[How to create great ideas]_RMIT_Marketing Challengers 2012

THE ART OF CREATING GREAT IDEAS

DUNG NGUYEN – BUSINESS DIRECTOR, AIIM [email protected]

FOR

BASED ON CONTENT OF“DIGITAL STRATEGIC PLANNING” COURSES

• http://aiim.edu.vn/khoa-hoc/digital-strategic-planning/

THE ART OF CREATING GREAT IDEAS- BE LIKE DARK KNIGHT

WHO IS YOUR FAVOURITE HERO?

WHAT MAKES BATMAN SO SPECIAL?

THIS IS HIS CITY – GOTHAM CITY

ALWAYS THREATENED BY DEVILS

AND THE WORST THING IS

PEOPLE LOST THEIR TRUST IN JUSTICE

HE IS NOT SUPERMAN TO DO INCREDIBLE THINGS

SO HE HAS TO BECOME SOMETHING

EVEN GREATER THAN A HERO

A SYMBOL OF JUSTICE

Q: “IF YOU ARE JUSTICE, WHY HIDE YOURSELF AFTER A MASK?”

“IT ISN’T ABOUT ME. THIS MASK IS A SYMBOL. BEHIND THIS MASK, IT CAN BE ANY ONE”

BIG IDEA:

BATMAN CAN BE ANY ONE

COMMUNICATION PROPOSITION:

JUSTICE IS AMONG US, WITHIN US

RECAP

THE BRIEF:RESTORE JUSTICE & PEACE IN GOTHAM CITY

THE CHALLENGE:GOTHAM IS ALWAYS THREATENED BY DEVILS, STRONGER & STRONGER DEVIL

THE INSIGHT:IF WE CAN MAKE PEOPLE BELIEVE IN JUSTICE,

WE WILL NEVER HAVE TO FIGHT ALONE.

BIG IDEA:

CREATE A SYMBOL, A LEGEND THAT INSPIRES EVERY ONE TO BELIEVE & FIGHT FOR JUSTICE

WHAT IS THE CHALLENGES PREVENTSOME (MORE) OF YOU TO “BE LIKE DARK KNIGHT” ?

THE LAZINESS – IN THINKING

LACK OF PREPARATION, THINKING, TRYING

THE EXECUTION-FOCUSED MIND

SO HERE IS THE “HOW-TO” GUIDE TO CREATE BREAK-THROUGH COMMUNICATION IDEAS

AN EASY GUIDE

A B C D

ABC-D RULE

AbcaBcabC

A - ATTENTION

WE ARE SURROUNDED BY ADS EVERYDAY

NORMAL PEOPLE RECEIVE 3,000 ADS MESSAGE PER DAY

“Nobody reads advertising. People read what they want to read and sometimes it’s an ad” – Howard Luck Gossage

WE MUST GRAP ATTENTION !!!

“You are IRRESITABLE, or INVISIBLE, just one.” – Seth Godin

THE RIGHT WAY TO GRAP ATTETION

ATTENTION• BENEFIT

• CLEAR

THE RIGHT WAY TO GRAP ATTETION

ATTENTION • BENEFIT• WIIFM?

• CLEAR• SINGLE-MINDED

SO, F*CK THIS ONE

THE TRUE ATTENTION

“PAY IT FORWARD”

REAL MEANING OF GO VIRAL

B - BRAND

BRAND MUST ALWAYS BE AT THE HEART OF

CAMPAIGN/COMMUNICATION ACTIVITIES

THE RIGHT WAY TO INJECT BRAND TO CAMPAIGN

BRAND• CORE

• AMBASSADOR

THE RIGHT WAY TO INJECT BRAND TO CAMPAIGN

BRAND• CORE• BRAND DNA

• AMBASSADOR• GET TALKING ABOUT

UNDERSTAND YOUR BRAND’S DNA

AND CREATE THE IDEA WHERE YOU BRAND CAN SHINE !!!

DON’T BE “LẠC QUẺ/VÔ DUYÊN “

HOW TO FIND BRAND’S DNA?

MAGIC FORMULA

“[BRAND]believes the world

would be a better place if …”

ASK OGILVY

HOW TO GENERATE IDEAS

HOW TO CREATE BRAND AMBASSADOR?

BY UNDERSTANDING “A BRAND IS NOT FOR EVERYONE”

FIND THOSE YOU SHARE SAME CORE VALUES

STATE A MISSION

JUST DO IT

C - CHANGE

THE GREAT COMMUNICATION CHANGE THE THINKING/ATTITUDE

“BEGIN WITH THE END IN MIND”

CHANGE• BEFORE• THE CHALLENGE

• AFTER• THE RESULT

ADDRESS THE CHALLENGE

DIGGING THE INSIGHTS

CHANGE IT THROUGH COMMUNICATION !!!

YEAH, BUT HOW ABOUT “D” …

RELAX, IT’S ME :P

Let me know if I can help

• NGUYỄN VIỆT DŨNG• Business Director, AiiM• [email protected]• 093 902 1508• Download slide here:• www.Slideshare.net/aiimeducation

BRIEF INTRODUCTION

Community management

Head of Client Services

Head of Strategic Planning

AND DIGITAL IS THE BEST FRIEND OF GREAT IDEAS

How Much Has The Internet Really Changed? A Thought

Martin Weigel – Head of Planning/ W+K Amsterdam

RECAP

• ATTENTION:– BENEFIT– CLEAR

• BRAND– CORE (BRAND DNA)– AMBASSADOR

• CHANGE:– AFTER:– BEFORE:

• DIGITAL:– ASK @[email protected]

MARKETER vs ADVERTISER

THINK CONSUMER THINK HUMAN

LIKE MARKETING, LOVE ADVERTISING?

Download slide:www.slideshare.net/aiimeducation

More info:[email protected]

www.aiim.edu.vn

THANK YOU FOR LISTENING