Sparking Brand Reappraisal

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We looked at what enables brands to shift the conversation with consumers. We codified are observations across several categories.

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Sparking Brand Reappraisal

  1. 1. SPARKING BRAND REAPPRAISAL JOHN W. MANLEY PARTNER, EXECUTIVE GROUP PLANNING DIRECTOR OGILVY CHICAGO MAY 15, 2014
  2. 2. To change ourselves effectively, we first have to change our perceptions. ― Stephen R. Covey
  3. 3. We studied the psychology of reappraisal — how to get people to overcome deeply entrenched perceptions.
  4. 4. There are four principles that guide human behavior Robert Cialdini, Psychology of Persuasion Communicate reciprocity Admit fault Show commitment & consistency Establish authority
  5. 5. Behaviors are surprisingly similar when it comes to brands
  6. 6. We looked at several examples of brands known for forcing reappraisal
  7. 7. These brands not only forced reappraisal in their respective categories, but in the culture at large
  8. 8. We observed three distinct approaches
  9. 9. 1. Identify an issue 2. State the evidence 3. Take a stand 1. Listen to people 2. Admit a fault 3. Respond to it DISARMINGLY INSIGHTFUL RADICAL HONESTY UNEXPECTED BRAVADO 1. Remember their origin 2. Turn weakness into strength 3. Rally around it
  10. 10. TRANSPARENT PIZZA DOMINO’S SETS UP A CRISIS, THEN MANAGES IT
  11. 11. CLEANING UP AN IMAGE SPILL COMMITTING INSTEAD OF RUNNING FROM THE DISASTER AFTER THE DISASTER
  12. 12. WE ARE MORE BEAUTIFUL THAN WE THINK DOVE CONTINUES TO HIGHLIGHT OUR DISSATISFACTION WITH OURSELVES
  13. 13. A TURNAROUND STORY CHRYSLER RECLAIMS DETROIT WITH PRIDE
  14. 14. EXPERIENCE IS EVERYTHING OLD SPICE JAMS A STICK IN THE SPOKE OF AXE’S FAST MOVING WHEELS
  15. 15. HATE SOMETHING HONDA GOES RIGHT AT WHAT PEOPLE THINK OF WHEN THEY THINK DIESEL

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