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

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

  • //Moonwalk?
  • //Moonwalk?
  • //Moonwalk?
  • //1974: Bowie’s Diamond Dogs Tour - LA
  • //Followed mime under Etienne Decroux
  • //Moonwalk?
  • //Moonwalk?
  • //Moonwalk?
  • //Does this remind you of something?
  • //Dietrich Mateschitz
  • //Rosser Reeves
  • //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
  • //THE U.S.P
  • //THE abU.S.eP
  • //THE INCREASED U.S.P.EED
  • //EVEN IN COMMODITY MARKETS…
  • //TWO OLD U.S.P WAYS OF DIFFERENCE  Augmentation by “more benefit”  Augmentation by “more segments”
  • //Earring Magic Ken: a new target group…
  • //5 things to remember not different” “New products are
  • //AUGMENTATIONIS INNOVATION /
  • //AUGMENTATIONIS NOTINNOVATION /
  • //AUGMENTATIONIS IMITATION /
  • //Evolution of the environment in denim
  • //Changing environment in denim
  • //Adaptation to the environment in drinks
  • //Imovation by stealing from small players
  • //Imovation by stealing from other industries
  • //Imovation by stealing from other industries
  • //Imovation by stealing from yourself
  • //Reduction in financial services
  • //Marmite commercial
  • Uniqueness  by  transforma1on  //Marmite
  • Uniqueness  by  transforma1on  //Marmite
  • Uniqueness  by  transforma1on  //Cirque du soleil //Cirque du Soleil
  • //Early 1820s – Dr Justinus Kerner
  • //SERENDIPITY /
  • //Dr Martens
  • //Dr Martens
  • //Dr Martens
  • //Dr Martens
  • //To feel the changes in the environment
  • //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
  • //Sharing the MOMENT, but not the PINT
  • //Unique Identifier Index “Unique” 46% 23% 12%
  • //Distinctive brand assets
  • //Read: The Conversation Manager
  • //The Axe Effect
  • //The Axe Effect
  • //The Axe Effect
  • //Scientific Proof of The Axe Effect
  • //5 things to things to remember //STOP: 5 remember
  • //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
  • //Want more? Publishing 3 Febwww.howcoolbrandsstayhot.com  for  launch,  blog,  etc.  
  • //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!