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?

2. //Moonwalk?

3. //Moonwalk?

4. //Moonwalk?

5. //1974: Bowie’s Diamond Dogs Tour - LA

6. //Followed mime under Etienne Decroux

7. //Moonwalk?

8. //Moonwalk?

9. //Moonwalk?

10. //Does this remind you of something?

11. //Dietrich Mateschitz

12. //Rosser Reeves

13. //THE U.S.P
Each ad must make a benefit proposition
The proposition must be a unique one
It must be so strong it can move the mass

14. //THE U.S.P

15. //THE abU.S.eP

16. //THE INCREASED U.S.P.EED

18. //EVEN IN COMMODITY MARKETS…

20. //TWO OLD U.S.P WAYS OF DIFFERENCE
Augmentation by “more benefit”
Augmentation by “more segments”

21. //Earring Magic Ken: a new target group…

22. //5 things to remember not different”
“New products are

23. //AUGMENTATION
IS INNOVATION /

24. //AUGMENTATION
IS NOT
INNOVATION /

25. //AUGMENTATION
IS IMITATION /

28. //Evolution of the environment in denim

29. //Changing environment in denim

30. //Adaptation to the environment in drinks

36. //Imovation by stealing from small players

37. //Imovation by stealing from other industries

38. //Imovation by stealing from other industries

39. //Imovation by stealing from yourself

41. //Reduction in financial services

44. //Marmite commercial

45. Uniqueness
by
transforma1on
//Marmite

46. Uniqueness
by
transforma1on
//Marmite

49. Uniqueness
by
transforma1on
//Cirque du soleil
//Cirque du Soleil

53. //Early 1820s – Dr Justinus Kerner

54. //SERENDIPITY /

58. //Dr Martens

59. //Dr Martens

60. //Dr Martens

61. //Dr Martens

64. //To feel the changes in the environment

67. //I’m not saying our research is trash BUT…
- Bottom-up text mining in nethnographic
research & online ethnographic blogs
- Ex. Epilepsy => Pregancy
- Consumer research communities
- Ex. Ben & Jerry’s

68. //Sharing the MOMENT, but not the PINT

70. //Unique Identifier Index
“Unique”
46%
23%
12%

71. //Distinctive brand
assets

74. //Read: The Conversation Manager

76. //The Axe Effect

77. //The Axe Effect

78. //The Axe Effect

79. //Scientific Proof of The Axe Effect

80. //5 things to things to remember
//STOP: 5 remember

81. //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

82. //Want more? Publishing 3 Feb
www.howcoolbrandsstayhot.com
for
launch,
blog,
etc.

83. //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
Visual
art
by
Hannes
Willaert
–
Cookie
Collec1ve.
Thanxx
man!