ASSIGNMENT Brand Communication

Brand Big Idea

Communication Big Idea

CampaignBig Idea

Brand Big Idea is Brand Essence taken frombrandkey – the shape of brand promise to providespecific need/ want/ dream of target customers.

Brand Communication Idea is the big idea whichtranslates the Brand Essence from the BrandKey intoa communication theme (use consumer language)

Campaign/ Advertising Big Idea is the single mindedcreative idea that plays out in all executions over adefined period of time and is objective led.

+ Consumer Language

+ Execution Context

Analayze

DEFINITION

ROLE

FEATURES

3

BRAND COMMUNICATION

IDEABrand big idea is the promise of brand to customer, is the Brand Essence taken from BrandKey. Brand big idea’s motto is provide target customer’s need, want and dream.

Direction for a specific campaign/advertising

Brand Communication Idea is the big idea which translates the Brand Essence from the BrandKey into a communication theme.

Campaign/advertising big idea is the finally product in Big idea process. Concept for a specific campaign/advertising

ADVERTISING

IDEAIDEA

+ Changeable, short-term+ Defined and decided by the brand communication+ It is the “what” and also the “how”. The “what” is the idea which is consistent across the campaign. The “how” is the communication strategy

+ Define the essence and communicate it to consumer+ It lies at the heart of every element of a brand’s communication and is an essential element in the Brand Vision Plan. It is only changed if there is a distinct need ( e.g a new strategic direction for the brand ).

+ Stable for 3 - 5 year lifeDrive the brand, across medina & products+ Presence of a brand champion+ Repeatedly communicate brand values+ Must be clarity, consistency & constancy

Is a brand direction, which is driven by brand positioning that make brand stay

consistent

+ Stable for 5 - 10 year lifeDrive all the brand direction

( YoMost is a drinkable yogurt, it’s a new category aside from milk or yogurt. It’s a tasty new kind of products for youth to try )

YoTravel – travel around Europe with 30.000VND

Yolist – List all the thingyou want to do

Yotime Jump – Jump offfrom up to 30m

Yomost Valentine – ConfessYour love

Brand campaign/Advertising idea

Brand communication idea: Nếm trọn từng khoảnh khắc(Take in every moment. => Living in the now and do extraordinary things)

Brand essence: EXPERIENCE THE EXTRAORDINARY

Brand Big Idea: Encourage youth to try out new things from drinks and foods to extravaganza activities. DARE TO DO

Advertising/ Campaign Big Idea

Brand Big IdeaShare the happiness moment

Communication Big Idea Open Happiness

Happiness factoryHappiness bus Share a coke