madepossible brand strategy

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MARCH 16, 2010 ADVOCACY FOR MAN’S BEST FRIEND: A DISCUSSION WITH MTV2

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Strategic brand development for a new Mens-focused digital publication

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Page 1: MadePossible Brand Strategy

MARCH 16, 2010

ADVOCACY FOR MAN’S BEST FRIEND:A DISCUSSION WITH MTV2

Page 2: MadePossible Brand Strategy

WHAT DOES IT TAKE TO BE ABEST FRIEND?

Page 3: MadePossible Brand Strategy

‘MAN’S BEST FRIEND’ IS POPULARCULTURE.

Page 4: MadePossible Brand Strategy

BEST (ADJ):MOST ADVANTAGEOUS. A ‘LEG UP.’

EXTENDING HIS POSSIBILITIES TO…

Page 5: MadePossible Brand Strategy

…BUT OUR RESEARCH INDICATESA HIDDEN CONSUMER INSIGHT.

M25-34 ARE HINDERING THEIR

PERSONAL GROWTH BY NOT

TRUSTING THE VIRTUE OF

MANHOOD.

Page 6: MadePossible Brand Strategy

PROXIMITY TO HIM IS BASED ONFAMILIARITY AND REWARD.

Family

Page 7: MadePossible Brand Strategy

HOW WERE YOU ACQUAINTED INTHE PAST TO EVOLVE FORWARD?

Page 8: MadePossible Brand Strategy

M25-34 ASPIRE TO AUTHENTICITY.

HIGHER LOYALTY,INCREASED RETENTION,BUSINESS RETURN

EXPERIENCE

TR

US

T

ST

AT

US

Page 9: MadePossible Brand Strategy

DOES HE SEE A REFLECTION OFHIMSELF IN MTV2?

Page 10: MadePossible Brand Strategy

4 OF 5 MEN AGES 25-34BELIEVE EXPERIENCE IS

THE BEST QUALITY WHENSEEKING ADVICE.

‘FRIEND’ IS PREFERED 63%BY MEN AGES 25-34 WHENDISCUSSING THEIR LIFE.

Page 11: MadePossible Brand Strategy

M12-34 VORTEX.

><><LIFESTAGE LIFESTYLE

REALITY

ASPIRATION

Page 12: MadePossible Brand Strategy

WHERE DOES HE PLACE MTV2 INHIS LIFE?

ACQUAINTANCE

BEST FRIEND

Page 13: MadePossible Brand Strategy

HE’S CAUTIOUSLY OPTIMISTIC,YET IS IN NEED OF AN ADVOCATE.

Page 14: MadePossible Brand Strategy

THE M25-34 SELF-FULFILLMENTRESOURCE.

MADEPOSSIBLE IS THEUNEQUIVOCAL ADVOCATE OFM25-34.

Page 15: MadePossible Brand Strategy
Page 16: MadePossible Brand Strategy

PRINT

DIGITAL

EXPERIENTIAL

CAREER

MONEY

LIFESTYLE

MIND & BODY

COMMUNITY

SURROUNDING M25-34LIFESTYLE AS HE MATURES.

Page 17: MadePossible Brand Strategy

Total Percent of Edit by Category

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

Details Esquire GQ Maxim MADEpossible

Careers/Personal Finance/Children Sports/Fashion/Celebrity

DETAILS ESQUIRE GQ MAXIM MADEPOSSIBLE

MADEPOSSIBLE ADDRESSESM25-34’s CONTENT LAG.

Page 18: MadePossible Brand Strategy

WE FACE A SIMILAR BUSINESSSITUATION AS MTV2.

Page 19: MadePossible Brand Strategy

BECOMING ‘MAN’S BEST FRIENDREQUIRES ENTERTAINING HISFANTASY, WHILE STIMULATINGHIS POTENTIAL.