Good artists copy, great artists steal - A brand's uniqueness vs relevant difference (by Joeri Van den Bergh)

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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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Good artists copy, great artists steal - A brand's uniqueness vs relevant difference (by Joeri Van den Bergh)

  1. 1. //Moonwalk?
  2. 2. //Moonwalk?
  3. 3. //Moonwalk?
  4. 4. //1974: Bowie’s Diamond Dogs Tour - LA
  5. 5. //Followed mime under Etienne Decroux
  6. 6. //Moonwalk?
  7. 7. //Moonwalk?
  8. 8. //Moonwalk?
  9. 9. //Does this remind you of something?
  10. 10. //Dietrich Mateschitz
  11. 11. //Rosser Reeves
  12. 12. //THE U.S.P  Each ad must make a benefit proposition  The proposition must be a unique one  It must be so strong it can move the mass
  13. 13. //THE U.S.P
  14. 14. //THE abU.S.eP
  15. 15. //THE INCREASED U.S.P.EED
  16. 16. //EVEN IN COMMODITY MARKETS…
  17. 17. //TWO OLD U.S.P WAYS OF DIFFERENCE  Augmentation by “more benefit”  Augmentation by “more segments”
  18. 18. //Earring Magic Ken: a new target group…
  19. 19. //5 things to remember not different” “New products are
  20. 20. //AUGMENTATIONIS INNOVATION /
  21. 21. //AUGMENTATIONIS NOTINNOVATION /
  22. 22. //AUGMENTATIONIS IMITATION /
  23. 23. //Evolution of the environment in denim
  24. 24. //Changing environment in denim
  25. 25. //Adaptation to the environment in drinks
  26. 26. //Imovation by stealing from small players
  27. 27. //Imovation by stealing from other industries
  28. 28. //Imovation by stealing from other industries
  29. 29. //Imovation by stealing from yourself
  30. 30. //Reduction in financial services
  31. 31. //Marmite commercial
  32. 32. Uniqueness  by  transforma1on  //Marmite
  33. 33. Uniqueness  by  transforma1on  //Marmite
  34. 34. Uniqueness  by  transforma1on  //Cirque du soleil //Cirque du Soleil
  35. 35. //Early 1820s – Dr Justinus Kerner
  36. 36. //1992 From sausage to BotoxDr.  Jean  Carruthers   Botulinum  Toxin  
  37. 37. //SERENDIPITY /
  38. 38. //Dr Martens
  39. 39. //Dr Martens
  40. 40. //Dr Martens
  41. 41. //Dr Martens
  42. 42. //To feel the changes in the environment
  43. 43. //I’m not saying our research is trash BUT…-  Bottom-up text mining in nethnographic research & online ethnographic blogs-  Consumer research communities
  44. 44. //Sharing the MOMENT, but not the PINT
  45. 45. //Unique Identifier Index “Unique” 46% 23% 12%
  46. 46. //Distinctive brand assets
  47. 47. //Read: The Conversation Manager
  48. 48. //The Axe Effect
  49. 49. //The Axe Effect
  50. 50. //The Axe Effect
  51. 51. //Scientific Proof of The Axe Effect
  52. 52. //5 things to things to remember //STOP: 5 remember
  53. 53. //5 things to steal from me?  A bright idea copied AND adapted beats another meaningless augmentation  Focus on your strenghts, not your weaknesses  Follow less predictable routes than augmentation, they commoditize your category  Differentiation is a way of thinking: 4 ways of uniqueness: reduction, polarization, transformation and serendipity  Marketers should really be the human factor in business = commit to engage with consumers
  54. 54. //Want more? Publishing 3 Feb
  55. 55. //And: If you don’t like reading books… We also do storytelling … invoiced as ‘market research & advice’ THANKS FOR YOUR ATTENTION & $$$ ! @joeri_InSites joeri@insites.beVisual  art  by  Hannes  Willaert  –  Cookie  Collec1ve.  Thanxx  man!  

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