2. Imagine yourself seeing a branded work, beautifully crafted, and with a blank paper
(or blank mind), you start to walk back to see how have they come up with such
masterpiece? The insight behind? The brand idea, brand positioning, etc. How did
they all come together so nicely?
What you doing is called ‘reverse-engineering'.
It’s planners’ favourite game.
It’s what they do in their free time. It’s how they make their brain sweat.
It feeds to their nature of thinking like a hacker: always curious.
But to get it done right is the skill, and a skill needs to be trained. So, for this week
assignment. Let’s do this exercise on 2 interesting industries: Insurance and Food
delivery with 8 leading brands in Vietnam market
…
3. The exercise plan
8 X BRAND POSITIONING
8 x Promise
8 X BRAND IDEA
8 X BRAND COMMS
8 X PRODUCT
On insurance
On food delivery
4. Brand positioning
The act of designing the company’s offering
and image to occupy a distinctive place in the
mind of the target market (Kotler, 1998). In
other words, brand positioning describes how
a brand is different from its competitors and
where, or how it sits in customer’s mind-
Kotler, 2003.
What is it? The component of a Brand positioning
For.only.because
FOR: Who you want your customers to be (preferably
knowing that there’s a quantifiable market there)
ONLY: What you do that’s different- one thing
BECAUSE: The reason for someone to believe your claim
An omo’s dirt is
good example:
FOR: families with progressive mindset about children’s
development.
ONLY: Omo doesn’t afraid of the dirt, instead we encourage children
to play in the dirt to explore the wilder world and learn new things
BECAUSE: of its powerful stain removal can wash away
anything.
5. Brand idea
What is it?
What’s wrong with
the world?
What’s unique
about the brand?
Look out
(to the world)
Look in
(to the brand)
It is the brand claim to consumers- to solve
what’s wrong with the wold, with what the
brand can offer to consumers- what’s unique
about the brand.
The component of a Brand idea
To do. What
TO DO: Brand’s action
WHAT: a part of consumer’s life that receive the impact
A STARBUCK’s
example
TO DO: to reward
WHAT: everyday moments
6. Brand promise
What is it? Example of a Brand promise
Coca-cola: to refresh the world in mind, body, and spirit, and inspire
moments of optimism; to create value and make a difference.
It is the value or experience a brand’s
customers can expect to receive every time
they interact with the brand. The more a brand
can deliver the promise, the stronger and more
valid the brand idea is.
Brand idea
Brand promise
Coca-cola: to be genuine, fun, contemporary and different in
everything we do at a reasonable price”
7. Brand communication idea
What is it?
TO DO. FOR WHAT
Advertising
Social media content
Slogan
Retail space
Pack design
etc.
It’s the brand idea translated into appealing
consumer language. Brand comms idea act
as a guidance for all brand’s activities, where
everything sits together in perfect harmony so
that consumers response in the way we want
them to.
The component of a Brand communication idea
TO DO: To take an action
FOR WHAT: the benefits behind the action
A STING’s example
TO DO: Bật năng lượng/ Turn on energy
FOR WHAT: sống bứt phá/ To have a breakthrough in life
8. Product
What is it?
It is the item the brand actually sell. It’s the
most essential element among the 4 that have
a great power to determine the success of a
brand, differentiate & distinct one brand from
others.
4Ps
product
Place
Promotion
Price
10. Insight: People feel insurance is a smart
outsider who is always trying to take things
away from them, rather than fulfilling their life.
BRAND Positioning: Sustainable lifetime partner
For. Vietnamese people
only. Connecting emotionally with our
customers
Because. We stand at the frontline of efforts to
find tailor-made solution and develop new
approaches based on our knowledge,
expertise and, above all, our humanity.
GENERALI
BRAND POSITIONING
The belief: As long as you have health, you have
everything.
So with our vita package- accident insurance, we
encourage you to live life to the fullest as you
wish with a peace of mind.
Product
11. Insight: there are so many pressures in life,
from work, home, relationship… that all makes
people to think negatively about life.
BRAND IDEA: Spreading La dolce vita/
Spreading positivity
to project our caring, empathetic and dynamic
characteristics that add value to our
customers’ lives.
GENERALI
BRAND IDEA
Insight: the desire to break from all social prejudices
that pressuring them to live upon the expectation of
other people.
Brand idea: for our customers to live a wholesome life
with peace of mind.
BRAND PROMISE
12. Insight: there remains a social problem
where we see people making decisions
to please others, not themselves, leading
to a life full of regrets.
Brand communication idea: Live the way
you wish/ Song nhu y
GENERALI
BRAND communication idea
Tet 2020:
Ngay cua cha
8/3
14. Insight: Customers today are bombarded with so much
information and options that making a decision on which
products or service are best for them can become
overwhelming.
BRAND Positioning:
For. Vietnamese people
only. Make their decision easier and lives better
Because. Transform into a digital, customer-centric market
leader, creating significant value for out customers.
Our 5 key areas of focus:
1. Portfolio optimisation
2. Expense efficiency
3. Accelerating growth
4. Digital customer leader
5. High-performing team
MANULIFE
BRAND POSITIONING
Life insurance- a company you to achieve big
plans in life.
Product
15. Insight: People choose to be independent but
they forget that they can still receive help to
reach higher faster. If you want to go fast, you
go alone, if you want to go far, you go together
BRAND IDEA: Together we make it happen
MANULIFE
BRAND IDEA
Insight: People are always on their pursuit of the next
goal. While the goal suppose to be their motivation
but turns out to be their hindrance.
Brand PROMISE: We go together with you and bring
about differences along your journey.
BRAND PROMISE
16. Insight: People lose their life motivation by
too focusing on living their routine life.
Leaving them always tired and crave much
of a breakthrough.
Brand communication idea: Lives made
better
MANULIFE
BRAND communication idea
Tien buoc
18. Insight: People struggle, they plan long and hard
before signing an insurance contract because they
think it is a commitment to a life-long fixed deal.
BRAND Positioning: trust worthy & understanding
insurance provider
For. Vietnamese people who need a life-long
partner
only. Willingness to listen and ability to understand
Because. Prudential offers plans that are flexible, yet
comprehensive, adoption to the ever-changing
needs of customers.
PRUDENTIAL
BRAND POSITIONING
Show action, take care of our loved ones with
Prudential’s Life insurance- Pru-Protect 24/7,
sweeping away everyday’s risks.
Product
19. Insight: Vietnamese’s love language is through
actions. But people think it has to be a grand action
to show love, therefore, forgetting the meaning of
the little everyday actions.
BRAND IDEA: Listening. Understanding.Delivering
Turn love into action from every little care in life.
PRUDENTIAL
BRAND IDEA
Insight: Everyone wish for a better life, however, only
few take action on it, because it’s easier.
Brand PROMISE: Prudential will take action with you to
make a better life.
BRAND PROMISE
20. Insight: We are all absorbed into our life’s
rollercoaster, with a mission of earning money
to build the future life with our loved one. But
because the busyness, we can’t take care of the
present life with them.
Brand communication idea: Here for you
PRUDENTIAL
BRAND communication idea
MV Khi tinh yeu du lon
Web series: Ba me day
Web series: Anh day
22. Insight: Consumers are overwhelmed with the
amount of information they have to go through in
the journey of achieving that peace of mind with
insurance.
BRAND Positioning:
For. Vietnamese people who are thinking about
buying insurance
only. FWD think insurance should help people, not
put a burden on them
Because. FWD insurance simplify all the language in
the paperwork so it’s easy to understand
FWD
BRAND POSITIONING Product
Youth is the golden time to explore and
gain life experience. Let FWD’s cancer
insurance put you in the control seat, to
always confidently in every journey you
go, knowing that we got your back.
23. Insight: People aren’t living their life fully
because they are busy thinking about the
future that they forget to live for the present,
leaving them in the constant state of worry.
BRAND IDEA: Life maximised/ Sống đầy
FWD
BRAND IDEA
Insight: People are lost & unsure in their journey of
achieving their goal because feel like they’re on their
own.
Brand PROMISE: We are here for you
BRAND PROMISE
24. Insight: People have that firing flame in
them, a passion that keeps them alive but
they are afraid to follow it.
Brand communication idea: Step forward
with passion/ Vững tin bước tới.
FWD
BRAND communication idea
Vung tin buoc toi
Vung tin song day
26. Insight: Modern people’s dilemma: People worry
about not eating properly will affect their health
badly but they don’t have time and enough effort
to go get food due to the new busy lifestyle.
BRAND Positioning: food experts
For. Vietnamese people who don’t want to come
to food, but want food to come to them.
only. We make it easy, fast and convenient to
delivery food to your doorstep.
Because. Smart search with clear segmentation
and fair ratings assist consumers to maximize
their order experience.
NOW
BRAND POSITIONING Product
Focusing on Vietnamese traditional food
stalls.
Feeding to the youth’s craving palate for
street foods.
27. Insight: People know getting food would
reboost their energy but go getting food will
take away all the little energy left.
BRAND IDEA: easy-fast-convenient
NOW
BRAND IDEA
Insight: People not only want their food to be
delivered, they want it to be delivered fast because
their time is precious.
Brand PROMISE: Deliver within 25 minutes
BRAND PROMISE
28. Insight: when I am hungry, I can be cranky. So I
want to be cared for like I’m in a relationship.
Brand communication idea: Team Now got it
Bad boy ask if you eat, food boy delivery food to
you.
Now will treat you nicely, anything you desire.
NOW
BRAND communication idea
Team Now Can Het
30. Insight: Vietnamese people enjoy global exposure
but at the same time want to reconnect with their
cultural root.
BRAND Positioning: diversity in cuisine
For. Vietnamese people with global taste
only. We don’t just deliver foods, we deliver diverse
cuisine.
BECAUSE.
• Support local businesses.
• Fast service- we continually learn and grow from
experience
• Innovation- work hard to improve our services to
provide more ease for users.
GOFOOD
BRAND POSITIONING Product
Focusing on Vietnamese traditional food
stalls.
Feeding to the youth’s craving palate for
street foods.
31. Insight: Young Vietnamese’s with the attitude
of ‘Live to eat, not Eat to live’ so they are
always on the hunt for the best restaurants to
enjoy foods.
BRAND IDEA: Món ngon trong tầm tay- Good
food within arm reach
GOFOOD
BRAND IDEA
Insight: Young Vietnamese consumers aren’t
willing to compromise. They want the best of both
worlds even when it comes to foods.
Brand PROMISE:
Nhâm nhi món ngon giá xịn/ Enjoy delicious food
at great price.
BRAND PROMISE
32. Insight: you would choose a mediocre
restaurant near you instead of a very good
one but far away because your hunger don’t
give you enough patience to wait.
Brand communication idea: Đỉnh của quận/
Top of the district.
Recommending millions of best restaurants
near your place at a promotional price.
GOFOOD
BRAND communication idea
Dinh cua Quan
34. Insight: People skip meals not because they are lazy
to eat, but because they are too busy dealing with
life matters to spare time to eat.
BRAND Positioning:
For. Vietnamese people who are too busy (or too
tired) to go get food
only. Connect to consumers’ emotions through their
stomach with food
BECAUSE.
Deliver to you from a driver who cares about you.
GRABFOOD
BRAND POSITIONING Product
Connecting all local stores & restaurants
with you.
35. Insight: Beyond the need for foods, people
want their craving to be satisfied. The feeling
linked to the stomach as well as their heart.
BRAND IDEA: Satisfy all cravings
GRABFOOD
BRAND IDEA
Insight: The dilemma of modern people- People
enjoy food at the store because it is hot and fresh,
but they don’t always have time to visit the store,
forcing them to rely delivery service.
Brand PROMISE: Your favorite food delivered hot
and fresh
BRAND PROMISE
36. Insight: It’s not what you deliver, it’s how you
deliver it. Customers still desire a king-
treatment.
Brand communication idea: Ăn như vua
GRABFOOD
BRAND communication idea
An Nhu Vua
38. Insight: People don’t just eat to stop the
hunger, they want to eat fun.
BRAND Positioning:
For. Vietnamese people
only. Have fun eating!
BECAUSE. Foodtech made fun
A well-developed app, inherited from a
successful mother brand in S.Korea with a fun
brand identity.
BAEMIN
BRAND POSITIONING Product
Collection of healthy food restaurant.
39. Insight: People don’t just eat to stop the
hunger, they want to eat fun.
BRAND IDEA: Have fun eating!
BAEMIN
BRAND IDEA
Insight: People moved pass the need of having
food delivered to them. They are now struggling
with what to eat every time they get hungry.
Brand PROMISE: with a wide variety of food
available you’re not gonna be hungry with Baemin
BRAND PROMISE
40. Insight: People eat healthy food not only for
the sake of being healthy but they want to be
forever young.
Brand communication idea:
Thu chut healthy
BAEMIN
BRAND communication idea
Em be MV
