ASSIGNMENT 11.1 – BRAND COMMUNICATION[DUNG NGUYEN- VO THI]

BRAND BIG IDEA

COMMUNICATION BIG IDEA

ADVERTISING BIG IDEA

is the most concise and inspiring definition of the Brand. It can create significant differentiation in brand positioning in categories to distinguish with others.Example: HSBC big idea: “Local Customs”; Disney big idea: “Where families share the magic”

Is the creative idea to deploy the brand idea, communication big idea in to action. It can help the brand build lasting relationship with the consumer who being acquainted with the brand. It is specific for each campaign and always change. Example: “Real beauty Sketch” of “Campaign for Real Beauty” of Dove made a transformation in consumer relationship with the Brand.

Is the strategic direction communication concept. It is how you translate the brand idea in to customers language. Example: Phrase 1 of Campaign for Real Beauty of Dove is Evolution; Tiger communication big idea: “Uncage”

13 LEVELS OF BIG IDEA

A GOOG BRAND BIG IDEA

Defines your company at its heart and sole

Clearly and simply differentiates your brand

Sets you apart from the competition Connects you with your customers Delivers value and conveys emotion Is the core of your brand position

2

MINI COOPER BRAND IDEA 3

PROBLREM

Many people believe Mini is stereotypically European, small, and insufficient for their lifestyleBRAND POSITIONINGSize doesn’t matter, only what you have under the hood does Fun Legacy (racing heritage) Individuality PerformanceMINI wants male consumers to FLIP over its cars

BRAND IDEA

MINI Clubman PinballMINI bullfight

MINI is the little guy who wins

SIZE IS DECEPTIVE

COMMUNICATION IDEA

ADVERTISING IDEA

BEAUTY WITHOUT ARTIFICE 4

BRAND IDEA

Evolution, Real Beauty Sketches,

Real Beauty

Beauty without artifice

COMMUNICATION IDEA

ADVERTISING IDEA

TIGER BEER UNCAGE 4

BRAND IDEA

Changing life experience of a Cascadeur, Fashion designer which lifted them to the highest level.

Uncage

The enabler of great beer experiences for beer lovers and their friends.

COMMUNICATION IDEA

ADVERTISING IDEA

THANK YOU