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THE	TRAP	OF		
BEING	RIGHT	
	
By	Nigel	Rahimpour		
Global	Planning	Director,	Saatchi	New	York
Today,	Companies	Focus	On	
Shareholder	Value	More	So		
Than	Anything	Else.
To	Maximize	Share		
Holder	Value,	Companies		
Must	Grow	At	A	Higher	Speed.		
The	Faster	The	Growth	Momentum,	The		
Greater	The	Perceived	DifferenKal	Advantage,	
Which	In	Turn	Makes	It	A	More	Appealing	Brand	
To	Consumers	And	ANracKve	Stock	To	Investors.
ESSENTIALLY,	IT	ALL	COMES	DOWN	TO…	
DISTINCTION
SHOULD	BE	CLEAR		
TO	MARKETING.		
	
THE	PURPOSE	OF	
DISTINCTION
SHOULD!
BUT	IT’S	THE	
OPPOSITE!
WHEREVER		
YOU	LOOK…
THE	SAME	BENEFITS…
SAME	REASONS	TO	BELIEVE
SAME	STORIES
SAME	RESEARCH
SAME	PEOPLE
SAME	INSIGHTS
EVERYTHING	LIVES	OR	
DIES	BY	WHAT	SHE	SAYS
AN	INDUSTRY-WIDE	OBSESSION	
WITH	BEING	RIGHT	
Right	 Dis)nc)ve
MAYBE	DISTINCTION	IS		
MORE	IMPORTANT…	
Right	 Dis)nc)ve
AFTER	ALL,	90%	OF	ADS	FAILED	TO	BE	
REMEMBERED	IN	THE	U.S.	IN	2012		
Source:	Kantar	Media		
90%	out	of	
$140	billion	
down	the	tube!
REALITY	MIGHT	BE	WORSE!	
The	Average	City	Person	Is	
Subjected	To	Over	1000	Ads	Per	Day
HOW	MANY	ADS	DO	YOU	REMEMBER	
FROM	YESTERDAY?
IF	YOU	ARE	LUCKY,	YOU	MIGHT	RECALL		
3	ADS	:	1000	ADS	=	0.003
It’s	Ironic	How	MarkeKng,		
Which	Set	Out	To	Drive	DisKncKon,		
Has	Returned	Brands	Back		
To	Commodity	Status.
“WHEN	YOU	ACT	LIKE	A	COMMODITY,	
YOU’LL	BE	TREATED	LIKE	ONE”	
	
Kevin	Roberts,	CEO	of	Saatchi	&	Saatchi
YET,	DISTINCTION	SHOULD	BE	
SO	EASY…
IT’S	WHAT	WE	DO	FROM	EARLY	
CHILDHOOD	-	DIFFERENTIATING	
OURSELVES	FROM	OUR	ENVIRONMENT
DISTINCTION	IS	WHAT	OUR	BRAIN	
REMEMBERS
DISTINCTION	DRIVES	CONVERSATION
GIVEN	THE	BRAIN’S	NATURE	TO		
COMPARTMENTALIZE	SIMILARITIES…	
X	
X	
X	
X	
X	
X	
X	
X	
X	
X	
X
DISTINCTION	CAN	GIVE	BRANDS		
AN	UNFAIR	MINDSHARE	
X	
X	
X	
X	
X	
X	
X	
X	
X	
X	
X
DISTINCTION	LEADS	TO		
BRAND	SALIENCY	
BRAND	SALIENCY	=		
THE	DEGREE	TO	WHICH	YOUR	
BRAND	IS	REMEMBERED	IN	A	
PURCHASE	SITUATION
CLEARLY,	DISTINCTION	IS	THE	
MORE	EFFICIENT	MEDIA	STRATEGY	
It	Works	For	You	Long	Ader	Your	Media	Plan	Stops.
HOWEVER,	TO	BE	REMEMBERED	YOU	
MUST	FIRST	UNDERSTAND	BASIC	
HUMAN	COMMUNICATIONS
BASIC	COMMUNICATIONS	
ATTENTION	
INTENT	
PERSUASION
BASIC	COMMUNICATIONS	
ATTENTION	
“Hello	Bartender”,	“Wink-Wink”	
INTENT	
“A		Beer,	Please!”	
	
PERSUASION	
Good	Tip
MOST	CLIENTS	FOCUS	ON…	
ATTENTION	
INTENT	
PERSUASION
ATTENTION	
INTENT	
PERSUASION	
WHICH	IS	WHY	OVER	90%	
OF	ADS	FAIL
ATTENTION	
INTENT	
PERSUASION	
IN	FACT,	YOU	CAN’T	GET	TO	PERSUASION,	
IF	YOU	DON’T	GET	ATTENTION
ATTENTION	
INTENT	
PERSUASION	
ATTENTION	IS	DRIVEN	BY	DISTINCTION
WHICH	IS	WHY	YOU	NOTICE	
AND	REMEMBER	THIS
THIS
Cadbury’s	Schweppes	Gorilla	TVC	liZed	sales	9%	across	the	franchise	
AND	THIS
IN	A	WORLD	OF	ADVERTISING	
SAMENESS,	IT’S	MORE	IMPORTANT	
TO	BE	DIFFERENT	THAN		
TO	BE	RIGHT!
SEEMS	SO	BASIC,	RIGHT?
YET,	THE	BIGGEST	BRANDS	
DO	NOT	GET	THE	BASICS
PEPSI	COPIED	COKE		
FOR	30	YEARS…	
NEVER	GROWING	ITS		
MARKET	SHARE
PEPSI’S	SUCCESS	CAME	WITH	
DISTINCTION…	AS	A	RESULT	COKE	
CHANGED	ITS	FORMULA
IRONICALLY,	NOW	IT’S	PEPSI		
THAT	GETS	COPIED
THE	INSANITY	CONTINUES
MARKS	&	SPENCER	COPIES	
VITAMIN	WATER
KICKER	COPIES	KITKAT
AND	THERE’S	MORE
ACROSS	CATEGORIES	&	REGIONS
ESCAPE	THE		
TRAP	Of	BEING	RIGHT	
BY…
GOING	BEYOND	COMMODIFIED	
CONSUMER	RESEARCH
UNDERSTAND	MACRO	CONTEXT!	
Poli)cal	
Technological	
Economic	
Environmental	 Social	
Cultural	
Company
DO	MULTILENS	RESEARCH	
Brand	Insight	
Product	Insight	
Consumer	Insight	
Non-User	Insight	Compe))on	Insight		
Macro	Culture	Insight	
Channel	Insight	
Overall	Market	Insight	
WHITE	
SPACE
CHALLENGE	ASSUMPTIONS	
Only	27%	of	respondents	expressed	a	
posi)ve	a_tude	about	Porsche	drivers		
	
…	yet	89%	agreed	“it	would	be	my	lucky	
day”	if	given	a	chance	to	be	one	
	(Weeks	&	Williams	JM	2006)
REFRAME!
REAL	DISTINCTION…
Swatch	
Turned	the	watch	into	a		
fashion	accessory	
Red	Bull	
Started	the	energy		
drink	category	
Mini		
Introduced	small		
car	culture	
LIKE	THESE	GAME-CHANGERS
BE	AS	INTERESTING	AS	THE	TV	SHOWS	
YOU’RE	INTERRUPTING		
What’s	the	
relevance	of	a	
zombie	series	
or	that	of	a	
chemistry	
teacher,	
turned	meth	
dealer,	turned	
mobster?	
NONE!
“BE	A	MAGNET,	NOT	A	MIRROR”
AFTER	ALL
Nigel	Rahimpour	
Global	Planning	Director	
Saatchi	New	York		
Nigel.Rahimpour@Gmail.com	
SPECIAL	THANKS	TO:	
Felicia	J.	Sanabria	
David	Troj	
Alex	Bragg

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