ASSIGNMENT  11.1  BRAND  COMMUNICATION  PART  2

ĐỨC  HIỆP  – THANH  AN  – KHÁNH  THY

BRAND  BIG  IDEA

Mission/Vision  Positioning

COMMUNICATIONBIG  IDEA

ADVERTISINGBIG  IDEA

Strategic  direction  communication  concept

Any  Big  Ideas  have  to  base  on  an  Consumer  Insight.  It  is  a  fundamental  truth  about  human  emotions/behaviour  that  answers  

WHY  question  to  WHAT  question

There  are  3  key  Big  Ideas  in  Brand  BuildingBrand  Big  Idea,  Communication  Big  Idea,  Advertising  Big  Idea

ADVERTISING  INSIGHTAdvertising  Insight  is  consumer  insight  that  bases  on  Communication  Insight  to  translate  into  specific  context.  It  is  used  for  short  time  period  and  had  

specific  context

COMMUNICATION  INSIGHTCommunication Insight  is  consumer  insight  that  is  oriented  by  Brand  Insight  and  then,  it  will  create    

substainable  flatforms  for  Advertising

BRAND  INSIGHTBrand  Insight  is  consumer  insight  that  bases  on  a  board  point  of  view  including  CATEGORY  TRUTH,  CONSUMER  TRUTH,  PRODUCT  TRUTH.  It  must  be  big  enough  to  survive  in  long-­term  period  

BRAND  BIG  IDEA

Beauty  without  Artifice

COMMUNICATIONBIG  IDEA

Real  Beauty  

ADVERTISINGBIG  IDEA

Real  Beauty  Sketches

ADVERTISING  INSIGHTWomen  are   the  strictest  critic  of  themselves, so  this  can  stop  them  from  seeing  their  real  beauty  and  

reaching   their  full  potential

COMMUNICATION  INSIGHTThe  pressure   to  be  beautiful  feeds  our  tendency  to  

focus  on  the  negative,  making  beauty  an  unnecessary  source  of  anxiety

BRAND  INSIGHTIn  a  world  exploding  with  technology,  fake  ingredients,  and  virtual  everything,  consumers  are  increasingly  

attracted  to  the  authentic,  the  un-­hyped   to  brands  and  insituations  that  repsresent  the  real  beauty

EXAMPLE      -­ DOVE

• Depth:  Time  and  career  are  the  most  precious  values  in  business• Originality:  It’s  the  first  brand  that  used  this  insight• It’s  the  core  of  this  advertisement• Specific for  only  businessmen

INSIGHT“Talent  in  business  is  to  get  on  early”

4 PROPERTIES  OF  ADVERTISING  INSIGHT

• Hit  the  deepest  part  of  consumers’  heart• Forget  extreme-­tones  communication  and  create  messages  that  can  resonatewith  consumer

-­ Communication  is  a  tool  to  differentiate   from  competitors  (Jack  Trout)

=>  Original  consumer  insight  will  draw  original   massages

The  core of  the  message  (not  a  peripheral  aspect)  or  better  the  core  of  the  relationship  (=everymassage)

Make  appeal  to  the  sense  of  belonging   to  a  specific  sub-­culture

A  GOODADVERTISING  INSIGHT

5 levels  of  depth  of  Advertising  Insight•  Aestetic•  Everyday  problems•  Beliefs  and  attitudes•  Emotions  and  sensations•  Social  and  individual  self  

Tell  about  Function

Tell  about  Emotion

Tell  about  Dream/Desire

This  Insight  reflects  the  basic  needs  of  consumers

This  Insight  reflects  a  consumer’s  emotional  need  more  

than  a  functional  need,  so  Brand  create  a  great  experience  for  them,  make  brand’s  lifestyle  and  value  fit  for  them

This  Insight  reflectsa  dream  of  consumers  that  they  want  to  have  in  their  life

Focus  on  functional  benefits  e.g.  from  competitor’s  

product  that  consumers  still  are  not  satisfy  or  category  

convention

Comes  from  consumer  motivation  or  emotion  like  Fear,  Hope,  Pleasure

Comes  from  Belief,  Faith,  Ritual  cultural  tension

DIFFERENCE

THERE  ARE  3  TYPES  OF  COMMUNICATION/ADVERTISING  INSIGHT

HOW  TO  FIND

OBSERVATION

UNDERSTANDINGAnswer  WHY  question

INSIGHT

Advertising  Insight:In  a  modern  life,  I  not  only  want  a  fresh  drinks  but  also  be  good  for  

my  long-­term  health

=>  Focus  on  function

https://www.youtube.com/watch?v=K9GXCTTBBL4

Advertising  Insight:Smiling  is  as  a  representing  for  the  confidence.  So,  as  a  mom,  I  always  want  my  child  to  smile  

most  beautifully

Advertising  Insight:I  dream  of  a  real  men  who  can  overcome  any  challenge  and  

willing  to  help  others

https://www.youtube.com/watch?v=2mRcxAptiww

https://www.youtube.com/watch?v=DEgPxtPj6tY

DEVELOPMENT  PROCESS  FOR  CAMPAIGN/  ADVERTISING  BIG  IDEA

Communication

Objective  

CommunicationBig  Idea

Market  Understanding

ConsumerInsight

Business/Brand  situation

Campaign/Advertising  Big  Idea

CommunicationBig  Idea

Campaign/Advertising  Big  Idea

PROPOSITIONING

DEVELOMENT

EVALUATION

MARKET  UNDERSTANDING

Understand  the  market,  category

Understand  competitors

BRAND/  BUSINESS  SITUATION

What  is  the  brand  vision?

What  is  the  business  status?

CONSUMER  INSIGHT

Segments

Insight

What  is  the  brand  objective?

What  is  the brand  problem?  

Define  communication  needs  &  objectives-­Change  consumer’s  perception-­Change  consumer’s  attitude/  behaviour  -­ Drive  people’s  action

Develop  communication  strategy1.Communication  approach2.Direction3.Campaigns:  short-­term,  long-­term

COMMUNICATION  OBJECTIVE COMMUNICATION  BIG  IDEA

Long-­term  plan

Durable

PROPOSITIONING

MARKET  UNDERSTANDING

BRAND/  BUSINESS  SITUATION CONSUMER  INSIGHT= + +

WHERE  TO  LOOK  FOR  A  

PROPOSITIONING?

Ways  of  using  product Product  characteristic User  Characteristics

Price  Characteristics How  product  is  made Satisfy  people’s  desire/  people’s  benefits

Image  Characteristic Company  heritage Other

HOW  TO  DEVELOP  A  PROPOSITIONING  INTO  A  GOOD  

PROPOSITIONING?

DEVELOMENT

Concrete

Story

Simple Unexpected

EmotionalCredible

EVALUATION

WHAT  IS  A  GOODBIG  IDEA?

1.  Big  idea  is  campaign  -­able

2.  Big  idea  stretchsBrand

3.  Big  idea  resonate  with  consumer

4.  Big  idea  are  disruptive

5.  Big  idea  has  a  talk  value

6.  Big  idea  transcend  time,  cultural  and  

geographic  boundaries

PROPOSITIONING

EXAMPLECategory:  Dairy  Brand:Vinamilk  Ong  Tho  sweeten  condensed  milk:  “Vị  ngon  cùng  năm  tháng”’

Market  understandingDairy:- Milk is the most popular category with

USD866 million value (2013)- Vinamilk is the market leader - Trend: In addition to health benefits, they

are attracted to dairy products which bring joy and excitement

Sweeten condensed milk:-Lowest market growth in dairy cate: 3%/year -Competition environment: DutchLadyBrand/  Business  situationOng  Tho Brand  Appear  in  Vietnam  market  for  40  yearsThe  market  leader  in  sweeten  condensed  milk  with  87%  marketshareBrand   problems:  +  In  the  past,  Ong  Tho sweeten  condensed  milk  is  mostly  mixed  with  water,   is  used  to  eat  with  bread  or  make  flavor  with  coffee  +  However,   now  consumer  drink  water  milk  instead  of  Ongtho.  The  consumption   fell  +  Besides,   the  brand  is  quite   old  that  does  not  fit  to  present  anymore

Consumer    Consumer  understanding:  More  and  more  Vietnamese  people   actively  look  for  ways  to  escape  from  their   daily  hectic  lifestyle  and  reward   their  hard  work.  Hence,   in  addition   to  health   benefits,  they  are  attracted   to  dairy  products   which  bring  joy  and  excitement.Consumer  Insight:  I  want  to  share  happy  moment  with  my  family  throught  the  food  in  out  daily  life.  

Communication  objective    -­Raise  awareness  of  the  role  of  Ong  Tho  SCM  in  connecting  family  members.  -­Increase  consumption    

  Campaign  big  idea“Hạnh phúc trong căn bếp ấm”Proposition:    Way  of  using  product:  add  excellent  complimentary   product   for  different   drinksDevelopment:  emotional  and  story  Evaluation:  resonate  with  consumer  

Communication  big  idea“Vị ngon cùng năm tháng”  High  light  traditional   value  of  Ong  Tho in  family  Story  telling  format  to  touch   consumer  heart

EXAMPLE  Market  understanding  -­‐Shampoo  was  the  largest  hair  care  segment  with  72%  share-­‐Unilever  held  35%  share  as  a  whole  in  2013,  followed   by  Procter   &  Gamble  with  23%  share  and  Marico  with   12%  share

Brand/  Business  situation-­Many  girls  nowaday  want  to  dye  or  curling  their  hair  for  morden  and  out-­standing  appearance.  -­Rejoice,  shampoo  brand  for  natural  straight  hair,  lost  their  market  penetration  because  of  this  trend.

Consumer    Consumer  understanding:  Along  with  increase  of  ‘Western   cultures’   popularity,   young  Vietnamese  people   are  more  assertive  and  confident.Individualists  are  more  likely  to  maintain  their  views,  despite  potential   opposition   from  social  groups  Consumer  Insight:    I  want  to  maintain  my  natural  black  hair  but  i  afraid  it  not  in  shape  and  shiny  enough  to  help  me  gain  confidence.  

Communication  objective  -­Spread  out  and  celebrate  the  trend  of  keeping  girls’  natural  hair  -­Gain  girl's  confident  with  their  natural  hair.    

 Campaign  Big  Idea  “Tự  hào  vẻ  đẹp  tóc  thề"contest  Proposition:    Image  characteristic:  confident  girl  with  her  own  beauty  to  complete  life’s  missions  and  obtacles  Development:  Simple  and  emotional  with  story-­telling  Real  people  with  real  story