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OIIC Benetton

This document discusses strategies for the Benetton clothing brand to stand out from competitors. It identifies that while there are many retail clothing businesses, Benetton lacks excitement and shock value to attract customers. The opportunity is to bring out shock and create excitement around the brand by making it bold and controversial. The challenge is to make Benetton the most standout fashion brand in the world by provoking controversy through campaigns that show real issues.

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JakaPutranto
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327 views1 page

OIIC Benetton

This document discusses strategies for the Benetton clothing brand to stand out from competitors. It identifies that while there are many retail clothing businesses, Benetton lacks excitement and shock value to attract customers. The opportunity is to bring out shock and create excitement around the brand by making it bold and controversial. The challenge is to make Benetton the most standout fashion brand in the world by provoking controversy through campaigns that show real issues.

Uploaded by

JakaPutranto
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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WHAT: Benetton OBI: provoking the controversy equilibrium

EQUITIES: WHO: OWE: BRAND CHARACTER:


(the fundamentals)
Radical, bold, deviate,
Young m/f, international controversial
irrevent
colorful
OBJECTIVE: to make Benetton stands out from all the competitors
(the reason we are
communicating)

ISSUE:
(what’s consumer barrier) There are millions of retail clothing businesses in the world offering a product that are not so
different; the problem is how can Benetton stands out?

INSIGHT: 1. Benetton is to plain and simple


(what’s the consumer truth)
2. There is no other excitement in the brand other than color
3. What is shocking about Benetton that makes me want to buy?

OPPORTUNITY: Bring out the shock from Benetton and create excitement around the brand. Benetton is not
(the opportunity for the brand in
light of the insight) plain and is not common

CHALLENGE: To make Benetton the world’s most stand out fashion brand in the world
(what the Idea needs to do to
overcome the issue)

WAYS IN: 1. Seeing real issues eye to eye


(some thought starters) 2. Provoking the controversy
3.

PLANNER SGAD CD:

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