Good artists copy, great artists steal - A brand's uniqueness vs relevant difference (by Joeri Van den Bergh)
Oct 30, 2014
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?
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
//Moonwalk?
//Moonwalk?
//Moonwalk?
//1974: Bowie’s Diamond Dogs Tour - LA
//Followed mime under Etienne Decroux
//Moonwalk?
//Moonwalk?
//Moonwalk?
//Does this remind you of something?
//Dietrich Mateschitz
//Rosser Reeves
//THE U.S.P
① Each ad must make a benefit proposition ② The proposition must be a unique one ③ It must be so strong it can move the mass
//THE U.S.P
//THE abU.S.eP
//THE INCREASED U.S.P.EED
//EVEN IN COMMODITY MARKETS…
//TWO OLD U.S.P WAYS OF DIFFERENCE
① Augmentation by “more benefit”
② Augmentation by “more segments”
//Earring Magic Ken: a new target group…
//5 things to remember “New products are not different”
//AUGMENTATION / IS INNOVATION
//AUGMENTATION
/ IS NOT INNOVATION
//AUGMENTATION / IS IMITATION
//Evolution of the environment in denim
//Changing environment in denim
//Adaptation to the environment in drinks
//Imovation by stealing from small players
//Imovation by stealing from other industries
//Imovation by stealing from other industries
//Imovation by stealing from yourself
//Reduction in financial services
//Marmite commercial
Uniqueness by transforma1on //Marmite
Uniqueness by transforma1on //Marmite
Uniqueness by transforma1on //Cirque du soleil //Cirque du Soleil
//Early 1820s – Dr Justinus Kerner
//1992 From sausage to Botox
Dr. Jean Carruthers Botulinum Toxin
//SERENDIPITY /
//Dr Martens
//Dr Martens
//Dr Martens
//Dr Martens
//To feel the changes in the environment
//I’m not saying our research is trash BUT…
- Bottom-up text mining in nethnographic research & online ethnographic blogs
- Consumer research communities
//Sharing the MOMENT, but not the PINT
//Unique Identifier Index
“Unique” 46% 23% 12%
//Distinctive brand assets
//Read: The Conversation Manager
//The Axe Effect
//The Axe Effect
//The Axe Effect
//Scientific Proof of The Axe Effect
//5 things to remember //STOP: 5 things to remember
//5 things to steal from me?
① A bright idea copied AND adapted beats another meaningless augmentation
② Focus on your strenghts, not your weaknesses ③ Follow less predictable routes than augmentation, they
commoditize your category ④ Differentiation is a way of thinking: 4 ways of
uniqueness: reduction, polarization, transformation and serendipity
⑤ Marketers should really be the human factor in business = commit to engage with consumers
//Want more? Publishing 3 Feb
//And: If you don’t like reading books…
We also do storytelling … invoiced as ‘market research & advice’
THANKS FOR YOUR ATTENTION & $$$ !
@joeri_InSites [email protected]
Visual art by Hannes Willaert – Cookie Collec1ve. Thanxx man!
Related Documents
