Consumer insights at 3 levels

1. Prepared by: Hien Nguyen for Young marketerS 8
CONSUMER.
INSIGHT.

2. ‘Consumer insight’
‘Brand positioning’
‘Brand idea’
‘Brand communication idea’
These aren’t new terms for you, especially if you’re working in the marketing and
advertising industry. However, most of the time, these terms get mixed up in
meaning and used interchangeably but wrongly.
This deck is my attempt to go back to the most fundamental bricks that build up this
industry, to truly understand its nature and their connection to each others.
All for the sole purposes of ‘delivering exactly what clients want from us’
(therefore less round of revision).

3. 1. Brand positioning
2. Brand idea
3. Brand comms idea
The flow goes like this…
Some people say ‘consumer
insight’ is the currency in the
Planner world. So, if you want to
‘get rich’, maybe this is where you
need to start digging.
Understanding CONSUMER INSIGHT.
- what is it?
- why is it so important?
1 2 3
If you are one person when you’re
with your friend and the other
person when your parents are
around, then ‘consumer insight’
can also be like that.
‘Consumer insight’ can be in
different forms according to
different contexts. And here are the
contexts we will discuss within this
deck.
And finally, let’s see some of the
consumer insights in real life with
the final column- BRAND IN ACTION.

4. Consumer insight
In a nutshell:
… is the WHY behind the WHAT
In more details:
…is the little secrets hidden beneath the surface, that explain
the underlying behaviors, motivations, pain points and
emotions of your consumer.
What is it?

5. Consumer insight
Why is it so important?
Winning
insight
Brand makes
better decision
about what,
when, and how
to sell a
product/service
Brand creates
more effective
& efficient
strategies,
campaigns
Increase
profitability

6. Consumer insight
What are the forms of consumer insight in different contexts?
First, let’s define the 3 contexts in parallel to each other.

7. Brand positioning Brand idea Brand communication idea
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’s wrong with
your world?
What’s unique
about you?
It is the brand promise to consumers- to
solve what’s wrong with the wold, with what
the brand can offer to consumers- what’s
unique about the brand.
Advertising
Social media content
Slogan
Retail space
Pack design
etc.
In what world is the
brand fighting in? What is the brand promise to consumers? How do you communicate your purpose
to the world?
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.
Real Beauty
To unleash women’ potential for beauty
DOVE
example:
Look out
(to the world)
Look in
(to the brand)
The gentle and nourishing soap bar for women
who believe in natural beauty.
Consumer role in crafting brand fundamentals …

8. Brand positioning Brand idea Brand communication idea
What’s wrong with
your world?
What’s special
about you?
Advertising
Social media content
Slogan
Retail space
Pack design
etc.
In what world is the
brand fighting in?
How do you solve what’s wrong in your
world, given the strength you have?
How do you communicate your purpose
to the world?
Consumer insight Consumer insight Consumer insight
The Why Behind the What: an everyday behaviour
or routine of a group of consumer.
Crafting consumer insight during this stage should
be down to earth, aiming at affecting their behaviour
right away. The context in the insight should also be
rooted to their everyday life.
The Why Behind the What: a strong consumer
desire.
Consumer insight at this stage is more about finding
consumer strong desire to pursue new way of living,
thinking, doing, given the support from brand’s offer.
The Why Behind the What: a universal/cultural /
societal behaviour of a group of consumer.
Crafting consumer insight at this stage requires
marketers to disrupt the current pattern of the whole
category in (1) defining consumer’s problem or (2) finding
fresh perspective to solve their problem with brand’s
products. At this stage of brand building, the insight
could be used to change a whole belief system.
DOVE
example:
Current pattern: Perfect & flawless beauty is
the standard
Disruptor: Natural Beauty is modern standard
DOVE
example:
Strong desire to find the potential in
your own beauty.
DOVE
example:
Women are being too hard on
themselves, seeing themselves through
negative lens.

9. Brand in action
Local Vietnamese brands in action

10. Brand positioning Brand idea Brand communication idea
STING VIETNAM
Refreshing boost,
bring enjoyment to
everyday experiences.
Insight:
23 years old male want to cram
his life with experiences because
it defines his personality- making
him more interesting, more
social, more vibrant.
Bật năng lượng sống
bứt phá
Life switched on
Insight:
23 years old male feel the
pressure to make life happen for
himself and experience all life
has to offer beyond work and
school.
Insight:
23 years old male feel the need
to turn everyday into an
adventure, but they always the
adventure is taking more out of
them than fulfilling them.

11. Brand positioning Brand idea Brand communication idea
The brand of experience
Insight:
Young people, after they hit the
milestone of 18, feel the need to go
explore the world, to step out of their
comfort zone. They have the strong
desire to live their life to the fullest.
Go for experience/
Di De Trai Nghiem
Fulfilling experience
Insight:
Young people think experience is
the currency of youth because
they willl grow up as they go on
the journey of experience.
Insight:
Going away from home for new
experience is when you actually
looking back inside and explore
yourself.

12. Brand positioning Brand idea Brand communication idea
Flying up
/Nhe nhu bay
Insight:
When your body feel light, you feel like
you could walk on air.
Uong cho ngay them nhe
/For a lighter day
Insight:
People think unhealthy food are
full of fat, but they are not willing
to give up unhealthy food
because they are delicious.
Insight:
Eating unhealthy food makes your
body and your mind much heavier.
TEA PLUS
Minimise body to absorb
fat, for a lighter you

13. End of document.
Thank you.