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Young Marketers Elite 2 - Brand Communication (9.1) - Khai Pham & Ngan Tran

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Young Marketers Elite 2 - Brand Communication (9.1) - Khai Pham & Ngan Tran

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Young Marketers Elite 2 - Brand Communication (9.1) - Khai Pham & Ngan Tran

  1. 1. BRAND COMMUNICATIONS
  2. 2. Agenda What is Brand idea? Brand Communications Idea? Campaignl Advertising Idea? Let's dig CI little deeper! An example of all
  3. 3. Brand Idea 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 MUSt have lh BFClhC. l COFT1f'hUl'ilCC| tlOfiS Guidelines Proposed by agencies
  4. 4. 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’ desire” Have the most meaningful differentiation — "brand best satisfy" 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
  5. 5. Whclt ls brcl ncl Principles of a good CO rh m U H iCCl’Ei O h S d eG B_r_a, nd_C_o_m m_u, n,i_c_a_tLon_lde_a_stateme, nt The idea of a communication theme best deliver the Brand Idea. It guides all other communication ideas & activities strategically GCFOSS CGITIDGIQFIS It's clear. 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 It's simple. 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. It's competitive. The Idea should provide the answer to the question ”Why should i choose this Brand rather than some other? ”
  6. 6. 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. Mastercard Safest, most reliable (ultra-premium) tires—The The Family, not iust the ’’bread- . , ”VoIvo” of tires. winner", car deserves Michelin safety "’§$‘: too §'g"'IVIICIIEl. lIII ' Ft The ’’ultimate liquid athletic equipment” for Only Gatorade can fuel the ”winner" III”/ Jig ’ max performance & ”winning" spirit. in you.
  7. 7. 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 Campaign Idea 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 - Reaction — 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 target
  8. 8. 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. W ' l. Target: Women 30-55, ”Honest Beauty— i care Believers” ' 3. Current Behavior (or Non—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. ,3.YTvl€1l! il‘1’/ ~" '11Iili. Ic:1!ii: (; ;Ii‘iIi“I<; xta 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.
  9. 9. 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?
  10. 10. 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.
  11. 11. 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.
  12. 12. Bl’Gl’iCl COl’Til’TiUl’ilCGtlOl’iS idea . ..ll’i execution activities ‘campalgnforrealbeauty l f[)()l/6’ l. i‘. l7i(il 'ii_ . iJ. l l'iiii»-. ‘‘ Click a chance to see your vole count — instantly : oversized'? j outstanding’? » invite a friend nnvacv pcicv mm an im camel us 0101: can
  13. 13. Brand communications idea . ..in execution activities Resist the Usual Text your vote to: 43683 [4DOVE] A for wrinkled B for wonderful It worked — 8 secs avg. for results in phone and on LED wrinkled? wonderful? can 96 be beautiful? run your vole la- f. f“. :': ’L‘. ".‘; l:! . LED shows: '©IorvIDflI‘lurIul Global votes Local votes Drive to web
  14. 14. Brand communications idea . ..in execution activities Go Where Consumer Goes—Voting in streets of Bangkok team l’ilt the streets tO CISK consumers t0 vote 8 Days—Dove Caravan Voting
  15. 15. Brand communications idea . ..in execution activities Execute for the Medium REAL GORGEOUS : flawed? l‘i flawless? Forget suuwmodels ~ as lhua woman prwe. mews veal bnury In omyona -W-. -.. ... ..-. ... ... :l. .(, ... ... ... ... .. «. .-. ... ... e.. .n. ._-as-. ».. ... .m. .~, -.. . . ... .». ... ... ¢_. ... s.. ... ... _.. ... ... -. .. _. ¢_. ... ..m. ... :.. ... ..= s.. ... ...4 (.3lY(Julg'lD1INfilI}34luIffihN O Ihr . ... a.. -.. ... ... .. ... w.. .». ... ..». v. ..-. ... ... . -u. -. ~ . .-. e.. . . ..~. ..-m. -n. .. . ... ... .-. ... ... .. ... ... .u. v-v. .. n-. ... »._. w . ... ... -n. .. . ... . mm--. r.- -. .l. -.. .-4.. .. i. ... ... .-a-um -. ... ..~-. . 3 gorgeous? L. ~'-4 and mi? I i L 44 mt} nail ~. ... ... .~. ... ... ..nn. ..i. .. i. ... ... ... ..-. m.. ¢.. ,.. -l , ... .u. ... .m—. ..i. ... ... ... .. m. ... ... ... _.. ... ... ... .m. n . ._. ... ... ..—. ..o-m. .«. .. . .p. -umsmmv. -¢. ¢o. .m-m ' u. ... «.. .u~. .m -. ... ... ... . . ... ... ... ... ... -.. ... ... . . ._. . ~.. ... _-am. -.». -u . ... v.-m—. ..l. .», ».. . . ... ... m.. ... -.. ... . . ..». .. ... ... ... ... ... m.. ... ..: ... .«. ,. ..-o, ... ... .. . .. ... ... ... .. noun -1
  16. 16. Brand communications idea . ..in execution activities ‘Real Beauty’ gets global breakout via evolution PR bid strengthens self-esteem message of Dove campaign B{LAllRfl. _WEN12 luatzoaancun 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 self-tanning’ lotion. "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"
  17. 17. Thank you Pham Van Khai Tran Ngoc Ngan

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