Sparking Brand Reappraisal

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We looked at what enables brands to shift the conversation with consumers. We codified are observations across several categories.

Text of Sparking Brand Reappraisal

  • 1. SPARKING BRAND REAPPRAISAL JOHN W. MANLEY PARTNER, EXECUTIVE GROUP PLANNING DIRECTOR OGILVY CHICAGO MAY 15, 2014
  • 2. To change ourselves eectively, we rst have to change our perceptions. Stephen R. Covey
  • 3. We studied the psychology of reappraisal how to get people to overcome deeply entrenched perceptions.
  • 4. There are four principles that guide human behavior Robert Cialdini, Psychology of Persuasion Communicate reciprocity Admit fault Show commitment & consistency Establish authority
  • 5. Behaviors are surprisingly similar when it comes to brands
  • 6. We looked at several examples of brands known for forcing reappraisal
  • 7. These brands not only forced reappraisal in their respective categories, but in the culture at large
  • 8. We observed three distinct approaches
  • 9. 1. Identify an issue 2. State the evidence 3. Take a stand 1. Listen to people 2. Admit a fault 3. Respond to it DISARMINGLY INSIGHTFUL RADICAL HONESTY UNEXPECTED BRAVADO 1. Remember their origin 2. Turn weakness into strength 3. Rally around it
  • 10. TRANSPARENT PIZZA DOMINOS SETS UP A CRISIS, THEN MANAGES IT
  • 11. CLEANING UP AN IMAGE SPILL COMMITTING INSTEAD OF RUNNING FROM THE DISASTER AFTER THE DISASTER
  • 12. WE ARE MORE BEAUTIFUL THAN WE THINK DOVE CONTINUES TO HIGHLIGHT OUR DISSATISFACTION WITH OURSELVES
  • 13. A TURNAROUND STORY CHRYSLER RECLAIMS DETROIT WITH PRIDE
  • 14. EXPERIENCE IS EVERYTHING OLD SPICE JAMS A STICK IN THE SPOKE OF AXES FAST MOVING WHEELS
  • 15. HATE SOMETHING HONDA GOES RIGHT AT WHAT PEOPLE THINK OF WHEN THEY THINK DIESEL