This document provides guidance on developing brand strategies and big ideas based on consumer insights. It discusses translating insights into brand strategies using a 6P framework that considers purpose, positioning, people, packaging, promotion and place. A sample brand strategy is then presented focusing on supporting Vietnam's youth. It also provides an overview of what a creative brief is and how to write one to direct creative work, including key elements like objectives, target audience, and desired consumer response. The goal is to help clarify guidelines for marketing content projects based on the brand and business goals.

1. ASSIGNMENT 4.1
Translating Consumer Insights into Brand Strategies & Big Ideas
PHUONG TUONG & PHUONG VI
&

2. Question 1: Brand Strategy & Big Idea Development
Examine the matter ( what we can do ?)
( How can we retain?)
Find out all the idea ( which space we can create ?)
Big idea
Insight
Category/Competitors
Consumer/Client business situation
Consumer relevancy/Uniqueness
Authenticity/Brand appropriateness
Collect the suitable idea ( what our mission ?)
Dissect the big idea ( where does idea fit best )
( how it useful, its ability)
Use it into creative brief ( how does idea behave ? )
6P
Strategy
Business objectives+
Competitive environment+
Brand platform+
Develop brand tools+
+Differentiated positioning
+Desired consumer actions
+Appropriate segmentation
+Target markets
+Key messaging
+Measurement

3. Question 1: Brand Strategy & Big Idea Development
Insight: The youth in Vietnam want to express themselves, finding their own way to live and enjoy life.
Business objectives: accompany with the
youth in Vietnam
Competitive environment: Yamaha (sporty
spirit), Vespa (style)
Brand platform: long-standing, high-quality,
energetic
Develop brand tools: marketing campaign,
advertising, imagine, relative show, TVC….
 Brand strategy: changes in brand
identity and communication message tap
into the youth’s world in order to expand
the market & target consumers
What can we do?  support the youth to express and enjoy life
How can we retain?  there is always the “youth” with that
insight
What spaces can we create?  one of the first and huge space for
the youth in which they can be themselves
What’s our mission?  become the best company of the youth on
the way to live and enjoy life
Where does the idea fit best?  big cities in the country with the
young energetic generation
How does the idea behave?  provide the environment and
always support the youth everywhere they go.
Big Idea: Be U
Key message: Enjoy life they way you are

4. Question: What is Creative brief ? How to write the Creative brief ?
Creative brief ’s means
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•
•
•
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Framework of foundation that informs a writer or
creative talent of guidelines for a marketing of
content project
Well-identified, concise, articulate summary of the
key factors that can impact a project.
 Company background
 Target audience details
 Information on competitors
 Short and long term brand and business goals
Meant to clarify and inspire original, exciting creative
and copy
Typically developed by creative team members
working with clients on creative project
Also may be developed by clients/customers to
direct creative team member

5. Question: What is Creative brief ? How to write the Creative brief ?
DIRECTION ( What is the one thing you want the advertisement to
say? )
+
A GOOD CREATIVE BRIEF =
insight
One clear and compelling
INSPRIATION (The most powerful advertisement contains Insight
that truly resonate with the consumer.
thought about the brand
should be at the heart of the brief )
Background
Mandatories
Single
minded
proposition
Objective
Creative
Brief
Desired
Response
Creative
insight
Target
audience