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  • 1. INSIGHT? What is that?Presentation title to go here Slide 1Name 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 customerEmotional 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 needbetter 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 thatcreates a powerful, personal connectionbetween a brand and the consumer.An insight is a penetrating observation about consumerbehaviour that can be applied to unlock growth.When used correctly in communication it shouldprovoke 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 insightsSearching 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 move1. Stunt city2. Dentist3. Chanel4. Residue5. 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 23Name 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 25Name 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