W O R D S A R E M O R E P O W E R F U L I N A V I S U A L W O R L D

I N T E R N E T M E M E S A R E S H A P I N G A N E W G E N E R AT I O N O F W R I T E R S

C O M M E N T I N G I S S E L F - E X P R E S S I O N

P O P C U LT U R E R E F E R E N C E S A R E E V E R Y W H E R E

E V E R Y TA G L I N E M U S T N O W B E A H A S H TA G

F I R S T B E C L E A R , T H E N B E C L E V E R .

P R E M I S E

S H A R E D B E L I E F B E T Y O U D I D N ’ T K N O W C H A L L E N G E N E E D

S H A R E D B E L I E F

S H A R E D B E L I E F

S H A R E D B E L I E F

S H A R E D B E L I E F

S H A R E D B E L I E F

S H A R E D B E L I E F

B E T Y O U D I D N ’ T K N O W

B E T Y O U D I D N ’ T K N O W

Anong plano mo?C H A L L E N G E

C H A L L E N G E

L A M PAYAT O T ? S I N I S I K M U R A ? N O N S T O P U B O ? U N E V E N TA N ? N E E D

R E A S O N T O B E L I E V E

U S U A L LY F U N C T I O N A L , S O M E T I M E S E M O T I O N A L

P R O M I S E

F U N C T I O N A L B E N E F I T E M O T I O N A L B E N E F I T

F U N C T I O N A L B E N E F I T

F U N C T I O N A L B E N E F I T

F U N C T I O N A L B E N E F I T

F U N C T I O N A L B E N E F I T

F U N C T I O N A L B E N E F I T

Inside front Inside back

Inside front Inside back

Inside front Inside back

F U N C T I O N A L + E M O T I O N A L

B E N E F I T S

FA R E A D S , P R O M O T I O N S , P R I C E - O F F S , E T C . A R E I N T H E I R O W N C AT E G O R Y. T E C H N I C A L LY F U N C T I O N A L B E N E F I T S , T H E Y A R E R E TA I L - O R I E N T E D .

L E A D E R S H I P C L A I M S T E N D T O B E E M O T I O N A L B E N E F I T S I N D I S G U I S E

Wala pa ring tatalo sa Alaska Ginebra ang hari

FA S H I O N , F R A G R A N C E , L I F E S T Y L E B R A N D S A R E A L L A B O U T U N S P O K E N E M O T I O N A L B E N E F I T S

B R A N D S I N C O M M O D I T I Z E D C AT E G O R I E S C A N S TA N D O U T W I T H E M O T I O N A L B E N E F I T S

C A L L T O A C T I O N

The difference between “the sportswear brand for serious athletes” and “Just do it.” !

F I R S T B E C L E A R , T H E N B E C L E V E R .

• Premise: shared belief, bet you didn’t know, challenge, need

• Reason to believe (usually functional)

• Promise: functional benefit, emotional benefit

Retail ads are highly functional. Lifestyle ads are highly emotional. Brands in commoditized categories often choose highly emotional routes.

• Call to action