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Unformatted text preview: 3 words. Simple=Good. If it smells like an ad it stinks like an ad. No one wants to be advertised to. Brand Promise: What we strive for in our brands. What youre getting from a brand. Power of the idea: Magic is in the product but we need to tell the truth. Truth: only becomes truth when someone believes you. Persuasion: Understanding what is important to your consumer. Brand Insight: VW is good in snow. + Consumer Insight: Unique. Understand the consumer point of view about the peace core? What do people who joined the peace core think about it? 10 bullet points from college seniors. Emotionally and rationally what do people think about the peace core. Students that youve talked to about their point of view on the peace core....
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- Spring '08