This is the final blog in a series linked to Category Vision and how to drive Category (& Brand) growth. If you would like help developing a Category Vision based on the principles we are talking about, please get in touch.
Right, onto the blog…
What is your favourite story?
A book…? A film…? How you met the love of your life…?
Whatever it is, it’s likely to follow the same pattern. The pattern is the three act structure. It’s at the heart of any story.
Act 1 is the set up. It sets the scene. Introduces the characters. Their environment. Their relationships. There is usually a challenge that confronts the protagonist (main character).
Think Pride & Prejudice… the introduction to the Bennett Family. Specifically Elizabeth and then Darcy. Elizabeth vows to never have anything to do with Mr Darcy because he’s “too proud and disagreeable.”
Act 2 is the confrontation. It typically depicts the protagonist’s attempt to resolve the challenge.
Pride & Prejudice… Darcy declares his love for Elizabeth “despite his better judgement.” Elizabeth refuses him.
Act 3 is the resolution. It brings things to a climax. The confrontation gets resolved. Everyone lives happily ever after.
Pride & Prejudice… Darcy’s character turns out to be irreproachable. He challenges Elizabeth’s view of him. He proposes a second time. She accepts.
Why are we talking about this? Ever since there has been language, humans have been telling stories.
We think in stories. Remember in stories. Share experiences in stories.
Research has consistently shown that our brains process and retain stories more effectively than isolated facts or data. It shows that we are often driven more by emotional arguments than rational ones.
This is just as true in the FMCG world. Our industry is driven by the stories that are told.
It’s particularly true when it comes to Category Visions. Many Visions don’t get traction because they don’t tell a story.
A story that can get people internally aligned behind a common direction. A story that can get retailers excited about the growth opportunity and the solutions you can bring.
Success is not having the most data. Not having the most ideas. Not having the most money.
Success is based on the story you tell. And the best story wins.
So, how can you develop a category story that follows the three act structure…?
Act 1. The Set Up. Here you need to set out why the category matters. The differentiated role the category can play for shoppers. What it brings that other categories can’t bring. The differentiated role it can play for retailers. How it can help them deliver their strategic priorities.
You need to set out “why now?” Why there is a big opportunity for the category now. The headroom for growth. The tailwinds that can propel the category forward. The strengths the category has that can be built on and driven further.
Act 2. The Confrontation. Here you need to set out the key challenge(s) the category needs to overcome. How it needs to adapt to take advantage of the opportunity. The weaknesses that need to be addressed.
Then paint a compelling picture of what success looks like. A clear vision for the category. How it will make a positive difference to the lives of consumers. Then the ambition the category has. The central behaviour change you are trying to drive – e.g. get shoppers to “buy one more pack a year,” “spend £1 more per month.”
Act 3. The Resolution. Here you need to set out what the specific growth opportunities are. A simple set of growth drivers. A few. Not a lot.
Then set out how you will unlock those opportunities. The key activities you will focus on. It might be innovation. It might be communication. It might be visibility. It might be promotions. Most likely it will be a combination of things. Again, it should be a few. Not a lot.
Above all, remember that the story is king.
So, you need to protect it. If something helps you tell and reinforce the story, use it. If something doesn’t, lose it.
Be ruthless. Because when it comes to Category Visions, or any other communication for that matter…
The best story wins.
Feel free to forward. Have a great weekend. Speak to you in a fortnight.