Comment identifier les opportunités créatives à l’aide de cadres analytiques ?

From a brand innovation perspective I often find that strengths are weaknesses and threats are opportunities. Strengths become blind spots, especially as organizations optimize around them. Threats are usually signals of those blind spots and indicate opportunity for investment.

A creative way to use a SWOT is to look at things from a different angle by asking challenging questions: How can my current weakness help me to overcome my biggest threat? What hidden opportunities are found in my weaknesses? How can I turn my greatest threats into my biggest opportunities?

I regularly conduct SWOT analysis for clients in the initial planning stages and find it to be a an essential strategic planning tool that can help PR and communications professionals identify creative opportunities. It involves identifying and evaluating client company's strengths, weaknesses, opportunities, and threats and once these factors are identified, I find it easier to develop strategies to capitalize on strengths, minimize weaknesses, exploit opportunities, and mitigate threats thus allowing a platform for developing creative and effective PR campaigns for clients that are tailored to their specific needs. This in turn helps us achieve better results for clients and to build stronger relationships with them.

Design thinking of the customer journey is the unlock. Take an empathy based approach to mapping the journey and identifying points of friction. That helps you identify the right goals. Reimagine the journey to provide a CX that is better for your customer and more closely aligned to your goals.

Any kind of thinking tool, and that is really all SWOT analysis is, is only as good as the integrity of the data you are able to put into it. The key to identifying those creative opportunities is getting that input into the tool right in the first place. If you don't do that your insight is leaky and if your insight is leaky your creative is going to be flaky. SWOT is just the place to put things so you can step back and see the landscape you're creating in. The heavy lifting is working out what those "things" are. That means going to back to who your audience are, knowing them brilliantly and tirelessly developing your understanding of the relationship they have with your brand, product, service or widget. That's what I think any way.

Strength weakness and opportunity is one of characteristics of an analytical framework and this framework helps an individual to assess before starting framework

Combining the Value Proposition Canvas with a SWOT analysis helps identify creative opportunities by leveraging strengths and addressing weaknesses. For instance, if a company identifies a strength in cutting-edge technology and a weakness in high pricing, a creative opportunity could involve introducing a budget-friendly version with core technological features, similar to how Apple launched the more affordable iPhone SE to address a wider market segment. The SWOT analysis guides the identification of areas where creative solutions can enhance the overall value proposition.

One of the oldest ways to understand where one is with the organisation/ brand : SWOT. A term most of us learnt in high school to even evaluate oneself. This is one is the easiest ways to plot the brand. Putting out creative messaging/ communication basis one’s own strength and value offering has been one of the oldest ways that brands have done that. It’s always most interesting for brands to unleash and work on the opportunity areas and create magic through the same and that’s always interesting. In every business there’s companies that will be threats, but trying to pull them or their features down never help you in your own strategy. Ranking strengths and working on your hero product is truly a great way to build creative connect

Strengths is what you should double down on. Weaknesses allows you to either recruit or delegate Threats should help you plan ahead and incorporate research and development into your business Opportunities should be viewed around the pillars of impact and influence

Analytical frameworks excel at revealing patterns, loops, and consistencies within data that might otherwise go unnoticed. By applying a creative lens to these insights, you can uncover unique opportunities that fuel innovative strategies. It's about connecting the dots in unexpected ways, using the solid foundation of analytics to springboard into creative ideation. Look for trends that suggest a shift in consumer behavior, or consistent feedback that could indicate a new market niche. Then, use these findings to inform your frameworks, ensuring they're not just data-driven, but also imagination-inspired.

Don’t forget to go a little deeper with PESTLE Legal and Environmental. These two extra ones are more relevant today and especially when looking to build impact led businesses

On doit toujours prendre en compte les volets socio politique, économique et culturelle dans la prise de parole d'une marque. les cultures diffèrent d'un endroit à un autre. l'Analyse PEST est un bon outil pour conduire une prise de parole

Considering the velocity of change in our world today, I always approach this in two steps: first a PESTLE of the present (I call it Here), and then a projected analysis for the near future (There). By doing this we learn to appreciate the variable nature of external environments, and our planning process becomes more agile.

Yes but it’s the qualitative translation of the analytics that counts (secret sauce). And ALWAYS don’t cross the ‘cutting edge’ line over to the BLEEDING EDGE. There is such a phenomenon as being too early with an idea.

It is always good to see what exists out there when launching fresh ideas. The key thing is to continue to do so and learn from the sector but one under used strategy is to observe others. You see you might be in the creative industry but what could you learn from automotive industry (think upgrades etc)…

Very easy to get drawn into paralysis through analysis here. Beware. Not every idea is a snowflake! You just need the Brand to OWN it in the consumer’s mind.

Remember, all value is 'perceived' value. The purpose of this exercise is to answer two key questions: 1. Where to play? 2. How to win?

A value proposition could be for any product literally and not just products that are Apple/ Samsung. A lipstick that’s got it’s formulation not on any animal depletion, a fresh new range of colours that are long lasting, A gloss patent that’s one of a kind and finally the right innovative packaging of day a brush form of lip colour and through a tube that’s sourced from the ocean bed and recycled. Think about it, it could be across any product a toothpaste, a pear of denims, your bag or an undergarment

This is key in gaining competitive edge in the market. And once defined, identifying emotive commonalities, clusters or trends is where the gold is.

When it comes to a value proposition framework.. it’s important to ‘mind the gap’. Research will help identify the consumer needs and wants, and the client will tell you all about the product features and benefits. But the gap lies is in identifying how the product’s benefit ‘fits’ in and shapes the consumer’s life. This is where creativity will flourish.

The Value Proposition Canvas: it's not just a tool, it's a reality check. But let's be honest, it's often used as a fancy way to dress up old ideas. Real creativity isn’t about fitting into customer profiles or aligning with pre-set maps. It’s about challenging them. Flip the script. Instead of just solving pains, why not create unprecedented delights? Don’t just offer what customers expect; offer what they didn’t even know they wanted. It's about seeing beyond the canvas, where the real art is made. Innovate, don't just accommodate.

Discover creative opportunities by refining your Value Proposition Canvas. Apple's iPhone innovation, addressing various user needs in one device, is a good example.

Knowing your value proposition is one thing. Getting others to share it on your behalf through testimonies is another level of credibility. Brand is about what others say about you when you are not in the room and delighting people to want to talk positively about you is a great ambition to have.

The Value Proposition Canvas must be understood as a tool, not as framework and hardly a "solution" to creative strategy issues. It depends a lot on a good practitioner to manage a workshop and extract from clients, marketers and entrepreneurs a real proposition. Most of the times there is an illusion of finding a "value" that is often a generic reproduction of the category values, not a real differentiation - which means, your brand is not unique, it is just one more.

Three things that help are 1. Reframing the problem: Spending more time defining the right question to answer, reduces the time you spend on the answer. 2. Define your insight in context of the brand POV on a problem the consumer sees, feels, experiences. That connection ensures the activation is relevant. 3. Explore a fresh perspective on the problem, the consumer, the experience or even all 3. New increases salience, Relatable increases intent, Acceptable increases adoption.

Consumer insights through first party data sits with a lot of brands today. Using this data well with creative messaging well targeted to the audience, couple yet again with some AB testing in terms of what communication is working is definitely the way for marketers to make good use of their customer data/ analytics. Using it well for personalised content/ communication and timely targetted is the key too

Spotting opportunities in saturated markets demands not just vision but a willingness to chart unexplored waters. Using a Blue Ocean Strategy, I advocate for value innovation—where focus isn’t on rivals but on rewriting the rules. For creatives, this means daring to eliminate what’s ‘safe’, reduce the overdone, raise the undervalued, and create what’s never been seen. Blend disciplines, mix mediums, challenge norms. The richest opportunities lie where no one else is looking. #BlueOceanStrategy #CreativeInnovation #ArtisticLeadership

When telling stories people share about the Heroes journey or Hollywood narrative! What many people do wrong is they put themselves as the hero and not the client/audience. Think of yourself as more of Mr Miyagi or Obi Wan.

Creative opportunities can be identified using analytical frameworks by initially defining objectives, gathering comprehensive data, and systematically/iteratively applying a variety of frameworks to understand the current landscape, identify patterns/trends, challenge underlying assumptions, and generate creative ideas/concepts for prototyping and testing. Re-deploy analytical methods to gauge risks and benefits, seek feedback from diverse sources, develop an action plan, and monitor progress. An iterative, multidimensional approach along socio-relational and temporal-relational axes that integrates creativity with analytical rigor/critical thinking, and reflective practice may enhance the chances of discovering innovative opportunities.

Customer Feedback: Collect and analyze customer feedback, both positive and negative. Look for recurring themes and pain points. Creatively address these issues by developing new features, enhancing user experience, or launching marketing campaigns that directly address customer concerns.

With AI, it's easier than every to do qual research quantitatively. In the past, the most meaningful way to do research qual in the form of ethnographies, interviews or focus groups to learn how people think, and quant in the form of surveys to validate hypotheses. Open-ended questions didn't work at scale. The best you could get was a word cloud that surfaced common themes and perhaps some sentiment analysis. Rarely meaningful and hardly reliable—because of the way actual people speak. Now, however, LLMs can process the meaning on comments at scale. They are brilliant at processing information to identify patterns. You can do qual at scale. It's a game changer.

Although it is not listed here, I would like to mention Design Thinking, with its emphasis on understanding the customer’s perspective. This human-centric approach not only fosters a deeper understanding of needs but also unveils innovative possibilities that might otherwise go unnoticed. Integrating analytical thinking with the customer's viewpoint may help us approach challenges and thinking with an open mind, guiding us towards solutions that are not only inventive but also resonate meaningfully with the customers.

I would strongly recommend strategizing your marketing plan in reference to the marketing funnel, in order to optimize consumer journey for enhanced conversions and drive brand loyalty. This will not only help tailor the type of content that reaches consumers at different stages, but also boost conversions, as most times consumers don’t convert the first time they see an ad. Moreover, this framework can be implemented as a long term roadmap for devising effective marketing and branding strategies. Marketing Funnel 1. Awareness 2. Consideration 3. Conversion 4. Loyalty 5. Advocacy

Keep an eye on technological advancements that could influence your product or service, presenting opportunities for improvement or differentiation.