1. INSIGHT?
What is that?
Presentation title to go here Slide 1
Name of presenter Date to go here

2. WHY IT IS SO ESSENTIAL?
Clients sell PRODUCTS
Consumers buy BRANDS
Presentation title to go here Slide 2
Name of presenter Date to go here

3. A BRAND
Associations Personality
Product
Country of origin physical attributes User imagery
smell, form, price
quality, colour, usage,
Symbols distribution
Relationship with
customer
Emotional benefits
Company culture
Presentation title to go here Slide 3
Name of presenter Date to go here

4. WHY IT IS SO ESSENTIAL?
A brand is a trademark or label associated
with a product or service which has formed a
distinct and meaningful relationship with its
consumer.
Presentation title to go here Slide 4
Name of presenter Date to go here

5. Why it is so essential?
 Brands exist in the hearts and minds of people/consumers
 Brands create long term relationship with its consumers
 Brands have personality and values
 Brands what people actually buy
product: sweet brown sparkling water with flavour in metal can
Brand: Coke
Presentation title to go here Slide 5
Name of presenter Date to go here

6. To build proper brand communication we need
better knowledge about the consumer
GREAT ADVERTISING ALWAYS STARTS WITH THE
CONSUMER
Presentation title to go here Slide 6
Name of presenter Date to go here

7. Better knowledge about the consumer
 „Nothing is so powerful as an insight into human nature...what
compulsions drive a man, what instincts dominate his action...if you
know these things about a man you can touch him at the core of his
being.”
 „The most powerful element in advertising is the truth.”
Bill Bernbach
Presentation title to go here Slide 7
Name of presenter Date to go here

8. WHICH FAMOUS BRAND OWNS THIS INSIGHT?
Joggers view themselves as athlets who care about performance.
Brand: NIKE
Presentation title to go here Slide 8
Name of presenter Date to go here

9. WHICH FAMOUS BRAND OWNS THIS INSIGHT?
Money allows you to do things that are more important than money.
Brand: Mastercard
Presentation title to go here Slide 9
Name of presenter Date to go here

10. SO...WHAT IS THE INSIGHT?
 Seeing beyond the obvious
 The capacity to discover hidden truth
 To have mental penetration
 Especially into human character
Presentation title to go here Slide 10
Name of presenter Date to go here

11. Insight: a deeply felt HUMAN TRUTH that
creates a powerful, personal connection
between a brand and the consumer.
An insight is a penetrating observation about consumer
behaviour that can be applied to unlock growth.
When used correctly in communication it should
provoke a shock of recognition.
Presentation title to go here Slide 11
Name of presenter Date to go here

12. Difference Between Information and Insight
 Information describes our consumers now
– what they look like
– what they believe
– how they act
 Insight describes why
– why they believe
– why they behave
– why they use
Presentation title to go here Slide 12
Name of presenter Date to go here

13. Difference Between Information and Insight
 insight leads us to understand how we can influence
consumers
 insight discovers how to reinforce beliefs, or motivate
changes
 insight comes from clever interpretation of data
 not the data itself
 insight is qualitative, not quantitative
 insight is mined by smart people, not black box research
tools
Presentation title to go here Slide 13
Name of presenter Date to go here

14. Difference Between Information and Insight
 If you have the right insight, and not only show consumer
what but also why, then you get the response:
– "They are really talking to me"
– "They understand me"
– "This feels right"
– „It is true but I had never thought of this before"
Presentation title to go here Slide 14
Name of presenter Date to go here

15. Source of insights
Searching for insights is not a manufacturing process.
It’s a voyage of discovery.
It involves some inspiration and some degree of
looking at a problem in a way that nobody has before
– otherwise it won’t be fresh enough.
Presentation title to go here Slide 15
Name of presenter Date to go here

16. Source of insights
 !You need to find something that strikes a chord with
people - it’s a gut-felt response we’re looking for.
 Good qualitative research is a great source of insights
 But research is often not that good, or not avaialble
 Simple observation of consumers/ourselves can be very
helpful:
anywhere/anytime on the streets;at home;in the stores
Presentation title to go here Slide 16
Name of presenter Date to go here

17. Source of insights - Make questions
 How people feel about the category? And why?
 How people feel about/use the product/brand?
 How the brand/category fits into people’s lives?
 What are the life aspirations of the TA?
 What kind of perceptions/fears characterize the TA?
 How the rest of the category advertise?
 What are the generic values which drive the TA?
Presentation title to go here Slide 17
Name of presenter Date to go here

18. Judging your insights
 Will people get it?
 Is it something new?
 Is it simple enough?
 Will it effect change?
 Can you support it?
Presentation title to go here Slide 18
Name of presenter Date to go here

19. Some useful considerations
 It is not something that people do not yet feel or believe!
 Maybe they are just not aware of it!
 So do not invent it!
 It is not always positive!
 Sometimes it does not exist!
Presentation title to go here Slide 19
Name of presenter Date to go here

20. Exercise 1.
From these five ads which one is based on this insight?
Insight: Every man dreams of a woman
making the first move
1. Stunt city
2. Dentist
3. Chanel
4. Residue
5. Real beauty
Presentation title to go here Slide 20
Name of presenter Date to go here

21. Exercise 2.
 Pls try to define what is the insight behind these print ads.
Presentation title to go here Slide 21
Name of presenter Date to go here

22. Exercise 2.
Presentation title to go here Slide 22
Name of presenter Date to go here

23. Presentation title to go here Slide 23
Name of presenter Date to go here

24. Exercise 3.
 Pls come up with at least 1 new idea for the same Harvey
Nichols insight
Presentation title to go here Slide 24
Name of presenter Date to go here

25. Presentation title to go here Slide 25
Name of presenter Date to go here

26. Exercise 4.
 Group A.: Pls try to define the insight of this ad and pls
present your thoughts to us. (1-2 min.)
Harrods „Ten best tailors”
 Group B: Same task
Interflora
Presentation title to go here Slide 26
Name of presenter Date to go here

27. Exercise 5. -
 Pls try to define the insight of this print ad.
 Come up with 1-2 new ideas for the Glide campaign.
Presentation title to go here Slide 27
Name of presenter Date to go here