Bài soạn Elite Programme 2 về đề tài Brand management essentials phần 3 - Brand Communication

2. 3 levels definition
Brand big
idea
Communication
big idea
Campaign big
idea
ConsumerLanguage
ExecutionalContext
The shape of brand
promise to provide
specific need/ want/
dream of target
customers. It is
Brand Essence taken
from brandkey
The translation of brand
big idea into a
communication theme, by
consumer language
The single minded creative
idea in specific context that
plays out in all executions
over a defined period of
time and is objective led
It lies at the heart of every
element of a brand’s
communication and is an
essential element in the
Brand Vision Plan. It is only
changed if there is a
distinct need (e.g a new
strategic direction for the
brand)
It is the “what” – the idea
which is consistent across
the campaigns, and the
“how” - the communication
strategy. The Campaign
Idea must be brought to
life in the Must Have
channels at the initial
agency presentation.

3. DOVE example
Brand big
idea
Communication
big idea
Campaign big
idea
Consumer Language Executional Context
Beauty without
artifice
To create a world where
beauty is a source of
confidence and not anxiety
Dove campaign for Real
Beauty

4. DOVE example
REAL CURVES
And a set of outdoor and print ads asked
people to decide, to debunk the
stereotype and encourage viewers to visit
the website to discuss beauty issues
EVOLUTION
1st viral video shows a woman
transformed, through makeup,
lighting and airbrushing, from
ordinary to perfect. It has gotten
people in the blogosphere
talking. The traction it's gotten in
the interactive space makes it
worth seeing, and learning from
ONSLAUGHT
2nd viral video showed a little girl bombarded by media images
seemingly designed to make her insecure about her looks

5. DOVE example
PRO-AGE
Ads featuring barely
covered older female
models to back its
launch of Pro-Age
products. Controversy
flared when a
professional photo
retoucher told his
work on photos
SKETCHES
An eight-minute film by Academy Award-winning
documentary. In the film, a photographer teaches
high-school girls and their moms to boost their
confidence and expand their views of what
beauty is by taking self portraits with their
smartphones and posting them on social media.
SELFIE
Viral video about women describe
themselves to a forensic sketch artist
who cannot see his subjects. The
same women are then described by
strangers whom they met the
previous day. The sketches are
compared to contrast how women
describe themselves to the prettier
versions described by others. They are
more beautiful than they think they
are
Source: http://adage.com/article/news/ten-years-dove-s-real-
beauty-aging/291216/

6. NIKE example
Brand big
idea
Communication
big idea
Campaign big
idea
Consumer Language Executional Context
Authentic Athletic
Performance
To inspire for hardship
overcoming
Write the future (2010)
Find your greatness (2012)

7. NIKE example
WRITE THE FUTURE (2010) Issue: To lead conversation, and energy during World Cup 2010 without
being an official sponsor, Nike had to win the battle of inspiration and
participation via social media
Insight: Fueled by people powered media, Football has the power to
permeate popular culture - globally, regionally and locally
Idea: Inspire consumers by illustrating the ripple effect that Football
creates within popular culture. Enable consumers to fuel the ripple effect
via social media (in real time)
Execution: Engineering a global flare of unparalleled impact, then
recruiting 17 fans/second on Facebook whilst. An epic three minute film
appeared in the first global roadblock of the Champions League final.
Newly recruited fans engaged with the largest outdoor site in
Johannesburg posting live messages. Further engagement was created
via an app allowed fans to write their own future. In parallel, an activation
programme ‘The Chance' scouted elite football talent via Facebook,
culminating in the opportunity to trial with a premier
league/championship club
Result: The most shared campaign in 2010; 12.5+ million loyal fans; global
sales growth of 7% following the campaign

8. NIKE example
FIND YOUR GREATNES (2012)
Issue: To inspire and energize amateur athletes
everywhere to celebrate achievements, participate
and enjoy the thrill of achieving in sport at their own
level; and lead mindshare during Olympic
Insight: Greatness is not just reserved for Elite
Athletes, but also is something we can all aspire to
Idea: Everyone is an athlete, find your greatness
Execution: Nike is creating a series of digital missions through
Nike+ to motivate people, including a "Greatness is Ours"
mission that aims to make August 12 the most active recorded
day ever through Nike+.
People who engage in the missions will be encouraged to share
their activity and achievements through social media and this
will then be displayed on the Nike+ Fuelstream - a dynamic
online stream of imagery and consumer comments. They will
also be elevated through Nike’s own social channels @nike,
@niketraining, @nikerunning, @nikebasketball, which will
encourage users with @ replies and motivation, and ultimately
help stimulate and drive users to achieve their greatness.
The motivational online hub on website to share progress and
success through a series of tools and digital services designed
to make every athlete better
Result: 430.600 mentions on average per day on
Tweeter; 63% interviewed thought Nike was an
Olympic sponsor (Adias was); 10+ million views on
Youtube campaign video; most active day ever
tracked 596 million Fuelpoints at Nike +