BA11 Complete Handout

BRANDING & ADVERTISING
PART 1
PASSPORT TO MARKETING
COMMUNICATIONS
2
SESSION 01
DO YOU SPEAK MARKETING

COMMUNICATIONS?
3
PHN 1 - M CA
01. Marketing, Marketing Communication, Creative Communication, Advertising:
02. Client
03. Agency
04. Objectives:
05. Brief:
06. Deliverables:
PHN 2 - BC Z
07. Agency/Production House:
08. Advertising agency:
+ traditional advertising agency:

+ agency network:
+ holding companies:
+ independent agency:
09. Media Agency:
10. Applied Marketing Research agency:
11. PR/Event/Activation agency:
12. Digital agency:

5
PHN 3 - KIM CH NGI

13. Account/Client services:
14. Creative:
+ Executive Creative Director
+ Copywriter
+ Art Director
+ Designer
+ Visualiser
15. Planner/Strategic Planning:
16. Production:
17. Portfolios:
6
18. Trainee/Intern/Junior:
PHN 4 - HNG
19. i Pch - Pitching:
20. Proposal:
21. Big Idea:

22. Consumer insight:
23. CE Cost Estimated:
24. Timeline Deadline np bi:
PHN 5 - VC
25. TVC:
+ Storyboard
+ PPM
+ Talent
+ Voice Talent
+ Shooting
+ Post production
+ Offline
+ Air
26. Print-ads:
+ Headline
+ Body copy
+ Illustration
+ Slogan tagline
+ Format:
27. Event Activation:
28. Integrated communication:
29. Brand guidelines:
30. Paid Own Eaned:
SESSION 02
WHAT IS BRAND & MARKETING?

9
INTRODUCTION
GOOD MARKETING IS NO ACCIDENT, BUT A RESULT OF CAREFUL PLANNING
AND EXECUTION USING STATE-OF-THE-ART TOOLS AND TECHNIQUES.
It becomes both an art and a science as marketers strive to find creative new solutions to
often-complex challenges amid profound changes in the 21st century marketing
environment.
Marketing management - Kotler Keller
WITH BRANDING
& ADVERTISING COURSE
MARKETING
OVERVIEW
BRAND
POSITIONING &
STRATEGY
CATEGORY
&
CATEGORY
STRATEGY
BRAND
INNOVATION
HOW TO
TAKE BRIEF
FROM
CLIENTS
IBC &
BRIEFING
HOW TO
GENERATE
IDEA
HOW TO
PRESENT
PROPOSAL
WHY NEED TO KNOW ABOUT BRAND?
Marketing execution
(Hot ng trin khai)
Marketing planning
(K hoch marketing)
Brand essentials
1. WHAT IS BRANDS?
What Brands Are They?
1. WHAT IS BRAND?
Brand is the "name, term, design, symbol, and/or any other feature,
employed to create an image that identifies one seller's product distinct from
those of other sellers. Wikipedia
Thng hiu l tn gi, thut ng, thit k, biu tng v/hay bt k c im no
khc to thnh mt hnh nh, gip xc nh v phn bit sn phm ca nh sn
xut ny vi sn phm ca nh sn xut khc.
Over time, this image becomes associated with a level of credibility,
quality,
and
satisfaction
in
the
consumer's
mind.
Businessdictionary.com
Theo thi gian, hnh nh c gn lin vi mc tin cy, hi lng v
cht lng trong tm tr ngi tiu dng.
The brand is not only a non-generic name, it is an intangible sum

of a products attributes David Ogilvy
Thng hiu khng ch l mt tn gi c th, m l s tng hp v hnh
nhng thuc tnh/gi tr ca sn phm.
A BRAND IS A PERSONS
GUT FEELING ABOUT A
PRODUCT, SERVICE OR
ORGANIZATION.
Thng hiu
Brand lovemarks
Nhn hiu
Trade-mark
Sn phm
Product
OMO = #1
Top of Mind (TOM) of detergent
Stain removal, even the toughest
Associated with Tt c truyn, tr hc
iu hay, ngi g vt bn
~ 65% Market share
~7,000bio VND Gross Sales Value
OMO
Tide
Viso
Surf
Ariel
M Ho
V Dn
Lix
ABA
Bay
Net
Daso
Bt git
2. WHY BRAND?
Too many choices
Too many information
Too little time
We dont buy things because we feel that one product performs better than another,
we choose brands because we like their language and their understanding of what we want.
(John Hegarty, Chairman BBH)
3. MARKETING FUNDAMENTALS
BRAND & BRANDING WHO WE ARE
MARKETING WHAT WE DO
Nhim v ca Marketing l lm sao ngy cng nhiu ngi tiu dng bit n
v trung thnh vi nhn hiu, theo mua v s dng nhiu hn.
TURNOVER - MARKET SHARE - PROFIT

TOOTHPASTE
TURNOVER
(DOANH S)
MARKET SHARE
(TH PHN)
PROFIT
(LI NHUN)
Others
3%
140
Colgate
26%
120
100
100
80
80
60
60
40
20
0
120
40
20
P/S
54%
CloseUp
17%
0
Colgate
Total Cost
Others
Profit
TURNOVER MARKET SHARE - PROFIT

How many people buy?
How much they buy?
Penetration
Mc thm nhp
Loyalty
S trung thnh
Consumption/
Purchase size
Lng tiu th
Frequency
Tn sut mua / xi
6Ps MODEL
Proposition
nh v
Promotion
Qung b
Place
Phn phi
Price
nh gi
Product
Sn phm
Packaging
Bao b
BRAND HEALTH (SC KHE THNG HIU)

Presence
Hin din
Relevance
Ph hp
Performance
p ng
Advantage
Khc bit
Conviction
Trung thnh
BRAND HEALTH PYRAMID

Conviction/Trung thnh
Bonding
How many other brands do you feel the same about? Is it best?"
The relationship is now very strong
Advantage/Khc bit
Advantage
Performance
Does it appeal to you more than others? Do you think it tastes better than
others? Is it at a better place
You see more and more of each other, a strong liking is developing
Acceptable performance/p ng
Can it deliver?"
For now, let's say your initial experience goes well
Relevance/Ph hp
Relevance
Does it suit my need? Is it the right price bracket?"

At first you are cautious does this person really fits your taste?
Present/Hin din
Presence
Have you experienced it? Is the brand TOM?

Relationships start with presence & awareness
5. MARKETING CAMPAIGN
7 GIAI ON CA MT CHIN DCH MARKETING

Client
Client trn trng
s sng to ca Agency
Th 7
Th 9-10
1
Market research
/Audits
I&O
Jobs-to-be-done
Ch.lc th.hiu
Ch.lc ngnh hng
Mc tiu KD
Agency thu hiu

chin lc ca Client
7 giai on ca mt
CHIN DCH MARKETING
Cng vic
Kt qu
Th 10
2
Category/
Brand strategy
Thi gian
Th 11
3
Brand Marketing
Planning
Hot ng,
Ngn sch
Brief (MMO, MCO)
KPI
Th 12
Th 1-2
4
Campaign Idea
Insight ch o
tng ln
Th 3
5
Execution plan
6
Implement & Monitor
K hoch truyn
thng & kch hot
Agency + Client
Sx TVC / Print-ad
K hoch chi tit cho
tng hot ng
7
Evaluation
o lng hiu
qu
6. MEASUREMENTS & KPI

CC CNG C O LNG HIU QU MARKETING
MEASUREMENT
Brand Sales (doanh s bn)
Brand Share (th phn)
Brand Profit & Loss (li nhun)
Brand Equity (ti sn thng hiu)
Brand Non-innovation Growth (tng trng qua truyn thng v kch hot)
Brand Innovation Growth (tng trng thng qua pht trin sn phm mi)
Brand Penetration (% thm nhp th trng)
POPULAR MEASUREMENT
Ch tiu o lng
Tn bo co
Ni dung
Ni cung cp
Thi gian
Sales
(Doanh s)
Bo co Sales
Doanh s thc t bn cho Nh phn phi (Primary

sales) v Nh bn l (Tp ho, Siu th) (Secondary
Sales)
Phng Sales
Hng tun/ thng
Brand Share
(Th phn)
Retail Audit
o lng hiu qu phn phi v bn hng trn th

trng.
o lng ln, tng trng, xu hng ca ngnh
hng.
Nielsen
Hng thng
Profit & Loss

(Li nhun)
Bo co Ti chnh
Li nhun thc t t hot ng kinh doanh v ng Phng Finance

gp ca marketing (TO/Gross Margin / PBI)
Hng thng
Brand Equity
(Ti sn thng hiu)
Brand Health Tracking
Kim tra sc kho & nh v thng hiu trong tm

tr ngi tiu dng.
Millward Brown
Hng qu
Penetration
(%thm nhp)
Consumer Panels
o lng, nh gi mc thm nhp v hnh vi

tiu dng trong h gia nh.
TNS
Hng qu
Communication &
Activation
(Truyn thng &
Kch hot)
Media Review
o lng, nh gi mc v hiu qu u t vo
cc knh truyn thng.
Media Agency
Hng qu /nm hoc

sau chin dch
KPI Report
nh gi hiu qu thc thi ca knh truyn thng

hoc chin dch
Agency thc hin
Ngay sau chin dch
SIMPLE RULES TO ASSESS A SPECIFIC

MARKETING MATERIAL
ABCDE RULE
Attention: Does it appeal to you?
Branding: Do you know which brand it belongs to?
Comprehensive: Do you understand?
Deliverables: What is the key message?
Effective: Does the idea cost effectively executed
WHY SHOULD I CARE? WHY SHOULD I SHARE?
OTHER CHALLENGES:
Is it reflecting the brands essense?
Can it reach mass?
Can it go viral?
7. PEOPLE IN MARKETING
LM VI AI? LM NHNG G?
Like creating a good movie

Building brands needs a big crew in which
Marketing is the project leader.
Ging nh mt b phim hay, xy dng thng hiu cn s ng gp ca tt c mi
ngi trong v ngoi cng ty, trong Marketing l ngi o din chnh lnh o,
li ko, truyn cm hng.
INSIDE
Lead, connect cross functions
Marketing
Sales
Operation
Trade
Services
Administration
Purchasing
Supply
Chain
Media
Legal
IT
Manufacturing
R&D
Research
HR
Finance
Creative
Media
R&D
Factory
Creative
Legal
HR
Research
Supply
Chain
Finance
Sales
Trade
Purchasing
IT
Marketing
OUTSIDE
Guide, inspire agencies
WIN - WIN
Marketing
Client
Internal Team
Agency
No one-man-stop Brand Building
8. SKILLS & CAPABILITIES

CHUN B THNH CNG
Marketing knowledge
English
Passion
Critical thinking
Growth mindset
Creative
Open minded/external oriented
Communication
STAY HUNGRY. STAY FOOLISH.
IN SUMMARY
Agency = doing advertisement, copy writing, PR, event, digital, SEO, etc
Agency = creative only
Agency vs Client = endless battle
Branding & Marketing, not only Advertising
Strategic planning, not only doing creative work
NO client vs agency, ONLY great work.
You can dream about it, or you can go and make it happen Red Bull TVC
SESSION 03
MARKET RESEARCH
MARKETING FUNDAMENTALS
BRAND & BRANDING WHO WE ARE
MARKETING WHAT WE DO
Nhim v ca Marketing l lm sao ngy cng nhiu ngi tiu dng bit n
v trung thnh vi nhn hiu, theo mua v s dng nhiu hn.
CONSUMER PROMOTION SMART INVESTMENT?
TRADE PROMOTION
WE NEED TO WIN BOTH RETAILERS AND
SHOPPERS
70%
of brand decisions are

made in-store
SALES PUSH ENSURE WE DONT HURT OUR

SALES TEAM
46%
Social Media users think that their sharing about
product/service are not seen by the company
Source: GCOMM Vietnam JSC.
90%
Saying that Company should be more proactive on line to take
and respond their feedback though they dont mean to directly
complain
Source: GCOMM Vietnam JSC.
Conversations about Viet Jet Air from

Sep 1st to Sep 30th, 2014
Per post
Conversations about IPhone 6 / 6 Plus

from August 26th to Sep 15th, 2014
Per post
Per post
Conversations is positive!
And its all about the Ads!
T nay i Viet Jet thi, c ri

cng chng tic!
H h...phi kim chin i u
mua v my bay VJA ng h
ngi iu Ngc Trinh ca mnh
mi c.
Chc phi ni sp mi Ngc Trinh v qung co ging

Vietjet qu. Thy ln bo ln nc ngoi hn hoi, m
nhiu khch nc ngoi cn i i hng ny na c m.
Vit Nam mnh c lm qu ln, che mt, bm ming, giy
nh ch ch bai ch ngy no cng m v coi my c
mc biki ch chng chi
Bn v Ngc Trinh, n b th tr mi, ming lm bm ch
ch trong lng ai ch mun c nh nng y. Cn n
ng th thi, khi ni, thy l t o :)))
Conversations is negative!
Vietjet Air.... mt hng bay my mc 1 cch ngu
n v khn nn. y l hnh l xch tay ca 2
m con (b < 5 tui) phi chia ra khi lm th tc
check in ti sn bay v yu cu mi ngi t
xch hnh l.
i b con, ng h Vietjet
dm vi, mc d delay
thng xuyn nhng c
chn di ngm nhn th
gin con mt, lng lng ci
u trong lc ch i di
c.
Vietjet Air khng lo nng cao cht

lng dch v m c u t qung
co nh ny lm g nh ?
Ti s ko i vietjet air
na, ti ch gn 60kg
thi m nhn vin dm
u i "ph n ang
mang thai" l nh
noooooooooooo
MARKETING ACTITIVITY IS NOT LIKE SELFIE

ALL WE NEED TO BE TRANSLATED
INTO EITHER CASH OR LOVE
RETAILER MEASUREMENT SERVICE
BRAND HEALTH CHECK
CONSUMER PANEL
SOCIAL LISTENING
AD-HOC MARKETING MEASUREMENT
MARKET RESEARCH
Nghin cu th trng r rng l khng cn thit v chi ph cho nghin cu th

trng qu cao, c bit l trong giai on kinh t nc ta ang kh khn
nh th ny. Hn na, khng c nghin cu th trng th doanh thu ca cng
ty ti cng tng 10% so vi cng k nm ngoi, v cc mu qung co cng
c ngi tiu dng n nhn rt tch cc. Ti khng phn i NCTT nhng
lc ny th ti khng cn
QUALITATIVE VS. QUANTITATIVE
Qualitative
Why?
How?
What?
Understanding the
consumer as an individual
Quantitative
Who?
How many of them?
When?
Where?
Measuring and profiling
the consumer as part of a
mass market
SAMPLE SIZE VS. ERROR
40%
SAMPLE & ERROR CORELATION
35%
30%
25%
20%
Standard Error
21%
Margin of Error
15%
10%
14%
10%
10%
8%
7%
5%
6%
5%
4%
5%
4%
3%
3%
2%
2%
0%
50
100
150
200
250
300
350
400
450
500
3%
2%
BRAND HEALTH TRACK
BRAND HEALTH TRACKING

Monitoring
Changes in brand performance and positioning over time
o Development of consumers relationship with their brands
o Impact of competitor activity on their brands and the market
o
Identifying
o
o
o
Informing
o
The influence of advertising and marketing support

How all the consumer touchpoints work together to
explain changes in brand sales
Where gaps lie in the market, or targets with needs
unaddressed
Their plans for future action: which brands need more support? What brand weaknesses
need to be addressed? Which strengths can be exploited? Are there opportunities in the
market? What threats need to be countered? Can current advertising address these
issues, or does new copy need to be developed?
MY BRAND IN CONSUMER MIND

TOP OF MIND AWARENESS - Spontaneous awareness - total mentions
Rolling 8 weekly data Weighted
Germany
60
51
40
20
36
34
26
22
37% Brand A
34% Brand B
30% Brand C
23%
21% Brand
Brand D
E
11% Brand F
8
0
250
GRPs
172 199 Ad 1
190,Ad1
151,Ad 2Ad 1 new version
Ad 1
254
0 M J J A S O N D J F MA M J J A S O N D J F MA M J J A S O N D J F MA
2007
2008
2009
Brand A
GERMANY GE1000
53
BRAND EQUITY INDEX
% Favourite brand
% brand recommended
BEI
% willingness to pay @ higher price
WHAT IS MY BRAND STATUS MB

Bonding
Advantage
Performance
Relevance
Presence
"Are we ready to be exclusive?
"This is going well, but I should keep my

options open.
"How does the first date go?
"Are we in the same league?

?
"Do you know I exist?"
WHAT IS MY BRAND STATUS NIELSEN

Recommenders 10
High Commitment
Preferrers 10
Regulars 12
Considerers 20
Aware 9
57
20 86
TOM
Other Spont.
Rejector
66
Prompted
BRAND STATUS ACROSS KEY BRANDS

BRAND A
Nhn hiu gii thiu
Nhn hiu yu nht

Dng thng xuyn nht
Dng thng xuyn
Cn nhc s dng
Tng dng qua
Dummy Data
Nhn bit
BRAND B
BRAND C
BRAND D
34
43
33
35
43
30
23
35
36
34
40
45
98
99
40
83
77
88
50
30
27 63 10 100
54
42 4 100
621 47 74
7 30 50 87
BRAND DIFFERENTIATION PROFILE

More important
Brand A
Provides immunity
Aids mental development
Has attractive packaging
Helps my child grow taller
A brand that I trust
Is affordable
Has all the nutrients needed to promote development

Is a trusted brand
Has good advertising

Less important
Base: Aware of Brands
-3
14
13
-3
-1
-13
6
23
-8
1
-3
-15
Brand E
Brand F
-2
-5
1
-12
-12
1
-2
15
1
-7
-1
-6
-4
-2
4
-5
6
1
-2
-9
-12
-4
-2
7
2
2
2
-12
-1
-12
13
-9
14
-1
-2
-6
-3
5
8
-3
16
-2
-2
21
19 -10
23
-2
-4
Brand G
5
-11
-11
10
-4
Brand D
0
6
-3
For people like me

A brand I hear a lot about
Brand C
-5
-16
Is for younger people

International
Brand B
-7
4
15
5
-2
-10
-15
12
CONCEPT PRODUCT TEST
PRODUCT CURRENT USAGE
YOUNG
Make up powder
Mascara
Eyebrow pencil
Lip balm
Foundation
Make up base
Blusher
Make up remover
Eye liner
Eye shadow
BB Cream
Concealer
Highlight powder
100
100
94
95
94
87
73
78
84
78
85
83
45
55
45
46
56
57
45
34
48
48
44
41
41
33
19
15
Lip gloss
ADULT
100
98
100
100
93
85
81
81
67
Lipstick
CC Cream
YOUNG ADULT
48
67
86
79
70
65
15
32
14
MUST HAVE ITEMS
YOUNG
YOUNG ADULT
ADULT
Powder
Lipstick
Powder
Lipstick
Powder
Lipstick
Mascara
Brow
Brow
Lip balm
Lip balm
Mascara
Makeup base
Mascara
Foundation
Foundation
BB Cream
Lip balm
CONCEPTS OVERALL LIKING
OVERALL LIKING
PURCHASE INTENTION
T2B
63
79
45
56
Mean
4.66
4.91
4.39
4.66
16
15
36
41
54
63
44
41
32
19
Concept 1
Definitely like
Somewhat like
Dislike
Concept 2
Like
Somewhat dislike
Definitely dislike
Concept 1
Definitely would like
Probably would buy
Would not buy
Concept 2
Would buy
Probably would not buy
Definitely would not buy
Significant at 95% confidence level
OVERALL SATISFACTION TOWARD BUMO

T2B
73
81
65
36
74
87
Mean
4.81
4.90
4.71
4.41
4.76
5.05
11
10
18
27
56
63
68
70
69
59
25
Total
17
HCM
Definitely satisfied
Somewhat satisfied
Dissatisfied
34
Hanoi
24
Early users
(*)
Satisfied
Regular
users
13
Heavy
users
Somewhat dissatisfied
Definitely dissatisfied
(*) Low base

Base: Q403. Please tell us your satisfaction level with brands of foundation you have been using the most often, in terms of overall product? (N=168)
CURRENT USAGE BRAND EVALUATION

STATED IMPORTANCE
High
Low
T2B
65
69
73
68
54
51
78
55
51
76
72
61
60
65
74
65
66
71
65
Mean
4.72
4.76
4.83
4.77
4.53 (*)
4.54 (*)
4.87
4.57 (*)
4.48 (*)
4.95
4.85
4.65
4.68
4.76
4.82
4.70
4.68
4.79
4.80
13
12
11
13
12
14
12
12
11
18
46
42
48
45
52
48
52
62
53
58
60
47
35
36
31
23
29
29
26
31
Average
13
56
25
60
26
56
30
67
39
44
55
39
20
(*) Significant at 95% confidence level vs. Average
21
59
40
22
27
Definitely satisfied
Satisfied
Somewhat satisfied
Somewhat dissatisfied
Dissatisfied
Definitely dissatisfied
SHOPPER RESEARCH
SHOPPER RESEARCH
Trendsetters
11%
Deal Seekers
Uninvolved Auto-pilots
23%
17%
22%
Engaged Browsers
27%
Discerning Auto-pilots
SHOPPER RESEARCH
Shopper marketing drives growth
Expand Baskets
60%
of category
purchases are
planned
Grow Your Brand
67%
Brain creates autopilot to simplify and remember complex task

Recognize differences in consumers and shoppers:
CONSUMER Needs: healthy, tasty & durable
SHOPPER Needs: choice, value & convenience
of brand
decisions are
made in-store
SHOPPER RESEARCH
Apply these neuroscience findings in methodologies
RECORD
Shopper observation
Video ethnography
DECODE
Aisle Intercept
Exit interview
Hotspots on the shelf and in-store
ANALYZE
List vs basket analysis
Home Scan & Retail Audit
WHAT SHOPPERS DO
Hotspots on the shelf and in-store
PART 2
BRAND AND BRANDING DEEP DIVE

70
SESSION 04
CATEGORY PORTFOLIO STRATEGY

71
INTRODUCTION
STRATEGY IS A CREATIVE ACT WHEREBY WE SHAPE OUR FUTURE, SET
CLEAR GOALS AND FOCUS EFFORTS TOWARDS REALISING THEM.
Good business leaders create a vision, articulate the vision, passionately own
the vision, and relentlessly drive it into completion. - John Welch
Category portfolio strategy
What is category? And other related terms?
What is category strategy? What does it consist of?
Category Segmentation Needscope Model
Market Development Model
WHAT IS CATEGORY?
Category
A groups of products that meet a similar consumer

needs, or that are inter-related OR substitutable
The Nielsen definition
A set of competing choices that, as seen by the buyer,

share some key characteristics and provide broadly
similar benefits. Category
boundaries define the limit of customers consideration
set. - Patrick Barwise
Brands in one Manufacturer/Retailer category
Brand portfolio
DO TOOTH BRUSH & TOOTH PASTE BELONG TO 1 CAT?

Categories can be broken down into sub cats, reflecting
consumer/shopper decision tree
Brands
DO ELETRIC TOOTH BRUSH & MANUAL TOOTH BRUSH

BELONG TO 1 OR 2 CATs?
Categories can be overlapped each other
OTHER RELATED TERMS

Category Portfolio Strategy
Define the long-term role for our brands within the portfolio and category.
Brand Positioning
Define what our brands should stand for in peoples minds.
Brand Strategy
Crystallize the growth opportunity for each of our brands, and how theyll go
about seizing it.
Brand Plans
Update our activity plans annually
ROLE OF CATEGORY STRATEGY

Defines how we segment the market
Sets the specific brand portfolio roles and how each brand will play to grow the business
and build equity.
Drives choices & priorities for
Brands & Products
Regions & Countries
Customers & Channels
Example shown:
Ice Cream Portfolio
JOY
LOVE
OPTIMISM
INDULGENCE
ADVENTURE
SOCIAL SHARING
THE CATEGORY STRATEGIC PLAN ANSWERS

4 KEY QUESTIONS
What market are we truly in?
Where will we choose to play?
What are the rules of the game?
How will we win?
Market definition & scope

Market segmentation
Vision & goals
Value drivers
Brand portfolio positioning
Priority geographies
Priority channels
Market Development Roadmap
How to succeed in markets like this
What do winners do?
~ Strategic actions & JTBDs
6 P Strategies and capabilities eg. innovation
Global Guideline (if available)
Targets and measures
Team Behaviour and Culture
EXAMPLE: PEPSICO BEVERAGES NORTH AMERICA

BUILDING ADVANTAGE THROUGH CATEGORY STRENGTH
MARKET DEFINITION & SCOPE:
Expanded the target category to Liquid Refreshing
Beverages, broadening scope as follows:
From Cola > carbonated beverages >

non-alcoholic/ non-dairy beverages
#1 positions in Water, RTD Tea, Sports drinks, Chilled

juices, RTD Coffee in USA.
#1 USA Non-Carbs beverage market.
Overtook Coca-Cola in the total US Liquid
Refreshing Beverages market and Coca-Cola is now
trying to catch up.
BRAND PORTFOLIO POSITIONING:

> Acquiring Gatorade and Tropicana in healthy hot spots
> Launching Aquafina water
> Developing Frappuccino as a joint venture with Starbucks
> Partnering with Lipton on Iced Tea Strong
MARKET SEGMENTATION TO ENABLE GROWTH

PHN KHC TH TRNG THC Y TNG TRNG
96
100%
% Respondents that perceive element to be critical

81
80
80
60
40
20
Consumer focus
Source: Bain/EIU Customer Led Growth study
Segmentation
Delivering superior
experience
SEGMENTATION ENABLES FOCUS

AND RESONANCE
Companies have limited assets and capabilities
Profit potential differs by consumer segment
Each consumer segment has a unique set of needs and requires a different
value proposition
Consumer segmentation helps us over-invest in high value consumers whose

needs align with our capabilities
GOOD SEGMENTATION LEADS US TO A WELL

DIFFERENTIATED BRAND PORTFOLIO
Works as well as
expensive brands
families
Skin care and

beauty
women
Empowering protection
women
Top performance
Fragrance and seduction
men
young men
SEGMENTATION UNDERPINS BRAND

DEVELOPMENT CHOICES
Market
Definition
Market
Opportunity
Brand
Positioning
Portfolio
Strategy
Range
Architecture
What market
are we
competing in?
Which or who
are the best
segment
opportunities to
focus on?
How do we
tighten our
brand
positioning for
our chosen
customers?
What brand
portfolio to
cover the
space?
How do we
organise the
range to take
advantage of
opportunities?
Where do e
choose to play?
WHAT ARE THE MOST POPULAR

SEGMENTATION METHODS USED?
Source: Marketing Leadership Council, Overcoming Complexity in Segmentation Initiatives,
KILLER QUESTIONS
Who
by consumer group eg gender / age / income

Male/Female, 18-35, LSM 7+
What
by product type eg function/applicator

Shampoo, Hair Cond, Leave on, Treatment
Why
by consumer need eg psychographic attitude/ needstate
When
by occasion
Day, Night, On-the-go, Party
Where
by location or channel
Salon, Department store, Pharmacy/Drug Store, Mass Retailer Channel
How
much
by price index
Low Mass, Mass, Mainstream, Premium
SOME KEY WAYS WE SEGMENT THE MARKET

Why
How
much
What
Needscope
Price Ladders
& LSM
Market &
Brand Advisor
Prioritisation using Market Brand Advisor tool
Screening, optimization,
evaluation of potential,
refinement
Define where to
operate
Identify
opportunities
for growth
Test &
Optimize the
innovations
Launch
successfully
Decodes functional
Monitor that the innovation fits with
brand profile and delivers on key
objective within category
driver & prioritize

growth
We dont buy things because we feel that one product performs better than another,
we choose brands because we like their language and their understanding of what we
want. - John Hegarty, Chairman BBH
Scientific evidence now fully endorses EMOTION as the underlying driver of

all human behavior
ALL STAGES OF RESEARCH MUST ADDRESS NOT

JUST THE RATIONAL SIDE OF CONSUMERS AND
BRANDS, BUT ALSO THE EMOTIVE
NeedScope approaches emotion in a unique way using unique tools
Consumer-Brand
Relationship Model
Psychological
Framework
Projective
approach
A model that recognises many

layers of consumer needs and
brand image, with emotion at
the heart
A psychological model based

on archetypes to provide a
framework for understanding
the emotion in needs and
brand image
Projective photosets/collages
applied qualitatively and
quantitatively to access the
emotive layer
CONSUMER-BRAND RELATIONSHIP MODEL UNCOVERS THE

DIFFERENT SOCIOLOGICAL AND PSYCHOLOGICAL LAYERS
This provides a disciplined way of looking at consumer needs and brands
Forms the basis of all NeedScope research i.e. always analyse needs and brands at 3 layers
Consumer Needs
FUNCTIONAL NEEDS
FUNCTIONAL NEEDS
Taste, price/rates, pack size, format,

service touch-point etc
IDENTITY NEEDS
IDENTITY NEEDS
Peer group identification, social

level, lifestyle
EMOTIVE NEEDS
Feeling consumer looking for and what it says

about me and my personality
EMOTIVE NEEDS
SYMBOLISM
SOCIAL VALUES
PRODUCT FEATURES
Brand Image
SYMBOLISM
Brand personality fun loving, serious
SOCIAL VALUES
Family, older, female etc
PRODUCT FEATURES
Sweet, rich, premium, compact, easy to use
THE NEEDSCOPE TOOLS PSYCHOLOGICAL

FRAMEWORK
A psychological model based on archetypes to provide a framework for understanding
the emotion in needs and brand image
WHAT DOES NEEDSCOPE ANSWER?
The consumers motivations and needs which explain brand choice
A segmentation which links consumers needs to brands - and how to best satisfy
their needs
How well your brands meet consumer needs
The strengths and vulnerabilities of your brands - and how to best attack the
competition
The needs of your brand(s) users - how to defend
The strength and growth opportunities for your brand(s) - how to build
TO HELP US UNDERSTAND EMOTION NEEDSCOPE USES A

FUNDAMENTAL MODEL OF JUNGIAN PSYCHOLOGY
Based on two key emotive dimensions underlying all human behaviour
OUTWARD DIRECTED
EXTROVERTED
RECEPTIVITY
PASSIVITY
AFFILIATION
DOMINANCE
ASSERTIVENESS
INDIVIDUALITY
INWARD DIRECTED
INTROVERTED
89
SIX CORE ARCHETYPES WITHIN NEEDSCOPE MODEL,

EXPRESSED HERE AS PERSONALITIES
Bold
Dynamic
Independent
Fun-loving
Carefree
Spontaneous
Self-assured
Assertive
Forthright
Approachable
Friendly
Open
Focused
Competent
Controlled
Careful
Caring
Sensitive
SUCCESSFUL BRANDS CONNECTING WITH ARCHETYPES
(masterbrand)
MULTIPLE ARCHETYPES EXIST WITHIN EACH OF US

But we express different archetypes in different categories
I want a car that is potent

and powerful Im a bit of
a rebel
I want a mobile phone

thats simple and fun
to use when it comes
to technology Im just
a kid
I want an aftershave thats
ordinary and everyday
Im a regular guy
AND DONT FORGET, IN MULTI-MODAL CATEGORIES,

EVERYONE MOVES AROUND THE MAPALCOHOLIC
BEVERAGES EXAMPLE
EXPLORING CHRISTMAS THROUGH THE ARCHETYPES
Bold
Unconventional
Different
Colourful
Not too serious
Fun
Elegant
Sophisticated
A cut above
Composed
Ordered
Established
For everyone
Inclusive
Relaxed
Natural
Traditional
DIMENSIONALISING CLEAN
EXPLODING ASPECTS OF WHITENESS FOR RICHER INSIGHT
Bold
Bright
Luminous
Dazzling
Shining
Day-glow
Sparkling
Gleaming
Fresh
Milky
Good as new
Restored
Powerful
Pristine
Bleached
Strong
Crisp
Pure
Clinical
Starched
Protected
Restored
Snowy
Cotton
DIMENSIONALISING FRESH EXPERT LANGUAGE

Invigorating fresh
Refreshing fresh
like a walk
like ice
Laundered fresh
like professionals
Clinical fresh
like water
FRESH
Baby fresh
like powder
Natural fresh
neutral
This exercise was done during a workshop organised in December 2007 with
Unilevers Fragrance Houses in the context of laundry detergent. The group agreed
that this exercise was useful for fragrance words that consumers frequently use - but
without precision. Words like sweet, clean, citrus and fresh were immediately thought
of as words for additional exploration.
SOME KEY WAYS WE SEGMENT THE MARKET

Why
How
much
What
Needscope
Price Ladders
& LSM
Market &
Brand Advisor
Prioritisation using Market Brand Advisor tool

Screening, optimization,
evaluation of potential,
refinement
Define where to
operate
Identify
opportunities
for growth
Test &
Optimize the
innovations
Launch
successfully
Monitor that the innovation fits with

brand profile and delivers on key
objective within category
Decodes functional
driver & prioritize
growth
Use pricing ladders and LSM to
identify where category growth
can come from
WHICH PRICE SEGMENTS ARE YOU IN,

HOW WIDE IS THE PRICE PIANO?
HOW
MUCH
150k 800k
30k 60k
20k 30k
REFRESHING PRICE SEGMENTATION

Where is/ will category value growth come from?
-
Take a deeper look at pricing segment opportunities
Pricing analysis for all key cells:

Look for share gaps where the share of a price-point is low
Look for growth which price-points are growing and why?
Mine LSM data and leverage the insights
RANGE ARCHITECTURE TO TRADE CONSUMERS UP
Men
Trac
Atra
Sensor
II
Plus
Excel
$1.17
$1.17
Women
Mach 3
M3
Fusion
Power
Power
Sensor Excel
for women
Venus
Venus Vibrance
$9.49
$8.99
$13.59
$12.99
$5.49
$8.99
$15.49
Razor
$1.69
$2.24
$2.24
$2.49
$1.69
$2.25
$2.99
per Blade
CAT SOURCE OF GROWTH:

70% FROM MARKET DEVELOPMENT
Market Development is about growing the size of a category through changing

fundamental consumer behaviors: bringing in more users, driving more usage, and
trading up through more benefits.
MARKET DEVELOPMENT REQUIRES

FUNDAMENTAL CHANGES IN PEOPLES BEHAVIOR
1. More Users
In household cleaning, new

users were recruited by
giving better performing
products.
2. More Usage
3. More Benefits
(trade up)
Hellmanns challenged the belief

that mayonnaise is high in calories
& inspired cooks to use it in their
favourite dishes.
Lipton has traded people from

loose tea to tea bags to pyramids
for a better & richer tasting
experience.
Through widely acclaimed

educational campaign, Signal
encouraged families to brush day
& night to prevent tooth decay.
Dove increased category value

through products that care for the
skin while providing maximum
sweat protection.
Market development is driven not just by innovation

but also by communications and promotions too
BRAND LED
GROWTH
RENOVATION
Deep Consumer
Insights
INNOVATION
MARKET DEVELOPMENT STEPS
STEP 1: RESEARCH FOR BEHAVIOUR

CHANGE INSIGHT
STEP 2: 5 LEVERS OF BEHAVIOUR

CHANGE
STEP 3: MD 10 steps Wheel
MARKET DEVELOPMENT ACTIVATOR (MDA)

5 LEVERS OF BEHAVIOR CHANGE
MARKET DEVELOPMENT 10s WHEEL

10 Step Wheel components
Product is Hero
Right Size/Value
Educational Campaign
Product Experience
PRODUCT
1 Product Hero
Community Involvement
Scale
GROW
THE MARKET
& OUTPACE
COMPETITORS
2 Right Size / Value
PR
OM
OT
IO
5 Product
Availability
PA
CK
Aligned Promo Strategy
IC
Visibility
PR
6 Visibility at
Consumer
Touch-points
E
AC
Product Availability
8 Community
Involvement
7 Aligned Promotion
Strategy
PL
10
9 Scale
4 Product
Experience
3 Educational
Campaign
PROPOSITION
10 Consistency & Commitment
Consistency
SESSION 05
BRAND POSITIONING
108
INTRODUCTION
Brand positioning:
Marketing can be seen as a process, but brands are the reason we do it, and brands are what people
buy and buy into. When you think about brands you elevate the vision of marketing to a higher level.
Marc Mathieu Unilever Global SVP Marketing
BUILD BRAND LOVE THROUGH PURPOSEFUL

POSITIONING
Brand Positioning Model, captures what we want

the brand to be, i.e. brands positioning and its
Purpose an idea, bigger than benefits, that the brand
believes in, and that the people were serving believe in
too.
The Brand Positioning model also captures the brand
ambition in delivering the Sustainable Living Plan.
This discipline ensures we nurture and build authentic
brands, that truly serve people, based on a point of
view that matters and a product that people want.
BRAND POSIONING MODEL

UNLOCK THE MAGIC
Khc ha thng hiu nh mt con ngi chc nng, s
khc bit, tnh cch, k hoch pht trin bn vng.
BRAND LOVE TRIANGLE

Deep understanding of the people we want to serve, their
deep rooted tension or desire, brand POV to cut through
human tension & its core value.
Bt u bng vic thu hiu con ngi v i tng tiu
dng, ng lc hay p lc hin c, t thit lp mc tiu
thng hiu tn ti v gi tr ct li.
10
8
7
4
ROOT STRENGTHS
Specific assets from the past that we want to leverage for the
future.
Nhng ti sn, k tha hu hnh hay v hnh m thng hiu
c.
5
1
AT THE HEART IS THE BRAND LOVE TRIANGLE
Brand positioning is a future looking

strategic act, to shape our future.
However, it also builds on and takes
account of our brand history, it
leverages a deep understanding of
the people we want to serve and it
includes an honest interrogation of our
product offering.
THE PEOPLE WE SERVE

Describes the people who love the brand. What are their common defining characteristics?
How would we describe them as an affinity group?
Eg. Magnum
SPONTANEOUS
PLEASURE SEEKERS
Purpose
(Brand
pov)
The
people
we
serve
Product
truth
Human
truth
KILLER QUESTION
Does it define the people that will love the brand but also implicitly those that will hate it?
HUMAN TRUTH
A deep routed tension or desire, felt by the people the brand serves.
You can tangibly feel it in society today. Sets up the opportunity for the brand to respond.
Eg. Dove
The
pressure
to be beautiful
feeds our tendency
to focus on the
negative, making
beauty an
unnecessary source of
anxiety.
KILLER QUESTION
Is the tension something you can feel, touch in society? Is it culturally relevant for the time we are living in? But at the
same time is it something that's not an ephemeral fashion that will last only a summer?
BRAND PURPOSE
The reason why the brand exists. What the brand would write on its T-shirt. Defines the higherlevel contribution the brand brings to the life of the people it serves.
E.g. Dulux paint
ADD COLOR TO
OUR PEOPLE'S
LIVES
Purpose
(Brand
pov)
The
people
we
serve
Product
truth
Human
truth
KILLER QUESTION
Does it work as a T-Shirt message? Could someone disagree with it? How clear is it in matching a great
product to buy and a powerful idea to buy into?
PRODUCT TRUTH
The essential, defining characteristic of our products and services - what marks them out as
different. Enables the brand to deliver its purpose.
Eg. Coke
UPLIFTING AND
REFRESHING
Purpose
(Brand
pov)
The
people
we
serve
Product
truth
Human
truth
KILLER QUESTION
Is it clear enough to guide your future offering Does it help to define a strong, compelling benefit for the brand?
THE OTHER MODEL

1. Root strengths
9. Essence
2. Competitive environment
3. Target
4. Insight
5. Benefits
6. Values & Personality
4. Insight
7. Reasons to believe
8. Consumer Discriminator
9. Essence
2. Competitive
Environment
3. Target
1. Root strengths
BRAND DNA
Nhn dng thng hiu
Consists of elements that present how the brand is expressed physically, from which marketers
define the way the brand is seen & felt by our consumers.
Tng hp nhng yu t i din cho thng hiu, nh hnh cch ngi tiu dng nhn din v
cm nhn v thng hiu.
Brand DNA affects the real, every day encounters people have with Dove. In a whole range of
ways. From products, to packaging, to point of sale and beyond.
DNA quyt nh cch thc thng hiu giao tip vi ngi tiu dng v di hnh dng nh th
no, t bao b, sn phm n vt phm trng by v.v
BRAND COMMUNICATION IDEA

tng truyn thng ca thng hiu
Brand communication idea:
Is the big idea that translates the Brand
Love Key into a communications theme. It
exists over time, geographies and
objectives.
Unites the brands personality, tone of voice
and functionality.
Enables creative execution consistency
and thus drives a brands ability to build
awareness and brand equity over time.
NOW LOOK BACK AT THIS PICTURE

Communication Architecture & Channels
TVC, Print, Digital (Photo competition Kho tang tro
choi), PR
Campaign idea
Cu Tha Ho Lam Ban
Brand communication idea
Omo Dirt is Good
The brand gives you freedom from laundry worries and
stains so kids can get dirty and so develop. Therefore, Dirt
is Good.
Brand love key.
OMO - Unleashing human potential
The content in this document is AiiMs

property.
Sowhat is a great brand?

Meaningful
Different
Salient
ASSOCIATION
4 FACTORS COMBINE TO CREATE A GREAT BRAND

Milward Brown research
DEFINE
TO GROW A BRANDS MEANINGFUL DIFFERENCE

MUST BE AMPLIFIED EFFECTIVELY AND EFFICIENTLY
DEFINE
AMPLIFY
GROW
FROM THE BRAND POSITIONING INTO TRACKING

The Brand Love Key (BLK) determines both the promise we make and the product we must deliver.
We track specific key attributes we want to stand for through the Brand health check and Brand Equity Score.
WHAT DOES BRAND EQUITY MEAN TO YOU?

In your groups discuss how you would define Brand
Equity
Be prepared to share your definition
5 mins
HOW HAVE OTHERS DEFINED BRAND EQUITY?

A set of assets linked to a brand's name and
symbol that adds to the value provided by a
product or service to a firm and/or that firm's
customers
The discounted future value of the incremental

sales that a brand generates above a generic brand
in the category
Various
David Aaker
The extra impact of knowing

that the product is this brand
rather than a generic
The brand's power derived from the goodwill
and name recognition it has earned over time,
and which translates into higher sales volume
and higher profit margins against competing
brands
Business Dictionary
Kevin Keller
The associations in the minds of the

consumer that permit the brand to earn a
greater volume or margin
Srivastava and Shocker
WHY DOES BRAND EQUITY MATTER?

Competitive Advantage
Our Brand Equities define our differences to consumers from competitors and are the
foundation for Share growth
Growth Potential
Brands that are healthy in the consumers eyes are more likely to grow volume, profits and sales
simultaneously
Leverage with Customers
Retailers cant replicate Proposition as easily as other Ps and must be more collaborative on
strong brands than others
Greater Pricing Power
Brands with stronger Brand Equity have the ability to lead Pricing successfully (i.e. lower price
elasticities)
BRAND EQUITY SCORE

WHAT IS THE BRAND EQUITY SCORE?
The Brand Equity Score is a single number measure of the strength of the brands proposition with a
drill-down to performance on individual attributes.
It measures how effectively the brand meets consumer needs in a particular category.
This is not another isolated tool. It helps you to do what you already do and do it better.
WHY BRAND EQUITY SCORE?
Brand Pyramid Strength of proposition in the context of consumers
relationships with brands in general. Look at Consumers Closeness to the
brand.
YET, when the data changes it can be hard to find out exactly why and
what we should do about it.
Conviction
Advantage
BE Score the strength of proposition in the context of the category.
Acceptable
Performance
The BE Score enables you to drill down to individual category drivers
Relevance
The Brand Equity Score and the Brand Pyramid are complementary and
will be used in parallel.
Presence
WHAT DOES IT LOOK LIKE?

Attributes ranked by order of importance
x
Make you
feel
attractive
Care for
your hair
Make your
hair healthy
Contain
natural
ingredients
Effective
against
dandruff
Brand Equity Scores
50
41.5
37
32
Brand W Brand X
Brand Y
35
30
25
20
15
10
5
0
Make you
feel
attractive
Care for Make your

your hair hair healthy
Contain
natural
ingredients
Effective
against
dandruff
What does this

tell you?
100
60
Attribute Importance
Weight
sum of
Endorsement %
Brand X Attribute Endorsement

70%
60%
50%
40%
30%
20%
10%
0%
Brand Z
Brand W has highest BE Score, with 60

This means that Brand W is almost 50%
more effective than Brand X at meeting
consumer needs
SESSION 06
BRAND INNOVATION
+Brand strategy & marketing plans
+Brand strategic plan - Brand development model
+Brand Marketing plan:
Audit & J2BD
6Ps model
Task map
THE BRAND STRATEGIC PLAN SHOWS HOW TO REALISE

THE BRAND AMBITION ACROSS ALL ITS MARKETS
Together with the Brand Love Key the Brand Strategic Plan (BSP) lays
out the brands purpose and ambition for a 3 year period, in context of its
portfolio role in the category strategy. It includes:
Brand vision and ambition,
Value drivers
Key business goals
Brand Development Model
Jobs to be Done
6Ps strategies.
12 quarter activity plan.
A BRAND HAS DIFFERENT SOURCES OF GROWTH ACROSS

MARKETS BASED ON ITS MATURITY AND STRENGTH
Strong brand equity is the foundation for all brand growth
Brand Growth = Brand Equity

+ Market Share + Market Development
CREATING BRAND MARKETING PLAN

From category & brand strategy, creating brand plans using deep holistic
understanding gained through two complementary approaches
ANNUAL BRAND & CATEGORY AUDIT

which structures an analysis of key data, and digs to get deeper understanding. the audit
data tells the story of:
WHO is shopping in the category

WHICH BRANDS they are choosing
HOW OFTEN and HOW MUCH they are Buying
WHY they are doing this.
Importantly, this helps us get to the
ROOT ISSUES AND OPPORTUNITIES for our
brands across the 6Ps
THE BRAND AUDIT USES THE 6 PS BRAND GROWTH

MODEL AS A FRAMEWORK TO ORGANISE LEARNING
THE BRAND AUDIT USES THE 6 PS BRAND GROWTH

MODEL AS A FRAMEWORK TO ORGANISE LEARNING
What are the headline characteristics of my market and

how does my category or brand perform within it?
Do I understand how my brand user behaviour is

driving my category or brand performance?
How do the 6Ps growth drivers affect my consumer

behavior?
THE AUDIT IDENTIFIES A BRANDS LOCAL ROOT

ISSUES/ OPPORTUNITIES
Root Issue- a highly specific and insightful description of the surface issue or opportunity. It
tells us a who/ what/ why story that shapes the Job To be done:
WHO
6Ps Brand
Levers
Which specific groups of people are affected?

Where (regions / channels)?
When (time of year/ day)?
WHAT
What is the issue or opportunity we spotted?

Is this about brand penetration, consumption or
loyalty, is it about brand equity, or a
combination?
WHY
Which of the 6P levers may be key to this issue

or opportunity
6P's Brand Levers Eg: The Argentina Axe team spotted that Light users of Axe body spray
have limited consumption of the product, as they believe it is only for use as an underarm
deodorant, and not a product for using all over the body
WE CALL OBJECTIVES JOBS TO BE DONE

IE. GET WHO TO DO WHAT, BY HOW?
The best objectives (known in Unilever as JTBD) describe the real behaviour we need to
influence to achieve our business outcomes- the consumer behavior focused Job to be Done
rather than describing the activities.
Root Issue/Opportunity
Job to be Done
WHO
GET WHO
WHAT
TO DO WHAT
WHY
BY OVERCOME
WHAT BARRIER
SOME EXAMPLES OF JOBS TO BE DONE

Get users of X shampoo to also use Dove
conditioner regularly by communicating the
detangling benefits.
Get parents to encourage their children

to brush with Y both day and night by
convincing them of the real oral care
health benefits
THE TASK MAP CAN HELP TO SHARPEN LOCAL JOBS

TO BE DONE AND SET MEASURABLE OBJECTIVES
SESSION 07
BRAND INNOVATION (CONT)
IN THE MEANTIME: PAPER ELEPHANT
02 member of the class

1. Put hands behind your back & tear the paper into the shape of an
elephant, using only the sense of touch
2. Be shown elephant picture and imitate after it.
YOUVE GOT 2 MINUTES to show your elephant
INTRODUCTION
A DESK IS A DANGEROUS PLACE FROM WHICH TO WATCH THE WORLD.
- John Le Carre
Brand innovation
Insight development & Idea generation
Exercise
FINDING A INNING INSIGHT IS THE FIRST STAGE IN

DEVELOPING A SUCCESSFUL CONCEPT TO TAKE TO MARKET
What is Insight?
Penetrating understanding that
hooks the brand into our consumers needs/wants.
She believes she is doing the best for her familys

health so when her kids get sick she makes sense of it
by looking to outside factors, not her choice of soap or
hygiene habits.
EXAMPLE: AXE DARK TEMPTATION
THERE ARE 6 PRINCIPLES TO FIND WINNING INSIGHTS

1.
Think differently.
4.
Look for tension.
2.
5.
Explore the new.
3.
Dig deeper.
Find the sweet spot.
6.
Make it actionable.
1. THINK DIFFERENTLY
2. EXPLORE THE NEW
3. DIG DEEPER
4. LOOK FOR TENSION
5. FIND THE SWEET SPOT
6. MAKE IT ACTIONABLE
3 BROAD STEPS TO FIND WINNING INSIGHTS
A NUMBER OF WAYS (ONLINE & LIVE) TO LOOK OUTSIDE

FOR A DIFFERENT & DEEPER UNDERSTANDING
A GOOD DETECTIVE CAPTURES OBSERVATIONS IN A

WAY THAT MEANS THEY ARE PERFECT FOR SHARING &
GENERATING INSIGHTS
EXERCISE: STEP 1 DISPLAY YOUR LEARNINGS
EXERCISE: STEP 2 CONNECT, PROBE,

CLUSTER & EXPLORE
EXERCISE: STEP 3 INSIGHT CLUSTERING & CRAFTING
TO CHOOSE WHICH INSIGHTS ARE BEST,

WE ASK SIX QUESTIONS
EXERCISE: STEP 3 WRITE UP THE WINNING INSIGHT

Finally we write up the winning insight, its headline with any relevant
support.
We may even find a picture that sums up the core of the insight.
This will help us choose the sharpest expression to build into briefs.
GREAT INSIGHTS IS SIMPLE, TRUE & SO CLEAR

FINDINGS/UNDERSTANDINGS THAT YOU DO NOT
NEED TO KEEP QUESTIONING WHY?
Remember to keep ask probing questions when you connect

with consumers and think about their behavior and
motivation and needs
Why?
So what?
Which means that?
Why is that important?
So whats the problem?
How does that make them feel?
For example?
EXAMPLE: KEEP ASKING WHY, WHY, WHY BECAUSE,

SO WHAT
EXAMPLE: THEN YOU CAN SPOT NEW CONNECTIONS &

MAKE USEFUL LINKS
EXAMPLE: WHICH LEADS YOU TO A SHARPENED

INSIGHT AND A PROPOSITION
EXAMPLE: ASKING WHY BECAUSE TO DIG DEEPER

FROM YOUR STARTING OBSERVATION. GENERATE
HYPOTHESES TO EXPLORE & VALIDATE
EXAMPLE: AND SPOTTING NEW ANGLES AND LINKS
EXAMPLE: WHICH LEADS YOU TO A SHARPENED

INSIGHT AND A PROPOSITION
EXAMPLE: 5 WHYS TOOL? - RED BULL EXAMPLE
NOW LOOK BACK OUR JOURNEY

Creating a great idea to please our consumers is the essential start of successful mix development. An idea must
meet a consumer need or want or fancy. It may be triggered by an invention looking for a home, or an insight
looking for a solution.
PRINCIPLES OF GREAT IDEA

FIND THE NEW
Great ideas either find a new angle for the brand or product proposition, offer
enhanced benefits or present a new or different way to meet a consumer need
PRINCIPLES OF GREAT IDEA

FIND THE SWEET SPOT WHERE OUR BRANDS CAN WIN
Great Ideas are those that hit the sweet spot where our brand and product can take full
advantage of deep insightful people understanding and where we can win.
HOW TO PRESENT AN IDEA?

One to two sentences so consumers can understand and visualize a real, complete
product
Core product facts and simple benefit statements
No price
Branded
Ask: do I understand what this product is
and does when reading this idea? Can I
visualize a complete, real product based
on this information?
A natural laundry detergent from Persil

that has the cleaning results you expect,
but is also better for the environment
A floor cleaner from Cif with the next

generation of ionic cleaning technology
that can pick up dirt and dust like a
magnet in one easy step
3 STEPS TO PRODUCE PREAT IDEAS
CREATE
CHOOSE
1. Go crazy and create - Generate many potential ideas,

using input stimulus
2. Get serious and choose Spot the big themes &
select those with greatest potential
3. Get writing and capture - Write up the best ideas as
simple compelling propositions with desirable benefits
CAPTURE
STEP 1- CREATE
MIND MAPPING
STEP 1- CREATE MIND MAPPING
This technique can be used either to

develop ideas for core propositions,
using eg. an insight as a springboard..
..Or it can be used to identify more
powerful alternative ways of expressing
the language of either insights, benefits or
reasons to believe, claims, names etc
You can either do this in groups or individually
STEP 1- CREATE MIND MAPPING
Each group (or individual) writes up an insight in

the centre of a large piece of paper.
The group scribe draws spokes or branches off the
centre and fills these with potential alternative
angles/expressions of the insight, benefit or reason
to believe. Taking each spoke individually, brainstorm
each, exhausting their potential for ideas.
TECHNIQUE
FRESH EYES
An exercise to help explore your stimulus

from a different perspective, looking at it
through the eyes of a wide variety of
different people and scenarios
TECHNIQUE
FRESH EYES RE-EXPRESSION CHALLENGE
1. Select a wide range of re-expression challenges and stimulus from the list of ideas, eg.
on the following slide (or invent your own!) Put the selected ideas onto separate cards/post
its.
2. Take turn select a card, as well as a variety of product, a different external brand and some
consumer stimulus (eg magazines,.)
3. Explore, looking at the product, brand and consumer stimulus with the fresh eyes
from the point of view on the card. What new light does this shed on our challenge?
4. Share different perspectives and responses, and capture any original suggestions and
propositions we might learn from.
FRESH EYES RE-EXPRESSION STIMULUS

How would a teenager / pensioner/ gardener approach it?
Draw the challenge using your left hand, this promotes the use of the
creative right side of your brain!
How would NIKE / APPLE / GOOGLE connect the stimulus?
How would NOKIA / COCA COLA link the stimulus?
How would STAR WARS DR.SPOCK approach or express the challenge?
(apart from logically)
Write a verse from a RAP TUNE to describe the challenge

If you won the lottery how would you approach the issue?
Express the proposition as a wine bottle label (eg. classic and fruity with a
rich berry overtone)
How would LOREAL express the challenge?
Draw a storyboard which describes the connections
How would WILLIAM SHAKESPARE connect the stimulus?

How would MADONNA connect the stimulus?
How would N.A.S.A approach it?

Sum up the proposition in just ONE WORD
Use THREE RHYMING words to describe the connection
How would GOD say it? Write out an eleventh commandment to

describe the challenge.
How would you do it through the eyes for a child?
Express it through the eyes of a famous personality

Express it through another parallel world
How would an alien approach it?

How would a waiter approach it?
How would a new MOTHER make connections?
How would you do it through the eyes of a person who
lived 500 years ago?
How would you express it if you were a person from a very
different culture?
STEP 1- CREATE
Based on a good opportunity springboard, we should be able to create many starter ideas,
written out simply each with a title & clear proposition.
STEP 2 - CLUSTER & CHOOSE

Cluster into common theme, with a headline
Ultimate Deep clean

Fabric conditioners that work deep down to
guarantee ultimate comfort and freshness
No Rinsing
Fabric conditioners without the need
to rinse
Rinse Less
Fabric conditioners that reduce
the need to rinse
Rinse & Protection

Fabric Conditioners that that condition
and protect clothes
No wringing
Fabric conditioners that reduce the
wringing needed
WORK WITH R&D TO UNDERSTAND WHAT THE PRODUCT OFFERS
STEP 2- CLUSTER & CHOOSE

Based on agreed screening criteria
NEW & DIFFERENT
INSIGHT LOCK
DESIRABLESWEET SPOT
STEP 3 - CAPTURE
For each chosen idea we:
Develop the best expresssion of the idea, saying what it is and what the desirable
benefits are.
With a pithy headline to capture the nub of the idea
SCREEN & TESTA

Be clear how you are going to get from your many
ideas to the few you want to take forward: Expert
Group Selection, Qual research (consumer groups),
Quant research (Idea Screener), a criteria based
elimination or a combination.
Qual: Consumer Groups

To explore the most promising creative
territories. Understand which ones have
potential and should be developed
further. Qual can give you indications of
how to develop your idea.
Quant: Bases Idea Screener

Designed to be used at the very early
stage of the funnel. Idea Screener is
Quantative testing of ideas
communicated in one/two sentences to
screen for the strongest ideas.
SESSION 8
BRAND INNOVATION (CONT)

WINNING CONCEPT DEVELOPMENT
Concept & claim development theory
Exercise
Briefing research
CONCEPT BASICS KEY DEFINITIONS

CONCEPT
A full description of the promise or
offer. It contains the:
Name
Consumer insight
Discriminating benefit
Reason to believe
Supporting visuals eg.pack/demo
COMFORT ONE RINSE

To give my familys clothes the best care, I
have to rinse several times to remove all the
detergent, which wastes a lot of water.
Introducing new Comfort One Rinse Fabric
Conditioner.
It contains a breakthrough foam
cutting technology: With just a cap
it cuts the foam and prevents detergent
residues from sticking onto clothes,
whilst keeping the great softness and
freshness you love from Comfort all in
just one rinse.
New Comfort One Rinse rinse,
soften and perfume your clothes in
one single step, while reducing
your water bill.
PROPOSITION
A short and simple statement that
describes the core promise or offer.

INSIGHT
Comfort One Rinse
Penetrating understanding that

hooks the brand into our consumers
needs/wants.
To give my familys clothes the best care, I

have to rinse several times to remove all the
detergent, which wastes a lot of water.
REASON TO BELIEVE (RTB)

& MODE OF ACTION (MOA)
Introducing new Comfort One Rinse Fabric

Conditioner.
Why the consumer should believe

the benefit & how the
product works.
It contains a breakthrough foam cutting

technology: With just a cap it cuts the
foam and prevents detergent residues from
sticking onto clothes, whilst keeping the great
softness and freshness you love from
Comfort all in just one rinse.
BENEFIT
The functional or emotional solution
the product offers.
New Comfort One Rinse rinse,

soften and perfume your clothes in
one single step, while reducing your
water bill.

CLAIM
A statement about the product that highlights its
advantages, attributes or differences compared to
other products.
Example
DEMO (if any)

Persuasive way of bringing the product,
benefit or technology to life.
WHAT IS A CONCEPT USED FOR?
PROJECT APPROVAL
IDEA & CONCEPT

DEVELOPMENT
Guiding the development of compelling

product claims.
Influencing product brief (point of

difference)
Getting evidence of consumer

appeal of a proposition.
PRODUCT & COMMS
DEVELOPMENT
5
197
Defining the main point of Integrated

Brand Communication (IBC) Brief.
A GOOD CONCEPT TELLS A STORY

USE THIS TO SHAPE YOUR CONCEPT BOARD
CONCEPTS MADE SIMPLE: BE DIFFERENT

AND/OR BETTER
IF IT OFFERS SOMETHING DIFFERENT OR

IF IT OFFERS SOMETHING BETTER
199
STEP 1: GATHERING THE BUILDING BLOCKS

Step One: Gathering the building blocks
Look at consumer insights, brand truths and product facts, which are the building
blocks of a winning concept development.
Step Two: Proposition development

This section explains how you make the creative link between the building
blocks in Step One and the proposition.
Step Three: Concept crafting and research

This stage of your journey, shares the concept grid, top tips for consumer research
and crafting to get a winning concept.

96% of consumers in
Washing machines have
Vietnam are
only 16% penetration in urban
Women take great care of
hand-washers.
markets and 12% in
their childrens
rural ones.
favourite clothes.
Consumer
Understanding
76% of consumers rinse
three times or more after using
detergent, consuming 120
litres of water each wash.
Housewives think laundry

is a laborious and tedious process,
especially rinsing which takes lots
of time and effort.
Whats the consumer need?

The active ingredients in a
fabric conditioner coats the
fibres of garments with a
protective film so that they
remain smooth and supple.
Product Facts
Safety on skin is
endorsed by the
National Dermatologist
Institute.
A housewife could save

144 hours of hard
labour a year.
Whats the product?
A housewife could save

14,400 litres of water
in one year.

Potential threat of Downy
launching One Rinse
product after a
successful launch in Mexico.
Our Cloth world

characters
connect on everyday
family life.
We are a grown-up responsible

brand. We adopt a caring and
responsible approach towards our
environment, seeking to improve
every day.
Brand Truths
Proctor & Gamble were the

first to introduce
concentrate conditioners.
Whats the brand about?
Brand essence:
Comforted clothes
will love you back.
STEP 2: PROPOSITION DEVELOPMENT

Step One: Gathering the building
blocks
This is the first step in the Concept Development Process. Well
look at consumer insights, brand truths and product facts, which
are the building blocks of a winning concept development.
How to make the creative link between the building blocks in Step One and the
proposition.

This stage of your journey, shares the concept grid, top tips for consumer
research and crafting to get a winning concept.
The Incident Room

Write all stimuli on separate notes, displayed in a
large space, like a wall.
Making connections
Review learning and see and make different
vs original connections, discovering new
perspectives by connecting stimuli together.

Initial Propositions
Start to make new connections. Connecting
this material identifies opportunities for
propositions to satisfy consumers.
Housewives think laundry

is a laborious and tedious
process, especially rinsing
which takes lots of time
and effort
The active ingredients

in a fabric conditioner
also kill detergent
foam
We are a grown-up
responsible brand, we adopt
a caring & responsible
approach towards our
environment, seeking to
improve every day.
STEP 3: CONCEPT CRAFTING AND RESEARCH

Step One: Gathering the building
blocks
This is the first step in the Concept Development Process. Well look at
consumer insights, brand truths and product facts, which are the
building blocks of a winning concept development.
This section explains how you make the creative link between the building
blocks in Step One and the proposition.

Share the concept grid, top tips for consumer research and crafting to get a
winning concept.

Share the concept grid, top tips for consumer research and crafting to get a
winning concept.
The Concept Grid and Concept Crafting

How to craft proposition into a concept using the concept grid and then after
research, finalise concept?
How to define core content and use consumer research to identify the
relative importance of these elements?
How to make the most of visual communication in the concept and make
great translations?

The Concept grid
The concept grid is a way of capturing the compelling consumer insight, clear benefit and persuasive
reason to believe that underpin the core proposition.
CORE PROPOSITION

The Concept grid
Questions to articulate and craft the insights, benefits and RTB to ensure consumer relevancy and
competitiveness
CORE PROPOSITION
Is it relevant and important

to your target market?
Does it accurately underpin

and drive the core
proposition?
Does it contain interesting

tension or freshness?
Does it answer the consumer

insight directly?
Do they support the

discriminating benefit?
Is it single-minded?
Are they sustainable over the

long term?
Is it competitive in the market

place?

The Concept grid
There are usually multiple options for the insight, benefit and reason to believe. These can be
optimised in consumer research.
Comfort One Rinse
I have to rinse my clothes several

times to be sure theres no
harmful residue left.

times which takes a lot of effort.
times which wastes a lot of water.
Rinsing is a real hassle
in laundry
Rinse, soften and perfume your

clothes, without leaving any
irritating residues.
clothes in one single step,
making your washing so much
easier.
clothes in one single step, while
reducing your water bill.
It cuts the foam which prevents

detergent residues from sticking
onto clothes.
With a new foam dissolver, which
means the foam disappears in
less water.

Concept research
Turn the concepts in the form of a simple template to test with consumer.
Besides the insight, benefit and RTB you can test alternative options for elements
such as a pack shot or a demonstration.
[ Name ]
[ Insight ]
[
Example of a simple clean layout
[ Name
Benefit & RTB ]
Benefit
]
]

Concept example
Name
Insight
Benefit
RTB
98% more nourishment from root to tip.

Supporting visuals:
Limit to only two visuals in 1 concept.
Suggestion to include:
Pack visuals or Line visuals

Brand equity visuals
Mode of action visuals/ demo
Pack Visuals
If test alternative pack visuals make sure any differences

are very evident, as shown here.
Line Visuals
Line visuals are important if the breadth of line is a key to

proposition.
It is not recommended to use both a line shot and a single
pack shot choose one or the other.

Brand Equity
Visuals
Note: should not test what the brand stands for during
product concept optimisation.
Mode of
Action Visuals
Visuals explaining a mode of action or demonstrating a

product use can be very effective.

Concept watch outs!
DONT Overload the concept with content
Keep it simple.
This concept is too packed!
Use a maximum of 80-100 words.
Too much information means the most important points dont get heard!
DONT Make changes to the minor details, for example, pack copy
Minor pack change alternatives wont be noticed in concept research.
DONT Overload the concept with mood visuals
Multiple visuals can overwhelm a concept and crowd out the key you are trying to optimise.
Keep visual elements to specific pack, brand equity or mode of action. Mood imagery can cause confusion and
make it harder for consumers to understand the differences between the concepts.
DONT Try to write a press advert
No evidence of ad copy generating better consumer research results.
Harder to identify what motivates to consumers in the concept.
Too executional

Concept research output
- Help understand what really matters to consumers

what to protect, what can sacrifice
finalize the brief main point.
- Help briefing for brilliant products and communication.
SUMMARY OF WINNING CONCEPT

Make sure the concept is:
Succinct and single-minded.
Clear on the core proposition.
Targeting a consumer need.
A persuasive story.
Offering a better solution than your competitors.
True to your brand.
CLAIMS
Claims is an important part of getting to brilliant products and what we say about them.
Product
brief
(What we want
the product to
do)
Insights
Ideas
Concepts
Claims
IBC brief
(What we want
to say)
CLAIMS EXAMPLES
Claims can be classified as anything you tell people about
your product and its environment (they can include words,
imagery or both).
On-line
Lipton
Claims can be brought to life through different touch points.

Refreshes the mind
Pack
Lipton
Rich in catechins
Slimming effect
TV Commercial
Persil
Freshness all daylong

(Claim and demo on TV)
In-store
Rama
The brain is hungry too!
CLAIM GROUND RULES

Claims should be as strong and compelling as possible, whilst following strict guidelines.
Some claims ground rules
Never put consumers at risk.

Must be technically and legally supportable.
Must not be misleading to the consumer.
Must not be overpromising.
Should not refer to competitor products in an unjustifiably denigrating manner.
If comparative, must be fair comparisons and in accordance with good business practice.
Should be scientifically sustainable; always have the data in hand prior to making a public claim.
CLAIM MATRIX
How we want to deliver the product promise
How to express and deliver your product promise?

There are different types of claims, with big implications for support needed and competitiveness.
Remember - The
product has to deliver
the promise.
How we express the product promise to consumers
CLAIM MATRIX
moisturising milk
Unique pyramid bag
Double churned
Statement claims
Factual statements about the product.
Generally not performance related
Might be ingredient statements, information about the technology or descriptions about the function of the product.
CLAIM MATRIX
Refreshes and revives
With volume control
Category benefits
Based around benefits comparing the use of a product to the non-use of a product.
Although any manufacturer can make the claim, if they are well crafted they can be owned and differentiating,
especially if you are first to market.
CLAIM MATRIX
No better way to fly

With unbeatable chicken flavour
Unbeatable cleaners
Top parity
Comparing the performance of the product to a range of relevant competitors.
Can sometimes imply superiority, even if the product actually only has an equal performance to competitors.
Require significant testing.
CLAIM MATRIX
Contains 30% less calories

than other spreads.
Sticks around 5x longer
Best ever Surf
Superiority claims
Benchmark the product against either a competitive product or are based on an internal product improvement.
Only apply to specific conditions and, therefore, execution constraints apply to the wording and imagery
permitted in relation to the claim.
CLAIM MATRIX
The worlds softest non-bio.
Ultimate claims
Based on superior performance or technology, and would apply to every situation (for example, all
substrates and usage conditions, all countries, all environments and all types of people).
Applicable when data is supported
CLAIM MATRIX
Rich in omega-3 and omega-6
Nourishes deeply
Contains only 4.5% fat
Consumer believable
An emotional belief regarding the product, usually due to the brand positioning.
Require technical or consumer evidence, which the consumer may not be able to directly perceive.
CLAIM MATRIX
Contains Aloe Vera

(supported by smell and green
colour)
Full flavour experience

(supported by bag shape)
Superior moisture across all

layers of skin (supported by
tactile, silky feel and fragrance)
Consumer perceivable via sensory cues

This is when consumers may not directly perceive the superiority of the product, but by adding cues
in the product and pack, they have some evidence of the promise. The consumer perception is
supported by sensory or appraisal data, as well as consumer evidence.
CLAIM MATRIX
Easier to spread on bread

(than butter)
Just washed freshness
all day long
(encaps technology)
Consumer perceivable technology

Here the performance of the product is directly perceived (as well as supported by sensory cues).
Therefore, this will require significant support from technical data and consumer evidence via testing.
How we want to deliver the product

promise
EXERCISE MATCH CLAIM MATRIX
The type of product promise we want to make in the market
Contains
Aloe
recovery
from
The only mouthUnbeatable
With Dove
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the
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Superior
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No
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of
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original
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For
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Top
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the
SESSION 08-09-10
BRAND COMMUNICATION IDEA

& INTEGRATED BRAND COMMUNICATION
236
INTRODUCTION
"TAKE TIME TO DELIBERATE; BUT WHEN THE TIME FOR ACTION ARRIVES,
STOP THINKING AND GO IN. - Andrew Jackson, US president
Integrated Brand Communication
Brand Communication Idea (BCI)
Integrated Brand Communication (IBC)
Conversation briefing
RELOOK AT BRAND COMMUCATION IDEA

Brand
Communication
Idea
The BCI is creative execution envelope for all

consumer-facing communications on a brand- its
the big idea that translates the Brand Love Key
into a communications theme. It exists over time,
geographies and objectives.
THE BCI INFORMS ALL BRAND CAMPAIGNS,

CONVERSATION IDEAS AND EXECUTIONS
Brand Communication Idea

Summarising the brand idea in one sentence
bringing the brand proposition to life.
Campaign / Conversation Idea

The single minded creative idea that is played
out in all executions over time. It is objective
(JTBD) led.
Executions
The communication activity which the target
audience experiences. All reinforcing the same
message, but in ways characteristic of the
respective channels used.
EXAMPLE
THE BCI INFORMS ALL THE CAMPAIGN PLATFORMS THAT THE

BRAND EXECUTES TO NURTURE AND BUILD CONSISTENT
EQUITY OVER TIME
INTEGRATED BRAND COMMUNICATION (IBC)

IBC is our communication development process, impacting all the touch-points brands need to address, beyond
TV, on the internet, including bringing the brand alive in the store.
SINGLE COMPELLING IDEA
RELEVANT TOUCH POINTS
APPROPRIATE CHANNELS, phased, to meet clear OBJECTIVES
TALKABILITY for always on communication- 365 days a year and 24/7
TRULY ENGAGES people in the brand
The world has changed.
We need to be agile like never before.
INTEGRATED BRAND COMMUNICATION (IBC)

The rapid rise of digital media, mobile, social and e-commerce impacts how
people interact with each other and with brands across the world.
HARNESSING THE POWER OF DIGITAL
2+ bn internet users
1.2 bn users of social media
6 bn own a mobile phone
Explosive growth of on-line video content
E commerce booming
Integrated brand communication is a critical way of winning with brands.

The correlation between good communication and sales is well proven.
Sustained brand equity growth
Sustained core brand sales growth
Sustained market share growth
For a brands communication to resonate with people, it must be rooted in deep insight
and understanding.
IBC PROCESS
WHAT IS BRIEFING?
An ad for an ad
Great communication starts from purposeful briefing
Briefs only exist to inspire creative ideas that can engage people in brand conversations.
EXAMPLE
Doves Titanium Grand Prix winner Real Beauty Sketches answered a clear and simple brief:
Research had shown that just 4% of women think theyre beautiful. Lets show women
they are more beautiful than they think.
This campaign has reached over 200 million people on-line.
THE ISSUE WITH THE QUALITY OF IBC BRIEFS

Low quality briefs result in inefficient use of time and money and lower quality of work.
Percentage of respondents agreeing with statement
IBC Briefs are single minded and insightful
Source: marketing excellence survey 2009
CONCEPT & CREATIVE BRIEF

THE ROLE OF THE CONCEPT
The concept is one of many assets that is available to an IBC team when they create the brief.
The first step in moving from concept to IBC brief is to step back from the concept and start
thinking about the role of communication and the IBC brief.
THE PURPOSE OF THE CREATIVE BRIEF

is to direct and inspire your agency partners.
is not to just a template to fill in the boxes.
it must not be so vague that everyone can agree to it.
A great communication brief:
Simple and compelling story
Clear role for the communication with a powerful insight, drawn from a human truth.
Provides a clear, creative challenge for the agency.
THREE KEY SUCCESS FACTORS
Co-creating the IBC brief with your agencies (creative and channel agencies).
Being clear on the role that communication plays in delivering the JtbD.
Keeping it single-minded.
IBC BRIEF CREATION IS ABOUT

Starting off by focusing on the Desired Consumer Response to the communication not the
message in itself.
Sacrifice: selecting the single point that is most likely to achieve the Desired Consumer
Response. If there are multiple crucial messages, you need multiple briefs.
Judgement: research, insights and experience will guide you, but it is the IBC leaders
judgement that defines the IBC brief and especially the choice of Main Point.
Conveying a sense of brand through language, approach and the role

communication plays.
IBC BRIEF CREATION IS NOT ABOUT

Repeating the validated concept in a different format
(IBC brief format).
You have then misunderstood the purpose and role of an IBC brief.
Including all aspects of a proposition or mix that consumers have liked.

Your IBC brief will not be single-minded.
(However, knowing what consumers have liked and not liked and why,
is important background and contextual information for the agency.)
Fine-tuning the details of what goes into the communication and how this is expressed.
You are then doing the agencys work.
THE MAIN POINT

What is the single most important
point to communicate?
The choice of Main Point is a key moment of sacrifice.
It is a single point and one that the team must feel comfortable as being the one most likely to
generate the Desired Consumer Response amongst the target audience.
The key criteria for choosing the Main Point is therefore
that it has the power to drive the Desired Consumer Response
and that it is consistent with the BrandKey Vision and BCI
Note: It does not have to be the consumer benefit in the concept.
EXAMPLES OF THE MAIN POINT
Dove pro.age focused on the benefit

With Dove pro.age Beauty Serum, you can confidently reveal your skin.
Persil non-bio focused on the insight
Many pregnant Mums believe they have to wash their babys clothes before the birth, but they
dont know why.
Comfort focused on the RTB
The new range of exhilarating fragrances from Comfort.
FOCUS ON DESIRED CONSUMER RESPONSE TO

DRIVE GOOD IBC BRIEFS
Create a task map to articulate the

consumer understanding and what this
meant in terms of change in perception
and behaviour.
EXAMPLE 1: MAGNUM
The case
Magnum were launching their hero stick of the new
ice cream season.
JTBD:
Get young, urban,' pleasure entitled adults
To rush to the ice cream cabinets to try their first Magnum
Gold?! at the start of the ice cream season.
By offering them an incredibly exciting new stick.
EXAMPLE 1: MAGNUM
The concept
Following concept exploration,
the winning idea was captured in
the final concept.
EXAMPLE 1: MAGNUM
By going back to the JtbD, Magnum were able to clearly articulate the Desired Consumer Response, and
then review consumer understanding to define an inspiring insight that led to a single-minded and powerful
Main Point.
Desired Consumer Response

Oh wow! Only Magnum can do this. I am really pleased. What could there be after this?? They are really
raising my expectations. Im glad they dare.
Main Point
Magnum Gold?! is as desirable as gold.
Insight
The pleasure entitled Magnum target audience are driven by their desires for pleasure and no
price is too big when it comes to fulfilling their desires.
EXAMPLE 2: DOVE PRO.AGE

The case
Dove pro.age needed to re-ignite its business following signs of
decline in penetration levels. The team knew that success
depended on their communication reinforcing the emotional
connection with its women 50+ target whilst communicating the
superior performance of its products.
JTBD:
Get women in their fifties who are heavy users of Hand & Body
To try Dove pro.age Hand & Body
By delivering the best visible care for mature skin.
The concept
Following concept exploration,
the winning idea was captured
in the final concept.

By going back to the JtbD, Dove pro.age were able to clearly articulate the Desired Consumer Response,
and then review consumer understanding to define an inspiring insight that led to a single-minded and
powerful Main Point.
Desired Consumer Response

I believe that Dove really understands who I am and my needs and I am hopeful that this new formulation
can really make a visual difference to my skin.
Main Point
With Dove pro.age beauty serum, you can confidently reveal your skin.
Insight
I feel like I have reached a point in my life where I am more confident in who I am as a woman.
Lately I have noticed that my skin has started to change, but I dont want to trade my v-neck
sweater in for a turtleneck.
GUIDELINE OF IBC BRIEFING

Say hello to 365 day alwayson approach
1.
2.
3.
4.
5.
Focus on desire output

Brand stage JTBD, not prject
JTBD alone
Media/channel habits
How best to make ppl care &
share
Rooted in BCI
GUIDELINE OF IBC BRIEFING

Say hello to 365 day alwayson approach
1.
BRAND BRIEF:
Rooted from brand introduction, background & BCI
Brand stage JTBD not project JTBD
2.
PROJECT BRIEF:
Focus on the desired output with MMO/MCO
Target consumer
Media/purchase habit (if any)
Human truth/consumer insight
Concept with single main point
Network insight (if any)
Clear requirement & network
3.
REFERENCE OF ASSETS AVAILABLE
4.
NOTE
IBC BRIEF CHECKLIST

Revisit your JtbD to remind yourself of what the task at hand is.
Create a Task Map to focus your thinking on the Desired Consumer Response and implied
behaviour change as this is the focus of the IBC brief.
Interrogate the consumer understanding on your brand (including findings from concept
research) to define the insight that can be leveraged through the Main Point.
Use your judgement to select the single point that is most likely to trigger the Desired
Consumers Response amongst your consumer.
SOME IBC BRIEF WATCH-OUTS!

The product benefit is selected as the Main Point although it is not the key driver of behaviour change.
In the example below, the Comfort team changed the Main Point in their IBC Brief when
they recognised that what was actually driving interest and trial in the new range was
the products (look and smell) themselves! The benefit was implicit amongst the target
audience.
Original
Example
What is the single most important point to communicate?

The fragrance hit you get from the new Comfort Exhilarations range will revitalise and lift
everyones mood!
Revised
New exhilarating fragrances from Comfort!

The Main Point is not single-minded.
Watch out for brackets and words like whilst. The equity of the brand or, for example,
visual elements of your mix or other cues should be strong enough to carry these
additional messages without intruding on the single core message.
Example
What is the single most important point to
communicate?
What is the single most important point to

communicate
Only Surf liquid delivers 3 times the

freshness (with reassurance on clean) vs.
powders.
Comfort Naturals is the only range of fabric

conditioners which gives you beautiful,
natural fragrances whilst still being kind on
your skin.

The Main Point is already a Campaign Idea.
When teams have strong insights and ideas are in abundance, there is a tendency to
leap to Campaign Ideas and strap lines that are unclear.
Example

Open Up & Show Whats Inside.

The Main Point doesnt deliver on the opportunity as presented in the Insight.
In the example below, the Main Point doesnt respond to the insight about why consumers
choose to hand wash clothes.
Example
What consumer insight drives this brief?
No matter what, my washing machine cannot clean as well as my hands do because it
cant give the personal attention that I give to the extra dirty clothes.
What is most likely to achieve this change?
With New Rin Advanced Matic powder, I have the visible proof of hand wash like
whiteness even in my machine.

The Main Point is re-iterated as the Desired Consumer Response
Consumers simply playing back the Main Point is unlikely to be the sign of a real shift in
perception and behavior.
What is it that you would really like them to feel, think, believe and do? This is the
guidance you need to provide in the section on Desired Consumer Response.
Example
New OMO gives you the great stain removal you love from Omo + so many more benefits.
What would we like them to think and do in response to the communication?
Think: New Omo gives the cleaning I love from Omo + so many more benefits that I was
despairing to ever get from a detergent.
OTHER COMMON PROBLEMS OF BRIEFING
- TOO LONG OR TOO SHORT

- PHYSILOGIC
- WIIFM (WHAT IS IT FOR ME?)
- TOO PRESCRIPTIVE
HOW TO BRIEF WELL?

CO-CREATE BRIEFS WITH THEIR CREATIVE AND MEDIA AGENCIES IN AN
INSPIRING ONE DAY SESSION IN AN INSPIRING PLACE
where the entire team can experience your brand and products and
have good, constructive conversations in a relaxing environment
kick off your briefing day with a surprising highlight maybe from an
external speaker or nice video clip or relevant game?
LISTEN TO ADVICES FROM EXPERTS

JEFF DODDS, FORMER CHIEF MARKETING OFFICER, VIRGIN MEDIA
1. Let the agency as close to the biz update/problem as possible.
Briefing is much better with insight
2. Never let client write the brief
Client & Agency write the brief together
If not, challenge the brief from the client as much as your ability
3. Pay attention to the length of the brief. Write the brief around the problem
BEN MALBON, DIRECTOR OF STRATEGY, GOOGLE CREATIVE LAB NY

Google dont really have briefing process. We have little idea of what we actually need
as we are moving with speed & even cant see how we are gonna talk about
something (i.e at brief)
Yet , we need agency to lean into our products than we do

Dont do what we ask, do what we dont ask
Mad interest in what we make & why

PATRICIA MCDONALD, EXECUTIVE PLANNING DIRECTOR, ISOBAR UK
1. A business problem is a behavioral
change in disguise
What do we need people to do?
2. Think about network insight, not only

consumer insight
Why would they do it? What are their

network motivations?
3. From the single thing we want to say

to the single thing we are going to
make or do?
What we are going to make/do to

enable them to do it?
JASON GONSALVES, CHIEF STRATEGY OFFICER, BBH LONDON

Media channels
Media is too important to be left to media agencies
Media = culture
All brand are media brands
Everything is media
Use the media to discover

and bring to life, dominant
and emerging cultural
themes
BRIEF
Identify when, where

and how you should
engage your
audience
Create the media that

best express the big
idea
IDEA
Design how you want ppl to

flow from one experience
to another to unlock the
value
EXECUTION
JUDGING CREATIVE IDEAS AND EXECUTIONS

REQUIRES A COMBINATION OF GUT INSTINCT AND
STRUCTURED EVALUATION
It is essential to understand, explore and nurture ideas, before we move into judgement. This requires
both sound intuition and the use of developmental research. Ask questions to understand the Idea:
USE THE ABCDE EVALUATION TOOL TO LOOK AT HOW IDEAS

AND EXECUTIONS DELIVER AGAINST SPECIFIC KEY CRITERIA
We use ABCDE to discuss and build upon a proposal it is meant to be used as a thinking prompt, not a
scoring device.
WE MUST ASK OURSELVES:

WHY SHOULD THEY CARE? WHY SHOULD THEY SHARE?
SOCIAL BY DESIGN
Decide not only what we tell people about our brands, but what wed like them to tell each other.
More people have smart phones and have a dual screen habit, so we can engage them in so
much richer ways than just watching TV.
Think of brand messages from the perspective of:
Why would they care?
Why would they share?
SESSION 11
BRAND INNOVATION - PRACTISE

277
PART 3
PLAN THE COMMUNICATION

(AGENCY SIDE)
SESSION 12
WHAT IS ADVERTISING & MARKETING?

A VIEW FROM ADVERTISING AGENCY
WHO AM I?
Nguyen Thi Bao Ngoc
Master Degree in Marketing Communications, London, UK

Strategic Planner at Lowe
Like discovery, challenges, art, conquering people
Have belief in:
- The beauty of advertising
- Live with an active mind
- The faith in our hands
THO LUN
TIP TH L G?
VAI TR CA TIP TH TRONG KINH DOANH

CNG VIC TIP TH
TIP TH L G?
Marketing Management involves
getting, keeping & growing

customers through creating, delivering and
communicating superior
customer value
Phillip Kotler et al, 2005/

Principles of Marketing An Asian perspective, Page 10
Qun l tip th bao gm vic c c, gn gi v pht trin

khch hng thng qua vic to ra, em li v qung b nhng
gi tr vt tri cho khch hng
Tip th, xt mc c bn nht

chnh l to ra gi tr cng thm
cho nhng ti sn sn c.
BUT HOW?
THO LUN:
1. MT KHCH SN C TH TO RA GI TR GIA TNG
CHO KHCH HNG NH TH NO?
2. TRNG HC RMIT C TH TO RA GI TR GIA TNG
CHO KHCH HNG NH TH NO?
3. CNG TY BO HIM PRUDENTIAL C TH TO RA GI
TR GIA TNG CHO KHCH HNG NH TH NO?
4. BDS C TH TO RA GI TR GIA TNG NO CHO
KHCH HNG?
5. KEM TRNG DA PONDS C TH TO RA GI TR GIA
TNG NO CHO KHCH HNG?
6. BT GIT C TH TO RA GI TR GIA TNG CHO
KHCH HNG NH TH NO?
TIP TH TO RA CC
GI TR VT TRI
& TH HIN QUA
Thinking process of marketing
1
Understand the market,
category & segmentation
Understand competitors
Understand consumers
2
Define WHERE TO PLAY
Define HOW TO PLAY
3
Define
COMMUNICATION NEEDs
& OBJECTIVEs
THO LUN: QUNG CO L G? (WHAT)

CC BN CM NGH TH NO V QUNG CO? (HOW)
NOBODY READS ADS. PEOPLE READ WHAT THEY WANT TO READ AND SOMETIMES ITS AN AD
HOWARD LUCK GOSSAGE
QUNG CO L NGH THUT CHUYN

T IU DOANH NGHIP MUN NI THNH
IU NGI TIU DNG MUN NGHE
THE FUNCTION OF
ADVERTISING IS
SIMPLY TO PROMOTE
AND SUSTAIN
COMPETITIVE
ADVANTAGE FOR
BRANDS
SIR JOHN HEGARTY
Chc nng ca qung co
n gin l qung b v duy
tr li th cnh tranh cho
thng hiu
THE ULTIMATE PURPOSE OF

BRAND ADVERTISING IS TO
AFFECT THE BUYING
BEHAVIOR OF CONSUMER TO
PROTECT AND BUILD SALES.
Mc tiu ti thng ca qung co cho thng

hiu chnh l to ra nh hng n hnh vi mua
hng ca ngi tiu dng, t bo v v to ra
vic mua hng
CREATE NEEDS
EDUCATE PEOPLE
CHANGE PEOPLES PERCEPTION
MOTIVATE PEOPLE
CHANGE PEOPLES BEHAVIOUR
BUILD BELIEF/HOPES
CULTIVATE GOOD BEHAVIOUR
PROMOTE VALUES
PROMOTE TRADITIONAL VALUES
BRING VALUE TO COMMUNITY
LI CH CA QUNG
CO CHO X HI
Tn vinh gi tr sng tt p
Thay i hnh vi con ngi theo hng
tt p hn
To ra l do mua hng tt hn
To ra mt x hi tt hn
Kch cu, pht trin kinh t
Mang li gi tr cho con ngi v x hi
ADVERTISING IS
FINDING THE HOW
HOW TO GET THERE:
Communication Strategy
WHAT TO SAY & HOW TO SAY TO GET
PEOPLES ATTENTION & INTEREST:
Creative Idea
Give solutions in a creative way
Advertising is the art of dealing with peoples

minds & hearts to achieve marketing objectives
GI TR M TRUYN
THNG MANG LI
CHO CHNG TA:
Hn c Qung co,
Truyn thng gip tha mn nhng
nhu cu, c vng, ng h, to
cm hng v gii quyt nhng vn
hin ti ca khch hng v lm
iu tt hn i th
QUNG CO GIP CHUYN HA KHI NIM

SN PHM, THNG HIU T GC NHN
CA NH TIP TH THNH NHNG IU
QUEN THUC CHO NGI TIU DNG
MI NGI MUA GII PHP,

KHNG MUA SN PHM
TRONG NH MY CHNG TI
SN XUT HA CHT. NI CA
HNG, CHNG TI BN NIM
HY VNG
Charles Haskell Revson
(October 11, 1906 August 24, 1975) was
pioneering cosmetics industry executive who
created and managed Revlon through five
decades
3 LP CA SN
PHM
THO LUN: QUNG CO NY NI

N LP NO CA SN PHM
THNG HIU L G?
A BRAND IS ANY
LABEL THAT
CARRIES
MEANINGS &
ASSOCIATIONS
Phillip Kotler
marketing inside from A
to Z / page 8
XY DNG THNG HIU L TM RA NGHA CA THNG HIU

KHIN CHO NGI TIU DNG PHI MUA THNG HIU V TO
RA NHNG LIN TNG GIP H TR NGHA
THNG HIU T GC
NHN CA NH TIP TH
THNG HIU T GC
NHN CA NGI TIU
DNG BNH THNG
NGHA: XE TAY GA TH THAO

CNG NGH CAO
LIN TNG: MNH, NAM TNH,
THI TRANG, HIN I
THO LUN: TI SAO

CHNG TA NGI TIU
DNG - LI CN MUA SN
PHM C THNG HIU?
5 L DO M CHNG TA
CN THNG HIU
1. NH TUYN
Gip chng ta la chn hng ha d dng, tin li hn
2. NH TN
Gip chng ta an tm hn khi mua hng
3. NH NG
Gip chng ta t ho v chnh bn thn mnh
4. NH TH
Gip chng ta hnh din khi i mt vi ngi khc
5. NH H
Gio s Tn Tht Nguyn Thim
Gip chng ta hnh din khi c ha nhp vo cng ng
BI TP: TO THNG
HIU C NHN
SESSION 13
HOW COMMUNICATION WORKS?
M HNH 1
NI NG V NI HAY
NI G V NI NH TH NO
NI G L CHIN LC
NI NH TH NO L THC THI
THO LUN: QUNG CO CN CHIN LC TT

HAY THC THI TT?
QUNG CO, 80% N T

CHIN LC V 80% N
T THC THI.
CHIN LC KHNG TT,
THC THI TT, QUNG CO
CH GII TR.
CHIN LC TT, THC THI
KHNG TT, KHNG AI XEM
QUNG CO.
M HNH 2
STIMULUS & RESPONSE
VN KHNG PHI L CHNG TA NI
G M L NGI TIU DNG NH G/
NGH G/ CM THY G?
RESPONSE L G?
DESIRED ASSOCIATION FROM
CONSUMERS ABOUT ST
L CM XC, NHN XT, SUY NGH, HIU
BIT CA NGI TIU DNG V THNG
HIU :
- KIN THC
- THI
- NHN XT
- LIN TNG
- NG CM
- CM GIC
-
THO LUN
V SAO NH SNG TRONG KHCH

SN U L MU VNG?
BT C IU G C TH TO RA MT
N TNG NI NGI TIU DNG:
NHC
MU SC
KIEU CHU/FONT CH
CU CHUYN
BNG HIU/HNH NH
SLOGAN
IU MA
NGI NI TING
NG DNG/TRANG WEB
NHN VIN
NH MY, THUONG HIEU
BAO B
SN PHM, DCH V
L CM XC, NHN XT, SUY NGH, HIU

BIT CA NGI TIU DNG V THNG
HIU :
-
KIN THC
THI
NHN XT
LIN TNG
NG CM
1. NGH THUT QU!

2. BUN QU!
3. GI BN CHC CAO LM Y
Response:
Im funny
Bn c th bao ci tivi
bng mt ci phong b
Ti ngc nhin v
mng ca tivi Sony Wega
Bn c th bao ci tivi
bng mt ci phong b
Ti ngc nhin v
mng ca tivi Sony Wega
Philips ng l chuyn gia

v m thanh
Bi v Philips lun m nh
vi nhng m thanh d l
nh nht
Philips ng l chuyn gia

v m thanh
CCH N GIN HIU V THNG HIU
Slogan/ Tagline
Brand communication idea
Brand Equity
Brand Positioning
Brand Essence
Exercise
BRAVE
COOL
SPEEDY
COFFEE MNH
CC LOI RESPONSE
TYPE 1: NOW IVE HEARD OF YOU/IT
TYPE 2: WHAT A GOOD IDEA
TYPE 3: REALLY
TYPE 4: IVE ALWAYS KNOW IT
TYPE 5: THAT REMINDS ME
TYPE 6: I SHOULD GO DO THAT
Bi v chng trnh
khuyn mi ch ko di
trong 1 ting
Ti phi i mua ngay
TYPE 7: THATS GREAT FOR US
TI SAO BN KHNG NI THNG IU M BN MUN

NGI TIU DNG CM THY? (STIMULUS = RESPONSE)
THT RA KHNG PHI NHNG G ANG DIN RA U NG V HIU QU!
CHUYN G XY RA NU
STIMULUS = RESPONSE
Ngi xem s khng ch n mu qung
co v n khng to ra tnh bt ng.
Ngi xem s cm thy mu qung co
khng ng tin
Mu qung co khng to ra c nhng kt
ni cm xc khin cho ngi xem phi nh
BI TP
TM STIMULUS MI
NGI CM THY XU
H KHI HI CA
THO LUN: TH NO L MT MU
QUNG CO HIU QU
CNG THC ABC
ATTENTION
BONDING
CLEAR MESSAGE
ABC
STIMULUS
1ST: MU QUNG CO THU HT S CH

CA TI NGAY TRONG 3 GIY U TIN
2ND: TI THY MU QUNG CO NY NI
V TI, TI THCH
3RD: TI HIU R IU M MU QUNG
CO NY TRUYN TI
DESIRED RESPONSE
M HNH HOCH NH TNG QUT 5I

(COPYRIGHT BY PHUONG HO)
Nhn yu
cu qung
co
Xc nh vn
trng tm
(Issue)
Stimulus
Thu thp
thng tin
(Information)
Response
Xc nh s
tht ngm
hiu (Insight)
TVC
Websit
e
PR
DM
Event
POSM
Print
Tch hp
(Integrated)
To ra
tng ln
(Idea)
QUNG CO GIP CHUYN HA KHI NIM SN PHM,

THNG HIU T GC NHN CA NH TIP TH THNH NHNG
IU QUEN THUC CHO NGI TIU DNG
MI NGI MUA GII PHP,

KHNG MUA SN PHM
TRONG NH MY CHNG TI
SN XUT HA CHT. NI CA
HNG, CHNG TI BN NIM
HY VNG
Charles Haskell Revson
(October 11, 1906 August 24, 1975) was
pioneering cosmetics industry executive
who created and managed Revlon through
five decades
SESSION 14
ADVERTISING AGENCY MODEL
CLIENT OR AGENCY?
CNG TY QUNG CO
CNG TY T CHC S KIN
CNG TY PR
CNG TY DIGITAL
CNG TY NGHIN CU TH TRNG
CNG TY T VN THNG HIU

CNG TY SN XUT/ IN N
CNG TY MEDIA
AGENCY L G?
HM NAY CHNG TA CH NI V NHNG CNG TY CUNG
CP DCH V TRUYN THNG TIP TH
BN BIT TN NHNG CNG TY QUNG CO NO?

BN BIT NHNG MU QUNG CO NO CA H?
BN C BIT CNG TY NY?
NHNG CP I HON HO TI VIT NAM
BN C MUN L NGI NG NG SAU NHNG MU QUNG CO NY?
CNG TY QUNG CO
C K HNG DN S DNG TRC
KHI DNG
1. TI THCH LM VIC CHO

AGENCY V N SNG TO HN
KHI LM CHO CLIENT
AGENCY V TI CHNG PHI LO
P LC DOANH S NH CLIENT
AGENCY V CNG VIC NHIU
TH THCH HN CLIENT
AGENCY V MI TRNG LM
VIC THOI MI HN CLIENT
MYTH OR TRUTH?
THEO CC BN, CNG TY QUNG CO LM G?
consumer, competitors, designer,

factory, supplier, scientist, research
consumer, distributor, supplier,
logistics, sales, super market, sellers
consumer, production, finance, sales,

engineer, distributors
consumer, celebrities, communities,
artist, director, music composer,
journalist, media company
COMMUNICATION CAMPAIGN
TVC
Print
Consumer insight
MESSAGE
Business
situation
The baby of a marriage .
CLIENT
AGENCY
Communication
and much more than that
BRAND
MANAGEMENT
ADVERTISING
Communication is important in Brand Management but

NOT the only kid
Cross function
management
Brand budget P&L
Brand
Manageme
nt
Strategy
Advertisin
g
Communication
Product
What does CLIENT do before a

Communication?
1
Understand the market,
Understand competitors
Understand consumers
Define
COMMUNICATION NEEDs
& OBJECTIVEs
Define HOW TO PLAY
Back to Caf Viet case 2008
1
Understand the market and
60% market belongs to
traditional coffee
2
Compete against
traditional coffee
Understand the competitors

Street coffee
Local chain (Trung Nguyen, My
trang)
Instant competitors: Trung
Nguyen, Mac coffe, Vinacafe
Understand the consumers

INSTANT COFFEE
MEANS NOT STRONG
Define HOW TO PLAY

Educate consumers of
an INSTANT +
STRONG coffee
3
Define
COMMUNICATION
NEEDs
& OBJECTIVEs
- BUILD NESTCAFE
AS A STRONG
COFFEE
WHAT IS THE ROLE

OF ADVERTISING?
Advertising contributes the HUGE EFFORT

to COMMUNICATION CAMPAIGN DEVELOPMENT
BRAND
MANAGEME
NT
ADVERTISING
ADVERTISING IS
FINDING THE HOW
HOW TO GET THERE:
Communication Strategy
WHAT TO SAY & HOW TO SAY TO GET
PEOPLES ATTENTION & INTEREST:
Creative Idea
CNG TY QUNG CO EM LI
GII PHP SNG TO M

PHN LN L GII PHP TRUYN THNG NHM
GII QUYT:
VN KINH DOANH CA
KHCH HNG
NHNG I KHI, BN MANG LI NHNG GII PHP SNG TO V

M HNH KINH DOANH, SN PHM, KNH PHN PHI, HOT NG
TNG TC CHO KHCH HNG CA MNH.
Advertising is the art of dealing with peoples

minds & hearts to achieve business objectives
WHAT DOES
ADVERTISING
AGENDY DO?
Understand business/
brand situation
1.
2.
3.
What is the brand

status?
What is the business
problem?
What are objectives?
Results
1.
2.
3.
Change consumers
perception
Change consumers
attitude/behaviour
Drive peoples action
Explore consumers
world
Develop communication
strategy
1.
2.
3.
4.
1.
Segments
Typologies
Tensions/Desires
Insights
2.
3.
Communication
approach
Direction
Campaigns: shortterm vs. long term
Develop 360 campaign
Develop Campaign Idea
1.
2.
3.
4.
5.
6.
1.
2.
3.
4.
TVC
Print/OOH
Activation
Promotion
PR
Digital
Big Idea
Visual
Copy
Message
brand situation
People dont believe
that the instant coffee is
strong
Explore consumers
world
strategy
1.
2.
3.
CHALLENGE MENS EGO

ARE YOU MEN ENOUGH
FOR THIS COFFEE?
Tonality: Challenging
Young Men
Own strong ego
Like challenges

1.
2.
3.
4.
5.
6.
TVC
Print
Packaging
Activation
Promotion
PR

STRONG COFFEE FOR
MEN
TEST OF MASCULINITY Drive awareness

Drive behaviour change
Drive engagement
Sampling
ACTIVATION
Drive
credibility
TVC
Remind
message
PR
PRINT
NESTCAFE
STRONG COFFEE FOR
MEN
OOH
PROMO
Drive trial
& consumption
Remind
message
DIGITAL
PACKAGING
Drive visibility
brand situation
People dont believe
that the instant coffee is
strong
1.
2.
Explore consumers
world
strategy
1.
2.
3.
CHALLENGE MENS EGO

ARE YOU MEN ENOUGH
FOR THIS COFFEE?
Tonality: Challenging
Young Men
Own strong ego
Like challenges
Communication
Impact
Grow up to 21%
market share
No.1 Instant coffee
brand during 4
years
1.
2.
3.
4.
5.
6.
TVC
Print
Packaging
Activation
Promotion
PR

STRONG COFFEE FOR
MEN
LM AGENCY BN CH THY C MT PHN NH CA BC TRANH, NHNG C TH

N L PHN TH V, A DNG V HP DN NHT
AGENCY
CLIENT
S KHC NHAU GIA CLIENT AGENCY
INTERNAL
Sales
Sales
Finance
Finance
Research
Research &
& Development
Development
Logistic
Logistic
Corporate
Corporate Affair
Affair
Legal
Legal
EXTERNAL
Advertising:
creative, media,
Advertising
agency
research,
activation
Media
agency
Consumer association
Research
MOH
Activation
agency
Consumer association
MOH
INTERNAL
Account
Planner
Creative
Production team
EXTERNAL
Research agency
Production team
Film Directors
Photographers
What does client

look like?
Business man
Analytical power
Team leadership
Communicator
Negotiator
Creative judge
What does advertiser look like?

Consultant
Strategic thinker
Creative thinker
Creator
Rule breaker
Communicator
Project manager
GOOD = CREATIVE + EFFECTIVE
3 DCH V C BN
1. GII PHP SNG TO
2. QUN L D N QUNG CO
3. HOCH NH CHIN LC
CNG TY QUNG CO SNG TO A PHN

C LP RA BI NHNG NGI SNG TO
CU TRC CNG TY QUNG CO
KHCH HNG
2 B PHN CHNH
CHM SC KHCH HNG
SNG TO
B PHN H TR
CHIN LC
DIGITAL/PR/
EVENT
SN XUT
I TC, NH CUNG CP
NHN S& TI
CHNH
STRUCTURE OF A PROFESSIONAL AGENCY
1. CLIENT SERVICE
HEAD OF CLIENT SERVICE
GROUP
ACCOUNT 1
ACCOUNT
DIRECTOR 1
ACCOUNT
MANAGER 1
ACCOUNT
SUPERVISER 1
ACCOUNT
EXECUTIVE 1
GROUP ACCOUNT
2
ACCOUNT
DIRECTOR 2
ACCOUNT
MANAGER 2
2. PLANNING
HEAD OF STRATEGIC PLANNING
PLANNING
DIRECTOR 1
PLANNING
MANAGER 1
PLANNING
ASSOCIATE 1
PLANNING
DIRECTOR 2
PLANNING
MANAGER 2
3. CREATIVE
HEAD OF CREATIVE (ECD)
HEAD OF ART
CREATIVE
DIRECTOR 1
CREATIVE
DIRECTOR 2
ASSOCIATE
CREATIVE
DIRECTOR 1
ASSOCIATE
CREATIVE
DIRECTOR 2
ART DIRECTOR
COPY WRITER
PLANNING
ASSOCIATE 2
ACCOUNT
SUPERVISER 2
ACCOUNT
EXECUTIVE 2
HEAD OF COPY
JUNIOR
COPYWRITER
DESIGNERS
VISUALIZERS
PRODUCTION
Process of advertising life

Client brief
Creative brief
Brainstorm ideas
Account
Review internally
Write proposal
Creative
Planner
Approve
Revise
Re-present
Revise
Present ideas/plan
Creative
Planner
Raise quotation
Pre-production
Production
Creative
Production
Launch
Monitor/ report
T CHT CA ACCOUNT
T CHT CA PLANNER
T CHT CA CREATIVE
NEGOTIABLE
SEE BIG PICTURES
THINK CREATIVELY
MANAGEMENT
OBJECTIVE FOCUSED
SEE THINGS DIFFERENTLY
LEADERSHIP
STRATEGIC THINKING
CREATOR
GUIDING
ANALYSIS/RATIONALE
VISUALIZING
CARE
UNDERSTANDING CONSUMERS
COMMUNICATION
OBSERVATION
PRESENTATION/SELLING SKILL
SENSE OF SENTIVITY/SHARPNESS
SEE THINGS DIFFERENTLY
PRESENTATION/SELLING SKILL
TEST YOUR CREATIVITY
QUNG CO L CUC CHI NG

I, D CHNG TA CHI NHIU V
TR KHC NHAU, CHNG TA CNG
C NHNG IM TNG NG V
V MC CH CHUNG
BN CN NHNG K NNG G?
SNG TO C CHIN LC
SUY NGH CHIN LC MT CCH SNG TO
CHM SC KHCH HNG
QUAN ST V THU HIU
GIAO TIP V TRNH BY
M PHN V THUYT PHC
BN HNG
QUN L D N/ THI GIAN
BN CN NHNG KIN THC G?
KIN THC V NGI TIU DNG, X

HI, XU HNG NGNH, I TH CNH
TRANH, TH TRNG
KINH DOANH V TIP TH
CC M HNH V CNG C TRUYN

THNG
KIN THC TNG HP: VN HA, XU

HNG, X HI, CNG NGH
TI CHNH V K TON
CHNG TI CN NGI NH TH NO?
L NGI C C HU HT NHNG K NNG/

NNG KHIU K TRN (T NHT L 3 CI U)
L NGI HAM THCH TM HIU NHNG KIN THC

K TRN (V KHNG NGNG TM HIU)
L NGI M QUNG CO (CHNG TI KHNG QUAN

TM BN HC G RA)
L NGI VN M QUNG CO SAU NM U TIN

(NM U TIN, BN CH L CULI)
L NGI MUN GN B VI NGNH QUNG CO
SAU 3 NM U TIN (SAU 3 NM, BN C XU

HNG MUN CHUYN SANG KHCH HNG)
NIM VUI KHI BN LM QUNG CO?
NIM VUI PHC V
NIM VUI SNG TO
NIM VUI KHI C LM VIC TRONG MI

TRNG NGH THUT
NIM VUI KHI C TN TRNG
NHIM VUI KHI CHINH PHC NHIU TH THCH
NIM VUI C SNG & TRI NGHIM NHIU
NIM VUI C BIT NHIU
1. XIN LI, EM CH L AGENCY

CHP NHN V L LUT CHI
2. GP PHI KHCH HNG KH N

BNH TNH, CH I KHCH HNG MI
3. LM OVERTIME QU NHIU
BNH TNH, CH I CNG TY/ KHCH HNG KHC
4. KHNG CN THY YU THCH CNG VIC

BNH TNH, CH I V TR KHC
SC THUC AGENCY V CCH X L
LM U?
GLOBAL FULL-SERVICE AGENCY
GLOBAL SPECIALIZED AGENCY
PR
LOCAL FULL-SERVICE AGENCY
LOCAL SPECIALIZED AGENCY
MEDIA
CNG TY QUNG CO,

NH C K HNG DN S DNG
TRC KHI DNG!
XIN CM N!
SESSION 15
RESEARCH AND INFORMATION

COLLECTION
M HNH 5C
CULTURE & SOCIAL CONTEXT
CONSUMER
COMPANY
COMPETITORS
CATEGORY
CLIENT
THO LUN: CHNG TA LY

THM THNG TIN T U
1. COMPANY
Chin lc chung ca cng ty. Tm nhn v quan im ca ngi ng u cng ty.
1. COMPANY
Hiu c nhng ngun lc, th mnh v hn ch ca cng ty
1. COMPANY
Mc tiu, ti sn, tm nhn thng hiu, nhng th m thng hiu khng th hy sinh
1. COMPANY
Sc khe thng hiu: nhng lin tng no mnh, no yu. u l s khc bit c
nhn nhn, u l tnh nng vt tri c nhn nhn.
1. COMPANY
Knh phn phi ca cng ty nh th no? u l knh mnh nht, knh yu nht?
1. COMPANY
Cc hot ng truyn thng ca thng hiu trc y. Hot ng no hiu qu,
hot ng no khng v v sao?
1. COMPANY
Ngn sch tip th v ngn sch chi cho hot ng truyn thng ca cng ty?
Bao nhiu phn trm l chi cho knh digital, TV, bo in? L do v sao khch hng vn
cha chi nhiu cho knh digital?
2. COMPETITOR
Gm nhng i th no? Th phn bao nhiu?
2. COMPETITOR
im mnh v im yu ca tng i th?
Ai l i th c mc pht trin cao nht gn y? V sao?
2. COMPETITOR
nh v ca cc i th l g?
nh v hin nay c ngi tiu dng nhn nhn nh th no?
2. COMPETITOR
Ci nhn tng qut trn th trng, u l cc phn khc khc nhau
2. COMPETITOR
Cc hot ng truyn thng ca i th? Hot ng no hiu qu, hot ng no
khng v v sao? Trong cc hot ng , hot ng no gy nh hng n
Fruit
Weekly GRP
thng hiu
ca Juice:
mnh? V sao?
VFRESH250
Year 2009
Year 2010
Smoothies
200
Logo Vfresh
150
100
50
0
2009-W1
2009-W11
2009-W21
2009-W31
2009-W41
2009-W51
2010-W10
2010-W20
2010-W30
2010-W40
TWISTER
500
Tao Exotix 5s
400
300
200
100
Pineapple
Orange Pet
In the sky
2009-W1
2009-W11
2009-W21
2009-W31
2009-W41
2009-W51
2010-W10
MM.TEPPY
250
2010-W20
2010-W30
2010-W40
Where is the pulp
200
150
100
50
0
2009-W1
2009-W11
2009-W21
2009-W31
2009-W41
2009-W51
2010-W10
2010-W20
Source: TNS P18-29ABC
2010-W30
2010-W40
TV All Activities
32
3. CATEGORY
Mc pht trin ca ngnh hng? T xem xt l chng ta ang pht trin th phn
hay ch l pht trin theo ngnh hng?
3. CATEGORY
Xu hng tiu dng bn trong ngnh hng : mc tiu dng, loi bao b, mc gi,
knh phn phi?
3. CATEGORY
Ai l i th ca ngnh hng ny? u l sn phm thay th ca ngnh hng ny?
4. CONSUMER
Cn hiu r nhiu loi khch hng khc nhau: khch hng trung thnh, khch hng
chuyn qua chuyn li (lap-users), khch hng dng t/ khch hng dng nhiu,
khch hng dng ca i th, khch hng khng h dng hoc dng sn phm thay
th, khch hng ang xi sn phm gn
4. CONSUMER
Thi quen tiu dng v thi ca nhng khch hng ny (U&A study).
4. CONSUMER
Thi quen tiu dng v thi ca nhng khch hng ny (U&A study).
4. CONSUMER
Cuc sng hin ti nh th no? Quan im sng? iu h quan tm nht hin nay l g?
4. CONSUMER
4. CONSUMER
4. CONSUMER
4. CONSUMER
H xem knh g, c bo g, ln mng no
5. CULTURAL AND SOCIAL

Chng ta khng sng mt mnh
Chng ta sng trong mt x hi
V mi mt x hi c nhng quen im, nim tin v gi tr ring
V mi con ngi chng ta u ang chu nhng p lc x hi
hoc lun phi tun th theo nhng gi tr m x hi nh ra
Thng hiu c th:

Gii phng con ngi khi nhng p lc x hi v h s yu mn thng hiu
To iu kin cho con ngi vt qua p lc n vi thng hiu
Thun theo nhng p lc x hi v c mi ngi ng h
6. CLIENT INSIGHT
THCH MU XANH HAY MU ?

THCH NHC ROCK HAY POP/ MAI PHNG THY HAY NGC TRINH?
THCH BNG HAY QUN VT?
THCH C VIT MAIL HAY GI IN?
THCH NGHE KCH BN HAY PHI V STORYBOARD?
C THCH C AGENCY BO V TRC MT SP LN?
AI L NGI RA QUYT NH?
THCH BN ACCOUNT HAY NHM CREATIVE NO?
THCH AGENCY MI I N SHUSHI HAY LU D?
THCH PHONG CCH HN LM HAY THC TIN
THCH N GIN HAY MU M
TNG CHIN LC HAY SNG TO CA KHCH HNG L G?
HY DNG NHNG HIU BIT

KIA MT CCH KHN NGOAN
HY DNG N NG H BN
THAY V N DN DT QU
TRNH SNG TO CA MNH
SESSION 16
FROM ISSUE TO INSIGHT
Insight
Role of Insight
What is insight?
How to find insight?
Advertising planning
Objective: What is the problem/ opportunity we are trying

to solve/grab now?
Insight: What is the most relevant information about the
communication target we should know, so we are in a
better position to meet this objective?
Strategy: Whats the role of the communication or whats
the derided response to meet this objective?
Idea: Whats the best stimulus (idea, content, tool, solution)
to meet this objective?
INSIGHT
IDEAS
AD THAT WORK
INSIGHT L MT TRONG NHNG T B HIM NHT NHNG CNG QUYN

LC NHT TRONG TH GII TIP TH V QUNG CO
Insight khng phi l s quan st n thun m l khm ph su hn bn cht ca s vic

t ai ni cho bn Insight, bn phi t tm ra n
Ai cng c th c Insight hoc c kh nng tm ra n. Mi lc. Mi ni.
INSIGHT GIP
TM RA C HI KINH DOANH MI
GII QUYT C VN KINH DOANH
GII QUYT VN TRUYN THNG HIU QU HN
TO RA TNG THUYT PHC HN V MANG N S THN THUC
Lin quan n th trng, ngnh

hng, i th
a phn lin quan n con ngi v cui cng truyn thng gii quyt vn
kinh doanh lin quan n nhn thc con ngi m thi
BUSINESS INSIGHT
CONSUMER INSIGHT
Th trng caf ha tan khng pht

trin c v ngi ta thch ung
caf en hn
n ng thch ung caf mnh ch v h mun chng t rng mnh rt nam

tnh. n ng c bn ng rt cao, h rt xem trng s nam tnh ca mnh.
H lm mi cch chng t n!
CONSUMER INSIGHT
The youth define themselves by the type of music they listen to and
their fashion
CONSUMER INSIGHT
People dont want to dance because theyre bad dancer. They dont want
to show these ugly things. However, people want to share their funny
things. Its fun, not embarrassed!
CONSUMER INSIGHT
The first morning of peoples retirement is so special
THEO CC BN, INSIGHT L G?
NH TRNG TIM EN!
All Insight is Universal Truth

But only deep, fresh, thought-provoking and true observation
of Universal Truth called Insight
Insight is about deeper thought of Universal Truth

The best way to get deeper thought is asking Why
In short, the planner plays an important role in

creating a SENSITIVE AND DEEPER
UNDERSTANDING OF HUMAN BEHAVIOUR
what we call INSIGHT
HENRIK HABBERSTAD
The Anatomy of Account Planning - The creativity
behind the creativity
At the heart of an effective creative philosophy is

the belief that nothing is so powerful as an insight
into human nature, WHAT COMPULSIONS DRIVE A
MAN, WHAT INSTINCTS DOMINATE HIS ACTIONS,
even though his language so often camouflages
WHAT REALLY MOTIVATES HIM. For if you know
these things about a man you can touch him at the
core of his being
- BILL BERNBACH -
Bt c thng tin v hiu bit no m gip cho chng ta to ra c nhng

chin lc v tng qung co hiu qu hn, to s ng cm v nhng ng
lc ng vi bn cht con ngi, ta gi l s thu hiu
CONSUMER INSIGHT FOR ADVERTISING STRATEGY

WHY ARE PEOPLE DOING WHAT THEY ARE DOING?
WHATS THEIR MOTIVATION BEHIND?
INSIGHT IS THE UNDERSTANDING OF A SPECIFIC CAUSE AND EFFECT IN A SPECIFIC

CONTEXT
TREND
FACT
INSIGHT
Chuyn g ang xy ra v
c kh nng l xy ra
nhiu hn
Chuyn xy ra c th
l nh th no, s lng
ra sao?
V sao m chuyn xy
ra v mi ngi l mong
mun chuyn xy ra?
WHAT/ WHO/ WHERE/ WHEN
HOW MANY
WHY
TREND
FACT
INSIGHT
Tn xut mua m gi v
s nhn hiu trung bnh
cho mt ln mua u
ang gim
4.8 ln/thng xung 3.4

ln thng
4.6 nhn hiu xung cn
3.6 nhn hiu
V sao?
CONSUMER INSIGHT
MI NGI ANG LM
S KIN
V SAO MI NGI LM VY?
THU HIU
THP NHU CU MASLOV
Starting from studies involving more

than 6,000 people, Professor Steven
Reiss has proposed a theory that found
16 basic desires that guide nearly all
human behavior.
We called it 16 basic instinct
PROFESSOR STEVEN REISSS 16 BASIC DESIRES

SAVING
Feed
To hoard, collect,
capture, store
CURIOSITY
Deny
To give, generosity,
distribute, spend
ROMANCE
Feed
Sex, beauty,
aesthetics, intimacy
Feed
Desire for aggression,
competition,
undermining another
Deny
Fun, everyone out for
themselves, relaxed
Feed
Companionship
connection,
relationships,
community
Deny
Privacy, personal time,
evade, social
withdrawal, depart
TRANQUILITY
Deny
Self-actualization,
genuineness, sincerity
Feed
Calm, avoid
aversive sensation,
anti-stress, defend
against assault
Feed
To raise, nurture, care
for, look after, assist
others
ORDER
Deny
To value yourself,
receive care,
protected, loved,
advised
POWER
Deny
Tolerance,
forgiveness, peacekeeping
SOCIAL CONTACT
ACCEPTANCE
Feed
Inclusion, avoid
humiliation
avoid being singled
out, conformity
FAMILY
Deny
To maintain,
contentment, selfsatisfied
VENGEANCE
Deny
Puritanical, plain,
asexual
HONOR
Feed
Driven by whats
come before, stay in
line, admire a superior
Feed
To explore, learn,
grow achieve,
education
Feed
To influence others,
imposing will,
persuade
Feed
To experience through
senses, playfulness,
adventure
Feed
Desire for selfreliance,
individualism, be
unique, take opposite
side
Deny
Devotion, dependency,
avoid being alone
IDEALISM
Deny
Deprive self, avoid
intake, repulsion
PHYSICALITY
Deny
Adrenaline,
engagement, bravery,
fearless, make an
impression, be
seen/heard
Deny
Chaos, spontaneity,
change, novelty,
ambiguity
INDEPENDENCE
Deny
Compassion,
sympathy, forgive,
submission,
conformity, obedience
HUNGER
Feed
To consume, take in
Feed
Cleanliness,
organization,
predictability, antichaos
Feed
Desire for social
justice, causes, whats
right, community
belonging
Deny
Self-focus, priority on
personal agenda,
indulgences, ease
SOCIAL STANDING
Deny
Responsibility,
measured
think first
Feed
Desire for stature,
celebrity, prestige
Deny
Egalitarianism,
populist, simplify,
humbleness
SESSION 17
WRITING CREATIVE BRIEF
ADVERTISING PLANNING
Objective: What is the problem/ opportunity we are trying
to solve/grab now?
Context: company/ competitor/ category/

consumer/ culture/ -> Issue / Opportunity
Insight: What is the most relevant information about the

communication target we should know, so we are in a
better position to meet this objective?
Key Insight
Strategy: Whats the role of the communication or whats

the derided response to meet this objective?
Desired response (or role of advertising)

Key message or Proposition
Idea: Whats the best stimulus (idea, content, tool,

solution) to meet this objective?
Big idea (Core idea)

Execution idea
Digital platform
CREATIVE BRIEF INTRODUCTION
Strategy
Development
Why do I need to write a creative brief?

How do I organize a briefing session?
What do a creative brief look like?
How do I write a good one?
THE CREATIVE
BRIEF
Account/Planning
team
Creative
Development
Creative
team
WHAT IS CREATIVE BRIEF?

The single most important contribution the account/planning team can make to influencing the power
and creativity of advertising - Gary Duckworth
The most important piece of paper in the agency:

- The baton in the advertising development relay
- The focus for on-going debate
Months of work on one page
Into it, we must distil our learning about a brand, its market, consumer behaviour and advertising.
From it must spring a fresh and original idea - Damian OMalley
WHY DO WE NEED CREATIVE BRIEF?

A creative brief should be BRIEF, but it does not have to be CREATIVE. However, a creative briefing should INSPIRE
- Charlie Robertson
3 critical differences between clients brief and a creative brief:

1. FOCUS
Clients brief addresses only clients concerns (ie: business, or marketing)
Creative brief focuses at area that YOUR EXPERTISE COULD OFFER
Example:
Business: increase bottom line profit 10%
Marketing: switch 2% of competitors users
Communication: boost TOM brand awareness among competitors users up to %
Digital:
Packaging:
Activation:
Event:
Business issues
Marketing issues
Communication
issues
Communication
components
2. DIRECTION
Set a path on how to get there: your strategy.
There are potentially many strategies to get where you want to be, its your task to define the best fit that can help
achieving targets. ITS NOT THE CREATIVE TEAMS TASK.
3. INSPIRATION
Clients brief is merely informative. Creative brief must make your creative team excited.
REMEMBER
5 things that we should do
1.
2.
3.
4.
5.
Invite
Inform
Instruct
Inspire
Involve
Creative brief is not
Why a Creative brief?
A creative brief's sole purpose is to help towards a better creative product.

It is for the Team, not for the Client, so avoid jargon - or at least explain the
jargon if it's needed.
It should be succinct: If you can't write it in one page, how can they advertise
it in one page or 30 seconds?
It should inform, involve and inspire the Team to make a creative leap.
Creative brief is
CREATIVE BRIEFING SESSION

Dont confuse the brief with the briefing.
The briefing meeting is your opportunity to bring your key thought alive in a way that will both inform
and inspire.
The briefing meeting is not a dry handover, from planning to creative - but the opportunity
to inspire great work.
PREPARE
How you brief depends on whom you brief
Do you know the team? Have you briefed them before?
What do they already know about the client / brand / ads?
How do they approach a project?
Do they favor a particular advertising style?
And dont forget theatre!
Where should it be?
What should you have to hand?
Can they experience the product?
Or can you replicate the feeling you get from it?
Get out of the office

Go to where the brand lives
Brief a vodka brief in a bar, brief a
sports brand in a gym
BRINGING THE BRIEF TO LIFE

1. Location
But beware empty theatre

2. Prepared Evidence
Insomniacs video diaries
Kids own photo diaries
Briefing video

3. Direct Experience
Waiting room
Playing with the dough
Get the puppy in
REMEMBER
No need to show the background work!
Welcome questions
Dont be surprised to get questions

Never become defensive
And dont close down what if questions
After the briefing
Its not over yet!

Dont leave them for three weeks!
Go and see the team the next day
Encourage them to ask questions throughout the creative process
Be available
Stay open minded
Encourage courage
THE IMPACT OF DIGITAL AGE

IN DIGITAL AGE, DO WE NEED A DIGITAL CREATIVE BRIEF?
This isn't about the digital brief. It's about a better brief for the post-digital world.
If we seriously want to create a better brief, we need to find out what has changed.
In my view the thing that has changed is the number of dimensions in a marketing ecosystem.
Digital l c hi: mt cng c tuyt vi chng ta c th thc thi bt c tng th v no. V c nhng tng
th v , chng ta phi c nhng thu hiu tuyt nht...
INFORM TO INVOLVE
SEND BRAND MESSAGE
Add tangible/ augmented values to product
Make interesting branded content
Create meaningful branded participant
Deliver brand experience/ promise in an entertaining way
Create social value
IN DIGITAL AGE, THE CREATIVE BRIEF REMAIN THE SAME, BUT

The objective is larger. Its not about what we say but what we do for people, what people do and the impact we make
to the whole society
We should understand our target deeper in term of media habit and how they use digital channels
The message territory proposition should be bigger, wider to fit with multi-dimension media landscape
For product information, we should inspire creative team how to enhance this product by digital tool
Requirement, Mood & Tone & Mandatory: Its not client requirement, its our recommendation
COMPONENT OF CREATIVE BRIEF

There are many different formats but in general there are some key
components of a creative brief:
1. Set the background & objective
2. Set the target audience and insight
3. Define the message territory proposition
4. Support what you promise product information
5. Requirement, Mood & Tone & Mandatory
1. SET THE BACKGROUND & OBJECTIVE

Background
Company/Brand information
Competition landscape
Consumer mindset
Category trend
Culture trend
Brand challenge/ Advertising challenge
Why we need to do this ad ?
Get people to buy X
Launch Z
Announce the improvement of Y
To raise awareness of W
To communicate that J
To tell people that Q
These are marketing objectives, not creative
objectives!
To entice people to try this Z

To get users of this service to feel better about paying
more for X
To get people to use this J instead of this H
To encourage people to consider
switching back to K
Real, clear precise Just not that colourful yet
To let people experience Scotti as a convenience and
hygiene snack when they travel
To pour our love/hate relationship with France in
Kronenbourgs favour
To accelerate the growth of the current user by
convincing them that Vietnamobile values their current
users more than anything.
To educate mother a new scientific topic in an
entertaining and engagement way
To let people participate and talk about Ashley furniture
as the most stylist furniture store in town
GOLD STANDARD
2. DEFINE TARGET AUDIENCE
Demographics (age, income, work, gender...)

Psychographics (attitude, life-stage...)
Product usage habits (current vs potential vs competitors users,...)
Insight
Be specific
Be real
Be colourful
Be friendly
Be individual
A real case - Beeline:

14-25, urban guy, looking for a first SIM to connect and open their world. Theyre young, eager for new thing,
want to learn more, explore more, experience more.
When they buy a first SIM card, they start a new chapter of their life. Its really special moment. Its their
progression.
Theyre exciting about their future. But they still need somebody travel with them in the life, empower them,
inspire them, and support them by giving them a tool.
Big3 is talking about 3G technologies, on-net offer, internet mobile or privileges for heavy users. In our
consumer mind, theyre boring, old, established & serious.
PROPOSITION IN CREATIVE BRIEF

How to write a proposition that inspire great ads
BRIEFING
Your brief paper is just for administration, briefing bring your thought to life
Prepare anything that inspire your creative friend
Dont brief and run
Inform, Invite, Inspire and Involve
Giving trigger word and correct amount of facts
WHERE BRIEF GO WRONG

1. Opposites: brief that include contradictions
2. Repetitive words
3. Wishful thinking
4. Lazy thinking
5. Complicated thinking
Producing/writing the Creative Brief
IS THE SINGLE MOST IMPORTANT THING WE DO
Within the Brief
THE PROPOSITION ARE THE MOST IMPORTANT THINGS
WHATS PROPOSITION?
Example: Ensure Gold Vigor
The desired response:
New Ensure Gold Vigor help me to live life to the fullest (helpfully, usefully)
The proposition:
Youre still cool
Live life to the fullest is general, this is universal need. For U50 who saw the
downside of their health, this proposition make it more relevant.
The idea:
Therere always someone need you
Proposition is RAW stimulus
If you want the response is Tang Gia Hai Lam is p, the proposition is not
He is very p.
The Proposition (or raw stimulus) is: He know fashion
Proposition is:
Guide light for creative team
Territory for advertising idea
Main reason for the desired response
IN SHORT, A PROPOSITION IS the first layer of creative idea
10 TIPS ABOUT CREATIVITY

1.
Believe that youre creativity
2.
Know more
3.
Have fun
4.
Be more like a Child
5.
Learn to combine things
6.
Be brave
7.
Never satisfy (good is enemy of great)
8.
See big picture
9.
Get a lot of ideas
10. Do anything to make it happen
WHERE TO LOOK FOR A PROPOSITION?

1. PRODUCT CHARACTERISTICS
2. USER CHARACTERISTICS
- Ingredients
- Experts use it
the only fresh bread made by fresh milk
Used by NASAs astronaut
- Packaging
- Celebrities use it
More convenience with paper pack
The choice of M Tm
- Texture
- The number 1 brand
Smooth like silk
The most favorite LCD in Vietnam
- Availability (or rarity)
- Exclusive
Only in this summer
For bold men only
- Performance in use
- Unique people
Water proofing phone
For adventurer
- Country of origin
A taste of Rome
- Size
The biggest burger in town

3. HOW THE PRODUCT IS MADE
4. WAYS OF USING THE PRODUCT
- Designed by Experts
- New way
Crafted by Ferrari designer
Snack for in-between class
- Made by people with a passion for
- To share/ give
We love coffee
Show your sincerity with Kinh Do
- Made in the traditional way
- To treat/ console/ comfort
We didnt change since 1950
Cheer for Success
- Unique/ Advantaged process
- Unique experience
Keep all good thing from nature
Sharing happiness

5. PRICE CHARACTERISTICS
6. IMAGE CHARACTERISTICS
- Better value because it lasts longer
- High quality
1000 days with only 500VND
- Money-off/cheaper
You cant find lower price
- Benefit of low price

Save more for what you want
- Optional price
Have it your way
We never compromise
- Good value
Cm thm khng tnh tin
- Caring
Say it your way
- Modern
Hong Kong Singapore New York
- Fun
Keep playing
- Sophisticated
Obsessed with beauty
- Masculinity
Live with chivalry

7. SATISFY PEOPLES DESIRE/ PEOPLE BENEFIT
SAVING
Thm bia, thm sng
khoi
CURIOSITY
Help you learn better
FAMILY
Cho ba cm gia nh
thm ngon
ORDER
Take a rest, we will
handle all
ROMANCE
Cho giy pht lng mng
thm ngt ngo
VENGEANCE
lun l ngi dn
u
POWER
Control your world with
your 5 inch screen
INDEPENDENCE
i theo ting gi am
m
HONOR
Mt v duy nht, t nm
1920
SOCIAL CONTACT
Ni lin mi khong
cch
HUNGER
M ngon 3 pht c
ngay
IDEALISM
Chng ti lm vic
cho mt hnh tinh
thng minh hn
ACCEPTANCE
TRANQUILITY
The most restful sleep
ever
PHYSICALITY
Keep discovering
SOCIAL STANDING
From zero to hero
Good mom worth it

8. COMPANY HERITAGE
9. OTHERS
- Time
- Disadvantage of non users
A history of 100 year
ng cn au khin bn dng li
- Quality
- Direct comparison with competitor
My son still drive it
Gp 6 ln DHA
- The first/ The most
- New news
Nc khong ng chai u tin ti Vit Nam
Chng ti c tic hi sn
- Founder belief
We sell hope
- Philosophy
Good food. Good life
HOW TO WRITE A GOOD PROPOSITION?

MADE to STICK - SUCCESs Model
SO-WHAT
IMPLE
NEXPECTED
ONCRETE
When faced with a complex issue, your job is to make it simple. Dont try to be too intellectual/
too creative
Remember youre making the first layer of creative idea. Youre opening the door for creative,
not closing. Keep it short and simple enough to leave room for your creative team
Keep it single-minded. Boil it down to one message, one thought only
Never fall into the trap of double-meanings: Ajinomoto MSG. For healthy appetites
Are we saying its healthy or are we saying its for people who eat a lot !
Say one thing OR the other, not both !
Dont be lazy! Dont come up with something that you consumer knew before.
Its extremely hard to get people attention. Find something news, surprising, original,
like.no.other
A proposition based purely on image or lifestyle leads nowhere

- the way you live today
- We bring you more experience
and leaves very little room for good creative work
This will lead to either boring or empty advertising or, at worst, both. Concrete propositions
lead to much stronger advertising

REDIBLE
Base it in truth A proposition you cant argue with has a greater chance of leading to strong
advertising
Dont invent benefits or list of virtues, e.g This is the most beautiful car you will ever drive, or
your response will simply be: Oh no, its not !
MOTIONAL
People care about whats in it for me! They do thing to feed theit motivation. Explore the
alternative motivations:
- Why is it people buy?
- Why do they really choose one Brand and not the other?
- etc
What does this benefit do for you? How do you feel during/after using it? Whats their emotional
benefit? Think hard to find the most meaningful and unique emotional benefit.
IMPLE
O-WHAT
Use words with specific meanings: Our new food product is wholesome
What exactly do we mean here?
- Nourishing?
- Healthy?
- Natural?
- Filling?
- Unprocessed?
- etc
Describe explicitly what you mean, avoid bland generalizations
Product statements like Technologically advanced evoke a so-what?
Even the meaningful benefits can be further explored. What is the benefit of the benefit?
Play with your imagination with real consumers value and benefit
SESSION 18
BIG IDEA AND PRACTICE BIG IDEA
BIG IDEA IN ADVERTISING

It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your
advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a
hundred contains a big idea.
David Ogilvy
Big Ideas are advertising ideas that connect vividly with target consumers to create a sustainable
competitive advantage for a brand.
A big idea can cut through the noise to capture consumers hearts and minds
It is not execution idea but brand idea
It is not slogan but value behind brand
It comes from consumer, not brand
WHY BIG IDEA

Big ideas are more important than ever. They make the creative development process flow more
efficiently and more effectively, thus leading to better creative work and stronger in-market results.
Big idea is core of integrated campaign

Bid idea make brand building more effective
Big idea is great brand communication asset
CHARACTERISTICS OF GENUINELY
BIG IDEA
1. Big ideas is campaign-able We know drama Never experienced
Big ideas, at first, are able to develop into good ideas across all channels.
2. Big ideas stretch brands Have a break. Have a Kit Kat
A big idea pushes and extends brand boundaries without breaking them.
3. Big ideas resonate with consumers Keep walking
For an idea to be powerful, it must hit home with consumers in a meaningful way. It must be based on an
idea thats authentic. And though it may contain a rational appeal, a big idea usually strikes an emotional
chord
4. Big ideas are disruptive Dirt is good

One of most important elements for any big idea is that it is a game-changer. It shifts paradigms and
turns category convention on its head. Taking distinctiveness to the extreme, a big idea represents a new
way of thinking, feeling, or acting.
CHARACTERISTICS OF GENUINELY
BIG IDEA
5. Big ideas have talk value True beauty
The biggest and best ideas generate buzz and word of mouth. People feel compelled to share their
reactions to these emotionally charged, highly resonant, and game-changing propositions.
6. Big ideas transcend time, cultural and geographic boundaries Absolute / Live young
The biggest of big ideas are truly universal. Cutting across distinctions of class and ethnicity, the biggest
ideas speak to people at a fundamental human level.
Practice
1. Think campaign for Solite - a hungry management solution big idea
2. Find a big idea for youth brand from universal youth insight
3. Find a big idea that disruptive and have a talk value for male deodorant brand
4. Find a big idea to stretch brands for chocolate brand
SESSION 19
INTEGRATED COMMUNICATION
DIGITAL
Digital is not a medium. Digital is an infrastructure.
The internet has changed nothing. Except compel
us to be better.
INTEGRATED MARKETING COMMUNICATION
Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and
messages are carefully linked together.
At its most basic level, Integrated Marketing Communications, or IMC, as we'll call it, means integrating all
the promotional tools, so that they work together in harmony.
Approach 1: all media same message
Approach 2: customize outcome for each medium
Approach 3: each medium is born different
Approach 4: consumer journey planning
SESSION 20
MAKING A GREAT PRESENTATION
PROCESS OF MAKING AN ADVERTISING

PRODUCT
CLIENT
CLIENT BRIEF
CREATIVE
BRIEF
CREATIVE
SELL THE IDEAS PRODUCTION
DEVELOPMENT
LAUNCH
MONITOR
AGENCY
Ti liu thuc bn quyn ca AiiM
TITLE
AGENDA/ CONTENT
STRUCTURE
Heading 1
Heading 2
...
Heading 6
Heading 1
Heading 2
Heading 3
Heading 4
Heading 5
Heading 6
Details
Details
Details
Details
Details
Details
SUMMARY
THANK YOU
TITLE
AGENDA/ CONTENT
STRUCTURE
Heading 1
Heading 2
...
Heading 6
Heading 1
BACKGROUND
Heading 2
OBJECTIVE
Heading 3
TARGET
AUDIENCE
Heading 4
INSIGHT/
CHALLENGE
Heading 5
KEY MESSAGE
Heading 6
IDEA
Details
Details
Details
Details
Details
Details
SUMMARY
THANK YOU
TITLE
AGENDA/ CONTENT
Heading 1
Heading 2
...
Heading 6
Heading 1
BACKGROUND
Heading 2
OBJECTIVE
Heading 3
TARGET
AUDIENCE
Heading 4
INSIGHT/
CHALLENGE
Heading 5
KEY MESSAGE
Heading 6
IDEA
Details
Details
Details
Details
Details
Details
SUMMARY
THANK YOU
TITLE
-
Purpose of the presentation

Short and punchy
From big to small
Example
TIDE ROSE LEMON
CREATIVE IDEA PRESENTATION
Project: Rainbow
25 May 2012
NEW SUNSILK
LAUNCH PLAN
31 Dec 2011
VINAMILK SUMMER PROMOTION 2012
DIGITAL PLAN
23 Jul 2011
TITLE
AGENDA/ CONTENT
Heading 1
Heading 2
...
Heading 6
Heading 1
BACKGROUND
Heading 2
OBJECTIVE
Heading 3
TARGET
AUDIENCE
Heading 4
INSIGHT/
CHALLENGE
Heading 5
KEY MESSAGE
Heading 6
IDEA
Details
Details
Details
Details
Details
Details
SUMMARY
THANK YOU
AGENDA
-
Max. 5 - 6 headings
Flow with logic
Example
AGENDA
1. Background
2. Objective
3. Target audience
4. Insight/Challenge
5. Key message
6. Idea
7. Summary
TITLE
AGENDA/ CONTENT
Heading 1
Heading 2
...
Heading 6
Heading 1
BACKGROUND
Heading 2
OBJECTIVE
Heading 3
TARGET
AUDIENCE
Heading 4
INSIGHT/
CHALLENGE
Heading 5
KEY MESSAGE
Heading 6
IDEA
Details
Details
Details
Details
Details
Details
SUMMARY
THANK YOU
HEADING AND DETAILS

-
Heading = topic
Details: to explain, support the headings
Example
OBJECTIVES
Marketing objective: to increase market share from 5% to 6% by entering rural area

Communication objective: to increase the brand awareness of Tide among rural consumers by highlighting
the product benefits
TITLE
AGENDA/ CONTENT
Heading 1
Heading 2
...
Heading 6
Heading 1
BACKGROUND
Heading 2
OBJECTIVE
Heading 3
TARGET
AUDIENCE
Heading 4
INSIGHT/
CHALLENGE
Heading 5
KEY MESSAGE
Heading 6
IDEA
Details
Details
Details
Details
Details
Details
SUMMARY
THANK YOU
SUMMARY
-
Summarize the headings

Also include
- Recommendations
- Next steps
KEEP TRACK IN THE PRESENTATION

To avoid the audience feeling lost
- Use the footpath (flow with highlight on current content)

- Be consistent in the choice of words/ terminology (from agenda to headings)
- Use Appendix for less important information, reference
HEADING 1
HEADING 2
HEADING 3
HEADING 4
HEADING 5
THE LOOK OF THE PRESENTATION
TEMPLATE
COLOR
TEXT
IMAGE
GRAPH
ANIMATION
TEMPLATE
DO
DONT
Use the companys template

Logo
Companys font (if any)
Ratio: 4:3 or 16:9
Generic template
Create new template

Stronger impression
Better fit with brand/ client
Logo
Clients logo?
COLOR
DO
DONT
Feature the color of

Agency: in agencys credentials/ document
Brand/ client: presentation for brand/ client
More than 3 colors

Use too strong color
Too much strong background color, lack of contrast with
text
Background color
Content slide: bright
Title slide: strong/ bold
Special attention: strong/ vibrant
Color of text
Contrast with background
Use different color to highlight
TEXT
DO
DONT
Short
Inconsistent
Position of headings/ details
Font type
Text color
Font size
5 bullet points/ slide

Max. 10 words / bullet point
Font type
Depends on brand/ character/ mood
Serif or sans serif

Max. 2 font types
Heading and details

Font size
Big, see from the back of the room
Min. 28 points
IMAGE
DO
DONT
1 picture is worth of thousands words

Describe target audience
Distort
Low res
Busy
Support
Create drama
Express idea
Edit the images

Create special effect
Highlight the text
GRAPH, CHART, TABLE

DO
DONT
Use graph, chart, table

Replace long description
To keep track the flow
Overuse
Hard to understand
ANIMATION AND SOUND

DO
DONT
Build
Drive attention
Not revealing
Overuse
Multiple animation
Annoying and distracting sounds
Slide transition
Lively
HOW TO BUILD THE TEMPLATE
Title slide
Content
slide
Divider slide
Thank you slide
ATTENTION
Write and edit
- Start with long writing
- Edit to shorten
- Optimize (bullet, chart, image...)
Consistency in point form
- Verb or gerund
How many slide for a good presentation?
- Depends, should be short
- Alarming > 50 slides
Avoid
- Over decoration
- The presentation overwhelms the presenter
A presentation is useless
without the presenter
WRITE LESS
Your presentation
They dont think you
know
They dont even know

Your knowledge of the matter
TALK MORE
NEVER READ
Presentable
Your presentation
Impressed
Surprised
Your knowledge of the matter
3 levels of impression
APPEARANCE
HANDS
EYE CONTACT
MOVE
BAD HABITS
VOCAL DELIVERY
VOCAL DELIVERY
1. Register
2. Timber
3. Prosody
4. Pace
5. Pitch
6. Volume
VOCAL DELIVERY
1. Breathing
3. Articulation
- Dont: run out of breath

- Do: take deep breaths
- Clear, over articulate to emphasize a point

4. Pace
2. Tone
Dont
Dont:
- Too fast: audience cant keep up; nervous, try to race
Monotone
through the presentation to get it over or to prevent
Up talk- voice goes up at the end of a sentence
audience from asking questions
Do: vary the tone
- Middle tone: main

- High tone: excitement
- Low tone: serious, attention
To slow: bored, sleepy
Do: vary the pace
Slow: emphasize
Pause: attention
Fast: when audience know the content
RULE 2
ENGAGE
Great presenter knows how to work their audience on the favor
Make your audience be part of your presentation and they will be more likely to accept your thoughts
Methods
- Ask
- Address audience personally
- Relate to real stories
RULE 3
TIME IT WELL
A great presenter never exhaust the audience
Make them excited, make them ask for more
Enough time to warm the up, enough time to keep them excited
Method
Measure your impact by body language
End on a high note
3 PRACTICAL RULES
Rule #1
Rule #2
Rule #3
NEVER HIDE
ENGAGE
TIME IT WELL
Method
Method
Method
Body language
Ask
Vocal language
Address audience personally
Relate to real stories
Measure your impact by body

language
End on a high note
ATTENTION
- Rehearse, rehearse and rehearse
The more informal you want to be, the more rehearsed you need to be
Robert Solomon - The Art of Client Service
- Client presentations are as important as new business presentations
- Presentation is an ensemble performance, it should not be a one-person show

- Dont throw the junior to the presentations too soon, particularly the important ones

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BRANDING & ADVERTISING

DO YOU SPEAK MARKETING

01. Marketing, Marketing Communication, Creative Communication, Advertising:

+ traditional advertising agency:

12. Digital agency:

PHN 3 - KIM CH NGI

21. Big Idea:

WHAT IS BRAND & MARKETING?

& ADVERTISING COURSE

WHY NEED TO KNOW ABOUT BRAND?

The brand is not only a non-generic name, it is an intangible sum

TURNOVER - MARKET SHARE - PROFIT

TURNOVER MARKET SHARE - PROFIT

How much they buy?

BRAND HEALTH (SC KHE THNG HIU)

BRAND HEALTH PYRAMID

Does it suit my need? Is it the right price bracket?"

Have you experienced it? Is the brand TOM?

7 GIAI ON CA MT CHIN DCH MARKETING

Agency thu hiu

6. MEASUREMENTS & KPI

Brand Sales (doanh s bn)

Brand Share (th phn)

Brand Profit & Loss (li nhun)

Brand Equity (ti sn thng hiu)

Brand Penetration (% thm nhp th trng)

Doanh s thc t bn cho Nh phn phi (Primary

Hng tun/ thng

o lng hiu qu phn phi v bn hng trn th

Profit & Loss

Li nhun thc t t hot ng kinh doanh v ng Phng Finance

Brand Health Tracking

Kim tra sc kho & nh v thng hiu trong tm

o lng, nh gi mc thm nhp v hnh vi

Hng qu /nm hoc

nh gi hiu qu thc thi ca knh truyn thng

Agency thc hin

Ngay sau chin dch

SIMPLE RULES TO ASSESS A SPECIFIC

Like creating a good movie

No one-man-stop Brand Building

8. SKILLS & CAPABILITIES

STAY HUNGRY. STAY FOOLISH.

CONSUMER PROMOTION SMART INVESTMENT?

of brand decisions are

SALES PUSH ENSURE WE DONT HURT OUR

Source: GCOMM Vietnam JSC.

Source: GCOMM Vietnam JSC.

Conversations about Viet Jet Air from

Conversations about IPhone 6 / 6 Plus

T nay i Viet Jet thi, c ri

Chc phi ni sp mi Ngc Trinh v qung co ging

Vietjet Air khng lo nng cao cht

MARKETING ACTITIVITY IS NOT LIKE SELFIE

Nghin cu th trng r rng l khng cn thit v chi ph cho nghin cu th

QUALITATIVE VS. QUANTITATIVE

SAMPLE SIZE VS. ERROR

SAMPLE & ERROR CORELATION

BRAND HEALTH TRACK

BRAND HEALTH TRACKING

The influence of advertising and marketing support

MY BRAND IN CONSUMER MIND

BRAND EQUITY INDEX

% willingness to pay @ higher price