Ym elite assignment 4.1 - phúc nghi


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Ym elite assignment 4.1 - phúc nghi

  1. 1. Root Strengths Example: LEGO Consumer Insight Consumer Tension (from Culture, human truths) 1. How to develop brand strateg big idea from consumer insight. Brand essence Strategy Big idea …is how to deliver brand essence …is an umbrella idea to delivers strategy in an effective & impressive way
  2. 2. Brand strategy development Brand vision What do we want our brand to become? Consumer Insight Brand promise What is our commitment to customers? Brand delivery Brand positioning How do we intent to fulfill our commitment & what actions will we take? How do we want to be perceived & what’s our competitive advantages?
  3. 3. Example: Axe Root Strengths Fragrances Male Cool Getting the girl Insight I desire a innovative product that help me to lead the mating game (which feeling, looking and smelling good are essential to success) Brand Essence: Giving men the edge in the mating game Strategy: Give men the coolest edge ever to win the mating game Big Idea: Become an astronaut
  4. 4. 2. What is a creative brief? Creative brief is a short & concise written item to inspire creative team with consumer insight to create strategy & big idea. It is your opportunity to turn your thinking into your story for the creatives.
  5. 5. How to write a creative brief to develop strategy & big idea Creative brief Challenge Audience Insight Consumer Insight Brand essence Strategy Proposition Big Idea RTB Response Tone of voice How will we know it worked? Creative brief 1. Creative Objectives/ Challenges 2. Audience 3. Insight 4. Proposition 5. RTB 6. Desired response 7. Tone of voice 8. KPI
  6. 6. 1. Creative Objectives/ Challenges 2. Audience – Who are you talking to? What do they do? What do they think & believe? What’s really unique about them? What are their hopes & fears? What do they love & hate? ---Why they do what they do? 3. Insight 4. Proposition – What we’ll tell them Why the audience should buy your product/service? 5. RTB Why can the product deliver the proposition? 6. Desired response What do you want your audience to do? 7. Tone of voice How would you want to describe your proposition? 8. KPI How will you know if it work?