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THE CONQUEST
OF

INDIFFERENCE
WIEDEN+KENNEDY AMSTERDAM

+
OR:

WHY HUMILITY
MIGHT BE CREATIVITY’S
BEST STARTING POINT
THIS
IS THE

LANGUAGE
OF

MARKETING...
‘FANS’
‘RELATIONSHIPS’
‘ENGAGEMENT’
‘LOYALTY’
‘COMMITMENT’
‘LOVE’
IT’S THE LANGUAGE OF

ENTHUSIASM
ALL RHETORIC

NO EVIDENCE
JUST BECAUSE EVERYONE'S TALKING ABOUT IT

DOESN’T MEAN IT’S RIGHT
WE ARE PRISONERS OF

METAPHOR
AND VICTIMS OF

VANITY
WHAT FOLLOWS
IS NOT AS BLEAK
AS IT WILL INITIALLY FEEL
BECAUSE IN THE END
IT’S THE CASE FOR WHY
GREAT CREATIVITY
IS ABSOLUTELY

ESSENTIAL
THEY’RE NOT

INTERESTED
0.5%
OF FANS TALKING ABOUT A BRAND ON FACEBOOK
SOURCE: KAREN NELSON-FIELD & JENNIFER TAYLOR, ‘FACEBOOK FANS: A FAN FOR LIF...
50%
OF ALL KNOWLEDGE
ABOUT A BRAND IS HELD BY JUST
20% OF ITS BUYERS

SOURCE: JENNI ROMANUIK, BYRON SHARP: ‘WHERE KNOWLEDG...
LEARNING ABOUT BRANDS

IS NOT THAT IMPORTANT
THEY AREN’T

YOURS
72%
OF PEPSI DRINKERS ALSO DRINK

SOURCE: TNS IMPULSE PANEL (UK)
‘DUPLICATION OF PURCHASE’
IS

UNAVOIDABLE
AND IT’S

PREDICTABLE
% BUYING ONCE OR MORE IN 12 MONTHS
Colgate buyers
(49%)

Aquafresh buyers
(26%)

11%

18%
46%

29%

35%

Colgate

Sensodyn...
THE FANTASY...
YOUR
BRAND

YOUR
CONSUMER
THE REALITY...
‘YOUR’
CONSUMER
NOT
YOUR
BRAND

‘YOUR’
CONSUMER
‘YOUR CONSUMERS’ ARE JUST

SOMEBODY ELSE’S
CONSUMERS WHO OCCASIONALLY BUY YOU
THEY AREN’T

DEVOTED
THIS IS

FRUCTIS
000’s of HHs buying
12300
9225
6150
3075
0

1x

2x

3x

4x

5x

6x

7x

ANNUAL PURCHASE FREQUENCY
SOURCE:...
THIS IS WHAT IT NEEDS TO DO

TO LOOK

LIKE PANTENE

000’s of HHs buying
12300
9225
6150
3075
0

1x

2x

3x

4x

5x

6x

7x...
000’s of HHs buying
12300

FANS

9225
6150
3075
0

1x

2x

3x

4x

5x

6x

7x

ANNUAL PURCHASE FREQUENCY
SOURCE: NIELSEN

...
THESE CONSUMERS
GENERATE

PUBLICITY
NOT REVENUE
DISTINGUISH BETWEEN

ACTORS
AND THE

THE AUDIENCE
loyalty
campaigns

penetration
campaigns

SALES

35

62

MARKET SHARE

15

35

PROFIT

18

31

% reporting very
large effe...
YOUR BRAND’S HEALTH
DEPENDS ON

LOTS OF PEOPLE
WHO

DON’T KNOW YOU WELL
DON’T THINK OF YOU MUCH
AND

DON’T BUY YOU OFTEN
I...
SIZE MATTERS
THEY DON’T WANT TO

WORK AT IT
“

“THE ONLY WAY A RELATIONSHIP WILL
LAST IS IF YOU SEE YOUR RELATIONSHIP
AS A PLACE THAT YOU GO TO GIVE,
AND NOT A PLACE ...
HUMAN RELATIONSHIPS DEMAND

MASSIVE
PROCESSING
POWER
HUMAN RELATIONSHIPS
INVOLVE

BUILDING

COMPLEX
MENTAL MODELS
I think...
...that you think...
I think...
...that I’m worried....
...that you think...
I think...
...that you know
...that I’m worried....
...that you think...
I think...
... that I have no idea what I’m talking about
...that you know
...that I’m worried....
...that you think...
I think...
“

MOST OF US GO THROUGH LIFE FINDING IT HARD ENOUGH TO
HAVE GOOD RELATIONSHIPS WITH THE REAL PEOPLE IN OUR LIFE
LET ALONE...
“

ALMOST EVERY APP BUILT FOR A BRAND ON FACEBOOK HAS
PRACTICALLY NO USAGE... HEAVY, ‘IMMERSIVE’
EXPERIENCES ARE NOT HOW P...
23 SECONDS

SOURCE: SHOPPER GAUGE
THAT AFTER ALL IS THE

WHOLE POINT
OF BRANDING
THEY CAN LIVE

WITHOUT YOU
22% OF PEOPLE
SAY THEY INTERACT WITH BRANDS ON SOCIAL SITES TO

BE PART OF A COMMUNITY
61% OF BUSINESS LEADERS
SAY PEOPLE INTERACT WITH BRANDS ON SOCIAL SITES
TO BE PART OF A COMMUNITY

SOURCE: IBM IN ‘TO KEEP...
33% OF PEOPLE
SAY THEY INTERACT WITH BRANDS ON SOCIAL SITES TO

FEEL CONNECTED
64% OF BUSINESS LEADERS
SAY PEOPLE INTERACT WITH BRANDS ON SOCIAL SITES
TO FEEL CONNECTED

SOURCE: IBM IN ‘TO KEEP YOUR CU...
RELATIONSHIPS ARE A MATTER OF

LIFE AND DEATH
PEOPLE WITH STRONG SOCIAL NETWORKS

LIVE LONGER
SOURCE: GILES, GLONEK, LUSZCZ, ANDREWS, ‘EFFECT OF SOCIAL NETWORKS ON 10 Y...
WHO DIES WHEN THIS

DISAPPEARS?
RELATIONSHIPS
ARE

FREE
TRANSACTIONS ARE NOT
77% OF PEOPLE
SAY THEY DON’T HAVE A RELATIONSHIP WITH A BRAND
SOURCE: HARVARD BUSINESS REVIEW STUDY, HTTP://BLOGS.HBR.ORG/...
SO...
‘BRAND RELATIONSHIPS’ ARE
NOTHING LIKE

HUMAN
RELATIONSHIPS
IT’S JUST

METAPHOR
(A FIGURE OF SPEECH THAT DESCRIBES A SUBJECT BY ASSERTING THAT IT IS, ON SOME POINT OF COMPARISON, THE...
“THE PRICE OF METAPHOR

IS ETERNAL VIGILANCE”

ARTURO ROSENBLUETH AND NORBERT WIENER, ‘THE ROLE OF MODELS IN SCIENCE’
MUCH OF WHAT WE MAKE ISN’T VITAL

BUT INCIDENTAL
INCIDENTAL
TO THIS:
ORDINARY
AWFUL
AWESOME
EVERYDAY

LIFE
“ART BEGINS
WITH RESISTANCE”
ANDRE GIDE
THE RESISTANCE

OF MATERIALS
THE RESISTANCE

OF GENRE
THE RESISTANCE

OF TRADITION
OUR CHALLENGE ISN’T THAT PEOPLE ARE

NOT PAYING ATTENTION
OUR CHALLENGE IS THAT PEOPLE

DON’T CARE
THAT MUCH
OUR TASK IS NOT NURTURING ENTHUSIASM
BUT OVERCOMING

INDIFFERENCE
“

INDIFFERENCE IS THE STRONGEST FORCE IN THE
UNIVERSE. IT MAKES EVERYTHING MEANINGLESS.
LOVE AND HATE DON’T STAND A CHANC...
BE PART OF WHAT

INTERESTS
PEOPLE
GIVE
MORE THAN YOU TAKE
TAKE A

POSITION
DON’T JUST HAVE ‘A POSITIONING’
+
THANK YOU
wkamst.com
martin.weigel@wk.com

WIEDEN+KENNEDY AMSTERDAM
The conquest of indifference
The conquest of indifference
The conquest of indifference
The conquest of indifference
The conquest of indifference
The conquest of indifference
The conquest of indifference
The conquest of indifference
The conquest of indifference
The conquest of indifference
The conquest of indifference
The conquest of indifference
The conquest of indifference
The conquest of indifference
The conquest of indifference
The conquest of indifference
The conquest of indifference
The conquest of indifference
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The conquest of indifference

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Transcript of "The conquest of indifference"

  1. 1. THE CONQUEST OF INDIFFERENCE WIEDEN+KENNEDY AMSTERDAM +
  2. 2. OR: WHY HUMILITY MIGHT BE CREATIVITY’S BEST STARTING POINT
  3. 3. THIS IS THE LANGUAGE OF MARKETING...
  4. 4. ‘FANS’
  5. 5. ‘RELATIONSHIPS’
  6. 6. ‘ENGAGEMENT’
  7. 7. ‘LOYALTY’
  8. 8. ‘COMMITMENT’
  9. 9. ‘LOVE’
  10. 10. IT’S THE LANGUAGE OF ENTHUSIASM
  11. 11. ALL RHETORIC NO EVIDENCE
  12. 12. JUST BECAUSE EVERYONE'S TALKING ABOUT IT DOESN’T MEAN IT’S RIGHT
  13. 13. WE ARE PRISONERS OF METAPHOR
  14. 14. AND VICTIMS OF VANITY
  15. 15. WHAT FOLLOWS IS NOT AS BLEAK AS IT WILL INITIALLY FEEL
  16. 16. BECAUSE IN THE END IT’S THE CASE FOR WHY GREAT CREATIVITY IS ABSOLUTELY ESSENTIAL
  17. 17. THEY’RE NOT INTERESTED
  18. 18. 0.5% OF FANS TALKING ABOUT A BRAND ON FACEBOOK SOURCE: KAREN NELSON-FIELD & JENNIFER TAYLOR, ‘FACEBOOK FANS: A FAN FOR LIFE?’, ADMAP, MAY 2012
  19. 19. 50% OF ALL KNOWLEDGE ABOUT A BRAND IS HELD BY JUST 20% OF ITS BUYERS SOURCE: JENNI ROMANUIK, BYRON SHARP: ‘WHERE KNOWLEDGE OF YOUR BRAND RESIDES: THE PARETO SHARE OF BRAND KNOWLEDGE’, REPORT 44 FOR CORPORATE SPONSORS, 2008, EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE
  20. 20. LEARNING ABOUT BRANDS IS NOT THAT IMPORTANT
  21. 21. THEY AREN’T YOURS
  22. 22. 72% OF PEPSI DRINKERS ALSO DRINK SOURCE: TNS IMPULSE PANEL (UK)
  23. 23. ‘DUPLICATION OF PURCHASE’ IS UNAVOIDABLE
  24. 24. AND IT’S PREDICTABLE
  25. 25. % BUYING ONCE OR MORE IN 12 MONTHS Colgate buyers (49%) Aquafresh buyers (26%) 11% 18% 46% 29% 35% Colgate Sensodyne buyers (12%) Macleans buyers (20%) 11% 61% Aquafresh 35% Macleans 22% 53% 54% 25% Sensodyne SOURCE: JOHN DAWES, ‘PREDICTABLE PATTERNS IN BUYER BEHAVIOUR AND BRAND METRICS: IMPLICATIONS FOR BRAND MANAGERS’, IN M.D. UNCLES ED., PERSPECTIVES ON BRAND MANAGEMENT
  26. 26. THE FANTASY...
  27. 27. YOUR BRAND YOUR CONSUMER
  28. 28. THE REALITY...
  29. 29. ‘YOUR’ CONSUMER
  30. 30. NOT YOUR BRAND ‘YOUR’ CONSUMER
  31. 31. ‘YOUR CONSUMERS’ ARE JUST SOMEBODY ELSE’S CONSUMERS WHO OCCASIONALLY BUY YOU
  32. 32. THEY AREN’T DEVOTED
  33. 33. THIS IS FRUCTIS 000’s of HHs buying 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x ANNUAL PURCHASE FREQUENCY SOURCE: NIELSEN 8x 9x
  34. 34. THIS IS WHAT IT NEEDS TO DO TO LOOK LIKE PANTENE 000’s of HHs buying 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x ANNUAL PURCHASE FREQUENCY SOURCE: NIELSEN 8x 9x
  35. 35. 000’s of HHs buying 12300 FANS 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x ANNUAL PURCHASE FREQUENCY SOURCE: NIELSEN 8x 9x
  36. 36. THESE CONSUMERS GENERATE PUBLICITY NOT REVENUE
  37. 37. DISTINGUISH BETWEEN ACTORS AND THE THE AUDIENCE
  38. 38. loyalty campaigns penetration campaigns SALES 35 62 MARKET SHARE 15 35 PROFIT 18 31 % reporting very large effects on: SOURCE: INSTITUTE OF PRACTITIONERS IN ADVERTISING, ‘MARKETING IN THE ERA OF ACCOUNTABILITY’
  39. 39. YOUR BRAND’S HEALTH DEPENDS ON LOTS OF PEOPLE WHO DON’T KNOW YOU WELL DON’T THINK OF YOU MUCH AND DON’T BUY YOU OFTEN IF AT ALL
  40. 40. SIZE MATTERS
  41. 41. THEY DON’T WANT TO WORK AT IT
  42. 42. “ “THE ONLY WAY A RELATIONSHIP WILL LAST IS IF YOU SEE YOUR RELATIONSHIP AS A PLACE THAT YOU GO TO GIVE, AND NOT A PLACE THAT YOU GO TO TAKE” ANTHONY ROBBINS
  43. 43. HUMAN RELATIONSHIPS DEMAND MASSIVE PROCESSING POWER
  44. 44. HUMAN RELATIONSHIPS INVOLVE BUILDING COMPLEX MENTAL MODELS
  45. 45. I think...
  46. 46. ...that you think... I think...
  47. 47. ...that I’m worried.... ...that you think... I think...
  48. 48. ...that you know ...that I’m worried.... ...that you think... I think...
  49. 49. ... that I have no idea what I’m talking about ...that you know ...that I’m worried.... ...that you think... I think...
  50. 50. “ MOST OF US GO THROUGH LIFE FINDING IT HARD ENOUGH TO HAVE GOOD RELATIONSHIPS WITH THE REAL PEOPLE IN OUR LIFE LET ALONE ALL THE BRANDS WE BUY.” BRUCE MCCOLL, GLOBAL CMO, MARS
  51. 51. “ ALMOST EVERY APP BUILT FOR A BRAND ON FACEBOOK HAS PRACTICALLY NO USAGE... HEAVY, ‘IMMERSIVE’ EXPERIENCES ARE NOT HOW PEOPLE ENGAGE AND INTERACT WITH BRANDS... HEAVYWEIGHT EXPERIENCES WILL FAIL BECAUSE THEY DON’T MAP TO REAL LIFE.” PAUL ADAMS, GLOBAL HEAD OF BRAND DESIGN AT FACEBOOK
  52. 52. 23 SECONDS SOURCE: SHOPPER GAUGE
  53. 53. THAT AFTER ALL IS THE WHOLE POINT OF BRANDING
  54. 54. THEY CAN LIVE WITHOUT YOU
  55. 55. 22% OF PEOPLE SAY THEY INTERACT WITH BRANDS ON SOCIAL SITES TO BE PART OF A COMMUNITY
  56. 56. 61% OF BUSINESS LEADERS SAY PEOPLE INTERACT WITH BRANDS ON SOCIAL SITES TO BE PART OF A COMMUNITY SOURCE: IBM IN ‘TO KEEP YOUR CUSTOMERS, KEEP IT SIMPLE’, HARVARD BUSINESS REVIEW, MAY 2012
  57. 57. 33% OF PEOPLE SAY THEY INTERACT WITH BRANDS ON SOCIAL SITES TO FEEL CONNECTED
  58. 58. 64% OF BUSINESS LEADERS SAY PEOPLE INTERACT WITH BRANDS ON SOCIAL SITES TO FEEL CONNECTED SOURCE: IBM IN ‘TO KEEP YOUR CUSTOMERS, KEEP IT SIMPLE’, HARVARD BUSINESS REVIEW, MAY 2012
  59. 59. RELATIONSHIPS ARE A MATTER OF LIFE AND DEATH
  60. 60. PEOPLE WITH STRONG SOCIAL NETWORKS LIVE LONGER SOURCE: GILES, GLONEK, LUSZCZ, ANDREWS, ‘EFFECT OF SOCIAL NETWORKS ON 10 YEAR SURVIVAL IN VERY OLD AUSTRALIANS: THE AUSTRALIAN LONGITUDINAL STUDY OF AGING’, J EPIDEMIOL COMMUNITY HEALTH 2005;59:574-579
  61. 61. WHO DIES WHEN THIS DISAPPEARS?
  62. 62. RELATIONSHIPS ARE FREE TRANSACTIONS ARE NOT
  63. 63. 77% OF PEOPLE SAY THEY DON’T HAVE A RELATIONSHIP WITH A BRAND SOURCE: HARVARD BUSINESS REVIEW STUDY, HTTP://BLOGS.HBR.ORG/CS/2012/05/THREE_MYTHS_ABOUT_CUSTOMER_ENG.HTML
  64. 64. SO...
  65. 65. ‘BRAND RELATIONSHIPS’ ARE NOTHING LIKE HUMAN RELATIONSHIPS
  66. 66. IT’S JUST METAPHOR (A FIGURE OF SPEECH THAT DESCRIBES A SUBJECT BY ASSERTING THAT IT IS, ON SOME POINT OF COMPARISON, THE SAME AS ANOTHER OTHERWISE UNRELATED OBJECT)
  67. 67. “THE PRICE OF METAPHOR IS ETERNAL VIGILANCE” ARTURO ROSENBLUETH AND NORBERT WIENER, ‘THE ROLE OF MODELS IN SCIENCE’
  68. 68. MUCH OF WHAT WE MAKE ISN’T VITAL BUT INCIDENTAL
  69. 69. INCIDENTAL TO THIS:
  70. 70. ORDINARY AWFUL AWESOME EVERYDAY LIFE
  71. 71. “ART BEGINS WITH RESISTANCE” ANDRE GIDE
  72. 72. THE RESISTANCE OF MATERIALS
  73. 73. THE RESISTANCE OF GENRE
  74. 74. THE RESISTANCE OF TRADITION
  75. 75. OUR CHALLENGE ISN’T THAT PEOPLE ARE NOT PAYING ATTENTION
  76. 76. OUR CHALLENGE IS THAT PEOPLE DON’T CARE THAT MUCH
  77. 77. OUR TASK IS NOT NURTURING ENTHUSIASM BUT OVERCOMING INDIFFERENCE
  78. 78. “ INDIFFERENCE IS THE STRONGEST FORCE IN THE UNIVERSE. IT MAKES EVERYTHING MEANINGLESS. LOVE AND HATE DON’T STAND A CHANCE AGAINST IT. JOAN VINGE
  79. 79. BE PART OF WHAT INTERESTS PEOPLE
  80. 80. GIVE MORE THAN YOU TAKE
  81. 81. TAKE A POSITION DON’T JUST HAVE ‘A POSITIONING’
  82. 82. + THANK YOU wkamst.com martin.weigel@wk.com WIEDEN+KENNEDY AMSTERDAM
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