What makes brand strategy?

(Category truth)

(Root strength)

From consumer insight to product Product to brand

Category truth: clear, shine, soapRoot strength: professional scientist & high technology

Competition’s brand (Tide): Tide help mom wash clothes in the best way, make clothes the clearest, the whitest.Insight: I want my kids to freely develop without any concern

Brand strategy: Mom can let her kid freely develop themselves by enjoying discover everything around, Mom no need to concern about dirty clothes because Omo will do it for Mom.

Big Idea: Dirt is good

Example: Omo

CREATIVE BRIEFa creative brief is the outlined instructions for work to be done by the agency's creative teamIt’s a document that gives adequate information to come up with strategic direction.

1. Background Analysis – Our competitors? What are they doing? What have we done so

far? What is our brand essence…2. Target audience – Who are we talking to?

How to talk in their language?3. Desired outcomes – What do we achieve

after the campaign?4. Reasons to believe, Rules + Tone and Mood,

Deliverables and timing + Budget

TO MAKE IT A GOOD CREATIVE BRIEF

1. Really clear our situation: who we are, what we stand for, what is the key differences between us and the competitors?

2. Know the problem and the desired outcome. For example: drop sales sales increased by 5% after campaign…

3. The big insight of the brand areas to develop deeper.