Good artists copy, great artists steal - A brand's uniqueness vs relevant difference
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Since the 1960s marketers have been aspiring to differentiate their brands from competitors. But as a perverse effect they've turned out to be just like everyone else. Consumers today are more sceptical of new products than ever. More than 6 out of 10 think they are not really different. How can brands stay meaningful for their not so easily wowed target groups?
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Good artists copy, great artists steal - A brand's uniqueness vs relevant difference
- 2. //Moonwalk?
- 3. //Moonwalk?
- 4. //Moonwalk?
- 5. //1974: Bowie’s Diamond Dogs Tour - LA
- 6. //Followed mime under Etienne Decroux
- 7. //Moonwalk?
- 8. //Moonwalk?
- 9. //Moonwalk?
- 10. //Does this remind you of something?
- 12. //Rosser Reeves
- 13. //THE U.S.P Each ad must make a benefit proposition The proposition must be a unique one It must be so strong it can move the mass
- 14. //THE U.S.P
- 15. //THE abU.S.eP
- 18. //EVEN IN COMMODITY MARKETS…
- 20. //TWO OLD U.S.P WAYS OF DIFFERENCE Augmentation by “more benefit” Augmentation by “more segments”
- 21. //Earring Magic Ken: a new target group…
- 22. //5 things to remember not different” “New products are
- 28. //Evolution of the environment in denim
- 29. //Changing environment in denim
- 30. //Adaptation to the environment in drinks
- 36. //Imovation by stealing from small players
- 37. //Imovation by stealing from other industries
- 38. //Imovation by stealing from other industries
- 39. //Imovation by stealing from yourself
- 41. //Reduction in financial services
- 45. Uniqueness by transforma1on //Marmite
- 46. Uniqueness by transforma1on //Marmite
- 49. Uniqueness by transforma1on //Cirque du soleil //Cirque du Soleil
- 53. //Early 1820s – Dr Justinus Kerner
- 54. //SERENDIPITY /
- 58. //Dr Martens
- 59. //Dr Martens
- 60. //Dr Martens
- 61. //Dr Martens
- 64. //To feel the changes in the environment
- 67. //I’m not saying our research is trash BUT… - Bottom-up text mining in nethnographic research & online ethnographic blogs - Ex. Epilepsy => Pregancy - Consumer research communities - Ex. Ben & Jerry’s
- 68. //Sharing the MOMENT, but not the PINT
- 70. //Unique Identifier Index “Unique” 46% 23% 12%
- 71. //Distinctive brand assets
- 74. //Read: The Conversation Manager
- 76. //The Axe Effect
- 77. //The Axe Effect
- 78. //The Axe Effect
- 79. //Scientific Proof of The Axe Effect
- 80. //5 things to things to remember //STOP: 5 remember
- 81. //5 things to steal from me? A bright idea copied AND adapted beats another meaningless augmentation Focus on your strenghts, not your weaknesses Follow less predictable routes than augmentation, they commoditize your category Differentiation is a way of thinking: 4 ways of uniqueness: reduction, polarization, transformation and serendipity Marketers should really be the human factor in business = commit to engage with consumers
- 82. //Want more? Publishing 3 Feb www.howcoolbrandsstayhot.com for launch, blog, etc.
- 83. //And: If you don’t like reading books… We also do storytelling … invoiced as ‘market research & advice’ THANKS FOR YOUR ATTENTION & $$$ ! @joeri_InSites joeri@insites.be Visual art by Hannes Willaert – Cookie Collec1ve. Thanxx man!