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Good artists copy, great artists steal - A brand's uniqueness vs relevant difference

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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 …

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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  • 1. //Moonwalk?
  • 2. //Moonwalk?
  • 3. //Moonwalk?
  • 4. //1974: Bowie’s Diamond Dogs Tour - LA
  • 5. //Followed mime under Etienne Decroux
  • 6. //Moonwalk?
  • 7. //Moonwalk?
  • 8. //Moonwalk?
  • 9. //Does this remind you of something?
  • 10. //Dietrich Mateschitz
  • 11. //Rosser Reeves
  • 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. //THE U.S.P
  • 14. //THE abU.S.eP
  • 15. //THE INCREASED U.S.P.EED
  • 16. //EVEN IN COMMODITY MARKETS…
  • 17. //TWO OLD U.S.P WAYS OF DIFFERENCE  Augmentation by “more benefit”  Augmentation by “more segments”
  • 18. //Earring Magic Ken: a new target group…
  • 19. //5 things to remember not different” “New products are
  • 20. //AUGMENTATIONIS INNOVATION /
  • 21. //AUGMENTATIONIS NOTINNOVATION /
  • 22. //AUGMENTATIONIS IMITATION /
  • 23. //Evolution of the environment in denim
  • 24. //Changing environment in denim
  • 25. //Adaptation to the environment in drinks
  • 26. //Imovation by stealing from small players
  • 27. //Imovation by stealing from other industries
  • 28. //Imovation by stealing from other industries
  • 29. //Imovation by stealing from yourself
  • 30. //Reduction in financial services
  • 31. //Marmite commercial
  • 32. Uniqueness  by  transforma1on  //Marmite
  • 33. Uniqueness  by  transforma1on  //Marmite
  • 34. Uniqueness  by  transforma1on  //Cirque du soleil //Cirque du Soleil
  • 35. //Early 1820s – Dr Justinus Kerner
  • 36. //SERENDIPITY /
  • 37. //Dr Martens
  • 38. //Dr Martens
  • 39. //Dr Martens
  • 40. //Dr Martens
  • 41. //To feel the changes in the environment
  • 42. //I’m not saying our research is trash BUT…-  Bottom-up text mining in nethnographic research & online ethnographic blogs -  Ex. Epilepsy => Pregancy-  Consumer research communities -  Ex. Ben & Jerry’s
  • 43. //Sharing the MOMENT, but not the PINT
  • 44. //Unique Identifier Index “Unique” 46% 23% 12%
  • 45. //Distinctive brand assets
  • 46. //Read: The Conversation Manager
  • 47. //The Axe Effect
  • 48. //The Axe Effect
  • 49. //The Axe Effect
  • 50. //Scientific Proof of The Axe Effect
  • 51. //5 things to things to remember //STOP: 5 remember
  • 52. //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
  • 53. //Want more? Publishing 3 Febwww.howcoolbrandsstayhot.com  for  launch,  blog,  etc.  
  • 54. //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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