More Russell

Russell's wise words:

"Summarise. There was a lot of great thinking in every piece but it was often hard to find and a bit woolly. You always need to clearly summarise exactly what you're saying should be done. Ideally in a memorable, pithy way. Not only is that a good idea for communicating what you want to happen, but it forces you to interogate your idea and work out what's really good about it. Otherwise it's too easy to just do a list of quite good ideas."

He's analysed the last lot, read the whole thing here:

This is my take:

Use "research findings". I know nobody did any real research on this imaginary brand, but make some up. Expand on the target market. Make the person you want to buy it really come alive.

Few were in powerpoint chart form. Most got really wordy which is a danger I'm aware of so I will work at keeping my sentences short.

I liked the witty writing style of K and liked the idea of contrasting these beans with the CGI Heinz beans. L reported tons of "research" and used the trendy word-of-the-moment "disrupting". Note here, what about 'Ma'am's Beans'? Q had two great positioning ideas - "less farting" and "tested in the schoolyard". What would that make them, well hard? O had this great attribute for the target market, "not mean spirited".

The one I liked most was I. Started punchy and kept hitting. Great hints about the market opportunity to be gained from not having Heinz's additives. Richest market background of the bunch. I also loved the logo and pack visuals. Sometimes just having the competive packs on your desk can be inspiring. What confidence in the product, encourage trial and that will lead to success, just marvelous!