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UPDATED: The anti wind tunnel marketing movement, by Charles Wigley

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UPDATED: The anti wind tunnel marketing movement, by Charles Wigley

  1. 2. THE ANTI WIND-TUNNEL MARKETING MOVEMENT!
  2. 3. FLOW THE PROVOCATION SOME EXAMPLES POSSIBLE REASONS WHY TEN EARLY SOLUTIONS
  3. 4. FLOW THE PROVOCATION SOME EXAMPLES POSSIBLE REASONS WHY TEN EARLY SOLUTIONS
  4. 6. ‘ STAR IN A REASONABLY PRICED CAR’
  5. 8. THE PROVOCATION HERE IS THAT WE HAVE DONE EXACTLY THE SAME TO OUR INDUSTRY
  6. 9. THE PROVOCATION WE TALK DIFFERENTIATION
  7. 10. THE PROVOCATION WE TALK DIFFERENTIATION i BUT PRODUCE SAMENESS
  8. 11. THE SAME AESTHETICS
  9. 12. THE SAME SCENARIOS…
  10. 13. THE SAME CONVENTIONS
  11. 14. THE SAME BENEFITS
  12. 15. THE SAME CONTENT AND TOOLS
  13. 16. WHY?
  14. 17. 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 KEY QUESTION ‘IS IT DIFFERENT?’
  15. 18. 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 KEY QUESTION ‘IS IT DIFFERENT?’
  16. 19. GLOBALISATION
  17. 20. AND THE PROFESSIONALISATION OF MARKETING
  18. 21. HAS LED TO CODIFICATION OF ‘BEST PRACTICE’
  19. 22. CONSUMER GROUPS – INSIGHT DISCOVERY STRATEGIC & CREATIVE DEVELOPMENT CONSUMER GROUPS – CREATIVE TESTING CONSUMER SURVEY – CREATIVE TESTING AND ONE MODEL OF CREATIVE DEVELOPMENT
  20. 23. WE NOW INHABIT A WORLD IN WHICH MOST BRANDS, IN MOST CATEGORIES, APPROACH MOST PROBLEMS BY ASKING THE SAME PEOPLE THE SAME QUESTIONS IN THE SAME WAY
  21. 24. 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 KEY QUESTION ‘IS IT DIFFERENT?’
  22. 25. THE KEY ELEMENTS OF BRAND COMMUNICATION TRUE DIFFERENT RELEVANT
  23. 26. THE CURRENT ‘BEST PRACTICE’ FOCUS TRUE DIFFERENT RELEVANT
  24. 27. FLOW THE PROVOCATION SOME EXAMPLES POSSIBLE REASONS WHY TEN EARLY SOLUTIONS
  25. 28. U BY KOTEX KIA TESCO MOBILE DAGENS INDUSTRI
  26. 30. FLOW THE PROVOCATION SOME EXAMPLES POSSIBLE REASONS WHY TEN EARLY SOLUTIONS
  27. 31. IT ALL SEEMS TO MAKE SUCH GOOD SENSE
  28. 32. USP ESP
  29. 33. LEADS TO A NATURAL FOCUS ON CONSUMER UNDERSTANDING USP ESP
  30. 34. AFTER ALL, ISN’T MARKETING ALL ABOUT…
  31. 35. “ Satisfying the wants, needs and desires of consumers”
  32. 36. SO OBVIOUSLY THE HOLY GRAIL IS A BREAKTHROUGH ‘CONSUMER INSIGHT’
  33. 37. BUT THERE’S ALSO A PROBLEM
  34. 38. <ul><li>EVERYONE’S USING THE SAME ‘BEST PRACTICE’ PROCESS </li></ul>
  35. 39. <ul><li>WITH ESSENTIALLY THE SAME PRODUCTS, TARGET AUDIENCES, MODELS AND RESEARCHERS </li></ul>
  36. 40. <ul><li>THE RESULT IS NOT SURPRISING – </li></ul><ul><li>IT’S WHAT WE SAW EARLIER </li></ul>
  37. 41. TRYING TO DIFFERENTIATE IN THIS PROCESS FEELS LIKE YOU’RE DANCING ON A PIN HEAD
  38. 42. WHICH ISN’T REALLY DIFFERENTIATION AT ALL
  39. 43. BECAUSE WE ARE ONLY FOCUSING ON ONE PART OF THE EQUATION TRUE DIFFERENT RELEVANT
  40. 44. BUT DOES ANY OF THIS MATTER BUSINESS WISE?
  41. 45. <ul><li>THE COST EFFICIENCIES OF REAL BRAND DIFFERENTIATION ARE NOTABLE LARGELY BY THEIR ABSENCE </li></ul>YES
  42. 46. <ul><li>AND IT ALL BECOMES A GAME OF RESOURCE – HE OR SHE WITH THE BIGGEST MEDIA BUDGET/ DISTRIBUTION NETWORK/SALES TEAM WINS </li></ul>
  43. 47. FLOW THE PROVOCATION SOME EXAMPLES POSSIBLE REASONS WHY TEN EARLY SOLUTIONS
  44. 48. INTERESTING THE BRANDS WE ALL USE AS REFERENCE POINTS IN PRESENTATIONS
  45. 50. ALL EXHIBIT A COMMON CHARACTERISTIC: BRAND LEADERSHIP RATHER THAN JUST CONSUMER FOLLOWERSHIP
  46. 51. SOLUTION 1: A COMMITMENT TO INSIGHT FROM MULTIPLE SOURCES?
  47. 52. ? Brand Insight Communications Insight Consumer Insight Category Insight Product Insight
  48. 53. INSIGHT BASED THINKING – BUT NOT SOLELY CONSUMER INSIGHT BASED
  49. 54. SOLUTION 2: ESPECIALLY BRAND INSIGHT?
  50. 56. “ 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 These are his personal views and may not represent those of his organisation
  51. 57. CONVENTION BRANDS VS CONVICTION BRANDS
  52. 58. “ 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’
  53. 59. SOLUTION 3: MAKE ‘IS IT DIFFERENT ’ THE FIRST QUESTION IN EVERYTHING WE DO?
  54. 61. LET’S HIGHLIGHT A DIFFERENT ELEMENT TRUE DIFFERENT RELEVANT
  55. 62. SOLUTION 4: RECOGNISE THAT NOT ALL CONSUMERS ARE CREATED EQUAL?
  56. 63. LEADERS FOLLOWERS THE REST
  57. 64. “ Followers are cheaper but less valuable” Jim Carroll BBH London
  58. 65. SOLUTION 5: TEST IN THE MARKET, NOT THE TEST TUBE?
  59. 66. Top Bottom 3% 5% 15% 30% 50% 30% 15% 5% 3% Persuasion Credibility New News Brand Appeal Brand Difference Action Standards:   Achieved?:  Relevance 50%  50%  50% 50%  50%  Top Bottom Enjoyment Branding Active Engagement 3% 5% 15% 30% 50% 30% 15% 5% 3% Parent Brand Full Brand Name 50%  
  60. 67. GAMERS AND RETAILERS DO IT SO WHY CAN’T WE?
  61. 68. AND WHAT HAPPENED TO THE REGIONAL TEST MARKET?
  62. 69. SOLUTION 6: LOOK TO THE FUTURE, NOT THE PAST
  63. 71. SOLUTION 7: HURRY UP?
  64. 72. THE 40/70 RULE ‘ Don’t take action if you only have enough information to give you less than 40% chance of being right. But don’t wait until you have enough facts to be 100% sure, because by then it 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
  65. 73. SOLUTION 8: VALUE INEXPERIENCE AS MUCH AS EXPERIENCE?
  66. 74. “ 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 )
  67. 75. SOLUTION 9: PUT JUDGEMENT BACK INTO THE JOB SPEC ?
  68. 76. “ I love this work. It’s on brief, on brand and really engaging. Let’s move straight to research.” Client - Anon
  69. 77. SOLUTION 10: RE-STRUCTURE THE CORPORATION?
  70. 78. SINGLE BRAND COMPANIES MULTI-BRAND CORPORATIONS VS.
  71. 81. MITCHELL & WEBB IS ADVERTISING SEXIST?

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