Archive for October, 2013

There are Adcepts & there are B7 Adcepts

Not all Adcepts are created equal. As a marketing tool, they have been around for many years but their full potential has never been realised – until now. What B7 has done is to fundamentally alter how Adcepts are written & the way that they are presented to consumers. The effect has been to turn them into the richest & most precise way to uncover compelling positioning opportunities for a brand or an innovation. Below, B7’s Paul Tidmarsh highlights some key differences between traditional Adcepts & B7 Adcepts:

Rough & Consistent Appearance
Traditional Adcepts are often made to look like highly polished, finished advertising. Ours are kept deliberately rough looking so that consumers respond to the idea expressed rather than the execution. For the same reason we always use the same simple layout, so each idea is judged on its own merits, not its superficial attractiveness.

Quantity is Quality
The number of Adcepts B7 shows consumers is very unusual – up to 80 are put on the wall at a qualitative research group. It seems counter-intuitive to use so many, but it really is the key to getting genuinely deep & precise consumer insight. This is because we are effectively producing multiple variations of each idea area, meaning that the very best expression of an idea can be isolated. No other agency shows anything like the volume of Adcepts that B7 does.

B7 is the Adcept specialist – unlike other agencies that offer Adcepts as an option, Adcepts are all we do. After10 years of constant refinement of our thinking & our systems, we are undoubtedly the world experts in this technique. We have applied our methods with consistent success from highly sophisticated Western markets to the developing world. We have partnered with some of the world’s leading qualitative research agencies, and have made a difference to some of the world’s most respected brands. No one understands the power of Adcepts like B7 does.

5 things Adcepts can do that Concept Statements can’t

Adcepts give much richer & more precise insights into what a brand can be & where it can go. B7’s Paul Tidmarsh outlines five things that B7’s Adcept methodology offers that traditional concept statements can’t:

1. Talk to consumers in a way that’s realistic & familiar
Consumers never see concept statements in everyday life. Adcepts, however, are in a familiar format & allow them to assess an idea’s appeal/uniqueness against the competition just as they would in the real world.

2. Give emotional expression to an idea
Concept statements are rational arguments, but real life brands are much more than rational arguments. Adcepts are different – they appeal to consumers in the same way that real brands do – by being emotionally engaging / funny / shocking / charming / informative etc.

3. Give each idea its best chance
The number of concept statements we can show to people is limited – usually around six. This means that you’ve got just one chance to get it right per area, so strong ideas can be easily lost if the best angle isn’t taken. With Adcepts, however, we can show consumers up to 80 ideas, often using multiple variations around the same idea area. This way we give each area many more opportunities to strike a chord with consumers.

4. Give extremely precise direction
Because we can show so many adcepts to consumers, each one is very pure & distinct, giving very precise indication of exactly what it is that they like. And because there is an emotional aspect to Adcepts, we get a powerful feel for the best brand personality & tone of voice

5. Facilitate large/international teams
When you are limited to around six concept statements per project, it can be very difficult to include different points of view. Individuals, teams & local markets can feel that their ideas are being left out. Using Adcepts with up to 80 executions being shown to consumers means that there is plenty of room for every voice to be heard.

B7 Innovation communications strategy contributes to compressed deodorant success

Delivering its Quarter 2, 2013 results, Unilever CEO Paul Polman stated that “Compressed deodorants were already a key driver of growth” in the period.

Launched in February on the Dove, Sure, Rexona & Vaseline brands, the new cans contain the same amount of anti-perspirant but are half the size of the original. This reduces packaging, propellant & transport requirements significantly. The retail price, however, remains unchanged.

B7 Innovation worked with Unilever on the development of the communications strategy for the introduction of the new can. Speaking about the project, B7 Innovation founder Paul Tidmarsh says “ The principle concern was that consumers should see the environmental benefit & believe that they were genuinely getting the same product volume as before. They also needed reassurance that the product would be as gentle as previously. Using our Adcept technique, we explored a wide range of possible communication routes before finding the most effective message & tone. We’re naturally delighted to have contributed to such an important & successful launch.”

B7 Innovation helps develop Tesco Hudl Positioning & Communications Strategy

Tesco has just announced the launch of its new Hudl computer tablet.

Priced at just £119 with many high-spec features, it is expected to have a major impact on the tablet market currently dominated by Apple, Samsung & Kindle, especially in the run-up to Christmas.

B7 Innovation worked with Tesco & advertising agency Wieden+Kennedy to develop the brand positioning & communications strategy for Hudl, which formed the basis of the current advertising campaign. B7 Innovation founder Paul Tidmarsh says “We used our Adcept technique to explore a wide range of possible approaches. From this it became clear that Hudl appealed to those wanting the fun, convenience and excitement of tablets in a way that was unintimidating & easy for every member of the family to use.” Early indications are that the Hudl will be a major success – in its first two days, Hudl sales in Tesco exceeded those of any other tablet brand during the busiest full week at Christmas last year.

The advertising campaign which airs from 5th October features real people, showing just how easy it is to have fun with Hudl every day – whether it’s chatting to family, checking Facebook, or watching videos online.

B7 Innovation celebrates 10 year anniversary

This November, B7 Innovation is 10 years old. In this period, we’ve grown from three people working from Paul Tidmarsh’s kitchen into one of the world’s most (quietly) successful brand development agencies.

“Our first breakthrough was doing the brand positioning & communications work for Pimms that led to the famous Alexander Armstrong advertising campaign”, says Paul Tidmarsh. “This proved to serious brand owners that our Adcept technique really could give more insight than tired old concept statements & mood boards.”

B7 Innovation has continued to grow steadily, even through the difficulties of the current recession, adding brands such as Dove, Flora/Becel, Philips & Tesco to our portfolio. “A highlight for me has been our role in the development of the brand positioning & communication for Dove worldwide” adds Paul. “Another is the work we’ve been doing this year across the Tesco brand, which comes at such a pivotal time for them.”

Now a team of 19, we’re hoping the next ten years will be just as interesting & as much fun at B7.