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WHAT GREATMARKETERS DO WELLPresentation to the Merage School of Business -University of California IrvineDavid MurphyCo-Pr...
MY MENTORS
THE MARKETER’SIMPERATIVE   “If you don’t like change,        you’ll like irrelevance                     even less.”      ...
THE MARKETER’SIMPERATIVE“Those who live by the sword        will be shot by those                  who don’t.”            ...
THE MARKETER’SIMPERATIVE“They couldn’t hit an elephant               at this dist----”                          The last w...
WHAT CHANGELEAVES IN ITS WAKE.
DISRUPTIVE FORCES:CONVENIENCE
DISRUPTIVE FORCES:EXPERIENCES
DISRUPTIVE FORCES:FUNCTIONALITY
DISRUPTIVE FORCES:DESIGN
DISRUPTIVE FORCES:PRICE
DISRUPTIVE FORCES:COMMUNITIES
WHAT GREATMARKETERS DO WELL•  STRATEGY:            •  EXECUTION:  – Brand literacy        – Thoughtful  – Consumer intimac...
BRAND LITERACY   Brands provide a source of margin,         repeat business and growth.
BRAND LITERACY          A brand is formed through an empathetic relationship with customers.                            Em...
BRAND LITERACY   Great brands possess a clear sense                       of true north.                             Who t...
BRAND LITERACY   Brand equity is not a static metric --          it is the relationship between                      diffe...
Example: B.A.V.                                                                                 D_E         R       E     ...
WHAT GREATMARKETERS DO WELL•  STRATEGY:            •  EXECUTION:  – Brand literacy        – Thoughtful  – Consumer intimac...
CUSTOMER INTIMACY       There is no such thing as                 “the customer.”                        Segments         ...
CUSTOMER INTIMACY            Traditional market         research often misses                     the mark.               ...
CUSTOMER INTIMACY    The best research yields insights,                            not data.                   Category id...
CUSTOMER INTIMACY             Great marketers are     “commercial anthropologists.”                Observe with open mind ...
Tundra launchExtensive observational research to help design the truck. Engineers visited junk yards to learn why trucks f...
USP: The 1/2 ton                                                               Build the truck Truck with 3/4 ton guts    ...
WHAT GREATMARKETERS DO WELL•  STRATEGY:            •  EXECUTION:  – Brand literacy        – Thoughtful  – Consumer intimac...
RELEVANTDIFFERENTIATION      A relevant and differentiated         proposition is the basis of                  enduring b...
example                     Desired benefit           Innovate                Strategic                                   ...
examples               Ladies andAccessible     gentlemen       Save 15%.   Commercialize design       serving ladies     ...
WHAT GREATMARKETERS DO WELL•  STRATEGY:            •  EXECUTION:  – Brand literacy        – Thoughtful  – Consumer intimac...
STORYTELLING        Great brands tell great stories.  They are an inspiring protagonist in a           compelling brand na...
examples           An authority-defying rebel            uniting a community in a              crusade against fear.      ...
WHAT GREATMARKETERS DO WELL•  STRATEGY:            •  EXECUTION:  – Brand literacy        – Thoughtful  – Consumer intimac...
INNOVATION          Strategic innovation should solve real,                 unarticulated customer needs.                 ...
INNOVATION      Often a mash-up of disparate         insights and technologies.               Latchkey kids + Microwaves  ...
INNOVATION    They are underpinned by rigorous      analytics -- a business case that                  drives fresh thinki...
WHAT GREATMARKETERS DO WELL•  STRATEGY:            •  EXECUTION:  – Brand literacy        – Thoughtful  – Consumer intimac...
THOUGHTFULINTERACTIONS       Every interaction matters.                 Product performance                    Customer se...
WHAT GREATMARKETERS DO WELL•  STRATEGY:            •  EXECUTION:  – Brand literacy        – Thoughtful  – Consumer intimac...
TEST AND LEARN         Great marketers build             learning cultures.                                Kaizen         ...
TEST AND LEARN Dismal launch   Major success
WHAT GREATMARKETERS DO WELL•  STRATEGY:            •  EXECUTION:  – Brand literacy        – Thoughtful  – Consumer intimac...
DESIGN          Design is not an image.         It is a business strategy.
DESIGN         Design thinking is a critical                business discipline.               Forces customer orientation...
DESIGN                   Designed a new banking                               experience.                   Created the “t...
WHAT GREATMARKETERS DO WELL•  STRATEGY:            •  EXECUTION:  – Brand literacy        – Thoughtful  – Consumer intimac...
CONTEXT    Context is a powerful, unspoken   message. Brand associations can              shape brand meaning.            ...
CONTEXT Helpful context: YARIS advertising on mobile phones.
CONTEXTDamaging context:Jaguar X-typeJaguar at Hertz
WHAT GREATMARKETERS DO WELL•  STRATEGY:            •  EXECUTION:  – Brand literacy        – Thoughtful  – Consumer intimac...
ALIGNMENT        The most effective and enduringmarketing strategies are fully aligned with               the company’s va...
ALIGNMENT“We’ll pick you up.”    “Designed for all.”Enabled by lower cost   Expressed throughstructure               iconi...
WHAT GREATMARKETERS DO WELL•  STRATEGY:            •  EXECUTION:  – Brand literacy        – Thoughtful  – Consumer intimac...
COURAGE                     Do you have the courage? To follow customers into territories that are not obvious?  To provok...
SHARE YOUR POV         wikibranding.net         @wikibranding         david murphy         david.murphy@bdm.net
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What great marketers do well.

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2009 presentation to the Merage School of Business.

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Transcript of "What great marketers do well."

  1. 1. WHAT GREATMARKETERS DO WELLPresentation to the Merage School of Business -University of California IrvineDavid MurphyCo-PresidentExec. Director – Brand InnovationBarrie D’Rozario Murphy
  2. 2. MY MENTORS
  3. 3. THE MARKETER’SIMPERATIVE “If you don’t like change, you’ll like irrelevance even less.” Tom Peters
  4. 4. THE MARKETER’SIMPERATIVE“Those who live by the sword will be shot by those who don’t.” Gary Hamel
  5. 5. THE MARKETER’SIMPERATIVE“They couldn’t hit an elephant at this dist----” The last words of Union General John Sedgwick
  6. 6. WHAT CHANGELEAVES IN ITS WAKE.
  7. 7. DISRUPTIVE FORCES:CONVENIENCE
  8. 8. DISRUPTIVE FORCES:EXPERIENCES
  9. 9. DISRUPTIVE FORCES:FUNCTIONALITY
  10. 10. DISRUPTIVE FORCES:DESIGN
  11. 11. DISRUPTIVE FORCES:PRICE
  12. 12. DISRUPTIVE FORCES:COMMUNITIES
  13. 13. WHAT GREATMARKETERS DO WELL•  STRATEGY: •  EXECUTION: – Brand literacy – Thoughtful – Consumer intimacy interactions – Relevant – Test and learn differentiation – Design – Storytelling – Context – Innovation – Alignment – Courage
  14. 14. BRAND LITERACY Brands provide a source of margin, repeat business and growth.
  15. 15. BRAND LITERACY A brand is formed through an empathetic relationship with customers. Emotionally led. Rationally justified.
  16. 16. BRAND LITERACY Great brands possess a clear sense of true north. Who they are What they value Where they’re heading
  17. 17. BRAND LITERACY Brand equity is not a static metric -- it is the relationship between different dynamics. Differentiation Relevance Esteem Knowledge
  18. 18. Example: B.A.V. D_E R E K Leadership (DifferentiationE / Relevance) D_E R E K Niche or Brand Strength Unrealized Potential D_E R E K Declining D_E R E K D_E R E K New, Unfocused or Commodity or Unknown Eroded Brand Stature (Esteem / Knowledge)
  19. 19. WHAT GREATMARKETERS DO WELL•  STRATEGY: •  EXECUTION: – Brand literacy – Thoughtful – Consumer intimacy interactions – Relevant – Test and learn differentiation – Design – Storytelling – Context – Innovation – Alignment – Courage
  20. 20. CUSTOMER INTIMACY There is no such thing as “the customer.” Segments Needs Usage Values
  21. 21. CUSTOMER INTIMACY Traditional market research often misses the mark. Focus groups lie. Quantitative lacks nuance. Awareness, satisfaction, etc. are tired measures.
  22. 22. CUSTOMER INTIMACY The best research yields insights, not data. Category ideal vs. brand Personification Values Loyalty drivers Unarticulated needs
  23. 23. CUSTOMER INTIMACY Great marketers are “commercial anthropologists.” Observe with open mind Interact Talk Understand Connect the dots
  24. 24. Tundra launchExtensive observational research to help design the truck. Engineers visited junk yards to learn why trucks fail; construction sites to see how workers use their trucks; saddle shops attention to detail; NASCAR, rodeos, etc to understand the culture.
  25. 25. USP: The 1/2 ton Build the truck Truck with 3/4 ton guts where real trucks are built. Segment ideal customer profile: “where life is tough and the work is tougher.”Win the barstool Choose iconography Be a part debate. that conveys USP. of their world
  26. 26. WHAT GREATMARKETERS DO WELL•  STRATEGY: •  EXECUTION: – Brand literacy – Thoughtful – Consumer intimacy interactions – Relevant – Test and learn differentiation – Design – Storytelling – Context – Innovation – Alignment – Courage
  27. 27. RELEVANTDIFFERENTIATION A relevant and differentiated proposition is the basis of enduring brands. Important, un-met needs Grounded in the truth of the product
  28. 28. example Desired benefit Innovate Strategic focus Brand Brandweakness strength Improve Maintain Expected benefit
  29. 29. examples Ladies andAccessible gentlemen Save 15%. Commercialize design serving ladies innovations and gentlemen.
  30. 30. WHAT GREATMARKETERS DO WELL•  STRATEGY: •  EXECUTION: – Brand literacy – Thoughtful – Consumer intimacy interactions – Relevant – Test and learn differentiation – Design – Storytelling – Context – Innovation – Alignment – Courage
  31. 31. STORYTELLING Great brands tell great stories. They are an inspiring protagonist in a compelling brand narrative. Empathetic protagonist Equally clear about its antagonist Sense of journey Powerful archetypes
  32. 32. examples An authority-defying rebel uniting a community in a crusade against fear. A free thinker liberating the world from beige conformity. An advocate of women’s self-esteem battling against the falsehood of media-defined beauty.
  33. 33. WHAT GREATMARKETERS DO WELL•  STRATEGY: •  EXECUTION: – Brand literacy – Thoughtful – Consumer intimacy interactions – Relevant – Test and learn differentiation – Design – Storytelling – Context – Innovation – Alignment – Courage
  34. 34. INNOVATION Strategic innovation should solve real, unarticulated customer needs. Analyze customers Observe them Be inspired by them But don’t take ordersSlavish adherence to research would have led Henry Ford to build a faster horse.
  35. 35. INNOVATION Often a mash-up of disparate insights and technologies. Latchkey kids + Microwaves Running + Music Unserved rental market + cheaper locations Techno-stress + affluence Senior market + cell phones “We” generation + web
  36. 36. INNOVATION They are underpinned by rigorous analytics -- a business case that drives fresh thinking. Demand segments Price premiums Assess real world trade-offs Conjoint analysis
  37. 37. WHAT GREATMARKETERS DO WELL•  STRATEGY: •  EXECUTION: – Brand literacy – Thoughtful – Consumer intimacy interactions – Relevant – Test and learn differentiation – Design – Storytelling – Context – Innovation – Alignment – Courage
  38. 38. THOUGHTFULINTERACTIONS Every interaction matters. Product performance Customer service Packaging Retail display Website Distribution Advertising
  39. 39. WHAT GREATMARKETERS DO WELL•  STRATEGY: •  EXECUTION: – Brand literacy – Thoughtful – Consumer intimacy interactions – Relevant – Test and learn differentiation – Design – Storytelling – Context – Innovation – Alignment – Courage
  40. 40. TEST AND LEARN Great marketers build learning cultures. Kaizen Celebrate learning from failure
  41. 41. TEST AND LEARN Dismal launch Major success
  42. 42. WHAT GREATMARKETERS DO WELL•  STRATEGY: •  EXECUTION: – Brand literacy – Thoughtful – Consumer intimacy interactions – Relevant – Test and learn differentiation – Design – Storytelling – Context – Innovation – Alignment – Courage
  43. 43. DESIGN Design is not an image. It is a business strategy.
  44. 44. DESIGN Design thinking is a critical business discipline. Forces customer orientation. Focus on possibilities. Question everything. Embrace restraints. Reductive thinking.
  45. 45. DESIGN Designed a new banking experience. Created the “third place” Transformed financial products into tangible, packaged items. Coffee bar by window to convey welcoming environment Money bar -- not cashier. Self-guided video presentations Doubled customer base in one year.
  46. 46. WHAT GREATMARKETERS DO WELL•  STRATEGY: •  EXECUTION: – Brand literacy – Thoughtful – Consumer intimacy interactions – Relevant – Test and learn differentiation – Design – Storytelling – Context – Innovation – Alignment – Courage
  47. 47. CONTEXT Context is a powerful, unspoken message. Brand associations can shape brand meaning. Media Distribution Alliances Customers
  48. 48. CONTEXT Helpful context: YARIS advertising on mobile phones.
  49. 49. CONTEXTDamaging context:Jaguar X-typeJaguar at Hertz
  50. 50. WHAT GREATMARKETERS DO WELL•  STRATEGY: •  EXECUTION: – Brand literacy – Thoughtful – Consumer intimacy interactions – Relevant – Test and learn differentiation – Design – Storytelling – Context – Innovation – Alignment – Courage
  51. 51. ALIGNMENT The most effective and enduringmarketing strategies are fully aligned with the company’s value chain. USP is not an ad strategy Grounded in a unique business model Activities complement and reinforce Strategy connected to the balance sheet
  52. 52. ALIGNMENT“We’ll pick you up.” “Designed for all.”Enabled by lower cost Expressed throughstructure iconic advertisingDriven by lower off- Manifested by uniqueairport real estate merchandising strategyInspired by idea to Inspired by idea to findservice replacement sweet spot betweencar market. Walmart and Macys.
  53. 53. WHAT GREATMARKETERS DO WELL•  STRATEGY: •  EXECUTION: – Brand literacy – Thoughtful – Consumer intimacy interactions – Relevant – Test and learn differentiation – Design – Storytelling – Context – Innovation – Alignment – Courage
  54. 54. COURAGE Do you have the courage? To follow customers into territories that are not obvious? To provoke the system -- challenge your management? To weather public scrutiny at all times? To be different?
  55. 55. SHARE YOUR POV wikibranding.net @wikibranding david murphy david.murphy@bdm.net
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