Facts are not insights.
Facts are democratic; insights are autocratic. Facts are out there for anyone to possess; insights, when used right, belong to only one owner. And even more important, they can define a brand.
Great insights start with the simplest of truths and clearest of facts.
Creating an insight is taking a fact and making it relevant to the person to whom you’re speaking. Insights are facts made a whole lot more interesting.
Let’s illustrate this discussion using Michael Jordan, the greatest spokesperson any brand has ever had (except for Hanes. Not authentic. MJ with Kevin Bacon? Cuba Gooding? Who’s next, David Hasselhoff? We’ll talk about that another time).
Watching MJ perform was always awesome. Riveting. Made you want to stop whatever you were doing and watch. That’s a fact.
The insight that Nike derived from that fact was that when Michael drove the lane and put up a shot, since you never knew what ridiculously original and creative thing he would do on the way, the world pretty much came to a halt. From this insight, Nike created Frozen Moments, a beautiful dramatization of that thought.
A powerfully insightful ad and a compelling visual articulation of why MJ was so damn great. More on this topic to come.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment