01 CONSUMER INSIGHT

02 MARKET RESEARCH

03 BRAND POSITIONING

04 BRAND COMMUNICATION

05 BRAND ACTIVATION

06 BRAND INNOVATION

ELITE DEVELOPMENT PROGRAM 2015

‚Understanding consumer is the

key of Marketing and finding

strong insights of them to build

brand is the work of both

science and art.‛

The cause of marketing: Be

customer obsessed. - Nguyen Dinh Toan

Head of Marketing, Massan -

‚Marketing was born to make

product become brand,

proposing consumer a relevant

& inspiring choice.‛

A NEED

A WANT

A DESIRE. DREAM

is a consumer's desire for a product's or service’s specific

benefit, whether that be functional or emotional.

>> So, what does need come from?

Needs usually come from Fear, Hope or Belief

is the desire for products or services that are not all the time

necessary, but which consumers wish for. In other words, Want is

a specific need, personal, for some categories it is upon

moments.

is a sense of longing or hoping for a person, object or outcome.

When a person desires something, their sense of longing is

excited by the enjoyment or the thought of the item or person,

and they are motivated to take actions to obtain their goal.

>> Let’s get an example to see how it works“

Need: Food (A need of functional benefit)

Want: Rice, Pizza, Noodles

(translation of a need as per our experience)

Demand: Pizza (translation of a want as per our willingness and

ability to buy)

Desire/ dream: Pizza in 5 star hotel (translation of a demand as per our enjoyment)

>>There are key understandings of consumer

psychology that need to be known“

>> So, where the Insight can be?

CONSUMER INSIGHT

DEFINITION

SIGHT – What we see outside,

behavior, habit, attitude

IN – Deep inside, emotions,

expectation, dream, fear

INSIGHT

>> We can get a quick wording like this“

>> However, to the fullest understanding“.

INSIGHT

is a penetrating understanding which

provides hooks or clues that lead to brand

building opportunities which provides

hooks or clues that lead to brand building

opportunities.

INSIGHT

CATEGORY TRUTH

BRAND/ PRODUCT TRUTH CONSUMER TRUTH

>> Example:

Folgers Coffee

(The best part of waking up): Coffee is

mostly about waking up, and I wake up

to the smell of the coffee before I even

get to take a sip.

Strong facts and definitions of the category. It may be

different Drivers, Barriers, Trends“ which can be get

use of by BRAND to create different strategic niches in

a specific market.

>> Ex: Coffee helps people to stay conscious

Coffee is a symbol of culture

Coffee is pride of Vietnamese

Emotional and Functional of Brand/

Product making competitive advantage in

a specific market. It may be vision, mission,

promise of brand“ or USP of product

>> Ex: Folgers Coffee with rich aroma

keeps you awake before you even

get to take a sip

Behaviors, attitudes, perceptions“ of

consumer which is relevant to the category.

Marketers get this through observing or

digging deep understanding about

consumer.

>> Ex: People wake up to the smell of the

coffee before they even get to take a sip.

INSIGHT vs. FACT

INSIGHT vs. OBSERVATION

Is an information, evidence or a truth which is

commonly known by everyone which are

verified by repeatable observation or

measurement.

Is What Marketer learn from consumer when

observing consumer’s behaviors, attitudes or

habits.

While Insight is a question of Why rather than

What.

>>Example:

Fact: ‚When Vietnamese drink tea or water

(or anything), they always leave 5 to 10% in

the cup after drinking. They don’t empty

their cups.‛

Insight: ‚I find it more courtesy to leave a

little bit tea/ water after drinking, making the

cups empty can make me bad image,

especially in public.‛

>>Example:

Observation: ‚I often give my cat food

from the table‛

Insight: ‚My cat is a close and intimate

friend who deserves to be spoilt with little

luxuries from time to time.‛

>> Be careful to not make mistake of assuming insight were fact“

“.or observation <<

ROLES OF INSIGHT

Root for Big Brand Idea

Generate excellent campaigns

Solve a marketing job (Penetration, Consumption, Value)

Marketing is always serving consumer needs/insight

>> Ex: Comfort one rinse:

To give my family’s clothes the best care, I have to rinse several times to remove all the detergent, which

wastes a lot of water.

>> Ex: Doritos:

Millennial’s technological world is programmed to eliminate physical contact. The thing youths

desire the most is the thing which is hardest for them to obtain.

Doritos as a brand which represents ‚togetherness‛ is bringing slow dancing back into playlists so

that physical contact can be obtained without difficulty.

Doritos bring slow dancing back: http://www.youtube.com/watch?v=27kGHoreQow

>> Ex on consumption: From understandings of Women that they can’t drink

empty one big Coca-cola bottle, Coca-cola designed a new smaller-

size bottle with lower price which makes consumer love the brand and

buy more products

Insight for BRAND POSITIONING

https://www.youtube.com/watch?v=WoDP2V4DQ

u0

Insight for BRAND COMMUNICATION

https://www.youtube.com/watch?v=pCVF0CSRTYA

Insight for BRAND ACTIVATION

https://www.youtube.com/watch?v=m3QWRpmlRmE

Insight for BRAND INNOVATION

https://www.youtube.com/watch?v=qGmTHwZ2q1c

Portfolio Planning & more

>> Different types of

insight solve different

business problem“

>> Insight leads all activities in Marketing

including brand positioning, brand

communication, brand activation, portfolio

planning, innovation, trade marketing“

HOW GOOD AN

INSIGHT LOOK LIKES

>> A good insight is built on four elements:

• Fundamental truth,

• Category specific,

• Deep emotional drivers,

• and Personal.

>> Convenient Truth vs. Inconvenient Truth

>> Let see an example:

Snapchat

As an adolescent, I want to share everything about my life (Fundamental Truth)

through social media (Category Specific)

but I don’t want my lifestyle to stick around (Deep Emotional Driver).

I (Personal) do many dumb things and I want them to disappear quickly.

>> Insight comes from Inconvenient truth – a deeply felt human truth that bonds

consumers to our brand

CONVENIENT TRUTH INCONVENIENT TRUTH

>> Ex:

Lux

When I look and feel beautiful and

special, it seems that my relationship

with the world gets easier. The world

and its possibilities open up to me.

A fact that consumer find uncomfortable

and challenging; A fact they would

perhaps rather ignore or avoid.

>> Ex:

Freshness burger

For Japanese women, having small and

modest mouth were regard as cute and

attractive. On the other hand, opening

up mouth so large in public was regarded

as rude and ugly.

As a Japanese woman, I want to eat the

way I want but still look cute and

attractive in public.

Liberation Wrapper:

http://www.youtube.com/watch?v=A5kTi

P4wDQU

5 LEVELS OF

CONSUMER

INSIGHT Aesthetic-gestures or

symbols that are

shared among the

target. >> Ex:

Fonzies chips

If you don't lick your fingers,

you'll halve the pleasure‛

Insight: I usually licks my

fingers after eating chips and I

really enjoy it as the spices

stickled on the fingers even

more tasty than the chips.

5

Everyday Problems >> Ex:

Ointment for backache

Voltaren Emulgel

When everyday movements

seem impossible

Insight: As I suffer from

backache, even simple

movements like bending down

to tie my shoelaces or leaning

to take books from shelves“

become very difficult to me.

2

Beliefs and Attitudes >> Ex:

Goldbeer

“Thank God I’m a man”

campaign

Insight: As a man, I act more

simple than woman even in

drinking beer.

3

Emotions and Sensations >> Ex:

AXN (a TV channel for action

film)

“Relax if you can”

Insight: Whenever I see action

movies, I can’t sit comfortably as

the warmth of the wanted

emotions doesn’t permit me to.

4

Social or Individual Self >> Ex:

Volkswagen

Beetle

Insight: I prefer smaller car not

only because I like it but also

because I want to be different

and don’t want to express myself

based on the size of my car.

1

5

INSIGHT EXPLORATION

TECHNIQUES

1

2

Sentence Complete

4

5

6

Word Associations Ask consumers their thoughts and perceptions about brand

Collage Building Ask consumers their thoughts about brand’s image

Ask Why they think that

>> Ex: What do you think of Pepsi? – Blue, Youth and enthusiasm

What do you think of Heineken? – Green, star and night party

Personification Let consumer imagine of brand as a human

Then ask how they think and feel about that ‚human‛ : its personality, its strengths, its weaknesses“

>> Ex: Romano – An Italian men of elegance, luxury and refinement

X-men – A modern ‚real‛ man of power and gallant

Third party projection Compare the third party and your brand to find out clearer consumer thoughts of your

brand

Plan Exercise Let consumer imagine of brand as a planet

Then ask their first – sight impression with the brand, their feelings and their perceptions of brand’s color and citizens

>> Ex: Close-up – A cold planet covered by Ice-Berge, their citizens are young, energetic, confident and dare to take

challenges

Colgate – A planet of peace and happiness, their citizens are healthy and have balance live

3

INSIGHT ACTIVATION

OBJECTIVE

COLLAGE

INFORMATION ACTIVATION

FINDING INSIGHT ACTION PLAN

Information

about what

people think and

do

develop

understanding

why humans do it

gain understanding

of what business

can do to satisfy

need and desires in

new ways and

competitive

Putting these

solutions into

business operations

>> Dig deeper to understand consumer by asking:

• What they say/ do?

• Why they say/ do that?

• What is it important?

• Which means?

• So what?

>> However, Marketer have to learn what research can and cannot do“

ROLES OF RESEARCH

• It aims to reduce the risk inherent in making marketing decisions in this new and complex

environment

• Points to action that must be taken on Product, Price, Promotion, Place; to how best to

exploit an opportunity

CAN DO CANNOT DO

• Define research problem

• Devise best way to obtain meaningful

information

• Provide such information

• Support management decisions

• Define marketing problem

• Determine information required

• Totally remove uncertainty

• Replace management decisions

WHAT IS RESEARCH?

>> Research is an organized and systematic way of finding answer to question;

>> Its aim is To Reduce The Uncertainty & To Measure Performance

3 TYPES OF

RESEARCH

2. QUANLITATIVE

3. QUANTITATIVE

For exploring markets and brands

For developing ideas/concepts/products

For diagnosing problems areas

Bridging and putting things together in terms

of how and why

Answer for Why, How, What question

Understanding & Explaining

Face-to-face, telephonic, postal survey

For testing preference in products

For evaluating the success of a launch

campaign

For measuring the potential of a new

product/market

Providing descriptive parameters (who, what,

when, where, and how many )

Answer How many, How much, To what

extent question

Describing & Measuring/ Counting

Focus group, in-depth interview, ethno, home

visit

1. DESK RESEARCH

HIGH QUALITY RESEARCH = Focus on question + Relevant (sample size, technique“) + Reliable + Actionable

Ad-hoc Research

Continuous

One-off

Ask specific marketing queries

Defined objectives

Provides data specific to

queries/objectives

On-going and regular

Ask same set of questions

each time

Describes trends in the market place

Provides comparable data across time,

brands and markets

>> There are 2 types of Research Needs“

“And 2 Sources of Research <<

1. Primary data

2. Secondary data

INVESTIGATE

THE MARKET

BUILD

CONCEPT EVALUATE

CONCEPT

PRODUCT

DEVELOPMENT

LAUNCH

GROWTH

MATURITY

DECLINE

A FULL RANGE OF RESEARCH

ACROSS

PRODUCT LIFE CYCLE

Identify Market

Opportunities

Idea Generation

Concept Screening

Concept Testing

Test the feasibility and

efficiency of the

marketing mix

Test the feasibility and

efficiency of the

marketing mix during

launching

Rediscover the current

market to prepare for

new product launch / re-

launch old products

DESK RESEARCH

QUALITATIVE RESEARCH QUALITATIVE &

QUANTITIVE

RESEARCH FOR

CONCEPT TESTING

QUALITATIVE &

QUANTITIVE OF TOTAL

OFFER RESEARCH

CONDUCT RESEARCHES

FOLLOW THE ABOVE

STEPS

QUALITATIVE &

QUANTITIVE OF TOTAL

OFFER RESEARCH

RESEARCH BRIEF

What is a brief?

• Document describing the need

• A guide for a comprehensive proposal

• The starting point for marketing research project

Elements of a Clear Research Brief:

• Business objective

• Research Background

• Research Objective

• Action Standards

• Key information to be Obtained

• Respondent Requirements

• Segment Breakouts Required

• Deadlines & Deliverables Required

• Key contact

>> When client particularly rents an agency to do a research on

specific research questions, such as Brand health check, Usage &

Attitude“

USAGE & ATTITUDE

>> U&A research is to answer the questions:

• What do consumer think of product/ brand/ category. Why

they think that? (ATIITUDE)

• What are their purchasing habits? WHO- WHEN- WHERE- WHAT-

WITH WHOM- WHY- HOW & WHY NOT (USAGE)

>> U&A provide fundamental knowledge for Segmentation and

the overall view of the market:

>> U&A research techniques:

• Quantitative & qualitative (cat & non-cat user, heavy/ normal/

light user,...)

• Screening

• Brand/ Advertising awareness

• Product/ Brand usage

• Brand purchase

• Users & usage occasion

• Importance ratings

• Brand/ User image ratings

SEGEMENTATION

>> Different people makes:

• Different needs, wants“

• Different behaviors, attitudes“

• Different abilities to pay

>> We cannot satisfy all the market, segmentation is to divide total

market into groups that have common needs, interests, and

priorities to design and implement strategies to target them.

>> Segmentation gives us the overview of consumer including:

6 WH & 1 H

• What they need/ What are their usage/ purchasing behavior?

• Where they buy?

• With who?

• How they buy and use product

• And the Market size

>> Segmentation supports targeting consumer to implement right

and effective strategies.

CUSTOMIZED RESEARCH

BRAND-HEALTH CHECK >> BHCs are designed to measure three key areas reflecting underlying brand strength:

2

3

1 MONITORING

IDENTIFYING

INFORMING

Purchasing

Behaviors

(Ex: NPS, market

share, penetration,

loyalty)

Operational Factors

(Ex: relative price,

share of media,

distribution)

Consumer Mind

(Ex: levels of brand

awareness, claimed

purchase and perceived

image),

and Quality

(Ex: consumer

complaints and blind

product test results)

>> Within the Consumer Mind section of

the BHC there are 3 basic question

areas:

• Awareness and usage

• Core brand health image

questions that apply to all brands

• Category-specific image

attributes

>> The first two sets of questions are

looked at in a particular ‘pyramid’

construct which summaries the overall

health of a brand in terms of Consumers

Mind.

Bonding

Advantage

Performance

Relevance

Presence ‚Do you know I exist?‛

‚Are we in the same league?‛

‚How does the first date go?‛

‚This is going well, but I should

keep my options open‛

‚Are we ready to be exclusive?‛

1. Brand

"Brand" is used to indicate a PATTERN.

Ex: ‚The American brand of freedom‛

>> In Marketing, Brands bring about values and "Brands are valued based on the influence they have on people & influence is created across a few of the 6P – COMMUNICATION IS ONE CRITICAL ELEMENTS."

2. Communication

Definition: ‚Communication‛ is the bond that links ‚brand‛ to target customers. The role of communication

is to enhance the great stuff and conceal the weak elements.

When you implement Brand Communication, never forget that the objective is to do it creatively without

alternating Brand Positioning. One more thing to remember is "Communication works with current

motivations and trends".

Therefore, Communication always sticks to Brand and keeps evolving hence it is important to learn from

the current masters & not just follow the old norms.

>> Marketers’ job is to make brands more:

• Saleable

• Influential

• Infectious

Therefore there are many ways for brand to achieve their objectives by using Communication

BRAND COMMUNICATION

>> Ex:

AIPF cooperates with Government to launch the campaign – ‚Wear the helmet – Don’t argue‛ -

https://www.youtube.com/watch?v=q5o14gTK2cU which get use of consumer’s voice to motivate

themselves to wear the helmet.

BASIC CONCEPTS

DEFINITIONS:

• IBC is a new way of developing brand communication

which is designed to help us deliver our objectives and

therefore get a better return on our investment.

• IBC communicate one SINGLE IDEA via many channels to

exploit the idea and meet OBJECTIVES.

>> Communication IBC should:

• Be integrated around a SINGLE idea.

• Encompass ALL touch points with the consumer.

• Exploit the idea across the most APPROPRIATE channels,

and be phased, to meet OBJECTIVES.

• Have planned-in TALKABILITY.

The 3 key elements of IBC are:

• The Brand Communication Idea: This is the big idea which

translates the Brand Essence from the Brand Key into a

communication theme.

• Campaign Ideas: The single minded creative idea that

plays out in all executions over a defined period of time

and is objective led.

• The Campaign Executions: These cover all of the

communications activities that bring the Campaign Idea to

life

*Note: ‚Everything builds from a

single Brand Communications Idea‛

• In theory, Brand Communication

Idea is the most important

because the other types of

ideas is deprived from it

• In reality, marketers have to work

with Execution more frequently,

it’s more realistic to dig deeper

into Execution

BASIC

CONCEPTS 3. Integrated brand

communication (IBC)

BRAND COMMUNICATION

5. AUTHENTIC Showing real world situations, that

people say that could be me.

>> Ex:

Omachi – Challenge: people think

instant noodle makes the body hot

and thus causing some kinds of

illness

‚Omachi potato noodles, don’t

worry being hot‛

SOME ORIENTATIONS FOR

“COMMUNICATION IDEA”

1. COMMON INTEREST Coming from a shared voice

Something that you can relate to

Being in the same shoes

>> Ex:

Pepsi took advantage of World

cup 2014 to emphasize the

message ‚Live the moment‛

-> Published a set of print-ad of

famous football players illustrated

in street art

-> Linked the spirit of football to

the Brand positioning

-> Shared what people care

-> Differentiated from

competitors

2. SOMETHING

COMPLETELY DIFFERENT Going against the category

norms

Addressing something in a

different way

>> Ex:

Wacoal mood boost-up bra

can even makes a man

more seductive than a

women.

https://www.youtube.com/

watch?v=p9HNbnhid9U

3. SPEAKING THE SAME

LANGUAGE Communicating in a way

language that our target will

get

>> Ex:

Sting - ‚Break your

limitation", Lumia 730 – ‚Take the Wefie

challenge‛ using the

language of young people

4. AN INSIGHT Finding that real human truth.

Something that people may

not know they’re thinking.

BRAND COMMUNICATION

Common wrong briefs

1. Rumor briefs – verbal brief without any writing down

2. Faceless briefs – brief without facing, easy to misunderstand

3. Cut, copy & paste briefs – hurried, not thought through

4. Jungle briefs – too much information, not single minded key message

5. Jargon briefs – dull and full of client jargon

6. Fat briefs (broad objective) – too broad

7. Prison briefs – no creative freedom, too many mandatories

8. Blind briefs – using fancy words, but impossible to deliver

9. Warehouse briefs – the brief could be for any brand

1. Preparation and Briefing

The brief drives one point clearly through everything that comes in its path.

Client brief

(written by client, to brief agency)

• Business background

• Market competition

• Consumers

• Brand strategy

• Marketing plan

• Requirement for agency

• Budget and Timing

Agency brief

(written by agency, to brief creative

team)

• Get (Target Consumer)

• Who (Detailed Target Consumer

Profile)

• To (Call to what Action)

• By (How communicate)

1.Business background & challenge

2.Competitive background & challenge

3.Target insight & challenge

KEY TOOLS AND TEMPLATES

4. Brand discriminator & RTB 5. One line summary of the brief 6. Touch points to bring idea to life

6 key boxes in a brief

BRAND COMMUNICATION

2. Creative Development and Judgment of the Campaign Idea

This is the critical stage when our agency partner generates the Campaign Idea.

>> Production and Local Country Execution

The core team finalizes the executions for

global/regional delivery and local teams work on

the implementation and exploitation of their local

plans as part of the BMP process

KEY TOOLS AND TEMPLATES

>> Implementation

The campaign is implemented and measured in the market.

>> 5 standard to evaluate a Campaign Idea

• Attention (Impact, enjoyment, involving)

• Branding (Intrinsically branded at the core)

• Communication (of the main point)

• Delivery (delivers the message through the

most appropriate touch-points)

• Effectiveness (the combined ability of the

creative to meet the objectives & create

talk ability)

>> 5 things to do when reviewing a

Creative Idea:

• Prepare for it

• Get it (Idea & Execution)

• Feel it

• Check it

• Spark it

>> Development of Executions from Idea

This is where the Campaign Idea really comes to

life.

In this step, we develop Idea into Execution: what

to do, through what channels, and how to deliver

the idea in the best way.

>> Joining Up Business with a Think

Big Pack

The Campaign Idea, executions and

supporting materials are handed over

to all BB countries as a Think Big Pack

BRAND COMMUNICATION

EXAMPLE

Domino’s Pizza - https://www.youtube.com/watch?v=NtdLsJsObrU

Challenge: Dominos wanted a way to appeal to the younger generation of consumers who are used to instant, wordless communication in a world of Snapchat, Instagram and the one word Yo! messaging app. But how could that translate to take way pizzas? Execution: The ‘tweet-to-order’ system went live in May 2015 for customers in the US, becoming the first major player in the restaurant industry to use Twitter on a regular basis to place and complete orders. The company will then send users a direct message, where they’ll confirm their order.

‚It’s the epitome of convenience,‛ Dominos CEO Patrick Doyle told USA Today. ‚We’ve got this down to a five-second exchange.‛ Results: One day one, over 500 people signed up twitter to order with the pizza emoji and a huge amount of media coverage

BRAND COMMUNICATION

1.3 The Formula for “Brand Experience” A meet of CONSUMER + CHANNELS + BRAND

Ex: Campaign ‚Coca-Cola Friendly Twist‛ satisfied the

‚need‛ of TC (Freshmen), picking up the right channel

(on the campus) and reflecting the ‚brand‛ (Coca-

Cola - Open Happiness) during the campaign.

https://www.youtube.com/watch?v=t9cmoT_wb0A

.

.

1.2 What Is Brand Activation? ‚The marketing process to generate consumer

interest through which we BRING A BRAND TO LIFE

through a variety of brand experiences“ to provoke

positive emotional response to brand (intended)

message‛.

To put it simply, ‚Advertising is about communicating

promises. Activation ‚delivers‛ on those promises‛.

With the objective of ‚bring a brand to life‛, Brand

Activation must create BRAND EXPERIENCE to

CHANGE the way consumers look to our brands,

CHANGE the way those consumers behave,

INFLUENCE their purchase behavior.

1.1 Why Do We Need Brand Activation? There are 2 reasons

Consumers are overwhelmed with too much information

(Statistically, during an average day, a person are exposed

to more than a thousand of advertising messages).

Consumers are becoming wiser and wiser. They require

more and can do more than just listening to the

advertisements.

It’s time brands make consumers HEARD and EXPERIENCE.

I. BASIC UNDERSTANDING BRAND ACTIVATION

1.3 The Formula for “Brand Experience” A meet of CONSUMER + CHANNELS + BRAND

Ex: Campaign ‚Coca-Cola Friendly Twist‛ satisfied the

‚need‛ of TC (Freshmen), picking up the right channel

(on the campus) and reflecting the ‚brand‛ (Coca-

Cola - Open Happiness) during the campaign.

https://www.youtube.com/watch?v=t9cmoT_wb0A

1.2 What Is Brand Activation? ‚The marketing process to generate consumer interest through

which we BRING A BRAND TO LIFE through a variety of brand

experiences“ to provoke positive emotional response to brand

(intended) message‛.

To put it simply, ‚Advertising is about communicating promises.

Activation ‚delivers‛ on those promises‛.

With the objective of ‚bring a brand to life‛, Brand Activation

must create BRAND EXPERIENCE to CHANGE the way consumers

look to our brands, CHANGE the way those consumers behave,

INFLUENCE their purchase behavior.

1.1 Why Do We Need Brand Activation? There are 2 reasons

Consumers are overwhelmed with too much information

(Statistically, during an average day, a person are exposed to more

than a thousand of advertising messages).

Consumers are becoming wiser and wiser. They require more and

can do more than just listening to the advertisements.

It’s time brands make consumers HEARD and EXPERIENCE.

I. BASIC UNDERSTANDING

1.4 Objectives in Brand Activation ‚Brand Activation = Business objective + Equity targets‛ – So what

are objectives?

a. Business Objective

Financial or strategic goal for the brand

b. Marketing Objective

Desired change in consumer behavior (e.g. penetration,

frequency of purchase)

c. Communication Objective

Desired change in consumer attitudes/ perception (e.g.

awareness, benefits, values)

BRAND ACTIVATION

c. How to define an activation platform From the perspective of Brand:

- Aligned with brand tone and manner

- Right space to demonstrate product role

- Scales for different ideas to play

- Distinctive to impress

From the perspective if consumer:

- How’s it relevant to consumer life?

- How does it create impact to consumer life?

- How’s much consumer can engage with it?

a. What is Activation Platform? ‚PHYSICAL or EMOTIONAL SPACE in consumers’ lives that enable

the brand TO ENGAGE and INTERACT with consumer IN A

DISTINCT and MEANINGFUL WAY to deliver BRAND PROMISE‛

Example:

Dove: Women’s confident beauty

https://www.youtube.com/watch?v=7DdM-4siaQw

KFC: People’s enjoyment and convenience when eating fast food

https://www.youtube.com/watch?v=1xVepNA60tM

Activation Platform -> Preliminary Channels -> Activation Ideas -> Exploitation

II.BRAND ACTIVATION PROCESS

b. Why do we need Activation Platform? - Keep consistency

- Keep focus

- Keep relevance

d. Criteria for an Activation Platform - Actionable

- Brand enriching

- Consumer involving

- Differentiating

- Enduring

- Feeling

2.1 ACTIVATION PLATFORM

BRAND ACTIVATION

c. Demonstrating Example: Nescafe ‚It all starts with a Nescafé‛.

Activation Platform: The start of office workers’ day

Activation Ideas via some campaigns:

https://www.youtube.com/watch?v=W0N0XBXOMIo

https://www.youtube.com/watch?v=s6liGluRidA

https://www.youtube.com/watch?v=YG3ILWseZTc

.

d. Criteria for “Brand Activation Idea” - Fit with Activation Platform

- ABC model:

+ ATTENTION: Will the idea cut through? How involving is it

for the consumer?

+ BRANDING: Can the activation idea be intrinsically linked

to the brand?

+ COMMUNICATION: Will it achieve the marketing and

communication objectives for the particular brand activity it is

intended to support? Is the key insight identified well

addressed in the idea?

- 360 Degree Approach

a. Definition: ‚A CREATIVE THEME derived from brand key vision, that can

well be delivered in the ACTIVATION PLATFORM and work

across different channels, to achieve the brand’s marketing

and communication objectives‛

The purpose of Activation Idea is to ‚get under the skin‛ of the

target consumer for the marketing task to identify ‚hooks‛ or

areas of interest that might provide a foundation for an

activation idea.

b. How To Develop Activation Idea: - Marketing Objectives

- Activation Platform

- Brand Immersion: ‚To identify those elements of the brand

that are connected to the specific marketing activity, in order

to generate powerful brand relevant themes for an activation

idea‛

- Consumer immersion To ‚get under the skin‛ of the target

consumer for the marketing task to identify ‚hooks‛ or areas of

interest that might provide a foundation for an activation idea.

Ex: Analyze activity schedule of consumer during their living

day to find ‚touchpoint‛ – places that brand can approach

them.

2.2 ACTIVATION IDEA

BRAND ACTIVATION

Activation Platform -> Preliminary Channels -> Activation Ideas -> Exploitation

II.BRAND ACTIVATION PROCESS

Invitation:

- Advertorials in leading titles

- POSM

- On-product invitations

- In-store posters

- PR

- TVC

- Clips with KOL

The formula for evaluating a Brand Activation is

BUY – Is it exciting enough to participate?

PLAY – Is it relevant to consumer?

SHARE – Is there any “wow moment” to share?

Through ‚Activation’s sequence‛, you will know better about Brand Activation Channel. ‚Sequence of activation‛ includes:

a. Invitation: ‚Maximizing awareness of the Brand Experience among the RIGHT consumers‛

b. Experience: ‚A motivating and meaningful Experience for consumers that reflects the essence of the brand and delivers

against objectives‛

c. Amplification: ‚Driving the Experience to achieve impact and reach with a much bigger audience‛

2.3 ACTIVATION CHANNELS

Experience:

- ‚Đại lộ tình yêu‛ on Valentine’s day

Amplification:

- Close-Up Microsite

- Competition "Closeup – Khắc yêu thương

trên Đại lộ Tình Yêu‛ on FB Fanpage

- Advertorials in leading titles

- PR

Ex: Close-Up ‚Đại lộ tình yêu‛ Activation

BRAND ACTIVATION

Activation Platform -> Preliminary Channels -> Activation Ideas -> Exploitation

II.BRAND ACTIVATION PROCESS

3. Why Do We Need Innovation?

We need INNOVATION to enhance our

competitive advantages to achieve business

objectives, of which the ultimate one is profit.

2. Outcomes of Brand Innovation

Outcomes usually are:

- Expanding brands beyond current category

- Launching brands in new territories

- Reading new consumer groups

- Innovating the core with rapid roll-out

4. Innovation Principles

- Fit the Brand Strategy

- Help address the Innovation Direction

- Fit within the pre-defined brand boundaries

1. What is Brand Innovation?

Creativity vs. Innovation

Creativity is the thinking process by which we

generate ideas.

Innovation is the process of harnessing creative

ideas to meet business needs.

BRAND INNOVATION

COMPETE – Add new benefits to existing offers

Ex: Vinamilk adds a new micro-nutrient ADM

Magnesium to bottled milk to help enhancing

the process of converting nutrients to energy.

REFRESH – Keep existing benefits but refresh

the offer

Ex: Poca cut down the size of the package

while remaining the same amount of snacks

to help protecting environment.

Ex2: Pepsi redesigns the tin, making it taller,

slimmer and more eye-catching to

youngsters.

BREAK-THROUGH – New-offer/ New benefits

Ex: Coca-Cola introduces Coca-Cola Zero

which is low-calorie and Coca-Cola Light

which is sugar-free to satisfy the need of

those who want to keep the good shape of

their body

Ex2: Yomost introduces Yomost Jellyz, with

jellies added to the drink and the new plastic

bottle design

5. Innovation Types

BRAND INNOVATION

Step 3: CONCEPT – The

specified form of Big Idea

This step requires identifying: Name,

description, insight, emotional benefits,

reason to believe, visualization.

Structure of Concept

Part 1: Consumer Insight

Part 2: Benefits & Reason to Believe

Part 3: Summary of the Concept

Output: Prepare successful concepts for

Innovation Funnel.

Step 1: CONTEXT The elements that needs clarified when

identifying CONTEXT – INNOVATION

DIRECTION: Brand, Financial Target,

Direction Description, Benefit platform,

Innovation Program, Scope, Initiative

Areas.

Output: Identify Possible Innovation

Initiatives

Definition of Initiative: ONE approach to

addressing your Innovation Direction.

Step 2: INITIATIVE This step requires identifying: Launch date,

opportunity, trends, P+L (profit and loss),

innovation type.

Output: Act as the brief for concept

development.

6. Innovation Path/Process

CONTEXT (build on Brand Strategy House) -> INITIATIVE (define each initiative in more detail) -> CONCEPT (create concepts for each initiative)

BRAND INNOVATION

CRITERIA FOR A “PROVOCATIVE CREATIVITY”

_ Go beyond stating the obvious (trigger thoughts of people)

_ Make sure you have dilemma pivot point

_ Be positive

_ Avoid absolutes/ culturally sensitive

MODEL 1

B – Benefit

M – Meaningful

M – Mind-opening

D – Differentiation

MODEL 2

U – Uniqueness

R – Relevance

A – Appealing

C – Creditability

P – Purchase Intent

7. Criteria for evaluating a Concept

BRAND INNOVATION

An insight with a ‚dilemma pivot point‛ is an insight comprising of two part, the first part is Need/ Benefit, separating by BUT, and the other is a ‚Dilemma – why I can’t satisfy my need/ desire‛

Example: Insight from CLEAR – ‚I want to keep my hair cool and clean all day long to become

confident, BUT wearing a thick and heavy standardized helmet may quickly make my hair full of

dandruffs and uncomfortable. That’s why I reluctantly choose thin and light helmet instead‛