This document provides examples of brand insights, positioning, and campaign ideas for three brands - Larue beer, True Milk, and Viettel telecommunications. For each brand, it outlines the brand, consumer, and category truths. It then derives a brand insight and identifies a brand big idea and communication idea to translate the positioning. For each brand, it also provides example campaign ideas that resonate with consumers and link back to the brand essence. The key takeaways emphasize that in low differentiation categories, humanity should be the prime guideline for a brand to stand out. It stresses the importance of putting consumers first to be a trendsetter in the market, and maintaining consistency between what a brand says and its actions.

1. ASSIGNMENT 1.1
PHƯƠNG THẢO - PHÚC NGUYÊN - HOÀNG LONG - TIÊN KHẢI - THANH THÂU

2. BRAND AND LOVE SHARE
THE SAME FUNDAMENTALS
AND THIS GIRL IS SURROUNDED BY MANY OTHER
ATTRACTIVE MEN (COMPETITORS)
SO, IMAGINE ...
A BRAND AS A GUY WHO IS TRYING TO WIN THE
HEART OF A FABULOUS GIRL (TARGET CONSUMER)
Attractive men 
HOW COULD HE WIN???

3. A GOOD STRATEGY IS WHAT HE NEEDS...
SINGLE-MINDED ANGLES DERIVE FROM COMMUNICATION IDEA
The unique long-term BRAND PROMISE with strong RTB
Occupying a distinctive place in the mind of the target consumer
Resonating with consumer in a specific period of time
and leading all executions
THE BRAND
THE TRANSLATION of brand big idea into consumer language
Aiming for a communications theme
Time frame: 5 - 10 years
BRAND POSITIONING
BRAND COMMUNICATION IDEA
Time frame: 3-5 years
CAMPAIGN IDEA
Time frame: 3 - 6 months
THE GUY
HOW DOES THIS GUY WANT THE GIRL TO PERCEIVE HIM AS?
A STRONG FINANCIAL BACKGROUND man who could make her
FEEL HAPPY AND
WORRY-FREE TO LEAN ON FOR THE REST OF HER LIFE
A MEMORABLE COMMUNICATION THEME TO TRANSLATE
THE POSITIONING
What is your superpower?
I AM RICH
SPECIFIC ACTIONS ON SPECIFIC CONTEXTS/OCCASIONS
Gold Valentine DollarBirthday LuxuriousVacation

4. (n) penetrating understanding which provides hooks or clues that
lead to brand building opportunity
To come up with these ideas at different levels, we need to craft out
CONSUMER
INSIGHT GOOD INSIGHT AT EACH BRAND IDEA LEVEL REQUIRES DIFFERENT FEATURES
BRAND
POSITIONING
LEVEL
STRONG
DURABLE
INSPIRED ENOUGH
TO BUILD BRAND IN
LONG TERM COMMUNICATION
IDEA
LEVEL
SINGLE-MINDED
CONSUMER-FRIENDLY
CAMPAIGN
IDEA
LEVEL
STRONGLY LINK BACK
TO BRAND ESSENCE
CONSISTENT TO
COMMUNICATION IDEA
RESONATE WITH
CONSUMER
SHOW ANOTHER DEEP
AND DIFFERENT ANGLES

5. LET’S
DIG
DEEPER
IN 3 EXAMPLES

6. INSIGHT BRAND
BRAND TRUTH
More than a social lubricant that dial up social gathering moments,
Larue represents the “optimistic” spirit of Vietnamese people
CONSUMER TRUTH
Gathering with friends over
few bottles to decompressed
and enjoy moments with
optimism is a part of my life.
CATEGORY TRUTH
Core segment of beer category purely
driven by promotion, price and
consumption behavior. And lack of
emotional benefits.
“As optimism is the key factor to regain
joy and motivation in this stressful life, I
look for a social lubricant which
represents for that spirit to dial up
gathering moments”
BRAND INSIGHT
“To be optimistic, stress-free, I often chill out with friends over some
bottles. In these moments, “Mời Bia” become a typical catalyst to
break the ice, connect with everyone and decompress myself”
COMMUNICATION INSIGHT
CAMPAIGN
Larue exists to catalyze gathering occasions for everyone
to decompress and enjoy moments with optimism
OPTIMISTIC SPIRIT OF VIETNAMESE
BRAND BIG IDEA
“SỐNG YÊU ĐỜI, MỜI LARUE”
BRAND COMMUNICATION IDEA
IDEA: “YÊU ĐỜI TẾT SẼ VUI” IDEA: “TẾT LÀ PHẢI VUI, NGỒI ƯỚC MẤT VUI”
INSIGHT: “Although having worriesand difficulties in the
year, I want to put it all aside and welcomea happy and
cheerful Tet with friends and family”.
INSIGHT: “In Tet, everyonealways wish and expect good things to
happen, it accidentally makes them worryabout not achieving the things
they have already wished rather than enjoythe moments of Tet”

7. INSIGHT BRAND
BRAND TRUTH
True Milk - All products are made from “fresh clean pure milk” produced in
the TH commercial farm with modern technology in a closed loop
CONSUMER TRUTH
People express an anxiety,
concern about their health and
desire to have access to consume
“truly fresh, pure milk”.
CATEGORY TRUTH
Food safety issues are becoming
alarming, especially poisonous milk.
“To live a worry-free and happy life, I
look for a trustful milk brand which
provide "real", natural products without
any artificial substance”
BRAND INSIGHT
“To ensure products' quality, I seek for a milk product which origins
from a transparent and natural source”
COMMUNICATION INSIGHT
TH True Milk provides consumers with clean and natural products produced in TH
commercial farm with modern technology in a closed process, which makes
consumers feel worry-free and stay truly happy.
TRUE HAPPINESS
BRAND BIG IDEA
TRULY NATURAL
(Hoàn toàn từ thiên nhiên)
BRAND COMMUNICATION IDEA
CAMPAIGN INSIGHT
 1/ Trao lộc đất trời TH: Tết is an occasionthat allows Vietnamesepeople to send and give each
other good things through the tradition of "giving Lộc" at the beginning of the year. It is even
more meaningful to send 'Lộc' that has a trustful originand is goodfor health.
 2/ TH True Juice Milk: Năng lượng tự nhiên cho mọi việc: Young people are active and
need a lot of energy in everyday things. Even when doing even the tiniest things, they need energy.
 3/ Trải nghiệm thật sự thiên nhiên tại trang trại bò sữa TH: 'Amidst countless natural
dairy products on the market,I am confused and don't know which one actually is truly natural.'
CAMPAIGN IDEAS
TRAO LỘC
ĐẤT TRỜI TH
NĂNG LƯỢNG TỰ NHIÊN
CHO MỌI VIỆC
TRẢI NGHIỆM THẬT
SỰ THIÊN NHIÊN ...

8. INSIGHT BRAND
BRAND TRUTH
Viettel is the telecommunications businesses with the largest number of
customers in the world with the believe in the uniqueness of ways that
people express themselves in the world.
CONSUMER TRUTH
Being connected is a very
basic human need
CATEGORY TRUTH
Innovation close the connection
gap between people
“Being connected is a very basic
human need. It is also a means for me
to live, create and enjoy life”
BRAND INSIGHT
As human, I have a need to feel connected, but not united cause we
are unique individual with difference, diverse values and needs.
COMMUNICATION INSIGHT
Through innovative approach, Viettel strive to connect people at any
time no matter who they are and wherever they are.
INNOVATION FOR CONNECTIONS
BRAND BIG IDEA
HÃY NÓI THEO CÁCH CỦA BẠN
BRAND COMMUNICATION IDEA
CAMPAIGN IDEAS
IDEA: “THAY ĐỔI CHO NHỮNG ĐIỀU
KHÔNG ĐỔI THAY
”
INISIGHT: “The larger the child, the longer the distance between the
child and the parents. Children always think that no one understands
them but they do not realize that their parents are trying to
understand their children, wanting to be "spoken" in their language”.

9. KEY TAKEAWAYS
In low
differentiation
category,
HUMANITY is the
prime guideline for
brand to stand out
HUMANITY IS
PRIME PURPOSE
Be a keen
marketer to PUT
THE CONSUMERS
FIRST and BE A
TRENDSETTER
in the market.
BEING A
TRENDSETTER
Consistent in what
BRAND SAY AND
WHAT BRAND DO
(communication,
product innovations)
CONSISTENCY

10. THANK YOU