2. Role of Insights in
Building Great Brands

3. “
The loftier the building, the deeper must the foundation be laid. “
Thomas Kempis

4. Challenge to any Marketer Today
In a rapidly changing market,
Where value is under ever greater pressure,
Brands must build long-lasting, meaningful connections with consumers.
Creating mental distinctiveness beyond reason.

5. Innovation / Renovation
Consumer Insights
&
Research
Brand Management
Customer Marketing
Brand PR
Innovation / Renovation
Going back to the key facets of marketing…
…Consumer insights are at the core

6. …therefore what is an insight?
A Penetrating discovery about consumers, their motivations, attitudes or behavior actioned to drive growth

7. Sources of consumer insights
Internal data
Market/consumer/cultural trends
Primary research
Observation
Brainstorming sessions
Secondary data – making new connections

8. Insights are key in a Brand Journey
Ideation
Concept devt
Launch
& Establish
Deepen
connection
Accelerate
& consistent
Mature Keep
Relevant distinctive
Decline?
Volume
Time (years)

9. ….which then results to great brands what makes great brands?

10. Soap
Hand wash
Antiseptic
Cleaning
Hand Sanitizer
etc

11. LIFESTYLE COMMS

12. Q & A