The second Friday of PANA Brand Academy gets down to the essentials of marketing with a discussion on insights.

Insight, the act or result of apprehending the inner nature of things or of seeing intuitively as defined in Merriam-Webster, “is not a fact but rather an understanding that comes from beneath the surface, ” says Leo Burnett Manila head of planning Joy Santos in her lecture on insight-driven marketing.

The late Phil Dusenberry of BBDO, famous for his Pepsi campaigns, wrote a book that has for its title, “One Great Insight is Worth a Thousand Good Ideas”.

Sure enough, the first thing Tey San Diego, chief operations officer and co-founder of Seven A.D., looks for in a creative brief is the insight.

With over 20 years of experience in writing creative briefs, she underscores the need for choosing the right words and conciseness in her talk on creative brief writing – it has to inspire because it’s the first step in the creative process.

Day two also covers the topic of branding by RadManila Communications Inc. CEO Gigi Tibi and product design based on consumer insight by Procter & Gamble country marketing manager Lester Estrada.

Looking beneath the surface seems to be the order of the day, for the discussions compel marketers to reflect on the relevance of what their brands offer consumers.

Ms. Tibi says, “Branding is not just about saying the right things, because even if one has all the right messages, if it does not stand out, it is an utter waste of resources as it will only pass consumers by. Ultimately, branding is about building great consumer experiences.”

This coming Friday, PANA Brand Academy features the Advertising Code of Ethics, Media Planning, Digital Marketing and Mobile Marketing.

The third Friday of PANA Brand Academy is this July 10. Check back on this website to confirm the date of day four of the PANA Brand Academy.

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