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The Relevance Trap

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Marketing's over-reliance on consumer relevance has led to advertising uniformity. In such a world, it's more important to be different than to be relevant.

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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The Relevance Trap

  1. 1. THE TRAP OF BEING RIGHT By Nigel Rahimpour Global Planning Director, Saatchi New York
  2. 2. Today, Companies Focus On Shareholder Value More So Than Anything Else.
  3. 3. To Maximize Share Holder Value, Companies Must Grow At A Higher Speed. The Faster The Growth Momentum, The Greater The Perceived DifferenKal Advantage, Which In Turn Makes It A More Appealing Brand To Consumers And ANracKve Stock To Investors.
  4. 4. ESSENTIALLY, IT ALL COMES DOWN TO… DISTINCTION
  5. 5. SHOULD BE CLEAR TO MARKETING. THE PURPOSE OF DISTINCTION
  6. 6. SHOULD!
  7. 7. BUT IT’S THE OPPOSITE!
  8. 8. WHEREVER YOU LOOK…
  9. 9. THE SAME BENEFITS…
  10. 10. SAME REASONS TO BELIEVE
  11. 11. SAME STORIES
  12. 12. SAME RESEARCH
  13. 13. SAME PEOPLE
  14. 14. SAME INSIGHTS
  15. 15. EVERYTHING LIVES OR DIES BY WHAT SHE SAYS
  16. 16. AN INDUSTRY-WIDE OBSESSION WITH BEING RIGHT Right Dis)nc)ve
  17. 17. MAYBE DISTINCTION IS MORE IMPORTANT… Right Dis)nc)ve
  18. 18. AFTER ALL, 90% OF ADS FAILED TO BE REMEMBERED IN THE U.S. IN 2012 Source: Kantar Media 90% out of $140 billion down the tube!
  19. 19. REALITY MIGHT BE WORSE! The Average City Person Is Subjected To Over 1000 Ads Per Day
  20. 20. HOW MANY ADS DO YOU REMEMBER FROM YESTERDAY?
  21. 21. IF YOU ARE LUCKY, YOU MIGHT RECALL 3 ADS : 1000 ADS = 0.003
  22. 22. It’s Ironic How MarkeKng, Which Set Out To Drive DisKncKon, Has Returned Brands Back To Commodity Status.
  23. 23. “WHEN YOU ACT LIKE A COMMODITY, YOU’LL BE TREATED LIKE ONE” Kevin Roberts, CEO of Saatchi & Saatchi
  24. 24. YET, DISTINCTION SHOULD BE SO EASY…
  25. 25. IT’S WHAT WE DO FROM EARLY CHILDHOOD - DIFFERENTIATING OURSELVES FROM OUR ENVIRONMENT
  26. 26. DISTINCTION IS WHAT OUR BRAIN REMEMBERS
  27. 27. DISTINCTION DRIVES CONVERSATION
  28. 28. GIVEN THE BRAIN’S NATURE TO COMPARTMENTALIZE SIMILARITIES… X X X X X X X X X X X
  29. 29. DISTINCTION CAN GIVE BRANDS AN UNFAIR MINDSHARE X X X X X X X X X X X
  30. 30. DISTINCTION LEADS TO BRAND SALIENCY BRAND SALIENCY = THE DEGREE TO WHICH YOUR BRAND IS REMEMBERED IN A PURCHASE SITUATION
  31. 31. CLEARLY, DISTINCTION IS THE MORE EFFICIENT MEDIA STRATEGY It Works For You Long Ader Your Media Plan Stops.
  32. 32. HOWEVER, TO BE REMEMBERED YOU MUST FIRST UNDERSTAND BASIC HUMAN COMMUNICATIONS
  33. 33. BASIC COMMUNICATIONS ATTENTION INTENT PERSUASION
  34. 34. BASIC COMMUNICATIONS ATTENTION “Hello Bartender”, “Wink-Wink” INTENT “A Beer, Please!” PERSUASION Good Tip
  35. 35. MOST CLIENTS FOCUS ON… ATTENTION INTENT PERSUASION
  36. 36. ATTENTION INTENT PERSUASION WHICH IS WHY OVER 90% OF ADS FAIL
  37. 37. ATTENTION INTENT PERSUASION IN FACT, YOU CAN’T GET TO PERSUASION, IF YOU DON’T GET ATTENTION
  38. 38. ATTENTION INTENT PERSUASION ATTENTION IS DRIVEN BY DISTINCTION
  39. 39. WHICH IS WHY YOU NOTICE AND REMEMBER THIS
  40. 40. THIS
  41. 41. Cadbury’s Schweppes Gorilla TVC liZed sales 9% across the franchise AND THIS
  42. 42. IN A WORLD OF ADVERTISING SAMENESS, IT’S MORE IMPORTANT TO BE DIFFERENT THAN TO BE RIGHT!
  43. 43. SEEMS SO BASIC, RIGHT?
  44. 44. YET, THE BIGGEST BRANDS DO NOT GET THE BASICS
  45. 45. PEPSI COPIED COKE FOR 30 YEARS… NEVER GROWING ITS MARKET SHARE
  46. 46. PEPSI’S SUCCESS CAME WITH DISTINCTION… AS A RESULT COKE CHANGED ITS FORMULA
  47. 47. IRONICALLY, NOW IT’S PEPSI THAT GETS COPIED
  48. 48. THE INSANITY CONTINUES
  49. 49. MARKS & SPENCER COPIES VITAMIN WATER
  50. 50. KICKER COPIES KITKAT
  51. 51. AND THERE’S MORE
  52. 52. ACROSS CATEGORIES & REGIONS
  53. 53. ESCAPE THE TRAP Of BEING RIGHT BY…
  54. 54. GOING BEYOND COMMODIFIED CONSUMER RESEARCH
  55. 55. UNDERSTAND MACRO CONTEXT! Poli)cal Technological Economic Environmental Social Cultural Company
  56. 56. DO MULTILENS RESEARCH Brand Insight Product Insight Consumer Insight Non-User Insight Compe))on Insight Macro Culture Insight Channel Insight Overall Market Insight WHITE SPACE
  57. 57. CHALLENGE ASSUMPTIONS Only 27% of respondents expressed a posi)ve a_tude about Porsche drivers … yet 89% agreed “it would be my lucky day” if given a chance to be one (Weeks & Williams JM 2006)
  58. 58. REFRAME!
  59. 59. REAL DISTINCTION…
  60. 60. Swatch Turned the watch into a fashion accessory Red Bull Started the energy drink category Mini Introduced small car culture LIKE THESE GAME-CHANGERS
  61. 61. BE AS INTERESTING AS THE TV SHOWS YOU’RE INTERRUPTING What’s the relevance of a zombie series or that of a chemistry teacher, turned meth dealer, turned mobster? NONE!
  62. 62. “BE A MAGNET, NOT A MIRROR”
  63. 63. AFTER ALL
  64. 64. Nigel Rahimpour Global Planning Director Saatchi New York Nigel.Rahimpour@Gmail.com SPECIAL THANKS TO: Felicia J. Sanabria David Troj Alex Bragg

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