The document defines and differentiates between brand big idea, brand communication idea, and campaign/advertising big idea. The brand big idea is the brand essence and promise to customers addressing their needs, wants, and dreams. The brand communication idea translates the brand essence into a communication theme using consumer language. The campaign/advertising big idea is the single-minded creative idea that is executed consistently across all marketing during a defined period and is objective-driven.

1. ASSIGNMENT
Brand Communication
̣

2. Brand Big Idea
Communication
Big Idea
Campaign
Big Idea
Brand Big Idea is Brand Essence taken from
brandkey – the shape of brand promise to provide
specific need/ want/ dream of target customers.
Brand Communication Idea is the big idea which
translates the Brand Essence from the BrandKey into
a communication theme (use consumer language)
Campaign/ Advertising Big Idea is the single minded
creative idea that plays out in all executions over a
defined period of time and is objective led.
+ Consumer
Language
+ Execution
Context

3. Analayze
DEFINITION
ROLE
FEATURES
3
BRAND COMMUNICATION
IDEA
Brand big idea is the promise of
brand to customer, is the Brand
Essence taken from BrandKey.
Brand big idea’s motto is
provide target customer’s need,
want and dream.
Direction for a specific
campaign/advertising
Brand Communication Idea is the
big idea which translates the Brand
Essence from the BrandKey into a
communication theme.
Campaign/advertising big idea
is the finally product in Big idea
process. Concept for a specific
campaign/advertising
ADVERTISING
IDEAIDEA
+ Changeable, short-term
+ Defined and decided by the
brand communication
+ It is the “what” and also the
“how”. The “what” is the idea
which is consistent across the
campaign. The “how” is the
communication strategy
+ Define the essence and communicate it to
consumer
+ It lies at the heart of every element of a
brand’s communication and is an essential
element in the Brand Vision Plan. It is only
changed if there is a distinct need
( e.g a new strategic direction for the brand ).
+ Stable for 3 - 5 year life
Drive the brand, across medina &
products
+ Presence of a brand champion
+ Repeatedly communicate brand
values
+ Must be clarity, consistency &
constancy
Is a brand direction, which is driven by
brand positioning that make brand stay
consistent
+ Stable for 5 - 10 year life
Drive all the brand direction

4. ( YoMost is a drinkable yogurt, it’s a new category aside from milk or yogurt. It’s a tasty new kind of products for youth to try )
YoTravel – travel around
Europe with 30.000VND
Yolist – List all the thing
you want to do
Yotime Jump – Jump off
from up to 30m
Yomost Valentine – Confess
Your love
Brand campaign/Advertising idea
Brand communication idea: Nếm trọn từng khoảnh khắc
(Take in every moment. => Living in the now and do extraordinary things)
Brand essence: EXPERIENCE THE EXTRAORDINARY
Brand Big Idea: Encourage youth to try out new things from drinks
and foods to extravaganza activities. DARE TO DO

5. Advertising/ Campaign Big Idea
Brand Big Idea
Share the happiness moment
Communication Big Idea
Open Happiness
Happiness factoryHappiness bus Share a coke