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The Anti Wind Tunnel Marketing Movement, by Charles Wigley

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The Anti Wind Tunnel Marketing Movement, by Charles Wigley

  1. 1. THE ANTI WIND- TUNNEL MARKETING MOVEMENT!
  2. 2. A GRAVE MISTAKE
  3. 3. WORKSHOP SOME REALLY AVERAGE ADVERTISING
  4. 4. BUT IF YOU WORK HARD !
  5. 5. FLOW ! Our contention ! Some examples ! Possible reasons why ! Early solutions ! Over to you – the work bit ! Bringing it all together "
  6. 6. FLOW !Our contention ! Some examples ! Possible reasons why ! Early solutions ! Over to you – the work bit ! Bringing it all together #
  7. 7. OUR CONTENTION WE TALK DIFFERENTIATION $
  8. 8. OUR CONTENTION WE TALK DIFFERENTIATION BUT PRODUCE SAMENESS %
  9. 9. BECAUSE OF THE ‘BEST PRACTICE’ PROCESS WE ALL FOLLOW A CONSUMER INSIGHT LEAD AND VALIDATED APPROACH TO COMMUNICATIONS DEVELOPMENT &
  10. 10. THAT HAS BECOME A NEAR ‘UNIVERSAL’ CONSUMER STRATEGIC & CONSUMER CONSUMER GROUPS – CREATIVE GROUPS – SURVEY – INSIGHT DEVELOPMENT CREATIVE CREATIVE DISCOVERY TESTING TESTING '(
  11. 11. AND BECAUSE OF THE THINGS WE’VE FORGOTTEN TRUE RELEVANT DIFFERENT ''
  12. 12. FLOW ! Our contention !Some examples ! Possible reasons why ! Early solutions ! Over to you – the work bit ! Bringing it all together ')
  13. 13. SOME EXAMPLES ! Banking ! Deo Sprays ! Laundry ! Beer '*
  14. 14. SOME CLEVER FUN ! U by Kotex ! Kia ! Tesco Mobile '!
  15. 15. FLOW ! Our contention ! Some examples !Possible reasons why ! Early solutions ! Over to you – the work bit ! Bringing it all together '"
  16. 16. IT ALL SEEMS TO MAKE SUCH GOOD SENSE '#
  17. 17. USP ESP '$
  18. 18. USP ESP LEADS TO A NATURAL FOCUS ON CONSUMER UNDERSTANDING '%
  19. 19. AFTER ALL, ISN’T MARKETING ALL ABOUT… '&
  20. 20. “satisfying the wants, needs and desires of consumers” )(
  21. 21. SO OBVIOUSLY THE HOLY GRAIL IS A BREAKTHROUGH ‘CONSUMER INSIGHT’ )'
  22. 22. BUT THERE’S ALSO A PROBLEM ))
  23. 23. Everyone’s using the same ‘best practice’ process )*
  24. 24. With essentially the same products, target audiences, models and even researchers )!
  25. 25. The result is not surprising – it’s what we saw earlier )"
  26. 26. TRYING TO DIFFERENTIATE IN THIS PROCESS FEELS LIKE YOU’RE DANCING ON A PIN HEAD )#
  27. 27. WHICH ISN’T REALLY DIFFERENTIATION AT ALL )$
  28. 28. BECAUSE WE ARE ONLY FOCUSING ON ONE PART OF THE EQUATION TRUE RELEVANT DIFFERENT )%
  29. 29. BUT DOES ANY OF THIS MATTER BUSINESS WISE? )&
  30. 30. *(
  31. 31. The cost efficiencies of brand differentiation are notable largely by their absence *'
  32. 32. And it all becomes a game of resource – he or she with the biggest media budget/ distribution network/sales team wins *)
  33. 33. FLOW ! Our contention ! Some examples ! Possible reasons why !Early solutions ! Over to you – the work bit ! Bringing it all together **
  34. 34. INTERESTING THE BRANDS WE ALL USE AS REFERENCE POINTS IN PRESENTATIONS *!
  35. 35. *"
  36. 36. ALL EXHIBIT A COMMON CHARACTERISTIC: BRAND LEADERSHIP RATHER THAN JUST CONSUMER FOLLOWERSHIP *#
  37. 37. SOLUTION 1: A COMMITMENT TO INSIGHT FROM MULTIPLE SOURCES? *$
  38. 38. Brand Insight ? Product Insight Category Insight Communications Consumer Insight INSIGHT Insight THINKING BASED – BUT NOT SOLELY CONSUMER INSIGHT BASED *%
  39. 39. INSIGHT BASED THINKING – BUT NOT SOLELY CONSUMER INSIGHT BASED *&
  40. 40. SOLUTION 2: ESPECIALLY BRAND INSIGHT? !(
  41. 41. !'
  42. 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. 43. “The few brands that are growing in worth are not just differentiated, but highly energised – they have ‘Energised differentiation’… !*
  44. 44. …they are characterised by: Vision Innovation Dynamism” +,-./0123145 6/78/91:52 ;<-1/=25.8/=>::?1@ !!
  45. 45. …they are characterised by: Vision Innovation Dynamism” +,-./0123145 6/78/91:52 ;<-1/=25.8/=>::?1@ !"
  46. 46. SOLUTION 3: MAKE ‘IS IT DIFFERENT’ THE FIRST QUESTION IN EVERYTHING WE DO? !#
  47. 47. !$
  48. 48. SOLUTION 4: RECOGNISE THAT NOT ALL CONSUMERS ARE CREATED EQUAL? !%
  49. 49. LEADERS FOLLOWERS THE REST !&
  50. 50. SOLUTION 5: TEST IN THE MARKET, NOT THE TEST TUBE? "(
  51. 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. 52. SOLUTION 6: LOOK TO THE FUTURE, NOT THE PAST "*
  53. 53. SOLUTION 7: HURRY UP? "!
  54. 54. SOLUTION 8: VALUE INEXPERIENCE AS MUCH AS EXPERIENCE? ""
  55. 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. 56. SOLUTION 9: PUT JUDGEMENT BACK INTO THE JOB SPEC ? "$
  57. 57. “I love this work. It’s on brief, on brand and really engaging. Let’s move straight to research.” Client -Anon "%
  58. 58. FLOW ! Our contention ! Some examples ! Possible reasons why ! Early solutions !Over to you – the work bit ! Bringing it all together "&
  59. 59. WHAT CAN WE DO TO DRIVE DIFFERENT/FRESH THINKING? #(
  60. 60. In our approach to: 1. Consumer research? 2. The overall strategic process? 3. Creative inspiration? 4. Client management? #'
  61. 61. FLOW ! Our contention ! Some examples ! Possible reasons why ! Early solutions ! Over to you – the work bit !Bringing it all together #)
  62. 62. #*
  63. 63. OK…. YOU’VE WORKED HARD ENOUGH #!

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