Nhật Minh - Tường Vy - Thanh Thùy
[Assignment 10.1 - Brand Communication]
Brand Communication Overally, Brand communication is all the ways your brand come into contact with current or potential consumers and how these activities influence the way they think of your brand and your products.
Consumers are constantly meeting the brands; - Through Advertising - With editorial mentions - By sponsorships - On the point of purchase materials - Over the supermarket
If you have great brand communication people won’t just come into contact with your brand, they’ll notice
you – and this will lead to more consumers
And at that point of time Communication happens
Brand Communication Idea
Brand Big Idea
Brand Communication Idea
Brand Advertising Idea
Mission, Vision, Positioning
Strategic communication concept
Idea for a specific advertising campaign
• A translation from the Brand Big Idea so that it’s relevant to target consumer
• The compass for all advertising campaigns
What is it? Role
• lies at the heart of every element of a brand’s communication and • an essential element in the Brand Vision Plan. • only changed if there is a distinct need
Brand Communication
Idea
Examples
Brand Big Idea
Brand Communication Idea
Brand Advertising Idea
Nurture your own beauty
Beauty Is something different for everyone.
“Beauty is…”
Live young
For the next young and healthy generation
• Rollerskating babies • Baby inside me • Baby and me
CREATIVE BRIEF STRUCTURE Market and Brand situation
What is the consumer problem? Business Objectives
Marketing Objectives Advertising Objectives
Target Audience Insight
Current behavior Expected behavior
Message
Reason to believe Channels
Brand mood and tone Mandatories
Time – Budget
The form of direction/strategy that guides the creative agency in making the advertising or campaign.
Trigger creative mind
Form the context to make media/activation campaign in line with brand personality and drive to right target
1.The purpose: What are we aiming to
obtain?
2. The insights: What should we do to get
this right?
3. Target audience: Who are we serving
and want to win their mind?
4. Competition :Who else is doing this?
5. The Unique Selling Point: What’s the single
most important thing we want the
customer to know?’)
6. Look and feel: How should we appear in
front of customer
CREATIVE
ASSETS
BRAND STRATEGY
Creative brief “It’s much more important to make creative
agency bind in before consumer bind in. That is role of a good creative brief”
The connection between
logic and magic
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A good Creative brief is an
ARTIST Authenticity
Relevance
Transparent
Inspiring
Specific
Timely
Well capture and reflect brand characteristics and unique points that brands want to consumer remember
Align with brand purpose, objective and Job to be done
Clear and consistent on expectation from brands and requirement to agency
Trigger the emotional mind
Clear and Single minded on target consumer and what brands want to sell to them
Inform key milestones and deliverables
Knorr Tet 2016 campaign: Có mẹ là có Tết
MARKET AND
BRAND
SITUATION
THE PROBLEM
WE WANT TO
ADDRESS
OBJECTIVE
TARGET
AUDIENCE
INSIGHT
Tet is time for people coming back home, gathering and enjoying traditional food. It’s
also peaking time for Granule, which brand should utilize to build brand love and increase sales Other categories see opportunity at Tet so be difference but also relevance with consumer is key hook to win the heart of them
The tough competition in North with Ajingon as they have been in Vietnam for such a long time
Business Objectives: Increase the sale of product up to XXX in 2 months of Tet. Marketing Objectives: Increase value share in total by XXX, specifically in North by XXX Advertising Objectives: increase BE to xxx points, Conviction to xxx points
Housewife with kids, 25-40 y.o, , care a lot for family and consider cooking is one of the best way to express that
Only mother knows her child best, even when their child becomes mother
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CURRENT
BEHAVIOR
EXPECTED BEHAVIOR
MESSAGE
CHANNELS
Woman are using Ajingon/Ajinomoto for long time because it’s the first product in the
market
They love and start to use Knorr as well as repeat purchase as brands build the strong connection
“Co me la co Tet”
TV, Internet, Social network (Facebook, Youtube), Outdoor Advertising
: :.
: 3 tháng, 10 tỉ
BRAND MOOD AND TONE
MANDATORIES
TIME – BUDGET
Cozy, warm, and delightful
Intense product placement, strong expression of family spirit, clear images of Tet, beautiful
KOL, must have emotional touch
3 months – XXX USD
Right Approach to T.A
Focus on target audience (speak in their language,
understand them)
Ex: Diana
Target audience: young women (15 - 30 years old), gentle,
girly
Insight: Sometimes I feel underprivileged for a female in
society because of prejudice. I dream of becoming more
confident and can gain the respect from other people and
do everything I love. Context: “Bánh bèo vô dụng” has been popularly used by
young people recently. Creative Idea: BÁNH BÈO VÔ ĐỊCH
- TVC: https://www.youtube.com/watch?v=ldANY6Q3aHA - Sharing stories “Bánh bèo vô địch” with Ploy (author) and
Tamypu (artist) to collect into a book. - Photo Contest “Yêu thêm những nẻo đường qua”
EVALUATING A
CREATIVE IDEA
Follow 4 key criteria
Branding
1.Right Approach to T.A
Attention Feasibility
Insightful (Deep involvement that engages T.A in
the brand at an emotional and psychological level)
Ex: Knorr
Target audience: Female, 25 - 40 years old, modern
lifestyle but consider cooking as the way bonding
her family.
Insight: Only when I become a mother, can I
understand deeply how my mother loves our family.
Context: Tet - meaningful occasion for family
reunion and saying love with parents. Creative Idea: CÓ MẸ LÀ CÓ TẾT
- TVC, Viral clip:
https://www.youtube.com/watch?v=WlLGU1kxsbA - “Tổng đài mẹ ơi”
Is it suitable for brand?
Ex: Tiger Beer
Context and positioning at Asia:
Tiger with new repostioning “Truly International Asian
Beer”, target millennials who are called Boldly Asian, are
enthusiastic, ready to experience new things and want to
show their self actualization.
Insight: I always live in cage of myself to satisfy my family
and gain respect from other people.
Creative Idea: Tiger Uncage
- 3 TVC:Uncage Stories:
https://www.youtube.com/watch?v=sZauFnS6WJ0
- Event: Tiger Remix 2015
- Tiger Street Football 2014 Champion
2.Branding
Does it “release” the message about brand truth/products?
Ex: P/S Toothpaste - Preventing cavity.
Idea: Protect Vietnamese Smiles.
Children were educated and inspired about taking care of teeth and PREVENTING CAVITY by day-night brushing
school activity.
- World Oral Health Day
- Contests including oral health education
- P/S Gifts (toothpaste, toothbrush)
Is it single-minded?
Ex: Young Marketer with brand promise “Empower
the next marketing generation”
Creative Idea: Young Marketers Elite Development
to actualize this promise.
- Young Marketer Contest
- The 9-month course with top marketers.
- Seminars in many universities.
Achieve marketing and business objectives
Ex: Gillette in India
Business Objective: gain 20% market share in razor category.
Marketing Objective: Increase Penetration because potential
market of 80% females who remain to use old double-edge.
Insight: Men perceived that having beard shows manly
attraction but they don't know that women like barefaced
men.
Creative Idea: India votes: to shave or not
- Viral clip
- Sponsorship for Women Against Lazy Stubble Program
- Shaving Booth
Results: During 8 weeks, turnover increased 500%, Gillette
gained 40% market share
Is it doable? Ex: Fanta
Creative Idea: edible print ad
https://www.youtube.com/watch?v=3jIzv6ciGas
What about the cost and profit?
Can it lead to executions in many media?
“Mr Ogilvy’s motto ‘if it doesn’t sell, its not
creative’ applies here.”
Note: Great idea must be together with right executions
Talkabiility (Sheer impact or “salience” that
creates fame and “talkabiility” for the brand)
Ex: Nokia N97 Idea: Rescue Mai Phương Thúy
Demonstrate features of Nokia N97 via using it to
rescue the Miss.
http://sohoa.vnexpress.net/tin-tuc/doi-song-so/-
giai-cuu-mai-phuong-thuy-voi-nokia-n97-
1517247.html
Is is novel? Ex: Coca cola with new proposition “Taste the
feeling”
Creative idea: Drinkable advertising for Coke
Zero
Consumers can experience feeling of drinking
Coke in the unique way.
https://www.youtube.com/watch?v=Jehpz6P5O
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3.Feasibility 4.Attention
EXAMPLE Close up - Walk Of Love Right Approach To T.A Branding Attention Feasibility
Close Up: An inspiring
brand for youth to
confidence.
Function: superior fresh
breath and white teeth
Emotion: the inspiration
for being confident.
Target consumer: young
couples,
Insight: Because of
cultural prejudice, we
feel hesitated to show our intense love.
Business objective: increase
volume share
Marketing Objective: sell more
Close Up toothpaste
Communication Objective:
Via attracting attention of youth
in Valentine occasion,
The first “Walk of Love”
in Vietnam for young
couples
Result:
10,000 young
couples attended
and turnover of
Close Up
considerably
increased
Trigger: Remind last
Valentine Activation online &
offline.
Event
Close Up help youth become more confident and gives them
an meaningfullopportunity to express their love.
Amplify
THANK YOU.
