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What the dog saw
 

What the dog saw

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    What the dog saw What the dog saw Presentation Transcript

    • What the Dog Saw
    • Stories
      The Pitchman – Ron Popeil and the conquest of the American Kitchen
    • Nathan Morris, Arnold Morris, SJ Popeil
      Ron Popeil
      First family of the American kitchen
      Product development and marketing were indistinguishable
      Pioneer in taking the secrets of the pitchmen to the TV screen
      RoncoShowtime Rotisserie
    • The way they did it
      Maniacal attention to product detail
      Optimal speed, evenness to the browning
      No market researcher, no advertising agency
      They made the product the star
      Dial O Matic, Veg o Matic, Chop o Matic
    • The Ketchup Conundrum
      Grey had a magic conversion rate
      Sophistication and complex
      aromatics
      Paid more than double
      Jim Wigon
      Build a better ketchup
    • Ketchup
      Early 19th century – Benzoates Vs Vinegar
      Heinz
      Salty, Sweet, Sour, Bitter, Umami
      Amplitude – word sensory experts use to describe flavors that are well blended and balanced
      World’s Best Ketchup Vs Heinz
    • True Colors
      Shirley Polykoff
      Miss Clairol – 1st hair Colour bath
      She wrote legendary copy for the brand
      Does she or doesn’t she
      The closer he gets, the better you look
      If I’ve only one life, let me live it as a blonde
      7 % to 40 % (50’s to the 70’s)
      Women’s lib, the workplace…..
      • Campaigns were a sensation
      • Gave it respectability
    • L’oreal Preference
      Was just 10 cents more
      ‘Because I’m worth it’
      IlonSpecht
      In the 1980’s, surpassed Clairol as the best selling hair color
      Became the slogan for the whole company
      All L’oreal models were blonde, but of a particular type
    • Blonde Periodic Table –
      Bombshell, Sunny, Brassy, Dangerous, Society, Cool
      Between Sunny and Brassy
      Managed to capture the feminist sensibilities of the day in a phrase
      By the mid 90’s, the communication of both had changed
    • What the dog saw
      Cesar Millan – Host of Dog Whisperer on NGC
      Arrives in canine chaos and leave back peace
      Presence
      Students of human movement
      Pay a huge attention to our faces, jaws, hands
      Laban Movement
      Phrasing = Posture + Gesture
      Rhythmic , Timing
    • The art of failure
      Jana Novotna
      Choked Vs Panicked
      Explicit learning Vs Implicit Learning
      After EL, IL takes over
      Under conditions of stress, the Explicit system takes over
      Playing with slow, cautious deliberation
      Choking is loss of instinct
      Choking is about thinking too much
    • The art of failure
      In Panic, you stop thinking
      It causes perceptual narrowing
      It is reversion to instinct
      The graveyard spiral
      JFK Jr Panicked
    • Blow Up
      1986 Challenger; 1956 Three Mile
      0 Rings and Morton Thiokol
      Normal Accident
      Risk Homeostasis
    • Thanks