1. Outstanding Creative

2. Three steps Key Consumer Insight (KCI) Key Brand Benefit (KBB)
Creative Leap (CL)
KCI + KBB + CL = outstanding creative

3. What is a Consumer Insight
Reason why  Behavior
Typical Marketplace behaviors
Purchase / Use / Consume
Ignore
Avoid
Recommend
Disparage
Idolize

4. What is a consumer insight
Reason why – motivators
Motivators
Low level (secondary)
High level (primary)
Consumer Insight – high level motivators of behavior
Key Consumer Insight (KCI) – the primary motivator which influences behavior the most

5. Typical Low Level Motivators
“The product is inexpensive”
“The product is available close by”
“The quality is very good”
“I like it”
“No other product works as well”

6. High Level Motivators of Behavior
“What does that do for you?”
“The product is inexpensive”
“It validates my self-image as being a “value conscious” person”
“The product is available close by”
“Spending time with my family makes me feel like a successful parent”
“The quality is very good”
“I only want the best in life as I am worth it”
“I like it”
“Others envy me. I become the center of attention”
“No other product works as well”
“I am the best and I want to have the best”

7. Steps in unearthing the KCI
Put a face on your target audience
Demographics are not enough
Psychographics required
“A day in the life of Mr. Jones”
How do you do it?
Qualitative research methods (focus groups, in-depth interviews, ethnography)
Research Techniques (Laddering, Projective techniques)

8. Laddering Example 1 Interviewer: “Why do you wear a Tiffany bracelet?”
Subject: “I love Tiffany’s jewelry”
Interviewer: “Why do you love Tiffany’s jewelry?”
Subject: “It is so refined, elegant and delicate”
Interviewer: “Why is that important to you?”
Subject: “When I wear it, I feel refined, elegant and delicate”
Interviewer: “what does that do for you?”
Subject: “I feel very attractive”
Interviewer: “How do you know that?”
Subject: “I have seen my husband looking at me that certain way”
KCI: Subject wears Tiffany’s as she values her partner’s feelings for her.
Tiffany’s – the key to your partner’s heart.

9. Laddering Example 2 Interviewer: “Why do you wear a Tiffany bracelet?”
Subject: “I love Tiffany’s jewelry”
Interviewer: “Why do you love Tiffany’s jewelry?”
Subject: “It is so refined, elegant and delicate”
Interviewer: “Why is that important to you?”
Subject: “When I wear it, I feel refined, elegant and delicate”
Interviewer: “what does that do for you?”
Subject: “I feel very attractive”
Interviewer: “How do you know that?”
Subject: “Every time I wear it I notice admiring glances from men. I feel very flirty”
KCI: Subject wears Tiffanys as she loves the idea of harmless flirting
Tiffanys – Its okay to be wicked!

10. Laddering Example 3 Interviewer: “Why do you wear a Tiffany bracelet?”
Subject: “I love Tiffany’s jewelry”
Interviewer: “Why do you love Tiffany’s jewelry?”
Subject: “It is so refined, elegant and delicate”
Interviewer: “Why is that important to you?”
Subject: “When I wear it, I feel unique, very different from the masses”
Interviewer: “what does that do for you?
Subject: “It reinforces my self-worth”
Interviewer: “How do you know that?”
Subject: “Every time I wear it I am very self-assured and confident in my abilities”
KCI: Subject wears Tiffanys as it reinforces her high beliefs about herself
Tiffanys – one of a kind!

11. Projective Technique “I love Mauritius because______”
Answer: “___ I can surf, swim, sunbathe, hike, camp out in the rain forest, eat great food, relax, energize, hit the casino and a million other things in a place smaller than the palm of my hand”
Key Consumer Insight: Mauritius: bursting at seams with things to do in spite of being so small a place
Ad baseline: Mauritius: 99% fun, 1% land

12. How do you know you have the KCI
Step1
Identify all high level motivators through laddering from various subjects
Identify all unusual / unexpected responses
Make sure the consumer benefit expressed is emotional / self-expressive
Step 2
Quantitative survey questions e.g. How likely would you be to buy a Tiffany’s bracelet if (scale 1 – 5):
You were to get admiring glances from men
Your partner were to make you feel very special
You were to feel very confident in your abilities

13. Key Brand Benefit (KBB)
What are the brand’s features and corresponding benefits
What are the key benefits
The USP
What if there are no key benefits?
Can you create one?

14. Outstanding Creative Match the KBB with the KCI
This is the creative process
No creative leap – just an ad on strategy
Creative leap – outstanding ad on strategy

15. The VW in the 60s
KCI: Subject drives the VW because it makes an anti-establishment statement
KBB: VW’s smallness
KBB + KCI  Drive a small, utilitarian car as a rebel statement
KBB + KCI + CL  “Think Small”; “Lemon”, etc.

16. Ceasefire (1980s)
KCI  “Fires don’t happen to me, they happen to somebody else, like my neighbor”
KBB  portable, lightweight fire extinguisher
KCI + KBB  Fires can happen to you. Keep Ceasefire in your kitchen
KCI + KBB + CL  “Your neighbor said that”

17. ICICI Bank (1990s)
KCI  “At the slightest signs of trouble my bankers bail on me”
KBB  structured to be more resilient than most banks
KBB + KCI  “Partnership Banking”
KBB + KCI + CL  “We’re with you for the long haul”