Brand Communication

1. BRAND
COMMUNICATION

2. 1. BRAND COMMUNICATION BIG IDEA VS
CAMPAIGN/ADVERTISING BIG IDEA?
Brand
big idea
Communication
big idea
Campaign /
Advertising Big Idea
Brand Communications Big Idea
Definition
Concept for a specific
campaign/advertising
Strategic direction communication concept
which commute your unique value propositions
(difference) to your driving audiences.
Role
Direction for a specific
campaign/advertising
+ Define the essence and communicate it to
customer
+ Create a personality of the brand
+ Compass in communication to all
campaign/advertising
+ changeable, short-term
+ defined and decided by
the brand communication
+ stable for 5 – 10 year life
+ drive the brand, across mediums & products
+ presence of a brand champion
+ repeatedly communicate brand values
+ the three C’s: clarity, consistency & constancy
Campaign/Advertising
big idea
Features

3. CASE STUDY
Brand Communication Big Idea
Axe grooms men to seduce
Campaign Big Idea
AXE Apollo Space; Shower Pooling

4. 2. EFFECTIVE CAMPAIGN CREATIVE BRIEF?
Definition
Components
Objectives
What is the consumer problem we are addressing?
Framework of foundation that
informs a writer or creative talent
of guidelines for marketing of a
campaign
Target audience
Consumer insights
Desired response
What we will tell them
Reason to believe
Brand positioning statement
Tone and manner
Media options
Mandatories

5. 2. EFFECTIVE CAMPAIGN CREATIVE BRIEF?
>>> Direction & inspiration
to tell a story with internal
logic and inspirational theme

6. CASE STUDY
Objectives
What is the consumer
problem
• Drive awareness and consideration of new Grays Cookies as “The healthy
Choice to Snacking” brand positioning. And once we capture their minds,
we want to trigger consumers to the great taste of Grays Cookies
• Cookies are my enemy. I’m always watching what I eat. And then BAM, I
see a cookie and I’m done. As much as I look after myself, I still like to
sneak a cookie now and then.
Target audience
• “Proactive preventers” they do whatever it takes to stay healthy, they
run, work out and eat right. Women, 25-45 with bull-eyes target of 35-40.
For many, food can be a bit of a stress-reliever and escape even for
people who watch what they eat.
Consumer
insight
• I have tremendous will-power. I work out 3x a week, watch what I eat and
maintain my figure. But we all have weaknesses and cookies are mine. I
just wish they are less bad for me.

7. CASE STUDY
Desired response
• We want them to think that Grays cookies are unique. We want
them to feel they can stay in control with Grays and it will keep
them feeling successful in living their healthy lifestyle. And we
want them to try Grays and see if they like the great taste.
What we will tell
them
• Gray Cookies are the best tasting yet guilt-free pleasure so you
can stay in control of your healthy. You have to try it to believe
it.
RTB
• Grays combines they great taste in a low fat and calorie
sensible cookie. In blind taste tests, Grays Cookies matched the
market leaders on taste, but only has 100 calories and 2g of fat
• Natural ingredients

8. CASE STUDY
Brand positioning
statement
• For “proactive preventers”, women 30-45, Grays Cookies are the best
tasting yet guilty-free pleasure so you can stay in control of your healthy
lifestyle. That’s because Grays combines the great taste in a low fat and
calorie sensible cookie. In blind taste tests, Grays cookies matched the
market leaders on taste, but only has 100 calories and 2g of fat. In a 12 week
study, consumers using Grays once a night as a desert were able to lose
5lbs.
Tone and manner
• Successful, motivated, reliable, in control, natural
Media Options
Mandatories
• Main creative will be in specialty health magazines, event OOH signage and
in-store. Want to carry the idea into digital, social media and a microsite.
• The line: “Best tasting yet guilt-free pleasure” must be included in the spot
• 25% of print must carry the Whole Foods logo as part of our listing agreement
• Legal disclaimer on the taste test and the 12 weeks study

9. NGHI NGHI
PHUONG VI