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