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Similar to Young Marketers Elite 3_Assignment 14_Brand Communication Part 5
Young Marketers Elite 3_Assignment 14_Brand Communication Part 5
- 1. ASSIGNMENT 14.1 BRAND COMMUNICATIONPART 5 DUC HIEP – THANH AN – THANH THUY – MINH QUANG – TUONG VY
- 2. DEFINITION Brand Big Idea Brand Communication Idea BrandAdvertising Idea Mission, Vision, Positioning Strategic communication concept Idea for a specific advertising campaign What is it? Idea that translates the Brand Essence from the Brandkey into a communication theme. The single minded creative idea that plays out in all executions over a defined period of time and is objective led. More Detailed Big idea that orient for brand activities.
- 3. KEY FEATURES • lies atthe heart of every element of a brand’s communication • is an essential element in the Brand Vision Plan. • only changed if there is a distinct need Brand Communication Idea Brand Big Idea Brand Advertising Idea • is broad, can be applied for long-term • can generate a lot of ideas for every proposition • deals with current problems of consumers in novel way that is different from competitors. • illutrates trend of consumers in future to ensure sustainability of brand in long- term. • considers as a STRATEGIC approach in a particular period for a OBJECTIVE without going beyond consistence of brand big idea and brand communication idea. • creates messages that can resonate with consumer • must be brought to life in the must-have channels at the initial agency presentation. Consumer language Executional Context
- 4. BEAUTY WITHOUOT ARTIFICE REAL BEAUTY Dovemovement for self-esteem (2013) https://www.youtube.com/watch?v=XpaOjMXyJGk Dove Evolution (2006) https://www.youtube.com/watch?v=Q5qZedMTkkE Dove Men + Care #realstrength (2015) https://www.youtube.com/watch?v=QoqWo3SJ73c Example - DOVE Brand Communication Idea Brand Big Idea Brand Advertising Idea • Can be brainstorm a lot of ideas for every proposition by defining what beauty without artifice is in different angles and different context. • Deals with current problems of consumer with INSIGHT: “In a world exploding with technology, fake cosmetic ingredients, and virtual beauty, I am increasingly attracted to the authentic” • Illutrates trend of consumer in the future: “Showing inherent personality is the dream that people try to get in complex and easily influenced life.” to ensure sustainability of brand. • translates from Brand Big Idea by defining beauty without artifice is realy beauty • Real beauty is extremely inspired to create brand advertising ideas in several years. considers as a STRATEGIC approach in a particular period for a OBJECTIVE without going beyond consistence of brand big idea and brand communication idea. • Raise awareness: “With some images, all is not what it seems. They result from deal and trick of image editing. It is not real beauty. It is not yourself!” • Educate consumers “How is real beauty?” by breaking wrong prejudice of beauty.Starting Campaign for Real Beauty (2004) • Build brand love: Express message “You’re more beautiful than you think” to understand consumers and touch their hearts. • Extend brands in male grooming by define real beauty of a masculine man is his care and his protection towards families.
- 5. 8/7/2016 Example Dogs bring outthe good in people Heart Aligned Feel the goodBrand Communication Idea Brand Advertising Idea Brand Big Idea
- 6. WHAT IS ANINSIGHT PLATFROM? Is a cluster of insights of consumer that inspire us to see new possibilities and ideas which can set up the opportunity for the brand to respond. HOW TO FIND? Collect Connect Craft Collect learning: Rewind what we know, find observations, explore for new understanding Connect and synthesis what we know. Go from observation to develop insight. Create a set of observations around a theme, for each set, ask why and because to find insight. Craft and choose winning insight that guide better mix development
- 7. Music is important tome. I need music almost all the time It is one of my personal hobbies. Observation 1 Observation 2 Observation 3 Because music has a big impact on my mood Music is important to me. Why? Why? It suit my mood every time I need It makes me feel better It is one of my personal hobbies Because music has a big impact on my mood Because music has a big impact on my mood my personal style of music, maybe the same kind of So why it is important? Why? Why? What does that mean? I want a stylish and easy way to carry my whole collection around with me, so I can always play the music to suit my mood. Coll ect Connect Craft Music is important to me. I need music almost all the time It is one of my personal hobbies.
- 8. BRAND BIG IDEA Mission/Vision Positioning BRAND COMMUNICATION BIG IDEA ADVERTISING BIGIDEA Strategic direction communication concept Any Big Ideas have to base on Insight It is a fundamental truth about human emotions/behaviour that answers WHY question to WHAT question There are 3 key Big Ideas in Brand Building Brand Big Idea, Brand Communication Big Idea, Advertising Big Idea INSIGHT PLATFORM FOR ADVERTISING BIG IDEA - Based on Specific Context - To solve business challenge - It is used for short time period INSIGHT PLATFORM FOR BRAND COMMUNICATION BIG IDEA - It is oriented by Insight Platform for Brand Big Idea - It will create a substainable flatform for Advertising INSIGHT PLATFORM FOR BRAND BIG IDEA - Bases on a board point of view including CATEGORY TRUTH, CONSUMER TRUTH, PRODUCT TRUTH - Must be big enough to survive in long-term period
- 9. INSIGHT PLATFORM FORBRAND COMMUNICATION BIG IDEA When I am hungry, it’s hard to concentrate and hard to focus on what matters. I don’t perform to the level you normally do because there’s something missing BRAND COMMUNICATION BIG IDEA You are not you when you hungry CHALLENGE to give Snickers a truly global brand idea, engage audiences in the manner to which they had become accustomed through their local Snickers campaign. In essence, Snickers needed a campaign for everyone, for every country. OBJECTIVES Whilst local markets ultimately determine what success for them actually amounts to, across the board Snickers was given a global remit to grow value sales year on year and grow penetration. INSIGHT PLATFORM FOR ADVERTISING BIG IDEA People get cranky and exhibit poor judgment when they’re hungry INSIGHT PLATFORM FOR BRAND BIG IDEA Sometimes, I am often hungry but it’s not appropriate time for main meal, so I need a snack can fullfill me this time BRAND BIG IDEA The hunger satisfaction arena CONTEXT & CHALLENGE Snickers was a brand with strong equity in the hunger satisfaction arena and although it had previously garnered high awareness, more recently had not been living up to its potential. During its 18-month hiatus from communications, competitors Oh Henry! and Mr. Big had gained momentum in the segment. MESSAGE Maybe you’re just hungry. ADVERTISING BIG IDEA It is a hefty bar
- 10. BRAND BIG IDEA Beauty without Artifice COMMUNICATION BIGIDEA Real Beauty ADVERTISING BIG IDEA Real Beauty Sketches ADVERTISING BIG IDEA Women are the strictest critic of themselves, so this can stop them from seeing their real beauty and reaching their full potential BRAND COMMUNICATION BIG IDEA The pressure to be beautiful feeds our tendency to focus on the negative, making beauty an unnecessary source of anxiety BRAND BIG IDEA In a world exploding with technology, fake ingredients, and virtual everything, consumers are increasingly attracted to the authentic, the un-hyped to brands and insituations that repsresent the real beauty EXAMPLE - DOVE INSIGHT PLATFORM
- 11. Advertising Idea Criteria 1.Transformation The idea can change attitudes, beliefs and behaviors, open up new ways of seeing and thinking. it’s a big idea and the transformation it causes should affect the market (customers, prospects, competitors, influencers) and also your company and its people. 2. “Ownability” How closed can the idea be linked to your brand and only your brand? Eg: “We have the best people.”- Every competitor probably says the same thing. But an idea like, “Our aerospace company was founded by the first two human beings to land on the moon,” is ideal. 3. Simplicity Truly creative ideas never confuse. Just keep it single-minded. 4. Originality Big ideas should always be universal truth. 5. Surprised Good surprises make people feel special. 6. Magnetic Magnetic ideas attracts people. Eg: How to build a topic that will generate discussion in online communities such as Facebook? 7. Infectiousness Big ideas make you can not forget. Maybe it’s a song. But infectious ideas stick in our mind and never leave 8. Focus on T.A Right Approach to Target Audience 9. Insightful Show the another DEEP angle that WIDEN experience for target audience. 10. Achieve Objectives Meet Business Objective and Marketing Objective or solve a particular problem.
- 12. Transformation As the first“Walk of Love” in Vietnam for young couples, this idea can meet these criteria. “Ownability” Close Up: An inspiring brand for youth to confidence. Function: superior fresh breath and white teeth Emotion: the inspiration for being confident. Unique Idea and only Close Up Toothpaste can do. Simplicity Because of cultural prejudice, we feel hesitated to show our intense love . Originality Help young people reject hesitated feeling and feel free to express their love. Close Up, in their mind, is catalyst of love. SurprisedMagnetic Infectiousness Focus on T.A Young Couples InsightfulAchieve Objectives Business objective: increase volume share Marketing Objective: sell more Close Up toothpaste Communication Objective: Via attracting attention of youth in Valentine occasion. By buying Close Up Toothpaste, young couples can attend event “Walk of Love” and this is source of increasing volume share. EXAMPLE: Close up - Walk Of Love 10,000 young couples attended Trigger: Remind last Valentine Activation online & offline. Event Amplify
- 13. Examples Communication Big Idea: OPENHAPPINESS Advertising Big Idea: Trao Coca-Cola trao cảm xúc Stickers on Zalo Digital Billboard When drink Coca-Cola, you can drink and have fun with friends, family with positive/happy feeling Everyone can directly download and use these Coca-cola Emoji Stickers to express their feeling Coca-Cola billboard interactive installation directly on the crowded roads in Ho Chi Minh City. Passers will pay attention to the message on the funny billboard . This true feelings are recorded through the clip posted on Youtube "Talkable Billboard ", appears on the top of the teenage online newspapers in just 1 week . This clip became viral in just a few hours . Evaluate: 1. This advertising big idea is touching and viral because it’s Simplicity, Originality , Surprise, Magnetic, Infectiousness and Likable: - Coca-Cola reached 50% target customers in the first-three-week of the campaign. - Sticker “Emoican” reached 4 billions download – the highest rank of all Zalo stickers. - It makes passer surprised and share the video on social medias. - It attracted youngster, make them consider Coca-Cola when buying drinks. 2. Transformation. The idea can change attitudes, beliefs and behaviors of consumers. Now Coca-Cola is not only soft drink but also connection to share feeling and emotion with others in an interesting way.