One Simple Thought by Chris Colbert of Holland-Mark

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We live in a complex world. In our attempts to manage this complexity we subconciously look for ways to reduce all of the things we interact with down to a single, defining attribute. Holland-Mark calls the result of that simplification a brand's "One Simple Thing" or "OST." It is the attribute of any entity that is most relevant and motivating to the target market, distinct from the competition, and true - or at very least perceptually true - to the capability of the entity.

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One Simple Thought by Chris Colbert of Holland-Mark

  1. 1. 1<br />finding your one simple thing™<br />
  2. 2. interesting times<br />2<br />
  3. 3. things have changed<br />3<br />“…a ‘new frugality,’ born of the Great Recession and evidenced by two consecutive years of declining per capita consumption, is now becoming entrenched among U.S. consumers and is reshaping their consumption patterns in ways that will persist even as the economy starts to recover.”<br />The New Consumer Frugality Adapting to the Enduring Shift in U.S. Consumer Spending and Behavior<br />
  4. 4. we have changed<br />4<br />influencing<br />interesting<br />imperative<br />
  5. 5. marketing has changed<br />5<br />decorators<br />architects<br />mute consumer<br />vocal influencer<br />market research<br />listening station<br />copy<br />content<br />be interesting<br />be imperative<br />
  6. 6. Marketing<br />6<br />relevance of offering<br />driving of engagement<br />clarity of message<br />consistency of experience<br />
  7. 7. Marketing<br />7<br />relevance of offering<br />driving of engagement<br />clarity of message<br />consistency of experience<br />
  8. 8. who wants…<br /> “…an intuitive but powerful approach that allows UML diagramming to be code-centric instead of model-centric by giving users an interactive exploratory visualization platform.”<br />8<br />
  9. 9. who wants…<br /> “…a nutrition-based, gluten-free food company that uses ancient grains to provide innovative products that are both convenient and delicious.”<br />9<br />
  10. 10. who wants…<br /> “…an innovative, patent pending hand hygiene solution to help hospitals improve hand hygiene compliance.”<br />10<br />
  11. 11. some people.<br />11<br />
  12. 12. who wants…<br /><ul><li>maps that make code easier to understand, work on, and improve.
  13. 13. ancient food for a better life today.
  14. 14. clean hands that save lives.</li></ul>12<br />
  15. 15. more people.<br />13<br />
  16. 16. we seek to simplify<br />14<br />
  17. 17. 15<br />safety<br />athlete<br />cool<br />truck<br />freedom<br />
  18. 18. the positioning task<br />16<br />Find the One Simple Thing™(OST)<br />To take the complicated and make it simple. Take the simple and make it compelling.<br />“Everything should be made as simple as possible, but no simpler.”<br />- A. Einstein<br />
  19. 19. positioning truth<br />17<br /> If you don’t create an OST for the market, the market will create an OST for you.<br />
  20. 20. big decisions are made emotionally<br />18<br />
  21. 21. how we decide<br />19<br />
  22. 22. it’s biological<br />20<br />holistic thought<br />intuition<br />creativity<br />art & music<br />analytic thought<br />logic<br />language<br />science & math<br />
  23. 23. OST criteria<br />21<br /> is it true?<br /> is it relevant?<br /> is it motivating?<br /> is it distinct?<br />
  24. 24. OST message model<br />22<br />
  25. 25. the cocktail party<br />23<br />30 seconds<br />30 minutes<br />
  26. 26. 24<br />Zipcar<br />Freedom<br />Giving urban dwellers the freedom from car ownership and the hassle of renting <br />Wheels when you want them.<br /><ul><li>Convenience
  27. 27. Savings
  28. 28. Service
  29. 29. Community
  30. 30. Fun
  31. 31. Sustainability
  32. 32. A fun experience from start to finish
  33. 33. The market leader, with industry defining service
  34. 34. Better for the community
  35. 35. More cars = more cars within reach
  36. 36. More automotive makes and models = more variety and choice
  37. 37. Cheaper than owning</li></ul>approachable, clever, fun<br />
  38. 38. 25<br />
  39. 39. Slade Gorton<br />26<br />confidence<br />Slade Gorton delivers confidence, from the premium quality of its seafood to the consistency of its service. <br />Bringing the heritage and capacity of Slade Gorton together with a commitmentto innovation, product quality and delivery<br />the experience you expect, every time<br />largest seafood network in the world<br />63 countries<br />100 years<br />100 species<br />1,000 products<br />100 million lbs.<br />driven, fresh, consistent<br />
  40. 40. 27<br />
  41. 41. brand video<br />28<br />
  42. 42. 29<br />
  43. 43. Post 390<br />30<br />connection<br />Post 390’s urban tavern style creates a polished yet casual atmosphere, connecting neighborhoods and people through refined American classic food. Whether it’s gathering for drinks at the bar or sitting down to a meal and dessert, Post 390 connects. <br />refined American classics<br />location (nexus) between Back Bay and South End<br />seating for 350 and two full-service bars<br />familiar<br />reliable<br />accessible<br />TBD<br />neighborhood favorite/repeat customers<br />from the creators of Grill 23 and the group that revitalized Harvest<br />reviews<br />smart, refined, approachable<br />
  44. 44. 31<br />
  45. 45. 32<br />“you should check out the Constitution cruise on the harbor”<br />
  46. 46. Notch Session Ale<br />33<br />session<br />Notch session beers are naturally responsible, crafted and brewed to deliver beers rich and balanced in taste while maintaining less than 4.5% alcohol. Our beers are meticulously crafted in the tradition of session beer brewing, yet pushes the category with innovative styles and techniques.<br />lower alcohol<br />high flavor<br />longer drinking<br />uncompromising<br />confidence<br />responsible<br />coming soon.<br />brewing process/ingredients<br />alcohol content (<4.5%)<br />flavor<br />accessible, bold, responsible and a little obsessed<br />
  47. 47. 34<br />
  48. 48. 35<br />
  49. 49. 36<br />
  50. 50. the process.<br />37<br />
  51. 51. en-tre-pre-neur’-ship (n): The always painful, sometimes rewarding process of corrupting your vision with external reality.<br />brand strategy is iterative too.<br />38<br />
  52. 52. process options<br />Outside-In<br />Inside-Out<br />39<br />
  53. 53. Inside-Out process and timetable<br />7 DAYS<br />7 DAYS<br />2 DAYS<br />7 DAYS<br />10 DAYS*<br />OST<br />WORKSHOP<br />OSTs AND MESSAGE MODELS<br />OST ANDMESSAGE MODEL FINALIZATION<br />VISUALIZATION<br />EPOC WORKSHOP<br />OPTIONAL:<br />STAKEHOLDER VALIDATION<br />TACTICAL PLAN DEVELOPMENT<br />OTHER SECONDARY RESEARCH<br />CONCEPTS AND TONE<br />* TIMING IS DEPENDENT ON STAKEHOLDER AVAILABILITY AND FINAL PROJECT SPECIFICATION<br />40<br />
  54. 54. the ost workshop construct<br />RELEVANT AND MOTIVATING<br />Customers<br />TRUE<br />DISTINCT<br />Competencies<br />& Culture<br />Competition<br />41<br />
  55. 55. competencies & culture<br />what do you do?<br />what skills or capabilities enable this?<br />which are your core strengths today?<br />which must you be better at to win?<br />what is most valued in your culture?<br />42<br />
  56. 56. customers<br />what kind of companies/consumers pay you?<br />why do they pay you?<br />who, specifically, decides whether to pay you?<br />how do you sell to them most effectively?<br />what would make them pay you more?<br />43<br />
  57. 57. competition<br />with whom do you compete most intensely?<br />why have you won when you’ve won?<br />why have you lost when you’ve lost?<br />which of Porter’s 5 forces shape your market?<br />what is or might become a source of sustainable competitive advantage?<br />44<br />
  58. 58. ost candidate development<br /><ul><li>how would you describe the rational associations you most want from your target prospects?
  59. 59. how would you describe the emotional responses you most want from your target prospects?
  60. 60. what single word or clause represents each to you?</li></ul>45<br />
  61. 61. the ost workshop construct<br />RELEVANT AND MOTIVATING<br />Customers<br />TRUE<br />DISTINCT<br />Competencies<br />& Culture<br />Competition<br />46<br />
  62. 62. ost candidate scorecard<br />47<br />true relevant motivating distinct TOTAL<br />5<br />3<br />2<br />4<br />14<br />candidate 1<br />3<br />2<br />2<br />1<br />8<br />candidate 2<br />4<br />4<br />5<br />3<br />16<br />candidate 3<br />
  63. 63. then you decide.<br />48<br />
  64. 64. Marketing<br />49<br />relevance of offering<br />driving of engagement<br />clarity of message<br />consistency of experience<br />
  65. 65. thank you.<br />50<br />

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