Young Marketer Assignment week 7 - Brand Communications

1. Ho Gia Hoang
RMIT University Vietnam
giahoang1213@gmail.com
01274710375
Young Marketer –
Assignment week 7
BRAND COMMUNICATIONS

2. Question 1: Big Ideas
Brand Communications big idea:
• The link between the brand essence and how
consumers actually see and feel about the
brand;
• Plants the brand essence in the consumer’s
mind, which is achieved by engaging the
consumer, by changing attitudes and behavior
and by differentiating the brand.
(Mediaedge:cia, 2012)

3. Question 1: Big Ideas
Advertising big idea:
• The bridge between strategy and tactics, taking
you from gathering facts and getting organized
to creating words and pictures;
(Altstiel, T & Grow, J, 2010)
• Bold, creative initiative that builds on the
strategy, joins the product benefit with consumer
desire in a fresh, involving way, brings the
subject to life, and makes the audience stop,
look, and listen;
(Arens, W; Weigold, M & Arens, C 2009)

4. Question 1: Big Ideas
Brand communications big idea VS Advertising big idea?
Brand Communications big idea
Advertising big idea
An umbrella term for conceptions
A conception for tactics
Strategy
Direct the message
Execution
Give to message to life
A durable entities transmitting the
brand essence for years
Change around the brand itself
Generated by client
Generated by agency

5. Question 1: Big Ideas
Example:
• Brand Communications big idea: “Dirt is good”
“Let your kids play and get dirty. It’s important for their healthy development.
OMO can take care of the cleaning”.
(Brown, M 2012)

6. Question 1: Big Ideas
• Advertising big idea: “Jealous Clothes”
“Even smart clothes can play outside in the dirt”.
(A LOWE Profile, 2013)

7. Question 2: Creative Brief
• What makes a good creative brief?
Direction
Inspiration
One thing you want
advertising to say
Insights resonate with
consumers
Explain it in one
sentence
One important insight
at the heart of the
brief
One clear and compelling thought about the brand
(Black Pencil Academy, 2012)

8. Question 2: Creative Brief
•
A good creative brief should well answer these following questions:
1. What’s the reason for this brief?
 Clearly explain the background we are doing and what we need to do;
 A concise statement of the effect the ad should have on consumers;
 Be realistic and advertisng-related.
 Example: Vaseline
2. What do we want to say?
•
The single most important thing we can say to achieve the objective;
•
single-minded;
Example: ‘Mr. Big is the biggest bar’ vs ‘Mr. Big is the big bar that won’t slow you down, now available
in new Peanut Ripple flavor’.
(Black Pencil Academy, 2012)
•
Be concrete, not abstract.
Example: ‘Second Cup coffee is the strongest coffee you can buy’ vs ‘Second Cup is the Ultimate Coffee
experience’
(Black Pencil Academy, 2012)

9. Question 2: Creative Brief
3. What are the supporting rational and emotional 'reasons to believe‘?
List the rational and emotional reasons including all the major copy points, in order of relative importance to
the consumer.
Example: Vaseline
4. Target audience: who are we talking to?
 The more precise and detailed is the better;
 Go beyond basic demographics and include psychographics.
 Example:
“Young adults aged 18-25. Someone self-assured, active and energetic, self-reliant, positive, optimistic,
individualistic, self-centered, not superficial, irreverent, somewhat cynical, skeptical, savvy, fashionconscious, honest, straight-forward, computer-literate, entrepreneurial, self-indulgent, hedonistic, likes
having new things, doesn’t change opinions to please others, doesn’t change behavior in order to be liked,
thinks of him/herself as an individual but has a powerful need to fit into a group, preoccupied with
sex/gender-related issues, has short attention span, wants instant gratification AND likes chocolate bars”
 describe a real person, specific, vivid and relevant.
(Black Pencil Academy, 2012)

10. References
Altstiel, T & Grow, J, 2010, ‘Concepting’, Advertising Creative, 2nd edn.,
SAGE Publications, California, US.
Arens, W; Weigold, M & Arens, C 2009, ‘Developing and Implementing the
Big Idea’, Contemporary Advertising, 12th edn., McGraw-Hill, New York,
US.
Black Pencil Academy, 2012, Creative Briefs and Briefing, viewed 8
January
2014,
<
http://plannersphere.pbworks.com/f/Writing+good+creative+briefs.ppt>.
Mediaedge:cia, 2012, ‘What is a communication idea?’, Communication
ideas: At the heart of modern marketing, viewed 8 January 2014, <
http://www.mecglobal.com/assets/Uploads/Reports/Resources/MECbrings-you-Communication-ideas-2007.pdf>.

11. THANK YOU!