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ASSIGNMENT 4.1 Translating Consumer Insights into Brand Strategies & Big Ideas

PHUONG TUONG & PHUONG VI

Question 1: Brand Strategy & Big Idea Development

Big idea

Strategy

Insight Category/Competitors Consumer/Client business situation

Consumer relevancy/Uniqueness Authenticity/Brand appropriateness

Examine the matter ( what we can do ?)

Find out all the idea ( which space we can create ?)

Dissect the big idea ( where does idea fit best ) ( how it useful, its ability)

Collect the suitable idea ( what our mission ?)

Use it into creative brief ( how does idea behave ? )

+Differentiated positioning +Desired consumer actions +Appropriate segmentation +Target markets +Key messaging +Measurement

6P

( How can we retain?)

Business objectives+ Competitive environment+

Brand platform+ Develop brand tools+

Question 1: Brand Strategy & Big Idea Development

Insight: The youth in Vietnam want to express themselves, finding their own way to live and enjoy life.

Business objectives: accompany with the youth in Vietnam Competitive environment: Yamaha (sporty spirit), Vespa (style) Brand platform: long-standing, high-quality, energetic Develop brand tools: marketing campaign, advertising, imagine, relative show, TVC….

Brand strategy: changes in brand

identity and communication message tap into the youth’s world in order to expand the market & target consumers

What can we do? support the youth to express and enjoy life How can we retain? there is always the “youth” with that insight What spaces can we create? one of the first and huge space for the youth in which they can be themselves What’s our mission? become the best company of the youth on the way to live and enjoy life Where does the idea fit best? big cities in the country with the young energetic generation How does the idea behave? provide the environment and always support the youth everywhere they go.

Big Idea: Be U

Key message: Enjoy life they way you are

Question: What is Creative brief ? How to write the Creative brief ?

• Framework of foundation that informs a writer or creative talent of guidelines for a marketing of content project

• Well-identified, concise, articulate summary of the key factors that can impact a project. Company background Target audience details Information on competitors Short and long term brand and business goals

• Meant to clarify and inspire original, exciting creative and copy

• Typically developed by creative team members working with clients on creative project

• Also may be developed by clients/customers to direct creative team member

Creative brief ’s means

Question: What is Creative brief ? How to write the Creative brief ?

A GOOD CREATIVE BRIEF = ( What is the one thing you want the advertisement to say? )

DIRECTION + INSPRIATION (The most powerful advertisement contains insight

that truly resonate with the consumer. Insight should be at the heart of the brief )

One clear and compelling thought about the brand

Creative Brief

Background

Objective

Target audience

Creative insight

Desired Response

Single minded

proposition

Mandatories