ASSIGNMENT 7.1 BRAND COMMUNICATIONPrepared by Phuc Le & Thuyet Nguyen

The brand The consumer

There are 5 sources of connectivity for brand and consumer

Promise

Strategy

Story

Freshness

Experience

Positioning Positioning

Communication

Innovation Culture and operation

Brand Big IdeaBrand mission/vision/positioning

Communication Big Idea

Advertising Big Idea

How to deliver your brand essence in an effective way by the language of consumers

How to deliver Communication Big Idea in an impressive way that catch consumer’s attention and engagement

Brand Big IdeaBrand mission/vision/positioning

Communication Big Idea

Advertising Big Idea

Chia sẻ niềm vui với Coca

COKE: Share your Happiness moments with Coke

CAMPAIGN “TẾT GẮN KẾT”ATL: Cùng gắn kết – Tết mới vềSocial / Digital: Tạo logo Tết – Gắn kết gia đìnhBTL: Tạo khu dân cư cùng gắn kết làm nên TếtPackaging, promotion….

CREATIVE BRIEFa creative brief is the outlined instructions for work to be done by the agency's creative teamIt’s a document that gives adequate information to come up with strategic direction.

1. Background Analysis – Our competitors? What are they doing? What have we done so

far? What is our brand essence…2. Target audience – Who are we talking to?

How to talk in their language?3. Desired outcomes – What do we achieve

after the campaign?4. Reasons to believe, Rules + Tone and Mood,

Deliverables and timing + Budget

TO MAKE IT A GOOD CREATIVE BRIEF

1. Really clear our situation: who we are, what we stand for, what is the key differences between us and the competitors?

2. Know the problem and the desired outcome. For example: drop sales sales increased by 5% after campaign…

3. The big insight of the brand areas to develop deeper.

What a creative brief should be What a creative brief should not beA poetic A business templateInsights InformationTrigdgering to imagination Boring with statisticsKey proposition  Distinct and Inspiring The same with every briefClear key message  Clear objectives and direction (awareness, call to action, brand loyalty…)

Too broad or too narrow

Give the creative team the right mood Scientific and feel loss

BUT Creative brief is beyond that it is a process to spark imagination and creativityThe good creative brief should be able to TELL A STORY•The beginning: What’s the challenge?•The middle: What’s going to help?•The end: What’s the thought how to start?* A good creative brief should have / be:+ Clear problem identification: one problem at a time only and make sure it can be solved by creativity. Think at the end.+ A big insight of the brand that can be deep down to develop more concept for brand execution. Make sure the demographic of target audience is well provided.+ Give consumer a voice and perspective in the brief+ Do NOT play hide and seek: open the information on the market and previous campaign+ Enough spaces for creativity and imagination: that it should give direction but not too narrow (make a print ad with the image of a beautiful sexy girl holding an egg; making an online campaign with the core is a game app…) or too broad (full campaign)+ Interesting+ Budget and timing