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Since the 1960s marketers have been aspiring to differentiate their brands from competitors. But as a perverse effect they've turned out to be just like everyone else. Consumers today are more sceptical of new products than ever. More than 6 out of 10 think they are not really different. How can brands stay meaningful for their not so easily wowed target groups?
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//Moonwalk?
//Moonwalk?
//Moonwalk?
//1974: Bowie’s Diamond Dogs Tour - LA
//Followed mime under Etienne Decroux
//Moonwalk?
//Moonwalk?
//Moonwalk?
//Does this remind you of something?
//Dietrich Mateschitz
//Rosser Reeves
//THE U.S.P
① Each ad must make a benefit proposition ② The proposition must be a unique one ③ It must be so strong it can move the mass
//THE U.S.P
//THE abU.S.eP
//THE INCREASED U.S.P.EED
//EVEN IN COMMODITY MARKETS…
//TWO OLD U.S.P WAYS OF DIFFERENCE
① Augmentation by “more benefit”
② Augmentation by “more segments”
//Earring Magic Ken: a new target group…
//5 things to remember “New products are not different”
//AUGMENTATION / IS INNOVATION
//AUGMENTATION
/ IS NOT INNOVATION
//AUGMENTATION / IS IMITATION
//Evolution of the environment in denim
//Changing environment in denim
//Adaptation to the environment in drinks
//Imovation by stealing from small players
//Imovation by stealing from other industries
//Imovation by stealing from other industries
//Imovation by stealing from yourself
//Reduction in financial services
//Marmite commercial
Uniqueness by transforma1on //Marmite
Uniqueness by transforma1on //Marmite
Uniqueness by transforma1on //Cirque du soleil //Cirque du Soleil
//Early 1820s – Dr Justinus Kerner
//SERENDIPITY /
//Dr Martens
//Dr Martens
//Dr Martens
//Dr Martens
//To feel the changes in the environment
//I’m not saying our research is trash BUT…
- Bottom-up text mining in nethnographic research & online ethnographic blogs - Ex. Epilepsy => Pregancy
- Consumer research communities - Ex. Ben & Jerry’s
//Sharing the MOMENT, but not the PINT
//Unique Identifier Index
“Unique” 46% 23% 12%
//Distinctive brand assets
//Read: The Conversation Manager
//The Axe Effect
//The Axe Effect
//The Axe Effect
//Scientific Proof of The Axe Effect
//5 things to remember //STOP: 5 things to remember
//5 things to steal from me?
① A bright idea copied AND adapted beats another meaningless augmentation
② Focus on your strenghts, not your weaknesses ③ Follow less predictable routes than augmentation, they
commoditize your category ④ Differentiation is a way of thinking: 4 ways of
uniqueness: reduction, polarization, transformation and serendipity
⑤ Marketers should really be the human factor in business = commit to engage with consumers
//Want more? Publishing 3 Feb
www.howcoolbrandsstayhot.com for launch, blog, etc.
//And: If you don’t like reading books…
We also do storytelling … invoiced as ‘market research & advice’
THANKS FOR YOUR ATTENTION & $$$ !
@joeri_InSites [email protected]
Visual art by Hannes Willaert – Cookie Collec1ve. Thanxx man!
