THIAGO MASTERCLASS - 28 February 2024 by

gary217 — 2024-02-26 18:23:57 UTC

This is where we can collate and share any quotes, tips and insights from each masterclass.

gary217 — 2024-02-26 18:23:57 UTC

This can be where you can ask any questions about anything you're unsure about?

gary217 — 2024-02-26 18:23:57 UTC

This is where we can present the work and ideas shared in the masterclass for later review.

2024-02-28 10:34:34 UTC

(already asked but...) What's the main difference between a brand platform and an SMP?

2024-02-28 10:34:51 UTC

Learnt about brand platforms, how you can come from a simple idea (smp) and create a mechanic that delivers that idea

2024-02-28 10:35:11 UTC

Learned about processes to arrive at a brand platform, the rules to craft it into something uniquely ownable, and the different ways it could be executed

2024-02-28 10:35:12 UTC

learnt about how funky doritos is

2024-02-28 10:35:17 UTC

Brand platforms are crucial for a cohesive brand presence and consistent tone of voice

2024-02-28 10:35:22 UTC

Doritos is racist

2024-02-28 10:35:34 UTC

Doritos Mariachi campaign executions

2024-02-28 10:35:48 UTC

creative process of arriving at doritos brand platform

2024-02-28 10:35:50 UTC

Branched out into music and content

2024-02-28 10:35:57 UTC

Some thoughts are more tactics than they are strategies for executions and we need to differentiate them.

2024-02-28 10:36:05 UTC

We viewed a hilarious Doritos campaign

2024-02-28 10:36:08 UTC

Avoid the obvious whilst starting with something simple and sticky

2024-02-28 10:36:12 UTC

Doritos, add a little Mexican campaign

2024-02-28 10:36:17 UTC

get silly with it

2024-02-28 10:36:19 UTC

Try to come up with ideas that you can execute again and again in different campaigns

2024-02-28 10:36:19 UTC

I learned that it’s better to get all the ideas out of your head, so you can work out which ones work best.

2024-02-28 10:36:20 UTC

what is doritos' brand platform now?

2024-02-28 10:36:21 UTC

It’s a about the platform/ umbrella/ main idea

2024-02-28 10:36:25 UTC

We learned about brand platforms, what the difference is between a platform and a tactic, and that a platform should be something that you can launch lots of different executions off

2024-02-28 10:36:38 UTC

A brand platform is a jumping off point for multiple campaigns. It can be very valuable to a brand over a long period of time.

2024-02-28 10:36:46 UTC

saw how scalable brand platforms can be -- lead to lots of campaigns/different executions

2024-02-28 10:36:56 UTC

We saw the outcomes of the 2012 campaign and Thiago mentioned what these might look like today (Instagram, TikTok, shorter, more context).

2024-02-28 10:36:56 UTC

Could you summarise what a brand platform is an a sentence

2024-02-28 10:36:57 UTC

Snickers— You're not you when you're hungry

2024-02-28 10:36:57 UTC

I learn't that it's important to write down all your ideas as even when you don't think they're great, you will arrive at a great idea. It was interesting to see which brand platform had legs and how that could be extended into fun executions.

2024-02-28 10:37:03 UTC

How they got to the idea and execution of the Doritos campaign

2024-02-28 10:37:04 UTC

I learnt about the difference between a brand platform and campaign and how such these can be brought to life in the real world and pushed into different situations to reinforce a new direction and presence for the given brand

2024-02-28 10:37:21 UTC

sick to see the different media channels used —taking idea to the extremes

2024-02-28 10:37:38 UTC

I’ve learnt that we can make a brand more versatile through time and executions by creating a brand platform.

2024-02-28 10:37:46 UTC

Still unsure, what is a brand platform?

2024-02-28 10:37:57 UTC

You've just gotta get out all the ideas, good and bad, and then sit back and play. You can take elements from them all and finds parts to use, or just throw some parts away.

2024-02-28 10:38:00 UTC

We saw lots of examples of how a creative team generates many ideas, then sifts through them to see which are best/would work well as a brand platform. The examples of how the platform was executed

2024-02-28 10:38:09 UTC

The SMP is a part of the platform?

2024-02-28 10:38:25 UTC

Sometimes ideas/campaigns need to ruffle a few feathers

2024-02-28 10:38:32 UTC

I found it really hard to concentrate and remember anything without taking notes, that is how I learn, so apart fr remembering the funny Mariachi songs, I got very little out of this unfortunately. I will have to go back and watch the recording.

2024-02-28 10:38:53 UTC

Mariachi and other campaigns for snickers

2024-02-28 10:38:58 UTC

We learnt that a Brand Platform has a tone/language about it — as well as an idea. Eg" Play" vs "A Little Mexican" the final brand line for Doritos.

We learned that to get to a brand platform from a client's initial thinking — that the brand stood for 'play' and a (little more) fun — it is OK to work backwards from some initial campaign ideas off of the play/more fun space.

The brand platform has rules eg: you can only eat Doritos at an occasion, with young people in it. These rules work across all media/formats.

Have fun executing as much as possible from the budget you get. Make posters, release a single. Do it for real etc.

We learned about cool ads that are gamified and work when watching with 2 screens — eg twitter and watching football match on TV.

Fun class

2024-02-28 10:39:04 UTC

Is there a more dyslexia-friendly way to do this? It's really hard for us to hold everything in our head without making notes and we have nothing to refer back to.

2024-02-28 10:39:04 UTC

It was interesting to see how the brief can be changed and isn't always truthful. For instance 'Doritos make parties more fun', is really "Doritos make parties 'a little bit' more fun".

2024-02-28 10:39:29 UTC

A way to push an idea further

2024-02-28 10:40:51 UTC

How can you tell if you've pushed an idea, versus if you're doing too much and made it not simple?

2024-02-28 10:41:47 UTC

What is your favourite way of going about generating ideas?

2024-02-28 10:41:52 UTC

I saw that Doritos Add a little Mexican; didn’t need a big camera crew and major effects for a well executed video