ASSIGNMENT 12.2 – [Moment of Truth] [Tú Oanh]

In general, Moment of Truth is defined as a time when a person or thing is tested, a decision has to be made, or a crisis has to be faced.

Thus, at that moment, people show their

TRUEST THOUGHT and

MOST HONEST BEHAVIOUR

Moment of Truth = Context + Instinct response

In Marketing, Moment of Truth is an instance that provides brand opportunity to touch consumers and serve their need by

Moment of Truth Communication idea

make consumer feel relevant to brand

Observation transforming

Often be used for executional strategy (In-store communication/ brand communication). Particular during of time.

Often be used for finding insight.

Often be used for portfolio strategy.

Consistent over a long period of time.

Moment

of truth

Strategic occasion

Consumer truth