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  • a clear eye. ON HOW TO CONNECT YOUR BRAND TO THEIR LIVES.
  • A VISUAL ILLUMINATION BY TOM ASACKER
  • THIS PRESENTATION IS FOR PRIVATE VIEWING ONLY. IT IS NOT AUTHORIZED FOR ANY OTHER USE. Copyright © 2005 Tom Asacker. For educational use only. No part of this presentation may be published, sold, or otherwise used for profit without the written permission of the author.
  • LET’S START. TURN AROUND. LOOK AROUND. WHAT DO YOU SEE?
  • A VERY DIFFERENT WORLD THAN THE ONE YOU SEE ON CLASSIC TV (E.G. LEAVE IT TO BEAVER)
  • FOR EXAMPLE, TODAY . . . THE GREATEST GOLFER IS BLACK, THE TALLEST PLAYER IN THE NBA IS CHINESE, AND MIDDLE-AGED WOMEN ARE MORE LIKELY TO HAVE HAD MORE HUSBANDS THAN CHILDREN. (I recently mentioned that last fact to a woman at a conference and she replied, “What’s the difference?”)
  • PLUTO is no longer a planet. THE TIMES THEY ARE A CHANGIN’.
  • Commerce affects Society Society affects Commerce Commerce affects Society Society affects Commerce
  • So today’s marketplace . . .
  • VERYDIFFERENT IS THAN THE ONE DESCRIBED BUSINESS BOOKS. IN MOST DATED
  • NEWSPAPERS MAGAZINES TV CABLE SALESPEOPLE RADIO PRODUCT PLACEMENT Because of message saturation? EMAIL BILLBOARDS WORD-OF-MOUTH EVENTS DIRECT MAIL NO. We’ve always been OVERLOADED with commercial messages.
  • “Psychologists tell us that the mind is under a continual bombardment of ideas, all of which are trying to make an impression on it. The prospect, therefore, does not sit around with his mind a blank, calmly waiting for someone or something to capture his attention without a struggle. The salesman enters a field already well occupied and must fight for the undivided attention that is a successful sale.” — Modern Business, Copyright 1918
  • 1918 Since 1918 our minds have been overloaded with commercial messages. So that’s NOT what’s different today. HERE’S what’s different:
  • FIRST We’re supersaturated with choice.
  • In the United States, there are more than . . . 50,000 50,000 DIFFERENT ITEMS IN A TYPICAL GROCERY STORE (And 16,000 NEW ones get added each year)
  • MY STORE OFFERS16 VARIETIES OF EGGO WAFFLES 16 VARIETIES
  • And it’s not simply It’s also CEREAL DESIGNERS COOKIES BANKS CARS LAWYERS SOFTWARE FINANCIAL ADVISORS MAGAZINES RESTAURANTS VODKA PHYSICIANS RUNNING SHOES SPORTS TEAMS BUSINESS BOOKS UNIVERSITIES UNIVERSITIES
  • SECOND We’re drowning in information.
  • More information was produced in the last 20 years than the previous 5,000. A typical weekday edition of The New York Times contains more information than a person would encounter in a lifetime in the 17th century. The amount of information is doubling every 4 years.
  • THERE ARE WERE 80 BILLION WEB PAGES ON THE INTERNET.
  • 80 BILLION . . . and
  • GROWING
  • Hundreds of thousands of new blogs are being added 00,000 WHILE YOU’RE READING THIS. Don’t miss them.
  • My friend’s TV guide looks like an old Sears Roebuck catalogue.
  • And here’s the most INTERESTING thing.
  • All of the information is CONFLICTING.
  • EXAMPLES (from reputable sources): TV is good for kids. Exercise causes heart attacks. Cell phones make the brain work faster.
  • ? Go ahead and see for yourself. Google something. Anything. Now tell me. Is it good or bad? Good for you or bad for you? Try “motherhood” or “apple pie.”
  • THIRD We are NOT the passive consumers of the 50’s. We don’t believe everything we see and hear in the media.
  • “More Doctors smoke Camels than any other cigarette.” – circa 1950
  • TODAY We’re active DISCERNERS. REALLY? What? You don’t believe me?
  • FINALLY and most importantly . . .
  • TRUST
  • ENRON TYCO ADELPHIA WORLDCOM PRO SPORTS STEROID SCANDAL Or more precisely, a LACK of trust. WMD RUSH LIMBAUGH THE CATHOLIC CHURCH MARTHA STEWART SCOOTER LIBBY
  • “Everyone gets so much information all day long that they lose their common sense.” — Gertrude Stein
  • People today are: Frustrated - by the overwhelming amount of choice and information; Confused - by the conflicting views of experts and acquaintances; Ignorant - by necessity, since rational analysis is impossible; and Overconfident - huh?
  • That’s right. We’re OVERCONFIDENT in our decisions. Because under information load, we rely on the ONE THING that we know we can always count on (besides our mothers).
  • OURSELVES.
  • “Over 90% of our decisions are made at an intuitive level and the data the human mind uses to reach those decisions resides below the level of conscious awareness.” — O’Boyle and King, The Unconscious Drivers of Choice
  • We’re speed reading the marketplace. WE’RE MAKNIG INFRNERECNES BSAED ON PARTAIL IFNOMTIAON. OUR PRECPEITONS AER TRLUEY ORU RAELTIY. So NEVER forget . . .
  • RFQRIF MAKF TUFLB QWN MFANLNC
  • RFQRIF MAKF TUFLB QWN MFANLNC See?
  • The mind doesn’t work like this: Sense Think Feel Do
  • It works like this: Sense Feel Think Do
  • Sense Feel Think Do Receive partial or distorted inputs (communication) Create complete patterns (stored memories – a.k.a. stories) Compare to known patterns (analogy) Predict future patterns (expectations)
  • “The brain doesn’t ‘compute’ the answers to problems; it retrieves the answers from memory.” — Jeff Hawkins, On Intelligence
  • Are they retrieving you?
  • They are if you do the following:
  • Empathize. Create. Dramatize. Demonstrate.
  • an expectation!
  • Not an identity. Not a personality. Not even a promise. An expectation!
  • A BRAND is an expectation of someone or something delivering a certain feeling by way of an experience.
  • What feeling?
  • That’s THE strategic question.
  • What “feeling” can we deliver at what price, such that our audience has a compelling reason to choose it (and a compelling ability to find it, use it and pay for it)? And you create those feelings by . . .
  • DRAMATICALLY . . . IMPROVING PEOPLE’S LIVES BY MAKING THEM SIMPLER, MORE CONVENIENT, LESS RISKY, MORE FUN, LESS BORING, MORE PRODUCTIVE, MORE INFORMED, MORE CONNECTED, MORE FASHIONABLE, MORE SUCCESSFUL, MORE ALIVE!
  • Here are the four steps . . . (there are actually five):
  • Step 1: Empathize . . . to understand the “compelling” expectation.
  • Face it! People aren’t ignoring you because they don’t know you. DO know you. They’re ignoring you because they think they
  • FADE IN INT. BOSTON – NIGHT. The year is 2006 A.D. We find ourselves looking into a blank television screen situated above a bar in a small Irish pub. We pull down to see two men seated at a small table. PAN IN MAN #1 (to Man #2) That was a pretty funny ad, don’t you think? MAN #2 Hillarious! MAN #1 You gonna give them a call? MAN #2 For what? MAN #1 You know, to check out their blah, blah, blah. MAN #2 [Fill in the blank . . . stare].
  • The value in a value propositon is the value in the cognitive experience of the customer. And it is a balance of values.
  • Performance value Financial value Time value Entertainment value Identity value
  • Step 2: Create . . . a balanced expectation.
  • If you want them to notice you, you have to CHANGE THINGS.
  • Here's to the crazy ones. Because they change things. The misfits. They invent. They imagine. They heal. The rebels. They explore. They create. They inspire. The troublemakers. They push the human race forward. The round pegs in the square holes. Maybe they have to be crazy. The ones who see things differently. How else can you stare at an empty canvas and see a work of art? Or sit in silence and hear a song that's never been written? They're not fond of rules. Or gaze at a red planet and see a laboratory on wheels? And they have no respect for the status quo. We make tools for these kinds of people. You can praise them, disagree with them, quote them, While some see them as the crazy ones, we see genius. disbelieve them, glorify or vilify them. Because the people who are crazy enough to think About the only thing you can't do they can change the world, are the ones who do. is ignore them. From Apple Computer
  • “The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.” — Peter Drucker (God rest his soul)
  • Step 3: Dramatize . . . to elevate the expectation.
  • Elevate it to what? To a level that overcomes inertia . . . inertia . . . inertia . . . inertia . . . inertia . . .inertia .
  • Because why do people continue to choose . . . the same stuff they’ve always chosen (especially since your stuff is SO much better)?
  • Habit - for stuff that’s “good enough,” people will not waste their time evaluating the plethora of options. (Hell . . . they won’t even consider them); Switching costs - they may consider new things, but they won’t bother to evaluate them if they appear risky, or require a significant investment (cost) of time, money, or effort; and Search costs - they may desire something new and better, but they may not have the knowledge nor the ability to find and compare competitive alternatives (like me with my doctor).
  • “People don't read advertising. People read what interests them, and sometimes that happens to be advertising.” — Howard Gossage
  • Step 4: Demonstrate . . . to deliver on the expectation.
  • “We’ve been around way too long, and people have heard all our lies. We just have to deliver.” — Rick Wagoner, Chairman of General Motors
  • Deliver what?
  • The experience that validates and reinforces . . . the feeling
  • One more time . . .
  • IT DOESN’T MATTER WHAT PEOPLE THINK ABOUT YOU OR YOUR BUSINESS.
  • WHAT MATTERS IS HOW YOU MAKE THEM FEEL ABOUT THEMSELVES AND THEIR DECISIONS WHILE IN YOUR PRESENCE.
  • TAKE THE TEST: What expected feeling attracts people to our brand? Are we communicating it? What expected feeling keeps them engaged with us? Are we delivering it? What expected feeling will draw them away from us? Are we monitoring it?
  • CREATE EMPATHIZE DEMONSTRATE ELEVATE THEN DO IT ALL OVER AGAIN . . . AND AGAIN . . .
  • AND AGAIN. Because branding is a journey, not a DESTINATION.
  • Brand is a verb, not a noun.
  • So what’s your next move?
  • ABOUT THE AUTHOR Tom Asacker writes, teaches, and speaks about radically new practices and ideas for marketplace success in chaotic times. He is a brand adviser and author of critically acclaimed books including his latest, A Clear Eye for Branding, published by Paramount Market Publishing, New York. Visit www.acleareye.com.
  • Need books for your management team? Bulk discounts of A CLEAR EYE FOR BRANDING are available for educational and corporate groups. Contact DORIS@PARAMOUNTBOOKS.COM