How to Brief

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How to Brief
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Great Ideas
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?? Great Idea ????
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Great Brief ??????
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Great Strategy ?????

• ??????
• ??????
• ??????

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??????????

• ???
• ???
• ????
• ????,????????????

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?????????

• ?? Positioning
• ????? Target Audience
• ?????? Consumer Benefit
• ??? Support

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?????

• ???????????????
• ??????,??????????

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????Position .....ing

• ???,??
• ?????
• ?A??B????

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PG?????

• ??????
• ??????????????
• ??????/?????
• WHO
• WHAT
• WHY

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?????

• ??????????
• More is less, less is more.
• ?????????

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??????

• ????????
• ??????
• ???????

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• ?????????? (??,?????)
• ??????????? (???)
• ??????,???? (??,?????)
• ????????????? (???)
• ??????? (?????)
• ??????? (???)
• ???????Pro-V?? (?????)
• ?????????? (???)

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????????,???????????????
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?????? ??_________________

• ??(1) ?? ________________
• ? ______________________ ??(?????)
• ________(?)______________(??)?_______________
• (???)??____________________________(???)
• ??(2) ?? ________________
• ? ______________________ ??(?????)
• ________(?)______________(??)?_______________
• (???)??____________________________(???)
• ??(3) ?? ________________
• ? ______________________ ??(?????)
• ________(?)______________(??)?_______________
• (???)??____________________________(???)
• ??(4) ?? ________________
• ? ______________________ ??(?????)
• ________(?)______________(??)?_______________
• (???)??____________________________(???)

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?????,??????/????????????
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???????????????

• ??? ????,????,????,????
• ??? ???????,?????????
• ??? ????????
• ????????????????????
• ????? ???????????????

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??????

• ??????????????????

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????????

• ??????
• ??????
• ????????,????
• ???? Sense

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??????????,?????

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• ????????
• ????????,?????
• ??????,??????

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??????????

• ?? ? ?????,?????????
• ?? ? ?????
• ??? ? ????????????????

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????? ??(Blueprint)
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?????

• ????

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??????????????????????
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?????????

• ???? ??????(?)??
• ???? ??????(?)???????

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• ????
• ???????????,????,????,???????,?????,????,
• ????????,
• ???????????

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• ?????
• ??25--30?????????,
• ????????,????800?????
• ??,????,??,????????,
• ????????,????,?????
• ?????
• ????????????????,???,?????
• ???????,????????,?????--
• ???????????????.????????
• ??,?????????????????????.
• ????????????.

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• ???????????,??????,?????????,????,?????????
• ?????????,?????????,?????,???????????????,?????

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• ????????
• ???,????,????,??????,???? ??
• ????????????
• ?,???????????,??????,????????.

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• ?????? ????,?????????
• ???
• ????????????
• ?????????????
• ???????????
• ???????????,???????
• ??????????,??????

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??Briefing???(????)
Marketing Aim ????
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??Briefing???(????)
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Marketing Aims ????

• ?????
• ?????
• ??????
• ????
• ???
• ??????????? Fruit Magix

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Marketing Aims(?)

• ????????
• ??????????
• ???????????????
• ?????????

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Role of Advertising ???????

• ?????????????,???????????(???????)
• ???????????????,?????

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Role of Advertising ???????(?)

• ?????
• ?????
• ????,????
• ??????????
• ??????????
• ???
• ?Fruit Magix????????

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Role of Advertising ???????(?)

• ?????
• ??Fruit Magix -????????????????
• ??Fruit Magix?????? --?????????????,??????????????
  ????
• ?????????????????????,?????????? -- ???????????

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????????? (Amex SE)

• ?????????????,??????????????
• ?????????????,?????????????????????????

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???????

• ???????
• ??????????????????,??????????????

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????(???)

• ???????????????????????????

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Role of Advertising ???????(?)

• ????????????????????
• ?????????????
• ROA ???????????????

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Brand Definition ????

• ???????,???????
• ?????????????????
• ?????????,??????????????

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Brand Definition ????(?)

• ?????
• ???????vs?????????????? .
• ????
• ???????????
• Altantis?????

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Brand Definition ????(?)

• ?????
• ??????????????????
• ????????????????
• Altantis????????-???????????

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??

• ????????... (The Brand is...?)
• Nike??(empowerment) -- ???????????.
• Amex????? -- ????????????????,???????.

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• Just Gold????????,
• ????????,?????????.
• Altantis??????????????.
• Sinpha???????,?????.
• Pepsi?????????????
• ??,??????.
• Ricola??????? -- ?????????!
• Babi Mild????????.

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Target Market ?????

• ????????????
• ???????,?????
• ??
• 2545 ?,?????????,????????????1,500??????

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Target Market ?????(?)

• ??
• ??(????/??)
• ?????????
• ???????,??????????
• ???????
• ?????

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Target Market ?????(?)

• Who
• What
• How
• Why

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Target Market ?????(?)

• ?????????

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Competition ????

• ????????,???????/??/???????
• ????????
• ???????????????????????
• ????????????
• ???"??"??????????,????????????????????

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Competition ????(?)

• ??????,?????????/??
• ???????????,?????
• ??????????,?????????????????????

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Competition ????(?)

• Neil French????????
• ???(1) ?? ???? ????
• Hennessy ???? ?.??.??
• XO ?? ??.??
• Martell ???? ?.??.??
• XO ?? ??.??
• (2) ?? ?? ??
• ? Hennessy XO Martell?Hennessy
• ?? Martell,..etc ???????
• ?? ????????
• ?? Hennessy???
• ?? "?"

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Competition ????(?)

• ?????
• ????????"?????"(User imagery)--?.??.?.??,?????????
  ?????????,????????????/????????.
• ?????
• ???,????"??????????", ?Martell???????.

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Competition ????(?)

• ??
• Atlantis
• ??????
• ???????????/?????????????????.??????????.
• ?????.
• ?????????,??????"??"???.

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Where are we now?(Point A)??????

• ?????????????????
• ???????????????
• ?????,???????

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Where are we now?(Point A) (?)

• ?????
• ???
• ??????????
• ???????????

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Where are we now?(Point A) (?)

• ???
• ???!
• ????
• ??????

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Where are we going?(Point B)???????

• ?????,???????????(?????????)
• ??,?????????

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Where are we now Where are we
going
New Strait Times
???????? --?????,????? ????????,??? ???????.

• New Strait Times
• ????,???????
• ???????,
• ???????????,
• ??,????????
• ??????????
• ??????????.
• ??????,????
• ?????

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Point A
Point B
The Button
Support
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The Button ??

• ???,???,???????,???,???????

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The Button ?? (?)

• ??????????,????
• ??????????????,????????????
• ?????????
• ??

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The Button ?? (?)
??? ??? ????? ??
???? ?????? ???? ?????
???? ???????? ????? ??
?????? ????? ??? ??
?????? ????? ???? ??
??? ???????? ????? ?????
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The Button ?? (?)

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The Button ?? (?)

• ???????????????

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The Button ?? (?)

• ?? ?

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The Button ?? (?)

• ?? ??

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The Button ?? (?)

• ?? ??????

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??Button???????????
?????
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????
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?????,??????
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????,??????? ?????????? ?????? ???????
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??Button???????????
New Strait Times
NST??????????????
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??Button???????????(?)
??
??
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???????

• ??????
• ??
• ????????
• ??????
• ????,?????

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Support ???

• ???????????
• ?????,????????????????????
• ??????????,?????

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Support(?)

• ???????
• ??????????

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?????(???)

• Children's Bufferin (Liquid) China

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Brand Definition ????

• Bufferin is "a shoulder you can lean on". He
  understands what you 're dealing with in order to
  take better care of your family.
• He understands the complexity of your every day
  life.
• He understands your anxiety, when your family is
  not well.
• He is a friend in need.
• You know he's not gonna let you down.
• Bufferin will always protect you.
• ????????????????????????????????,??????????????,
  ?????????,???????,????????,???????????,???,??????

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Role of Advertising ???????

• To make the target market aware of the launch of
  children's Bufferin and feel that children's
  Bufferin.
• ???????????????? ???????????????? ???

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Competition ????

• Panadol (Children) and children's Tylenol
• ??????????
• Brand Audit shows that Panodol, Tylenol, and
  Bufferin evoke different association.
• ??????,???,?????????????????

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Competition(?)
Authoristatve?? Passionate??? Rational?? Confident
??? Tender Sweet???? Gentleman?? Arrogant
distant Soft?? Stable?? ?????? Caring
mother????? Dull/Boring??/?? No human
touch Talkative?? A Family Man ?????? ?????????
Sympathetic????
???????,????(JJ)????????,????????????????????,?
?????,????????????,?????????????,????????????,
????(Human Touch)???????????,??????????????,????,?
????
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Target Market????

• ?????,????????????????
• ???
• 25-39?,?????
• ???,???????
• 1,500????????????
• ???
• ??
• ?????????,???????

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Target Market ????(?)

• ?????/???????
• 3??????,???,?????????????
• 4,5??????,??????????????? ??,38.5-39?C???????????
  ?
• ?????????????,?????????????,?????????????,????????
  ?,?????????
• ?????,?????????,???????????,??????????,??????????

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Target Market????(?)

• ??????
• ????????
• ?/?????????
• ???????????,??????????
• ??????,???????????????,?????????
• ???????????,???????????
• ????????????????,?????????????????
• ?????,????,??,?????????

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Target Market????(?)

• ????
• ????,???????,??????????,?????????,???????????????
  ??

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??
??(???)
???????,????,??????,????,????!???????????,?????!??
?????,???????????!???????????,?????????,?????????,
????????,????????,???????,???????????
???????????,????,????,???????,??????????????? ???
????????, ??????,?????? ????????
Button ???
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(No Transcript)
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Support???

• ?????????
• ????
• ?????

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??????
A ????
B ????
Wow!!
Why!!
Feelings Tone
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???????????

• ??????????
• ????
• ????????????
• ????????????
• ????????????
• ?????????????

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???????????(?)

• ????????
• ??????,???????????
• ?????????
• Point A/B ??????????????
• Point B ????????????
• ?? Point B ??????,?????? ???

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???????????(?)

• ??(??????)???????????,?????
• ??????
• ?????????
• ????????
• ?????????????

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???????????

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• ???????????

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?????????
Brand Audit Summary ??????
??????????
????????
????????????
???????????????
Brand Print ????
??????? ????????????
????
????
?????
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Garbage in
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Garbage out
Garbage in
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????????????????
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??

• ??????????
• ????????
• ???????,?????????
• ???????

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??????????

• C
• L
• I
• C
• K

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??????????

• Courage(??)
• Letting go(????)
• Insight(???)
• Commitment(??)
• Know(??)