ASSIGNMENT 11.1 BRAND COMMUNICATION PART 2

ĐỨC HIỆP – THANH AN – KHÁNH THY

BRAND BIG IDEA

Mission/Vision Positioning

COMMUNICATION BIG IDEA

ADVERTISING BIG 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

COMMUNICATION BIG IDEA

Real Beauty

ADVERTISING BIG 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

DEEP ORIGINAL

BASE OF

COMMUNICATIONSPECIFIC FORTARGET

• Hit the deepest part of consumers’ heart• Forget extreme-tones communication and create messages that can resonate with 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 (=every massage)

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, PleasureComes from Belief, Faith, Ritual cultural tension

DIFFERENCE

THERE ARE 3 TYPES OF COMMUNICATION/ADVERTISING INSIGHT

HO

W T

O F

IND

OBSERVATION

UNDERSTANDINGAnswer WHY question

INSIGHT

InsightIn a modern life, I not only want a fresh drinks but also be good for

my long-term health

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

InsightSmiling is as a representing for the confidence. So, as a mom, I always want my child to smile

most beautifully

InsightI dream of be 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