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NEED is specific desire for product or service’s specific benefits,
both functional & emotional INSIGHT is the intersection between deep subconscious thought
and brand’s roles.
NEED INSIGHTWe see
We serveWe see buyer
We feelWe fulfill
We see a friend to help
OVERVIEW
I am thirsty, I need to drink
I want a drink making me a hero and freely
express my will.
Need is specific desire for product or service’s specific benefits, both functional & emotionalInsight is the intersection between deep subconscious thought and brand’s roles.
EXAMPLE
3W hat do the consumers do?
hy do the consumers do / not do that?ow, no brand has fulfilled that
WHAT MAKES A GOOD INSIGHT?
A good INSIGHT
DEEP
ORIGINAL
BRAND CAN STEP IN AND FULFILL
SPECIFIC TO TARGET
HOW TO APPROACH?
Asking questions: What makes you not
do that?
Asking questions:
Why you do that?
Asking questions:
What do you do?
CASEE STUDY: IPAD AIR
Apple’s brand essence: Innovation
Insight: I want to make changes to the
world since I am a great person
New product line: iPad Air
Comunication Idea: iPad Air is the new revolution tool for innovation of human kind;
and you are the one who inherits and enhances that innovation.
Need: a thinner and lighter machine
but with same power; self-esteem
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