mat braddy at webtomorrow on how to empower your team, to empower your brand?
TRANSCRIPT
Pilot brain.
Autopilot brain.
Rational messages.
e.g. Promotions,
prices etc. Short term action – a sale!
Emotional brand
messagingLong term habit
Challenger brand aims
Why?
– We needed a marketing approach that yields high
growth momentum and punches hard against
large, but boring, competitors with huge budgets
Being a ‘Challenger’ means?
– Become a light house; not all things to all people
• This is not a focus group led process!
– Changing the category decision making criteria in
our favour
– Overcommitting to ideas
– Becoming the category thought leader
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How we did it…
Internal workshops – 4+ days – who are WE?
– What do we believe?
– What is our personality and tone of voice?
– What is our philosophy around our product or service?
– What is our RALLY CRY??
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Driving belief
Cooking is AWFUL
Product rock
Effortless and easy. Unlike cooking.
Attitude/behaviour
A spirited mischievous rebel.
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Aug-12
Sep-12
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Mar-14
JUSTEAT
Domino's
£7.9m
£3.2m
It really does work…
Takeaways
• Your mission: the FIRST thought in your category
• Humans function without thinking – rational
messages don’t build long term
• ‘Why’ not ‘What’ strategy
• Who are you? What is your passion as a team?
• Use this to build your lighthouse
• Overcommit & puncture the autopilot
• DON’T BE SO BORING!
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