The communication Brief通讯简介.pptVIP

Insight Mining Those who are involved with the productare greedy Poor Briefs are more product focused than consumer focused Some tips on writing a good brief Outside in thinking: be consumer focused. Ban the “AND” word: don’t let the second idea creep in. Be focused on one idea, one thought. Make some real DISCOVERIES about how the consumer thinks and feels. Don’t exceed the single page! The Lowe Creative Brief: Eight Questions to answer in one page. The Lowe Creative Brief: Eight Questions to answer in one page. The Lowe Creative Brief: Eight Questions to answer in one page. The Lowe Creative Brief: Eight Questions to answer in one page. The Lowe Creative Brief: Eight Questions to answer in one page. The Lowe Creative Brief: Eight Questions to answer in one page. The Lowe Creative Brief: Eight Questions to answer in one page. The Lowe Creative Brief: Eight Questions to answer in one page. The Lowe Creative Brief: Eight Questions to answer in one page. Consumer Insight is the most important value addition we can make to a client’s brief! Fact Vs.Truth Facts are Cold! Truths are electrifying! Fact:Milk goes with many things! Truth:You only notice milk when it isn’t there! FACT:Candies are for sharing. Truth:When you have some tasty candies, the last piece is the most precious! Discovering the insights to change behavior Communication Development process An Insight is a deeply felt human truth that bonds our brand to our consumer. AXE:Every man dreams of the woman making the first move! Sprite:Generation X’ers think it’s cool to believe that Image is Unimportant! Lipton Cup-a-Soup:The eager beaver is secretly envied by most co-workers! Rexona:When you are under pressure, you need to feel cool and in-control to come through! Thank you EXAMPLE ORANGE TITLE SCREEN EXAMPLE RED TITLE SCREEN EXAMPLE MAUVE TITLE SCREEN EXAMPLE PURPLE TITLE SCREEN EXAMPLE TURQUOISE TITLE SCREEN EXAMPLE GREEN TITLE SCREEN EXAMPLE LIME TITLE SCREEN Discovering Insig