Marketing Movement Challenges Status Quo

THE ANTI WIND-TUNNEL MARKETING MOVEMENT!

FLOW THE PROVOCATION SOME EXAMPLES POSSIBLE REASONS WHY TEN EARLY SOLUTIONS

‘ STAR IN A REASONABLY PRICED CAR’

THE PROVOCATION HERE IS THAT WE HAVE DONE EXACTLY THE SAME TO OUR INDUSTRY

THE PROVOCATION WE TALK DIFFERENTIATION

THE PROVOCATION WE TALK DIFFERENTIATION i BUT PRODUCE SAMENESS

BECAUSE OF TWO RELATED REASONS 1. WE ALL FOLLOW THE SAME PROCESS – ONE THAT STARTS WITH CONSUMER INSIGHT AND ENDS WITH CONSUMER VALIDATION 2. WE HAVE FORGOTTEN TO ASK THE KEY QUESTION ‘IS IT DIFFERENT?’

AND THE PROFESSIONALISATION OF MARKETING

HAS LED TO CODIFICATION OF ‘BEST PRACTICE’

CONSUMER GROUPS – INSIGHT DISCOVERY STRATEGIC & CREATIVE DEVELOPMENT CONSUMER GROUPS – CREATIVE TESTING CONSUMER SURVEY – CREATIVE TESTING AND ONE MODEL OF CREATIVE DEVELOPMENT

WE NOW INHABIT A WORLD IN WHICH MOST BRANDS, IN MOST CATEGORIES, APPROACH MOST PROBLEMS BY ASKING THE SAME PEOPLE THE SAME QUESTIONS IN THE SAME WAY

THE KEY ELEMENTS OF BRAND COMMUNICATION TRUE DIFFERENT RELEVANT

THE CURRENT ‘BEST PRACTICE’ FOCUS TRUE DIFFERENT RELEVANT

U BY KOTEX KIA TESCO MOBILE DAGENS INDUSTRI

IT ALL SEEMS TO MAKE SUCH GOOD SENSE

LEADS TO A NATURAL FOCUS ON CONSUMER UNDERSTANDING USP ESP

AFTER ALL, ISN’T MARKETING ALL ABOUT…

“ Satisfying the wants, needs and desires of consumers”

SO OBVIOUSLY THE HOLY GRAIL IS A BREAKTHROUGH ‘CONSUMER INSIGHT’

[object Object],[object Object]

TRYING TO DIFFERENTIATE IN THIS PROCESS FEELS LIKE YOU’RE DANCING ON A PIN HEAD

WHICH ISN’T REALLY DIFFERENTIATION AT ALL

BECAUSE WE ARE ONLY FOCUSING ON ONE PART OF THE EQUATION TRUE DIFFERENT RELEVANT

BUT DOES ANY OF THIS MATTER BUSINESS WISE?

INTERESTING THE BRANDS WE ALL USE AS REFERENCE POINTS IN PRESENTATIONS

ALL EXHIBIT A COMMON CHARACTERISTIC: BRAND LEADERSHIP RATHER THAN JUST CONSUMER FOLLOWERSHIP

SOLUTION 1: A COMMITMENT TO INSIGHT FROM MULTIPLE SOURCES?

? Brand Insight Communications Insight Consumer Insight Category Insight Product Insight

INSIGHT BASED THINKING – BUT NOT SOLELY CONSUMER INSIGHT BASED

SOLUTION 2: ESPECIALLY BRAND INSIGHT?

“ What is the single most important part of the marketing mix that is essential to ensure a better chance of success in the marketplace? … it is ownership of a point of view” Siddarth Banerjee – Regional Marketing Director, Category Development Unilever Asia Marketing Magazine 2010 These are his personal views and may not represent those of his organisation

CONVENTION BRANDS VS CONVICTION BRANDS

“ The few brands that are growing in worth are not just differentiated, but highly energised – they have ‘Energised differentiation’… they are characterised by: Vision Innovation Dynamism” John Gerzema & Ed Lebar ‘ The Brand Bubble’

SOLUTION 3: MAKE ‘IS IT DIFFERENT ’ THE FIRST QUESTION IN EVERYTHING WE DO?

LET’S HIGHLIGHT A DIFFERENT ELEMENT TRUE DIFFERENT RELEVANT

SOLUTION 4: RECOGNISE THAT NOT ALL CONSUMERS ARE CREATED EQUAL?

“ Followers are cheaper but less valuable” Jim Carroll BBH London

SOLUTION 5: TEST IN THE MARKET, NOT THE TEST TUBE?

Top Bottom 3% 5% 15% 30% 50% 30% 15% 5% 3% Persuasion Credibility New News Brand Appeal Brand Difference Action Standards:   Achieved?:  Relevance 50%  50%  50% 50%  50%  Top Bottom Enjoyment Branding Active Engagement 3% 5% 15% 30% 50% 30% 15% 5% 3% Parent Brand Full Brand Name 50%  

GAMERS AND RETAILERS DO IT SO WHY CAN’T WE?

AND WHAT HAPPENED TO THE REGIONAL TEST MARKET?

SOLUTION 6: LOOK TO THE FUTURE, NOT THE PAST

THE 40/70 RULE ‘ Don’t take action if you only have enough information to give you less than 40% chance of being right. But don’t wait until you have enough facts to be 100% sure, because by then it is almost always too late. Once the information is in the 40 to 70 range , go with your gut.’ Gen (Ret) Colin Powell, Secretary of State

SOLUTION 8: VALUE INEXPERIENCE AS MUCH AS EXPERIENCE?

“ I know you’ve got experience in the baked goods and bread category .. but do you have any in sliced bread?” Account Man at interview with potential new boss (New York Circa 1972 )

SOLUTION 9: PUT JUDGEMENT BACK INTO THE JOB SPEC ?

“ I love this work. It’s on brief, on brand and really engaging. Let’s move straight to research.” Client - Anon

SOLUTION 10: RE-STRUCTURE THE CORPORATION?

SINGLE BRAND COMPANIES MULTI-BRAND CORPORATIONS VS.

MITCHELL & WEBB IS ADVERTISING SEXIST?

Marketing Movement Challenges Status Quo

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