NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
Insight eng
1. INSIGHT?
What is that?
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2. WHY IT IS SO ESSENTIAL?
Clients sell PRODUCTS
Consumers buy BRANDS
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3. A BRAND
Associations Personality
Product
Country of origin physical attributes User imagery
smell, form, price
quality, colour, usage,
Symbols distribution
Relationship with
customer
Emotional benefits
Company culture
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4. WHY IT IS SO ESSENTIAL?
A brand is a trademark or label associated
with a product or service which has formed a
distinct and meaningful relationship with its
consumer.
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5. Why it is so essential?
Brands exist in the hearts and minds of people/consumers
Brands create long term relationship with its consumers
Brands have personality and values
Brands what people actually buy
product: sweet brown sparkling water with flavour in metal can
Brand: Coke
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6. To build proper brand communication we need
better knowledge about the consumer
GREAT ADVERTISING ALWAYS STARTS WITH THE
CONSUMER
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7. Better knowledge about the consumer
„Nothing is so powerful as an insight into human nature...what
compulsions drive a man, what instincts dominate his action...if you
know these things about a man you can touch him at the core of his
being.”
„The most powerful element in advertising is the truth.”
Bill Bernbach
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8. WHICH FAMOUS BRAND OWNS THIS INSIGHT?
Joggers view themselves as athlets who care about performance.
Brand: NIKE
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9. WHICH FAMOUS BRAND OWNS THIS INSIGHT?
Money allows you to do things that are more important than money.
Brand: Mastercard
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10. SO...WHAT IS THE INSIGHT?
Seeing beyond the obvious
The capacity to discover hidden truth
To have mental penetration
Especially into human character
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11. Insight: a deeply felt HUMAN TRUTH that
creates a powerful, personal connection
between a brand and the consumer.
An insight is a penetrating observation about consumer
behaviour that can be applied to unlock growth.
When used correctly in communication it should
provoke a shock of recognition.
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12. Difference Between Information and Insight
Information describes our consumers now
– what they look like
– what they believe
– how they act
Insight describes why
– why they believe
– why they behave
– why they use
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13. Difference Between Information and Insight
insight leads us to understand how we can influence
consumers
insight discovers how to reinforce beliefs, or motivate
changes
insight comes from clever interpretation of data
not the data itself
insight is qualitative, not quantitative
insight is mined by smart people, not black box research
tools
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14. Difference Between Information and Insight
If you have the right insight, and not only show consumer
what but also why, then you get the response:
– "They are really talking to me"
– "They understand me"
– "This feels right"
– „It is true but I had never thought of this before"
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15. Source of insights
Searching for insights is not a manufacturing process.
It’s a voyage of discovery.
It involves some inspiration and some degree of
looking at a problem in a way that nobody has before
– otherwise it won’t be fresh enough.
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16. Source of insights
!You need to find something that strikes a chord with
people - it’s a gut-felt response we’re looking for.
Good qualitative research is a great source of insights
But research is often not that good, or not avaialble
Simple observation of consumers/ourselves can be very
helpful:
anywhere/anytime on the streets;at home;in the stores
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17. Source of insights - Make questions
How people feel about the category? And why?
How people feel about/use the product/brand?
How the brand/category fits into people’s lives?
What are the life aspirations of the TA?
What kind of perceptions/fears characterize the TA?
How the rest of the category advertise?
What are the generic values which drive the TA?
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18. Judging your insights
Will people get it?
Is it something new?
Is it simple enough?
Will it effect change?
Can you support it?
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19. Some useful considerations
It is not something that people do not yet feel or believe!
Maybe they are just not aware of it!
So do not invent it!
It is not always positive!
Sometimes it does not exist!
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20. Exercise 1.
From these five ads which one is based on this insight?
Insight: Every man dreams of a woman
making the first move
1. Stunt city
2. Dentist
3. Chanel
4. Residue
5. Real beauty
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21. Exercise 2.
Pls try to define what is the insight behind these print ads.
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22. Exercise 2.
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24. Exercise 3.
Pls come up with at least 1 new idea for the same Harvey
Nichols insight
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26. Exercise 4.
Group A.: Pls try to define the insight of this ad and pls
present your thoughts to us. (1-2 min.)
Harrods „Ten best tailors”
Group B: Same task
Interflora
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27. Exercise 5. -
Pls try to define the insight of this print ad.
Come up with 1-2 new ideas for the Glide campaign.
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