Dreams of Differentiation: Why Setting Yourself Apart Will Set You Back

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Differentiation is supposed to be 'the cornerstone of marketing' and vital for your brand's success. This presentation will show why this is misleading, what most marketeers have neglected to ask and how a few brave men and women are leading the way towards more effective strategies for branding.

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Dreams of Differentiation: Why Setting Yourself Apart Will Set You Back

  1. DREAMS OFDIFFERENTIATION 
WHY SETTING YOURSELF APART WILL SET YOU BACK WIEMER SNIJDERS SOURCE: HTTP://SUAVILOQUY.BLOGSPOT.NL/2011/05/DIFFERENT.HTML
  2. THIS IS A STORY ABOUT 
HOW WE’VE BEEN MISLED BYOPINIONS AND THEORIES,

OUR NEGLIGENCE TO LOOK FORTHE FACTS,

...AND THE BRAVE FEW THATHAVE TRIED
  3. BRANDING STARTED OUT AS 
A MEANS TO RECOGNIZE YOURCATTLE
  4. BUT TURNED INTO A MULTI-BILLION DOLLAR INDUSTRY SOURCE: HTTP://ONLINE.WSJ.COM/ARTICLE/SB124096182942565947.HTML
  5. SOURCE: HTTP://BLOG.AMSTERDAMHOSPITALITY.COM FROM WHICH IT IS HARD TO HIDE
  6. IMAGE SOURCE: HTTP://WWW.TUCSONOFFICIALMLS.COM/FREE-MONEY/ BRANDS ARE VALUABLE ASSETS SOURCE: INTERBRAND 2012
  7. SO HOW DO WE CREATEVALUABLE BRANDS?SOURCE: HTTP://COMMONS.WIKIMEDIA.ORG/WIKI/FILE:THE_THINKER_MUSEE_RODIN.JPG
  8. “DIFFERENTIATION IS 
THE CORNERSTONE OFSUCCESSFUL MARKETING”
- PHILIP KOTLER
  9. “THE DIFFERENTIATION MUST BE MEANINGFUL TOCUSTOMERS ... IF A BRAND FAILS TO DIFFERENTIATE THEN CONSUMERS HAVE NO BASIS FOR CHOOSING IT OVER OTHERS.” - DAVID AAKER
  10. “THE MOST SUCCESSFULBRANDS EMPHASIZEFEATURES THAT ARE BOTHIMPORTANT TO CUSTOMERSAND QUITE DIFFERENTIATEDFROM THOSE OFCOMPETITORS.”
- MCKINSEY
  11. “IN THE COMMUNICATIONJUNGLE OUT THERE, THE ONLY HOPE TO SCORE BIG IS TO BESELECTIVE, CONCENTRATE ON NARROW TARGETS, TO PRACTICE SEGMENTATION.” - AL RIES & JACK TROUT
  12. 
THE BATTLE FOR YOUR MINDSOURCE: HTTP://WWW.SCENICREFLECTIONS.COM/DOWNLOAD/251771/PLANTING_THE_FLAG_WALLPAPER/
  13. POSITIONINGSOURCE: HTTP://WWW.SCENICREFLECTIONS.COM/DOWNLOAD/251771/PLANTING_THE_FLAG_WALLPAPER/
  14. DESIGN SOURCE: HTTP://WWW.FANPOP.COM/CLUBS/APPLE/IMAGES/41156/TITLE/APPLE-LOGO-WALLPAPER
  15. ASSOCIATIONS
  16. PERSONALITY/ VALUES
  17. WE’VE BEEN TOLD THAT IT ISIMPORTANT TO:SEGMENT OUR MARKET,DETERMINE OUR TARGET GROUP,DIFFERENTIATE OUR BRAND,BUILD A RELATIONSHIP WITH OUR CUSTOMERS,TURN THEM INTO COMMITTED FANS,INCREASE THEIR ENGAGEMENT WITH OUR BRAND ANDMAKE THEM LOVE US.
  18. WE’VE BEEN TOLD THAT IT ISIMPORTANT TO:SEGMENT OUR MARKET,DETERMINE OUR TARGET GROUP,DIFFERENTIATE OUR BRAND,BUILD A RELATIONSHIP WITH OUR CUSTOMERS,TURN THEM INTO COMMITTED FANS,INCREASE THEIR ENGAGEMENT WITH OUR BRAND ANDMAKE THEM LOVE US.
  19. SOURCE: HTTP://WWW.GLAMOUR.COM/HEALTH-FITNESS/BLOGS/VITAMIN-G/2011/02/WOULD-YOU-DRINK-A-LITER-OF-COF.HTML“MASS ADVERTISING CAN HELP BUILD BRANDS,BUT AUTHENTICITY IS WHAT MAKES THEM LAST.IF PEOPLE BELIEVE THEY SHARE VALUES WITH ACOMPANY, THEY WILL STAY LOYAL TO THEBRAND.”
- HOWARD SCHULTZ (STARBUCKS)
  20. “LOVEMARKS...CONNECT COMPANIES, THEIR PEOPLE AND THEIR BRANDS,INSPIRE LOYALTY BEYOND REASON,ARE OWNED BY THE PEOPLE WHO LOVE THEM.”- KEVIN ROBERTS (SAATCHI & SAATCHI)
  21. “COMPANIES CAN BOOST PROFITS ALMOST BY 100% BY RETAINING JUST 5% MORE OF THEIR CUSTOMERS.” - FRED REICHHELD (BAIN & COMPANY)
  22. NO WONDER COMPANIESSTARTED TO VALUE:
  23. FANS HOLDING BRANDSSOURCE: HTTP://WWW.PHONEARENA.COM/NEWS/APPLE-FANS-FROM-ACROSS-THE-WORLD-LINE-UP-FOR-THE-IPHONE-5-HERE-ARE-VIDEOS-FROM-THE-LINES_ID34752
  24. SOURCE:HTTP://WWW.DAILYMAIL.CO.UK/NEWS/ARTICLE-2049145/IPHONE-4S-RELEASE-US-WOZNIAK-WAITS-APPLE-EXPECTED-SELL-3M-WEEKEND.HTMLBRANDS HOLDING FANS
  25. THESE ARE 
BROKEN IDEAS... SOURCE: HTTP://WWW.MYREALITYTECH.COM/APPLE-RELEASES-IPHONE-4-PANIC-ENSUES/
  26. HARDLY ANYONE BOTHERED TO ASK:
CAN YOU 
BACK THAT UPWITH FACTS?
  27. BECAUSE IT SOUNDED LIKE A PRETTY GOOD STORY
  28. LET’S DO A LITTLE TEST OFCOMMON SENSE SOURCE: HTTP://BARCODE1966.WORDPRESS.COM/2011/12/04/THE-RED-PILL-OR-THE-BLUE-ONE/
  29. TESTED ONCE 
 ON 15 PEOPLE TESTED 100 TIMES ON 15.000 PEOPLESOURCE: HTTP://BARCODE1966.WORDPRESS.COM/2011/12/04/THE-RED-PILL-OR-THE-BLUE-ONE/
  30. THIS IS THE STUFF WE’VE NEGLECTED TO CHECK
  31. BECAUSE IT SOUNDED LIKE A PRETTY GOOD STORY
  32. ...SO MOST OF US WENT FOR THIS
  33. AND ONLY A FEW 
BRAVE PEOPLEDID THIS.
  34. SOURCE: HTTP://ENDOFCAPITALISM.COM/ABOUT/15-WHATS-DOWN-THE-RABBIT-HOLE/
  35. MARKETING IS:
MEASURABLE,PREDICTABLE 
 ANDEXPLAINABLE

  36. MARKETING IS:
MEASURABLE,PREDICTABLE 
 ANDEXPLAINABLE
 ONCE YOU SEE THE PATTERNS
  37. IT CAN EXPLAIN...
  38. WHY LOVE AT FIRST SIGHT
  39. ...OFTEN ENDS UP LIKE THIS
  40. IT CAN PREDICT...
  41. HOW MANY PEOPLE 
DRIVING THIS HTTP://WWW.TELEGRAAF.NL/AUTOVISIE/AUTOVISIE_TESTS/20041192/__GETEST__AUDI_A6_ALLROAD__.HTML
  42. SOURCE: HTTP://WWW.AUTOBLOG.NL/ARCHIVE/2009/06/02/PEUGEOT-5008-NIEUW-MPV-FAMILIEHOK WILL CHOOSE TO DRIVE THIS
  43. OVER HALF A CENTURY OFRESEARCH HAS MEASURED...
  44. WHAT WE ACTUALLY DOSOURCE: HTTP://WWW.CANBERRA.EDU.AU/__DATA/ASSETS/IMAGE/0006/848715/SUPERMARKET-AISLE.JPG
  45. IF BRAND DIFFERENTIATION EXISTS, 
WE WOULD EXPECT:
BRANDS TO BE PERCEIVED 
AS DIFFERENT
BRANDS TO HAVE
UNIQUE ASSOCIATIONS
BRANDS TO CAPITALIZE ON 
SPECIFIC IMAGE ATTRIBUTES
  46. OUR BRAND IS DIFFERENT
  47. 85% OF YOURUSERS WILLDISAGREE
  48. USERS AGREEING ON THEUNIQUESS OF BRANDS BRAND DIFFERENT UNIQUE EITHER % % % HP 4 8 11 TOSHIBA 11 5 13 COMPAQ 10 10 13 IBM 16 13 18 APPLE 15 25 23 DELL 5 5 5 AVERAGE 9 10 14 SOURCE: EHRENBERG-BASS INSTITUTE REPORT 17 FOR CORPORATE SPONSORS
  49. SPIRITS
 SOURCE: EHRENBERG-BASS INSTITUTE REPORT 17 FOR CORPORATE SPONSORS SKINCARE
SUPERMARKETS
CONDIMENTS
SOFT DRINKS
 AVERAGE AGREEMENT BY: ICE CREAM
 USERS 13%FRUIT AND VEG. DRINKS
 READY MADE SAUCES
 NON-USERSSOUPS
 5%COMPUTERS
WATER
YOGHURT
ELECTRONICS
  50. SUCCESSFULBRANDS HAVE STRONG AND UNIQUEASSOCIATIONS
  51. LESS THAN 5%OF PEOPLE 
WILL AGREE
  52. USERS ASSOCIATINGATTRIBUTES WITH BRANDS BRAND “PROMOTES AVERAGE (MARKET STRONG, OF 12 SHARE HEALTHY TEETH” ATTRIBUTES ORDER) % % COLGATE DC 55 54 MACLEANS 68 59 CREST 70 60 COLGATE BMG 57 55 AQUAFRESH 47 52 GIBBS SR 62 53 MENTADENT P 65 58 ULTRABRITE 57 55 AVERAGE 60 56 SOURCE: EHRENBERG-BASS INSTITUTE REPORT 3 FOR CORPORATE SPONSORS
  53. COMPUTERS
 SOURCE: EHRENBERG-BASS INSTITUTE REPORT 40 FOR CORPORATE SPONSORS SOFTDRINKS
 ELECTRONICS
 AVG BRANDYOGHURT
 UNIQUENESS: 3%PROFESSIONAL SERVICES
 SAUCES
 AVG MARKET UNIQUENESSWATER
 21%ICE CREAM
 MULTIPLE BRANDRETAIL FAST FOOD
 ASSOCIATIONBUSINESS BANKING
 46% ENERGY DRINKS
 PERSONAL BANKING
 SUPERMARKETS
  54. THE TRUTH IS:
YOUR CONSUMERS DON’TKNOW MUCH ABOUT YOU

  55. THE TRUTH IS:
50% OF ALL BRAND KNOWLEDGE 
RESIDES WITH 20% OF YOURCONSUMERS

  56. THE TRUTH IS:
80% KNOWS NOTHING ORLITTLE ABOUT YOUR BRAND

  57. % CUMULATIVE ‘SHARE’ KNOWLEDGE LEVEL CUSTOMERS KNOWLEDGE 22 ATTRIBUTES <1 2 18 ATTRIBUTES 1 3 17 ATTRIBUTES 2 7 16 ATTRIBUTES 2 8 15 ATTRIBUTES 4 12 14 ATTRIBUTES 5 15 13 ATTRIBUTES 7 22 12 ATTRIBUTES 8 23 11 ATTRIBUTES 9 25 10 ATTRIBUTES 10 29 9 ATTRIBUTES 15 38 8 ATTRIBUTES 20 45 7 ATTRIBUTES 25 52 6 ATTRIBUTES 33 62 5 ATTRIBUTES 43 72 4 ATTRIBUTES 59 85 3 ATTRIBUTES 69 91 2 ATTRIBUTES 89 99 1 ATTRIBUTES 95 100 0 ATTRIBUTES 100 100 SOURCE: EHRENBERG-BASS INSTITUTE REPORT 42 FOR CORPORATE SPONSORS
  58. SPIRITS
 SOURCE: EHRENBERG-BASS INSTITUTE REPORT 42 FOR CORPORATE SPONSORS MINERAL WATER
YOGHURT
SKINCARE
FRUIT & VEG. DRINKS
SOUPS
READYMADE SAUCE
WHISKEY
SOFT DRINKS
ICE CREAM
SPORTS DRINKS
CONDIMENTS
SLICED CHEESE
 AVERAGETOILET PAPER
WASHING POWDER
 PARETO SHARE:SALAD DRESSING
AUTOMOBILES
 43%COMPUTERS
ELECTRONICS
BUSINESS BANKING
TELECOM NETWORKS
INSURANCE
TELECOMS
HOLIDAY DESTINATIONS
PERSONAL BANKING
SUPERMARKETS
FAST FOOD OUTLETS
  59. THE TRUTH IS:
OUR ATTITUDES TOWARDSBRANDS ARE VERYINCONSISTENT

  60. THE TRUTH IS:
ONLY HALF THE TIME WEPROVIDE THE SAME ANSWER
WHEN ASKED AGAIN SOURCE: EHRENBERG-BASS INSTITUTE REPORT 3 FOR CORPORATE SPONSORS
  61. I LOVE MY MUM
AND
YOU LOVE YOURSSOURCE: SHARP (2010) HOW BRANDS GROW, OXFORD UNIVERSITY PRESS
  62. I LOVE MY MUM... REDBANK BLUEBANK BRAND % OF REDBANK % OF BLUEBANK % OF REDBANK % OF BLUEBANK PERSONALITY CUSTOMERS CUSTOMERS CUSTOMERS CUSTOMERS ATTRIBUTE WHO THINK WHO THINK WHO THINK WHO THINK REDBANK IS.... REDBANK IS.... BLUEBANK IS.... BLUEBANK IS.... SUCCESFUL 84 25 21 85 HONEST 81 19 19 84 EFFICIENT 81 25 17 86 SINCERE 78 17 15 81 MODERN 78 22 16 85 HAPPY 72 20 16 81 INTELLIGENT 69 24 21 75 CORPORATE 52 23 25 63 YOUNG 51 19 10 58 GENEROUS 46 13 10 60 SOPHISTICATED 44 11 17 48 EXCITING 20 8 4 27 AVERAGE 63 19 16 69 SOURCE: EHRENBERG-BASS INSTITUTE REPORT 59 FOR CORPORATE SPONSORS
  63. WHAT ABOUT 
BRAND PERSONALITY?
  64. A LEADER Y&R’S BRAND ASSET VALUATOR – SOURCE: EHRENBERG-BASS INSTITUTE REPORT 14 FOR CORPORATE SPONSORSARROGANTCAREFREECHARMINGDARINGDOWN-TO-EARTHDYNAMICENERGETICFRIENDLYFUNGLAMOUROUSHELPFULINDEPENDENT 28 PERSONALITY TRAITSINTELLIGENTKIND ON OFFEROBLIGINGPROGRESSIVERESTRAINEDRUGGEDSENSUOUSSOCIALSTRAIGHTFORWARDSTYLISHTOUGHTRENDYUNAPPROACHABLEUPPER CLASSUP-TO-DATE
  65. USERS ASSOCIATING 
PERSONALITY TRAITS 
WITH BRANDS CAR BRAND AVG. OF ALL BRANDS USERS (%) UP-TO-DATE TOUGH ENERGETIC 28 TRAITS FORD 19 23 14 5 12 VAUXHALL/ OPEL 13 20 16 5 12 ROVER 10 11 21 6 14 PEUGEOT 6 19 23 7 12 VOKSWAGEN 6 16 16 8 12 RENAULT* 5 33 22 19 11 AVERAGE 10 20 19 8 12 % LINKING TRAIT TO AT LEAST 64 58 40 42 ONE BRAND * SAMPLE BASE N=27 SOURCE: EHRENBERG-BASS INSTITUTE REPORT 14 FOR CORPORATE SPONSORS
  66. COMPUTERS
 SOURCE: EHRENBERG-BASS INSTITUTE REPORT 14 FOR CORPORATE SPONSORS COMPUTER EQUIPMENT
AUTOMOBILES
FRUIT & VEG. DRINKS
 CARBONATED SOFT USERS:DRINKS
 9%ICE CREAM
 ENERGISER DRINKS
 ELECTRONICS
 NON-USERS: 5%SOUP
 CONDIMENTS
 READYMADE SAUCES
BOTTLED WATER
YOGHURT
  67. WE SHOULD STOP TRYING TO BE DIFFERENTSOURCE: HTTP://JOE-GRANT.TYPEPAD.COM/JOE_GRANTS_BLOG/PAGE/2/
  68. 
THE BATTLE FOR YOUR MINDSOURCE: HTTP://WWW.SCENICREFLECTIONS.COM/DOWNLOAD/251771/PLANTING_THE_FLAG_WALLPAPER/
  69. SALIENCESOURCE: HTTP://WWW.SCENICREFLECTIONS.COM/DOWNLOAD/251771/PLANTING_THE_FLAG_WALLPAPER/
  70. SOURCE: EHRENBERG-BASS INSTITUTE REPORT 16 FOR CORPORATE SPONSORSSALIENCE:
THE PROPENSITYFOR A BRAND TOBE NOTICED ORTHOUGHT OF INBUYINGSITUATIONSSOURCE (iIMAGE): HTTP://CCHS3DGRAPHICS.BLOGSPOT.NL/2012/03/DANIELS-LIGHTBULB-PROJECT.HTML
  71. THISPROPENSITY
DEPENDS ONTHE QUANTITY
AND QUALITY
OFASSOCIATIONS
  72. YOU NEED TO CONNECT SOURCE: HTTP://WWW.YANKODESIGN.COM/2009/12/24/RECOILING-SOCKET-IN-THE-WALL/
  73. FOCUS ON 
THE BUYING SITUATION
CONSUMER:WHERE? | WHEN? | WHY? | EMOTIONS? | WITH WHOM? | WITH WHAT? BRAND:BRAND QUALITIES | ADVERTISED QUALITIES | DISTINCTIVE ELEMENTSPRODUCT:FUNCTIONAL BENEFITS
  74. SOURCE: ROMANIUK (2012): MODELING MENTAL MARKET SHARE, JOURNAL OF BUSINESS RESEARCHTHE BIGGEST BRANDS ARE 
THE MOST SALIENT BRANDS SALIENCE COCA COLA 23 FANTA 12 DIET COKE 10 PEPSI COLA 9 DR PEPPER 9 CREST 36 COLGATE 30 AQUAFRESH 14 ARM AND HAMMER 9 SENSODYNE 7 JOHNNIE WALKER 18 J&B 17 JAMESON 15 TFG 13 BALLANTINE’S 13
  75. HIGHER SALIENCE LEADS TO LOWER DEFECTION SALIENCE LEVEL BRAND 1 BRAND 2 BRAND 3 0 42 39 43 5 34 44 46 11 39 35 33 16 24 40 33 21 36 34 30 26 25 29 27 32 28 29 24 37 26 31 34 42 24 37 27 47 21 27 21 53 22 31 28 58 21 37 19 63 22 32 34 68 19 21 27 74 18 20 24 79 17 26 26 84 15 27 30 89 13 13 13 95 13 32 47 100 10 11 0 SOURCE: ROMANIUK, SHARP (2003): BRAND SALIENCE ANDCUSTOMER DEFECTION IN SUBSCRIPTION MARKETS, JOURNAL OF MARKETING MANAGEMENT
  76. CONSIDER THIS:
  77. YOU NEED TO MAKE IT
EASY
  78. YOU NEED TO MAKE IT
QUICK
  79. YOU NEED TO MAKE IT
DISTINCTIVE
  80. BECAUSE YOU ARE NOT ALONESOURCE: HTTP://MARKETING-STAFFING.COM/BLOGMAIN/MARKETINGBLOG/BLOGNEWS/TABID/90/ENTRYID/237/GREAT-MARKETING-IS-UTILITARIAN.ASPX#STHASH.ARXZFF5D.DPBS
  81. IF YOU WANT YOUR BRAND TO BEQUICK, EASY ANDDINSTINCTIVE
  82. YOU NEED TO CREATE ASSETSTHAT YOU CAN OWN
  83. MEANINGLESS DIFFERENTIATION
  84. LOGOS tion. Examples are the McDonald’s • Arches and the BP Sunflower. Figure 1: McDonald’s logo • Slogan: This is a short phrase, sometimes using word-play or wit
  85. FONTS
  86. SHAPES has its ‘beak like’ bottle neck or the triangular Toblerone box. Figure 3: Toblerone’s shape • Jingles piece o the bra cludes t also us by ma include PAGE 6 Ehrenberg-Bass In
  87. COLORS
  88. SIGNSSOURCE: HTTP://WWW.BACKGROUNDDESKTOP.ORG
  89. SLOGANSSOURCE: HTTP://WWW.BACKGROUNDDESKTOP.ORG
  90. PEOPLESOURCE: HTTP://WWW.INQUISITR.COM/195100/GEORGE-CLOONEY-REVEALS-SECRETS/GEORGE-CLOONEY-2-16001/
  91. CHARACTERS
  92. WANT ATTENTION? BE CREATIVE SOURCE: HTTP://MPMARKETINGCENTER.COM/BLOG/2010/09/29/TRAFFIC-BUILDING/10-CREATIVE-TRAFFIC-BUILDING-IDEAS/ATTACHMENT/KLEINER-KUNSTLER/
  93. SOURCE: HTTP://WWW.COOPR.NL/BLOG/OLD-SPICE-MUSCLE-MUSIC
  94. NOW IT’S YOUR TURN TO BESOURCE: HTTP://BOLLENSTREEK.NL/EVENEMENTEN/AQUA-CINEMA-BRAVE/
  95. BARNARD HRENBERG-BASS INSTITUTBASSBENNETBINETBOGOLOMOVABARWISECOLLINSDAWESEHRENBERGGAILLARDGOODHARTHAMMONDKENNEDYMACDONALDNELSON-FIELD ...JUST FOLLOWROMANIUK THEIRSCRIVENSHARP FOOTSTEPS
  96. THANK YOU!@WIEMERSNIJDERS

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