Young Marketers Elite 2 - Brand Communication (9.1) - Khai Pham & Ngan Tran
What is Brand idea? Brand Communications Idea? Campaignl Advertising
Let's dig CI little deeper!
An example of all
A captivating expression of consumers’ desire
which the brand best satisfy, that simultaneously
conveys the Brand Essence
Brand Communications Idea
The idea of a communication theme best deliver
the Brand Idea. It guides all other communication
ideas & activities strategically across campaigns
Camain/ Advertisin Bi Idea
The unique, single-minded and campaign-
specialized idea which is executed in a period of
time for business’ need. All activities within that a
campaign must follow its campaign big idea
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Proposed by agencies
What is brand idea?
A captivating expression of consumers’ desire which the brand
best satisfy, that simultaneously conveys the Brand Essence
Have the word that can carry double or triple meanings
or connotations — ”A captivating expression”
Related to consumers’ deep desire — ”consumers’
Have the most meaningful differentiation — "brand best
Reflect the brands’ most valued sense of purpose —
”convey the Brand Essence”
”With Land Rover you can get off the beaten track
anywhere in the world"
Off the beaten track carries double meaning. Literally, it's
about the famous off—road capabilities of the car.
Figuratively, it reflects the consumer insight about escaping
from their casual lives.
”Where families share the magic”
Only at Disney, families can witness the magic fulfilling
their fantasy and enioy the magic of family happiness
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The idea of a communication theme best deliver the Brand Idea.
It guides all other communication ideas & activities strategically
4 g _ 4 The basis upon which the Target Audience is being asked to
P"°V'de5 9U'Cl0”Ce Grid Cl""3Ct'°” for the CleVel°l9me”t of the choose our brand in preference to others should be perfectly
0 brand's communications — it drives the Creative Brief which, in turn, Clear’
drives the Agency's creative teams
The number of ideas are Kept to a minimum.
agency creative work — Campaign ideas, more finished execution It omits executional considerations.
The Idea identifies what benefits we are to present to
consumers, avoiding executional options which deal with how
these benefits can be presented.
0 Provides a common basis upon which to assess
Identifies those basic decisions, which we do not intend to review
and rethink with each new addition to the chosen Campaign.
The Idea should provide the answer to the question
”Why should i choose this Brand rather than some other? ”
Brand Positioning vs. Brand Communications Idea statements
The ”Un-Prestige” card that reflects your true Unlike Visa and AMEX, MasterCard
values today. represents those ”priceIess”
moments in life that matter most.
Safest, most reliable (ultra-premium) tires—The The Family, not iust the ’’bread-
. , ”VoIvo” of tires. winner", car deserves Michelin safety
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The ’’ultimate liquid athletic equipment” for Only Gatorade can fuel the ”winner"
III”/ Jig ’ max performance & ”winning" spirit. in you.
What is campaignl
advertising big idea}
The unique, single-minded and campaign—specialized idea which
is executed in a period of time for business’ need. All activities
within that a campaign must follow its campaign big idea
Components of a
0 dramatize the Benefit in provocative consumer terms.
i_ "NAKED" Idea 2. CORE DRAMATIZATION
(Visual and/ or Audial)
- S't t"
0 should be explicitly or implicitly competitive 3' KEY COPY WORDS _ SlNliJt(: rl]On
— Plot Twist
0 even with a ”category” benefit, it has to look and sound new & ' Dem0
unexpected - Icon
— Character/ spokespeople
0 And the Key Copy Words (sometimes called the ”slogan” or ”theme—
line, ”) should become a rallying cry, a real ”mind—hook” forthe
5. Consumer Insight
. ’’I really want to use a
_ H Beauty—care brand that
V —‘ is honest. .. BUT, it
‘ -V seems that no leading
brand has the courage
to portray that ”real
beauty” comes in many ‘
V, shapes, sizes, and ages.
' l. Target:
Women 30-55, ”Honest Beauty—
i care Believers” '
3. Current Behavior
Use a number of leading
beauty/ sl<in—care brands—especially
those That are simple, natural-
including Dove; Not typically loyal to
any one line of products.
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4. Desired Future Behavior
(Brand Marketing Obiective! )
Get 25% of Dove & Other mainstream
”combo—brand” users to switch 35% of
their Beauty products to
Dove in 12 months.
Brand idea The beauty-care solution that nurtures women's natural beauty
”Real beauty” lies within every real woman
So, how will a campaign idea of Dove look like?
Brand Communications idea Beauty shots of real, self—assured women that capture and celebrate a
beauty that IS more than skin deep.
Key Copy Words (Words that Compel):
Dove's campaign for real beauty.
Brand communications idea . ..in execution activities
Out of Home
The Only Skincare
Brand That Brings
Out Your Natural
Beauty. ..and Stands
Up For The "Real"
Beauty In You.
Bl’Gl’iCl COl’Til’TiUl’ilCGtlOl’iS idea . ..ll’i execution activities
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Brand communications idea
. ..in execution activities
‘Real Beauty’ gets global
breakout via evolution
PR bid strengthens self-esteem
message of Dove campaign
UNILEVER CONTINUED the worldwide debate
about beauty in 2006 as the 3-year-old ”Cam-
paign for Real Beauty” reached more than 50
countriesandtocik some new directions
The new directions from a Canadi-
an-made viral ad that was one of the most
downloaded videos on YouTube to new-prod-
ucr extensions such as Dove Summer Glow
"Our mission is romakewomen feelbeau-
riful, and widen the definition of beauty and
inspire women to take are of rhemselves"
says Fernando Acosta, senior VP-Dove and
father of two little girls aged 1 and 8.
Unilever kicked off 2006 with the Dove
Self-Esteem Fund. with the goal of edutzring
and inspiring girls who believe in a definition
of bmury that doesn't include rhem. Loal
country iniliarives such as working with the
Girl Scouts in the U. S., are linked in strategy
and direction bye global steering group.
The spot "Little Girls, " created by the
Toronto, New York and Chicago offices of
Dove global agency Oylvy 8: Mather
Worldwide, shows little girls who has their
freckles, want to be blond or fear they're far.
The commercial ends: "Let's change their
minds We've created the Dove Self—Esteem
Fund bcause every girl deserves to feel good
about herself. "
In the US, “Little Girls” ran on the Super
Bowl. In Germany, the spot broke in October in
la coordinated media buy that scheduled the ad
for precisely 8:14 pm. on every German TV
channel. An Asianversion
of "Little Girls” running
in South Kora and
scheduled for the rest of
Asia. indudes load touch-
es such as a Komn girl
who thinks her non-Wesr-
em eyelildsare umm-active.
Although the ads are eye-
carching and thought-provoking, public rela-
tions is used as the lead medium in all coun-
tries Mr. Acosta says. The campaigns impact
is multiplied when celebrities like Oprah
Winfrey ralk about it in rhe media.
Mr. Acosta is particularly pleased that the
spot "Evolurion” got more than 3 million
downloads on YouTube. Created by
Vancouver the ad shows a perfectly ordinary-
looking girl who arrives for a photo shoot and
is transformed rhrough makeup and Photo-
shop into a glamorous model. The ad ends
with the line "No wonder our perception of
beauty is distorted. ”
"[’ReaI Beaury’] works globally because it
is anchored in (me understanding and in-
sights, " Mr. Awst-a says. "We say it very sim-
ply, and we touch a chord when we talk about
women's hang-ups about beauty"