The role of Brand Communication is to change consumer behavior to drive the brand’s bond, power and profit. The worst thing you can ever do is start in on a creative brief without doing your homework. To demonstrate knowledge of that target, defining consumer insights help to crystallize and bring to life the consumer you are targeting.
When insight is done right, it is what first connects us to the brand, because we see ourselves in the story. This is where we talk benefit, and it should usually be a combination of rational and emotional. Find the rational benefit by putting yourself in the shoes of the consumer and seeing the brand features from their eyes: start asking yourself over and over again “so if I’m the consumer, what do I get from that?”. Some CVPs can end up very cluttered, but the more focused you can make it the easier it will be for you to choose which one you will stand behind, and which one benefit you’ll communicate. Within each of the zones, you can find emotional words that closely align to the need state of the consumer and begin building the emotional benefits within your CVP. If we borrow from a classic logic technique below, they teach you to one conclusion and two premise.
In the consumer’s mind, brands sit on a Brand Love Curve, with brands going from Indifferent to Like It to Love It and finally becoming a Beloved Brand for Life. It’s this connection that helps drive power for your brand: power versus competitors, versus customers, versus suppliers and even versus the same consumers you’re connected with. To figure out your strategic options, you need to understand where you are on the Brand Love Curve, so that you can start to understand HOW to move to the next stage.
Here is a guideline for Brand Leaders to use in their plans with the 16 possible strategies to use. Use this as a guideline to get you started on your plan and you may need to add specific flavoring to your situation. When people think about brand communication too many brand leaders start with what they want to say (the stimulus) but forget about what they want to be heard and what they hope the consumer does (the desired response). Once you answer these six questions, you can then transform those answers into a creative brief that you can use with your agency.


This should set up your Brand Communication so that it can change consumer behavior to drive the brand’s bond, power and profit. We offer brand coaching, where we promise to make your brand better by listening to the issues, providing advice that challenges you, and coaching you along a strategic pathway to reaching your brand’s full potential.
For our brand leader training, we promise to make your team of brand leaders better, by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential. The Communications Strategy places an emphasis on the role of the Partnership as a good communicator. To view a copy of the 2009 - 2010 Communication Strategy and its Action Plan please click here.
Doing a Customer Value Proposition (CVP) helps to organize your thinking as a great tool for bringing the benefits to life. I took one logic class at University and sat there for 13 straight weeks of premise-premise conclusion. At the Beloved stage, demand becomes desire, needs become cravings, thinking is replaced with feelings.
A brand at the Indifferent stage needs to establish itself in the consumers mind, brands at the Like It stage need to separate itself from the pack and create a following, brands at the Love It stage need to tug at the heartstrings of those consumers who have shown some love in order to tighten the bond and finally those brands at the Beloved stage need to find a way to continue the magic and activate the most loyal followers turning them into fans. For instance at the Indifferent stage, you can use a mind shift, mind share, new news or a turnaround to establish your brand in the consumers mind. As you’ll see, if your brand is at the Indifferent stage, you can’t easily cross sell and you certainly can’t get loyalists to influence others, since you have no real loyalists. You can’t sell a golf ball to people who hate golf and you can’t get people with hardwood floors to buy carpet cleaning. Spreading your limited resources across an entire population is cost prohibitive–low return on investment and low return on effort.
Examples of this could be a postcard or a bumper sticker, or silly questions like “what would you say to get someone to marry you” or say in an elevator. It seems that not only do consumers have a hard time expressing their emotions about a brand, but so do Brand Managers. It’s important that you understand where your brand sits on the Love Curve and begin figuring out how to move it along towards becoming a Beloved Brand.


While targeting everyone “just in case” might feel safe at first, it’s actually less safe because you never get to see the full impact.
Facts are merely on the surface—so they miss out on the depth–you need to bring those facts to life by going below the surface and transforming the facts into insights. My favourite is to get people to stand up on a chair and “SHOUT FROM THE MOUNTAIN” what your benefit is. With the power of connection, the brand can leverage that power into increased growth and profits. Realizing not everyone can like you is the first step to focusing all your attention on those that can love you. Insight is something that everyone already knows and comes to life when it’s told in such a captivating way that makes consumers stop and say “hmm, I thought I was the only who felt like that”. Second, if pure logic teaches two premises are enough to draw any conclusion, then you really only need two RTBs. That may drive you insane. The Big Idea (some call it the Brand Essence) is the most concise definition of the Brand. It becomes all about choices and you will be much more effective at convincing a segment of the population to choose your brand because of the assets and promise that you have that match up perfectly to what they want.
That’s why we laugh when we see insight projected with humor, why we get goose bumps when insight is projected with inspiration and why we cry when the insight comes alive through real-life drama. Brands with a laundry list of RTBs are not doing their job in making a decision on what the best support points are. And if you are into math, another way to look at this is through a simple function, where the probability of success (P) is directly linked to the inverse of the numbers of messages (M) you have in your ad: P = 1 divided by 1 to the power of M.
You either force the ad agency to decide what are the most important or the consumer to decide.



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