buyer to a certain jewellery store, so we have to keep creating passion and difference to be remembered)

So, there I am, not needing a tagline, and act the brand as a fashion brand, making an ad that needing fun, eccentricity, fashion oriented and loud. The first series is then, a very close up of a very good looking girl, and I put a great design 2 carats diamond solitaire ring at her nose (like a bull, you know?), next is I put a great necklace made of diamonds but not on her neck, but like a hair dropped from the top of her head down to her nose.

I just put the things not on the place it should be, creating focus and difference, attraction and show. It's like a fashion show. If some may call it freaks, but the ad creates its function. Attraction to jewellery that will be bought in the terms of fashion.

I also need to understand too: there's an old belief amongst the community that there's several people you cannot trust: car salesman, property salesman, and jewellery salesman. Because they are all cheaters.

So, I need to add another things: a very clear information on the side of the product. 9 points font typed on the side of the jewellery explaining the detail of the product: e.g. 2,23 carats white diamond, v color, v clarity, wrap a 4 legged crown in 204 grams white gold.

The information will create a feel of transparency and belief amongst audience. I hope.

When the ad launch and the store is crowded, they are happy. So was I.

SO,

These are merely exercise. In every case there will be problems. First, I still believe the mental set up is totally important. Have the belief that you can solve it. And then, simplify. And this simplification comes different each time, each case carry different matter and different nature. We just have to be able to be positive and keep simplifying.

I hope this writing could inspire your need on simplification.

Good luck! GL! (Simplify?)