1. THE ANTI WIND-
TUNNEL
MARKETING
MOVEMENT!

2. A GRAVE
MISTAKE

3. WORKSHOP
SOME REALLY
AVERAGE
ADVERTISING

4. BUT IF YOU
WORK HARD
!

5. FLOW
! Our contention
! Some examples
! Possible reasons why
! Early solutions
! Over to you – the work bit
! Bringing it all together
"

6. FLOW
!Our contention
! Some examples
! Possible reasons why
! Early solutions
! Over to you – the work bit
! Bringing it all together
#

7. OUR CONTENTION
WE TALK DIFFERENTIATION
$

8. OUR CONTENTION
WE TALK DIFFERENTIATION
BUT PRODUCE SAMENESS
%

9. BECAUSE OF THE ‘BEST PRACTICE’
PROCESS WE ALL FOLLOW
A CONSUMER INSIGHT
LEAD AND VALIDATED
APPROACH TO
COMMUNICATIONS
DEVELOPMENT
&

10. THAT HAS BECOME A NEAR ‘UNIVERSAL’
CONSUMER STRATEGIC & CONSUMER CONSUMER
GROUPS – CREATIVE GROUPS – SURVEY –
INSIGHT DEVELOPMENT CREATIVE CREATIVE
DISCOVERY TESTING TESTING
'(

11. AND BECAUSE OF THE THINGS WE’VE
FORGOTTEN
TRUE RELEVANT
DIFFERENT
''

12. FLOW
! Our contention
!Some examples
! Possible reasons why
! Early solutions
! Over to you – the work bit
! Bringing it all together
')

13. SOME EXAMPLES
! Banking
! Deo Sprays
! Laundry
! Beer
'*

14. SOME CLEVER FUN
! U by Kotex
! Kia
! Tesco Mobile
'!

15. FLOW
! Our contention
! Some examples
!Possible reasons why
! Early solutions
! Over to you – the work bit
! Bringing it all together
'"

16. IT ALL SEEMS TO
MAKE SUCH
GOOD SENSE
'#

17. USP ESP
'$

18. USP ESP
LEADS TO A NATURAL FOCUS ON
CONSUMER UNDERSTANDING
'%

19. AFTER ALL, ISN’T
MARKETING ALL
ABOUT…
'&

20. “satisfying the
wants, needs and
desires of
consumers”
)(

21. SO OBVIOUSLY THE
HOLY GRAIL IS A
BREAKTHROUGH
‘CONSUMER INSIGHT’
)'

22. BUT THERE’S
ALSO A PROBLEM
))

23. Everyone’s using the same ‘best
practice’ process
)*

24. With essentially the same
products, target audiences,
models and even researchers
)!

25. The result is not surprising – it’s
what we saw earlier
)"

26. TRYING TO
DIFFERENTIATE
IN THIS
PROCESS FEELS
LIKE YOU’RE
DANCING ON A
PIN HEAD
)#

27. WHICH ISN’T REALLY
DIFFERENTIATION AT
ALL
)$

28. BECAUSE WE ARE ONLY FOCUSING ON
ONE PART OF THE EQUATION
TRUE RELEVANT
DIFFERENT
)%

29. BUT DOES ANY OF
THIS MATTER
BUSINESS WISE?
)&

30. *(

31. The cost efficiencies of
brand differentiation are notable
largely by their absence
*'

32. And it all becomes a game of
resource – he or she with the
biggest media budget/
distribution network/sales team
wins
*)

33. FLOW
! Our contention
! Some examples
! Possible reasons why
!Early solutions
! Over to you – the work bit
! Bringing it all together
**

34. INTERESTING THE
BRANDS WE ALL USE
AS REFERENCE
POINTS IN
PRESENTATIONS
*!

35. *"

36. ALL EXHIBIT A COMMON
CHARACTERISTIC: BRAND
LEADERSHIP RATHER
THAN JUST CONSUMER
FOLLOWERSHIP
*#

37. SOLUTION 1: A
COMMITMENT TO
INSIGHT FROM
MULTIPLE
SOURCES?
*$

38. Brand Insight
?
Product Insight Category Insight
Communications
Consumer Insight
INSIGHT Insight THINKING
BASED – BUT NOT SOLELY
CONSUMER INSIGHT BASED
*%

39. INSIGHT BASED
THINKING – BUT NOT
SOLELY CONSUMER
INSIGHT BASED
*&

40. SOLUTION 2:
ESPECIALLY
BRAND INSIGHT?
!(

41. !'

42. “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 2010
!)

43. “The few brands that are
growing in worth are not just
differentiated, but highly
energised – they have
‘Energised differentiation’…
!*

44. …they are characterised by:
Vision
Innovation
Dynamism”
+,-./0123145 6/78/91:52
;<-1/=25.8/=>::?1@
!!

45. …they are characterised by:
Vision
Innovation
Dynamism”
+,-./0123145 6/78/91:52
;<-1/=25.8/=>::?1@
!"

46. SOLUTION 3:
MAKE ‘IS IT
DIFFERENT’ THE
FIRST QUESTION
IN EVERYTHING
WE DO? !#

47. !$

48. SOLUTION 4:
RECOGNISE THAT
NOT ALL
CONSUMERS ARE
CREATED EQUAL?
!%

49. LEADERS
FOLLOWERS
THE REST
!&

50. SOLUTION 5: TEST
IN THE MARKET,
NOT THE TEST
TUBE?
"(

51. Action 50% 50% 50% 50%
Standards: 50% 50%
Achieved?: " " " " " " # " "
Full
3% 3% Parent
Brand
Brand
Name
5% 5%
15% 15%
Top
Top
30% 30%
50% 50%
30% 30%
Bottom
Bottom
15% 15%
5% 5%
3% 3%
New Brand Brand Enjoyment Active Branding
Persuasion Relevance Credibility Engagement
News Appeal Difference
"'

52. SOLUTION 6:
LOOK TO THE
FUTURE, NOT
THE PAST
"*

53. SOLUTION 7:
HURRY UP?
"!

54. SOLUTION 8:
VALUE
INEXPERIENCE
AS MUCH AS
EXPERIENCE?
""

55. “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)
"#

56. SOLUTION 9: PUT
JUDGEMENT
BACK INTO THE
JOB SPEC ?
"$

57. “I love this work. It’s on
brief, on brand and really
engaging.
Let’s move straight to
research.”
Client -Anon
"%

58. FLOW
! Our contention
! Some examples
! Possible reasons why
! Early solutions
!Over to you – the
work bit
! Bringing it all together
"&

59. WHAT CAN WE DO
TO DRIVE
DIFFERENT/FRESH
THINKING?
#(

60. In our approach to:
1. Consumer research?
2. The overall strategic process?
3. Creative inspiration?
4. Client management?
#'

61. FLOW
! Our contention
! Some examples
! Possible reasons why
! Early solutions
! Over to you – the work bit
!Bringing it all together
#)

62. #*

63. OK…. YOU’VE
WORKED HARD
ENOUGH
#!