John Bartle - Dare Session

Dare SessionDare Session

66thth March 2007 March 2007

• BrandingBranding

• Today’s issuesToday’s issues

• Some learningsSome learnings

Preference : Food ProductPreference : Food Product

51%67%

49%33%

BLINDBLIND NAMEDNAMED

Brand ABrand A

Brand BBrand B

SHAMPOOSHAMPOO

BLIND %BLIND % BRANDED %BRANDED %

Prefer A for gentlenessPrefer A for gentleness 2020 5252

Prefer BPrefer B 5252 2424

No preferenceNo preference 2828 2424

DIET COLASDIET COLAS

BLIND %BLIND % BRANDED %BRANDED %

Prefer Diet PepsiPrefer Diet Pepsi 5151 2323

Prefer Diet CokePrefer Diet Coke 4444 6565

Equal/Don’t knowEqual/Don’t know 55 1212

Perception Perception ISIS RealityReality

Total Total impressionimpression

MeMe

NameName

UsersUsers

SponsorshipSponsorshipAdvertisingAdvertising

Parent CompanyParent Company Distribution/displayDistribution/display

PricePrice HistoryHistory

CompetitorsCompetitors FunctionFunction

PackPack PRPR

Other ProductsOther Products Word-of-mouthWord-of-mouth

CategoryCategory PromotionsPromotions

Brand selection

Delivery

Functional attributes

Rational, overt reasoning

Symbolic Values

Emotional, covert reasoning

Positioning

Personality&

Brand proposition

Brands Provide:Brands Provide:

• Protection from CompetitionProtection from Competition• Protection to MarginsProtection to Margins }} Security & StabilitySecurity & Stability

Brands Provide:Brands Provide:

• Protection from CompetitionProtection from Competition• Protection to MarginsProtection to Margins

• What Consumers needWhat Consumers need• What Consumers wantWhat Consumers want

}} Security & StabilitySecurity & Stability

}} Ease & SatisfactionEase & Satisfaction

Brands Provide:Brands Provide:

• Protection from CompetitionProtection from Competition• Protection to MarginsProtection to Margins

• What Consumers needWhat Consumers need• What Consumers wantWhat Consumers want

• CertaintyCertainty

}} Security & StabilitySecurity & Stability

}} Ease & SatisfactionEase & Satisfaction

BUT …BUT …

• NO BRAND IS AN ISLANDNO BRAND IS AN ISLAND

• PEOPLE FORGETPEOPLE FORGET

Today’s issuesToday’s issues

• Digital and BrandingDigital and Branding

• Organising for digitalOrganising for digital

• Making moneyMaking money

• ‘‘Purer’ marketingPurer’ marketing– ConsumersConsumers– Word of mouthWord of mouth

• ImplicationsImplications– Corporate social responsibilityCorporate social responsibility– Planning developmentPlanning development– Media neutralityMedia neutrality– IntegrationIntegration– The end of ‘The Line’The end of ‘The Line’

Some things I’ve learned on the way1. It’s very easy to start an Agency…then it gets difficult

2. To control your own destiny, first you need a destiny

3. All things to all men can end up as nothing to anybody

4. All points of view are equal…even if people aren’t

5. Bad advertising works…but you don’t have to do it

6. “Client service” is what clients need not what they want

7. Good is the enemy of great

8. Actions speak (much) louder than words

9. Quality control is vital…and gets more so

10. “Nice and talented” is vital…but not enough

11. Out of balance you’ll topple over

12. Change is essential…in moderation and well planned

13. Because it hasn’t been done doesn’t mean it can’t be

14. The main enemies of progress start with a “c”…and not one of them is “clients”

15. We should heed the advice we give to clients