Young marketers-elite-3-assignment-11.1-đức-hiệp-thanh-an-khánh-thy

1. ASSIGNMENT 11.1
BRAND COMMUNICATION PART 2
ĐỨC HIỆP – THANH AN – KHÁNH THY

2. 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 Building
Brand Big Idea, Communication Big Idea, Advertising Big Idea
ADVERTISING INSIGHT
Advertising 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 INSIGHT
Communication Insight is consumer insight that is
oriented by Brand Insight and then, it will create
substainable flatforms for Advertising
BRAND INSIGHT
Brand 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

3. BRAND
BIG IDEA
Beauty without
Artifice
COMMUNICATION
BIG IDEA
Real Beauty
ADVERTISING
BIG IDEA
Real Beauty Sketches
ADVERTISING INSIGHT
Women are the strictest critic of themselves, so this
can stop them from seeing their real beauty and
reaching their full potential
COMMUNICATION INSIGHT
The pressure to be beautiful feeds our tendency to
focus on the negative, making beauty an unnecessary
source of anxiety
BRAND INSIGHT
In 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

4. • 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 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 GOOD
ADVERTISING
INSIGHT
5 levels of depth of Advertising Insight
• Aestetic
• Everyday problems
• Beliefs and attitudes
• Emotions and sensations
• Social and individual self

5. 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 reflects
a 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
UNDERSTANDING
Answer WHY question
INSIGHT

6. 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

7. DEVELOPMENT PROCESS FOR CAMPAIGN/ ADVERTISING BIG IDEA
Communicati
on
Objective
Communication
Big Idea
Market
Understanding
Consumer
Insight
Business/
Brand
situation
Campaign/Advertising Big Idea
Communication
Big Idea
Campaign/Advertisin
g Big Idea
PROPOSITIONING
DEVELOMENT
EVALUATION

8. 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 strategy
1.Communication approach
2.Direction
3.Campaigns: short-­term, long-­term
COMMUNICATION OBJECTIVE COMMUNICATION BIG IDEA
Long-­term plan
Durable

9. 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 GOOD
BIG IDEA?
1. Big idea is campaign -­
able
2. Big idea stretchs
Brand
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

10. EXAMPLE
Category: Dairy
Brand:Vinamilk
Ong Tho sweeten condensed milk:
“Vị ngon cùng năm tháng”’
Market understanding
Dairy:
- 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: DutchLady
Brand/ Business situation
Ong
Tho Brand
Appear
in
Vietnam
market
for
40
years
The
market
leader
in
sweeten
condensed
milk
with
87%
marketshare
Brand
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
drinks
Development: 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

11. 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