Updated: May 25, 2020
*If you're a religious person do not read any further*
As a kid I used to like Physics because I saw physics everywhere - walking, talking, playing cricket, in fact especially while playing cricket. My inclinations have since changed to FMCG marketing. I see it everywhere and here is a fun example of a marketing concept
Insight : Humans suffer from The Narrative fallacy. It helps them make sense, and store an incredible amount of information.
Tension : Humans are not aware of what happens before birth and what is going to happen after death. These missing pieces in the narrative of existence cause fear of the unknown, especially when they are aware that death and birth are equally inevitable.
Benefit : Introducing Religion. You don't need to be scared of death because there is life after death,the quality of which is determined by your compliance to the religion.
RTB: Religion has been created by God who is omnipotent, omniscient and omnipresent.
Payoff: Now you don't need to fear death because following the religion will ensure you have a happy life after death.
So, this is how a Brand concept is written. To know more about brand frameworks click here