What Is An Insight? Example Dos Equis

What is the difference between an insight and observation? I look at three campaigns from Dos Equis, Hinge and Cheetos to show the difference between the two.

This is a snippet from the Strategy Finishing School.

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Timestamps
0:00:00 - Intro
0:00:10 - Examples of insights - Dos Equis
0:00:25 - Strategy behind The Most Interesting Man in the World
0:00:30 - What is an Insight?
0:01:08 - How to find an Insight?
0:01:25 - Example of an insight
0:01:47 - Definition of an insight
0:02:00 - Definition of an insight - example Dos Equis
0:02:10 - Single Minded Proposition
0:02:18 - Examples of Insights

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ABOUT ME: I’m Julian Cole, a strategy trainer at the Strategy Finishing School. I’m also a strategy consultant to leading brands like Uber, Disney, Facebook, Apple and Snap. Previously I was head of comms planning at BBH and BBDO New York where my team and I won over 100+ creative and strategy awards.

WEBSITE: https://strategyfinishingschool.com/