updated: the anti wind tunnel marketing movement, by charles wigley
TRANSCRIPT
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THE ANTI WIND-TUNNEL
MARKETING MOVEMENT!
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FLOWTHE PROVOCATIONSOME EXAMPLES
POSSIBLE REASONS WHYTEN EARLY SOLUTIONS
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FLOWTHE PROVOCATIONSOME EXAMPLES
POSSIBLE REASONS WHYTEN EARLY SOLUTIONS
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‘STAR IN A REASONABLY PRICED CAR’
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THE PROVOCATION HERE IS THAT WE HAVE DONE EXACTLY THE SAME TO
OUR INDUSTRY
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THE PROVOCATION
WE TALK DIFFERENTIATION
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THE PROVOCATION
WE TALK DIFFERENTIATION i
BUT PRODUCE SAMENESS
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THE SAME AESTHETICS
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THE SAME SCENARIOS…
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THE SAME CONVENTIONS
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THE SAME BENEFITS
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THE SAME CONTENT AND TOOLS
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WHY?
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BECAUSE OF TWO RELATED REASONS
1. WE ALL FOLLOW THE SAME PROCESS – ONE THAT STARTS WITH CONSUMER INSIGHT
AND ENDS WITH CONSUMER VALIDATION
2. WE HAVE FORGOTTEN TO ASK THE KEYQUESTION ‘IS IT DIFFERENT?’
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BECAUSE OF TWO RELATED REASONS
1. WE ALL FOLLOW THE SAME PROCESS – ONE THAT STARTS WITH CONSUMER INSIGHT
AND ENDS WITH CONSUMER VALIDATION
2. WE HAVE FORGOTTEN TO ASK THE KEYQUESTION ‘IS IT DIFFERENT?’
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GLOBALISATION
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AND THE PROFESSIONALISATIONOF MARKETING
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HAS LED TO CODIFICATION OF ‘BEST PRACTICE’
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CONSUMER GROUPS – INSIGHT
DISCOVERY
STRATEGIC & CREATIVE
DEVELOPMENT
CONSUMER GROUPS – CREATIVE TESTING
CONSUMER SURVEY – CREATIVE TESTING
AND ONE MODEL OF CREATIVE DEVELOPMENT
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WE NOW INHABIT A WORLD IN WHICH MOST BRANDS, IN MOST CATEGORIES, APPROACH MOST PROBLEMS BY ASKING
THE SAME PEOPLE THE SAME QUESTIONSIN THE SAME WAY
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BECAUSE OF TWO RELATED REASONS
1. WE ALL FOLLOW THE SAME PROCESS – ONE THAT STARTS WITH CONSUMER INSIGHT
AND ENDS WITH CONSUMER VALIDATION
2. WE HAVE FORGOTTEN TO ASK THE KEYQUESTION ‘IS IT DIFFERENT?’
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THE KEY ELEMENTS OF BRAND COMMUNICATION
TRUE
DIFFERENT
RELEVANT
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THE CURRENT ‘BEST PRACTICE’ FOCUS
TRUE
DIFFERENT
RELEVANT
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FLOWTHE PROVOCATIONSOME EXAMPLES
POSSIBLE REASONS WHYTEN EARLY SOLUTIONS
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U BY KOTEX KIA
TESCO MOBILEDAGENS INDUSTRI
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FLOWTHE PROVOCATIONSOME EXAMPLES
POSSIBLE REASONS WHYTEN EARLY SOLUTIONS
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IT ALL SEEMS TO MAKE
SUCH GOOD SENSE
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USP ESP
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LEADS TO A NATURAL FOCUS ON CONSUMER
UNDERSTANDING
USP ESP
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AFTER ALL, ISN’T
MARKETING ALL ABOUT…
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“Satisfying the wants, needs and
desires of consumers”
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SO OBVIOUSLY THE HOLY GRAIL IS A BREAKTHROUGH
‘CONSUMER INSIGHT’
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BUT THERE’S ALSO A
PROBLEM
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EVERYONE’S USING THE SAME ‘BEST
PRACTICE’ PROCESS
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WITH ESSENTIALLY THE SAME PRODUCTS,
TARGET AUDIENCES, MODELS AND RESEARCHERS
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THE RESULT IS NOT SURPRISING –
IT’S WHAT WE SAW EARLIER
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TRYING TO DIFFERENTIATE IN THIS PROCESS FEELS LIKE YOU’RE DANCING ON A PIN HEAD
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WHICH ISN’T REALLY DIFFERENTIATION AT
ALL
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BECAUSE WE ARE ONLY FOCUSING ON ONE PART OF
THE EQUATION
TRUE
DIFFERENT
RELEVANT
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BUT DOES ANY OF
THIS MATTER BUSINESS
WISE?
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THE COST EFFICIENCIES OF REAL BRAND DIFFERENTIATION ARE NOTABLE LARGELY BY THEIR ABSENCE
YES
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AND IT ALL BECOMES A GAME OF RESOURCE – HE OR SHE WITH THE BIGGEST MEDIA BUDGET/ DISTRIBUTION NETWORK/SALES TEAM WINS
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FLOWTHE PROVOCATIONSOME EXAMPLES
POSSIBLE REASONS WHYTEN EARLY SOLUTIONS
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INTERESTING THE BRANDS WE ALL
USE AS REFERENCE POINTS IN
PRESENTATIONS
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ALL EXHIBIT A COMMON CHARACTERISTIC: BRAND
LEADERSHIP RATHER THAN JUST CONSUMER FOLLOWERSHIP
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SOLUTION 1: A COMMITMENT TO INSIGHT FROM MULTIPLE SOURCES?
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?
Brand Insight
Communications Insight
Consumer Insight
Category Insight
Product Insight
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INSIGHT BASED THINKING – BUT NOT SOLELY CONSUMER
INSIGHT BASED
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SOLUTION 2: ESPECIALLY BRAND INSIGHT?
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“What is the single most important part of the marketing mix that is essential to ensure a better chance of success in the marketplace? … it is ownership of a point of view”
Siddarth Banerjee – Regional Marketing Director,Category Development Unilever Asia
Marketing Magazine 2010These are his personal views and may not represent
those of his organisation
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CONVENTION BRANDS
VSCONVICTION
BRANDS
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“The few brands that are growing in worth are not just differentiated, but
highly energised – they have ‘Energised differentiation’… they are characterised
by:Vision
Innovation
Dynamism” John Gerzema & Ed Lebar‘The Brand Bubble’
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SOLUTION 3: MAKE ‘IS IT DIFFERENT ’ THE FIRST QUESTION IN EVERYTHING WE DO?
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LET’S HIGHLIGHT A DIFFERENT ELEMENT
TRUE
DIFFERENT
RELEVANT
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SOLUTION 4: RECOGNISE THAT NOT ALL CONSUMERS ARE CREATED EQUAL?
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LEADERSFOLLOWERS
THE REST
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“Followers are cheaper but less
valuable”Jim Carroll
BBH London
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SOLUTION 5: TEST IN THE MARKET, NOT THE TEST TUBE?
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Top
Botto
m3%
5%
15%
30%
50%
30%
15%
5%
3%Persuasion Credibility New
NewsBrandAppeal
BrandDifference
Action Standards:
Achieved?:
Relevance
50%
50%
50%50%
50%
Top
Botto
m
Enjoyment BrandingActiveEngagement
3%
5%
15%
30%
50%
30%
15%
5%
3%
ParentBrand
FullBrandName
50%
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GAMERS AND RETAILERS DO IT SO WHY CAN’T WE?
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AND WHAT HAPPENED TO THE REGIONAL TEST
MARKET?
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SOLUTION 6: LOOK TO THE FUTURE, NOT THE PAST
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SOLUTION 7: HURRY UP?
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THE 40/70 RULE‘Don’t take action if you
onlyhave enough information togive you less than 40% chance of being right. But don’t wait until you have enough facts to be 100% sure, because by thenit is almost always too late. Once the information is in the 40 to 70 range , go with your gut.’
Gen (Ret) Colin Powell, Secretary of State
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SOLUTION 8: VALUE INEXPERIENCE AS MUCH AS EXPERIENCE?
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“I know you’ve got experience in the baked
goods and bread category .. but do you
have any in sliced bread?”Account Man at interview with potential
new boss (New York Circa 1972)
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SOLUTION 9: PUT JUDGEMENT BACK INTO THE JOB SPEC ?
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“I love this work. It’s on brief, on brand and really
engaging.
Let’s move straight to research.” Client - Anon
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SOLUTION 10: RE-STRUCTURE THE CORPORATION?
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SINGLE BRANDCOMPANIES
MULTI-BRANDCORPORATIONSV
S.
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MITCHELL & WEBBIS ADVERTISING SEXIST?
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