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?
68. //I’m not saying our research is trash BUT…
- Bottom-up text mining in nethnographic
research & online ethnographic blogs
- Consumer research communities
82. //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
84. //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
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man!