This is the full slidedeck of the Brand Religion Masterclass, hosted by InSites Consulting at the MIE congress in Utrecht February 2, 2017.

1. BRAND
RELIGIONS

2. Thanks for being here!
Anita Peerdeman, Managing Director InSites Consulting NL
Passionate about consumers and what makes them thick. Over 20 years of experience in
marketing & market research, with a strong focus on FMCG and innovation. Get my mind
to rest by dancing, reading and watching movies. Mum of 2 teenage boys, that keep me
young@heart, as do all the Smart Cookies that work with me at InSites Consulting .
anita@insites-consulting.com
@peerda
nl.linkedin.com/in/anitapeerdeman

3. #insites

4. PROGRAM
PROGRAM
13.30 Introduction on brand religions
14:45 Interactive workshop
15.30 Debrief & discussion
16.00 Close & drinks
14:30 Break

5. IS YOUR BRAND
STILL ALIVE?

6. THE WAY OUTTHE WAY OUT

8. RELIGION /rɪˈlɪdʒən/
A pursuit or interest followed with great devotion

10. 11

11. PENETRATION
RELIGIONS

13. Andrew Ehrenberg
Even in a field
supposed to be dominated by
people’s impulses to buy – that of
marketing – there are striking regularities…
yet people seldom expect there to
be a law… and therefore do
not even look for them.

14. #1 Penetration is thy sole path to growth
#2 Retention is an illusion
#3 Thou shalt treat all thy buyers as equal
#4 Thou shalt repeat, repeat, repeat
#5 Thou shalt be everywhere
PENETRATION
RELIGION BELIEFS

15. #1 PENETRATION IS
THY SOLE PATH TO GROWTH
BRANDS OF
WASHING POWDER MARKET SHARE PURCHASE FREQUENCY
PERSIL
ARIEL
BOLD
DIAZ
SURF
AVERAGE
22
14
10
9
8
3,9
3,9
3,8
3,7
3,4
3,7

16. #1 PENETRATION IS
THY SOLE PATH TO GROWTH
BRANDS OF
WASHING POWDER MARKET SHARE PENETRATION
PERSIL
ARIEL
BOLD
DIAZ
SURF
22
14
10
9
8
41
26
19
17
17

17. PENETRATION IS
THE KEY DRIVER OF MARKET SHARE
EVOLUTION IN
PURCHASE
FREQUENCY
+ 10%
- 10%
BRANDS
GROWING
BRANDS
DECLINING
BRANDS
EVOLUTION IN
PENETRATION
+ 31%
- 20%
EVOLUTION IN
SHARE
+47%
- 27%
UNITED KINGDOM – 157 BRANDS, 20 CATEGORIES

18. #2 RETENTION
IS AN ILLUSION

23. 27
20%
60%
80%
40%
Share of
consumers
Share of Sales
Bottom 80%
of consumers
Top 20% of
consumers
THE PARETO LAW
20%
80%
80%
20%
Share of
Consumers
Share of Sales
Bottom 80%
of Consumers
Top 20% of
Consumers
VILFREDO
PARETO
THE EHRENBERG-
BASS LAW
“80% OF YOUR SALES
COMES FROM 20% OF YOUR CLIENTS”

24. # PURCHASES
%CUSTOMERS #3 THOU SHALT TREAT
ALL THY BUYERS AS EQUAL

25. LEAKY BUCKET

27. #4 THOU SHALT REPEAT
REPEAT REPEAT

28. 32
MENTAL AVAILABILITY
refers to the probability
that a consumer will
notice and/or think of
your brand in potential
buying and/or usage
situations.

31. CONFUSION ACCELERATION
CONSIDERATION
Consumers are confused as the brand
triggers associations that are shared
with competitive brands as well.
The brand should accelerate the usage
of these brand associations as they are
both recognized by a large portion of
the audience and attribute exclusively
to the brand.
As the perceived uniqueness to the
brand is relatively high, it can be good to
further invest in these associations
(wider and more consistent use of
brand linkage) to turn these into true
distinctive assets.
Uniqueness
Association
ABSENCE
These brand associations are not known
at all in the market. The brand would
need considerable work and resources
to develop any of these brand
associations.

32. #5 THOU SHALT
BE EVERYWHERE

33. 37
PHYSICAL
AVAILABILITY
refers to probability
that a consumer
can access your brand in
usage situations.

34. PENETRATION
RELIGION BELIEFS
PENETRATION#1 Penetration is thy sole path to growth
#2 Retention is an illusion
#3 Thou shalt treat all thy buyers as equal
#5 Thou shalt be everywhere
#4 Thou shalt repeat, repeat, repeat
PUSH
ACQUISITION
MASS MARKETING
DISTINCTIVENESS

35. Nice to meet you!
Margot Schuil, Business Director FMCG InSites Consulting NL
Passionate about translating consumer and shopper insights into actionable growth
strategies for FMCG brands. Over 10 years of research experience at both the client and
agency side. Love to read and cook but both hobbies have moved to the background since
the birth of my daughter who is now 8 months old 
margot@insites-consulting.com
@MargotSchuil
nl.linkedin.com/in/margotschuil

36. INFLUENCERS
RELIGIONS

38. Talkers live
on a diet of information.
Keep them fed to keep them talking.
The word of mouth stops when
there is nothing to
talk about...
Andy Sernovitz

39. #1 Conversations is thy sole path to growth
#2 Thou shalt look for disciples
#3 All thy activations should be the start of a conversation
#4 Thou shalt create conversations with a purpose
#5 Thou shalt aim for positive recommendations
INFLUENCERS
RELIGION BELIEFS

40. #1 CONVERSATIONS ARE
THY SOLE PATH TO GROWTH

41. 57%
A person from
your peers
14%
A company

44. #2 THOU SHALT LOOK
FOR DISCIPLES

50. #3 ALL THY ACTIVATIONS
SHOULD BE START
OF CONVERSATIONS

51. #4 THOU SHALT
CREATE CONVERSATIONS
WITH A PURPOSE

54. WELCOME IN
JFK International Airport
WELCOME IN
Schiphol Amsterdam Airport
WELCOME IN
Incheon International Airport
#5 THOU SHALT AIM FOR
POSITIVE RECOMMENDATIONS

55. INFLUENCERS
RELIGION BELIEFS
#1 Conversations is thy sole path to growthWOM MARKETING
#2 Thou shalt look for disciples
#3 All thy activations should be the start of a conversation
#5 Thou shalt aim for positive recommendations
#4 Thou shalt create conversations with a purpose
RIPPLE EFFECT
INFLUENCER BASED
CONVERSATIONS
PUSH & PULL

56. Nice to meet you!
Mathieu Veldhuijzen, Business Director InSites Consulting NL
I am a proud member of the Technology & Services team as Business Director, working for
companies like Philips, Asics and Essent to bring their customers in the boardroom. I have
a +15 years background in marketing & advertising and a passion for consumers.
mathieu@insites-consulting.com
@mathieupv
nl.linkedin.com/in/mathieuveldhuijzen

57. RELATIONSHIP
RELIGIONS

59. People are
consumers only a
limited part of the day,
the rest of the time
they are people
Keith Weed, CMO Unilever

60. RELATIONSHIP
RELIGION BELIEFS
#1 Thou shalt put emotions at the core
#2 Thou shalt build a relationship with thy consumers
#3 Thou shalt craft thy DNA
#4 Thou shalt build to last
#5 Thou shalt work for thy love

61. #1 THOU SHALT PUT
EMOTIONS AT THE CORE

62. HAPPY SAD FEAR
ANGER SURPRISE DISGUST

66. #2 THOU SHALT BUILD
A RELATIONSHIP WITH
THY CONSUMERS

67. SECRET AFFAIR
A brand you
downplay or
keep hidden
that you use it,
you do not wat
others to
associate this
with you
DIFFERENT RELATIONSHIP TYPES
EXCHANGE
Where one
gets a straight-
forward benefit
for a
reasonable
cost – does the
job, nothing
more, nothing
less
ADVERSAL
A brand you
refuse to buy
or that you are
actively
against.
COMMUNAL
A brand that
you go out of
your way for to
support.
You have a
strong desire to
help this brand
succeed.
SECRET AFFAIR
A brand you
downplay or
keep hidden
that you use it,
you do not wat
others to
associate this
with you
Source: Miller, Fournier and Allen

69. #3 THOU SHALT
CRAFT THY DNA

70. IDENTIFICATION

72. #4 THOU SHALT
BUILD TO LAST
82

73. LOYALTY
BEYOND REASON
83

74. 84

75. 85

76. #5 THOU SHALT
WORK FOR THY
86
LOVE

77. 87

78. 1352
POSTS
88

79. 89

80. 90

81. RELATIONSHIP
RELIGION BELIEFS
#1 Thou shalt put emotions at the coreEMOTION BASED
#2 Thou shalt build a relationship with thy consumers
#3 Thou shalt craft thy DNA
#5 Thou shalt work for thy love
#4 Thou shalt build to last
IDENTIFICATION
RELATIONSHIP MARKETING
PULL
RETENTION IS LONG TERM

82. CLASSIC PENETRATION INFLUENCER RELATIONSHIP
Target Marketing (STP)
Push & Pull
Brand knowledge &
equity based
Retention is cheaper
than acquisition
Differentiation is key
Mass Marketing
Push
Trigger based
Acquisition is the sole
path for growth
Penetration
WOM Marketing
Push & Pull
Influencer based
Ripple effect:
retention leads to
acquisition
Conversations
Relationship Marketing
Pull
Emotion based
Retention is a LT
investment
Identification

83. QUESTIONS?

84. NOW LET’S
ROCK!

85. 95
WORKSHOP

86. WORKSHOP
WORKSHOP MINI GROUPS
• You will be assigned (randomly) to a group during the break.
• One group = 4 or 5 members + 1 ISC moderator.
• You will be assigned (randomly) to a religion.
WORKSHOP FLOW
• 2.40 pm: Your ISC Moderator will pick you up
• 2.45 pm: Individual assessment/discussion: your ‘major’ religion?
• 3.00 pm: Focus on 1 Brand: KEEP-DITCH-ADD discussion
• 3.05 pm: Prepare Keep-Ditch-Add flipchart
• 3.30 pm: Wrap-up: 5’ Debrief per team

87. WORKSHOP
WORKSHOP MODERATORS

89. CLASSIC PENETRATION CONVERSATIONS RELATIONSHIP
Target Marketing (STP)
Push & Pull
Brand knowledge &
equity based
Retention is cheaper
than acquisition
Differentiation is key
Mass Marketing
Push
Trigger based
Acquisition is the sole
path for growth
Penetration
WOM Marketing
Push & Pull
Inlfuencer based
Ripple effect:
retention leads to
acquisition
Conversations
Relationship Marketing
Pull
Emotion based
Retention is a LT
investment
Identification

90. KEEP DITCH ADD

94. THANK
YOU!