The old rule was:
Create safe, ordinary
products and combine
The new rule is:
Create truly innovative
products, and build the
marketing right into it
❉ Today being acceptable is the most dangerous marketing position
❉ It is time to break down the walls between product and messaging,
and make both tell the same story
❉ It is time to bake in the marketing into the product. Mix
the product innovation with the marketing innovation
❉ The stuff we notice is the stuff we tend to buy
❉ The stuff we notice is the stuff that feeds peer-to-peer promotion
❉ Innovative product and marketing design creates new markets, instead of
reaching old markets
10 WAYS TO BLEND THE PRODUCT
AND THE MARKETING
(and be remarkable enough to be talked about)
Use digital to redefine the way
customers experience your
product or service
[ Uglydolls, The opposite of cute, Specialty Toy of the Year 2006]
Designed to be the opposite of the norm
[ Designer dresses for rent, not for sale]
Challenge consumer conventions
[ Frutels; chocolates against acné ]
Be remarkable by putting expectations upside down
[ MINI: while all brands were going big, male, powerful and very SUV…]
Do exactly the opposite as the industry
[ Nike Free: a running shoe that oﬀers bare foot running experience,
while the en,re market is dominated by ‘giving more grip’, and reduce chance on injury]
Do exactly the opposite as you did before
[ Innocent: the Big Knit: charity to support poor eldery in the UK during winter ,me, by selling
their kniNed hats on top op smoothie boNles ]
Make an ad-on
[ Boxed water]
Use the product (packaging) as a story book
[ Brompton folding bikes ]
Let every use be a promotional product demonstration
[ Made‐by is a label for ethical and sustainable fashion
that allows clients to do ‘fair‐tracing’: track and trace the en,re product lifecycle of their clothes]
Make the total product story transparent
[ Kuyichi jackets made from PET ﬁbers]
Show-off the story in the design and presentation
[ Alain de BoNon’s book ‘A Week at the airport’ is wriNen during ‘a week on the airport’.
His wri,ng appeared live on a big screen]
Open the production process for people to observe
[ Sun Chips: ﬁrst chips baked by the sun and packed in packaging that decomposes by sunlight ]
Turn production story into the brand and turn the brand
into production story
❉ Can we drastically improve or redefine the product experience
with the power of digital?
❉ Can we create a distinctive story by embracing a much broader design perspective?
❉ Can we get in the spotlight by a totally new way to sell our product or service?
❉ Can we build a more intimate relation with our consumers
by involving them in the design process?
❉ Can we be the talk of the town by being attractively good for society?
❉ Can we be talk of the town by being perfectly wrong?
❉ Can our product do the talking by carrying the story in a fresh way?
❉ Can we stand-out by being the extremist of the category?
❉ Can we stand-out by throwing things away? Erasing things? Destroy things?
❉ Can we be remarkable by making the invisible visible?
Remember great products use advertising as a display
And boring products use advertising as a smokescreen.
The more exciting the innovation, the more transparent the
THANKS FOR YOUR
Inspired by and stolen from:
❉ Alex Bogusky & John Winsor: Baked In, ‘creating products and business that market themselves’
❉ Tom Himpe: The conversation starts from within
❉ Trendwatching.com, the 2010 Trendreport
Assembled and arranged by Stefaan Vandist, strategic planner,
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