2. What makes brand strategy?
(Category truth)
(Root strength)

3. From consumer insight to product  Product to brand

4. Example: Omo
Category truth: clear, shine, soap
Root strength: professional scientist & high technology
Competition’s brand (Tide): Tide help mom wash clothes in the best way, make clothes the clearest, the whitest.
Insight: I want my kids to freely develop without any concern
Brand strategy: Mom can let her kid freely develop themselves by enjoying discover everything around, Mom no need
to concern about dirty clothes because Omo will do it for Mom.
Big Idea: Dirt is good

5. CREATIVE BRIEF
a creative brief is the outlined instructions for
work to be done by the agency's creative team
It’s a document that gives adequate information to come up with strategic direction.
1. Background Analysis – Our competitors?
What are they doing? What have we done so
far? What is our brand essence…
2. Target audience – Who are we talking to?
How to talk in their language?
3. Desired outcomes – What do we achieve
after the campaign?
4. Reasons to believe, Rules + Tone and
Mood, Deliverables and timing + Budget
TO MAKE IT A GOOD CREATIVE BRIEF
1. Really clear our situation: who we
are, what we stand for, what is
the key differences between us
and the competitors?
2. Know the problem and the
desired outcome. For example:
drop sales  sales increased by
5% after campaign…
3. The big insight of the brand 
areas to develop deeper.