how renegade marketing thinkers question everything you thought you knew about our discipline
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KILLING SACRED COWS. How renegade marketing thinkers question everything you thought you knew about our discipline. Planning Director CEE. Johann Wachs. Agenda. Differentiation Engagement Participation. DIFFERENTIATION. - PowerPoint PPT PresentationTRANSCRIPT
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KILLING SACRED COWSHow renegade marketing thinkers question everything you thought
you knew about our discipline
Johann Wachs Planning Director CEE
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Agenda
1. Differentiation2. Engagement3. Participation
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DIFFERENTIATION
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Brands don’t have exclusive image attributes,
but share them with other brands
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Brand knowledge is not held uniformly by all buyers
50% of all brand knowledge is concentrated in only 20% of buyers
The other 50% of brand knowledge is spread thinly across 80% of buyers
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People’s views of brands are not stable over time – they change
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Most people don’t think brands are unique or different
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People don’t regard evaluating brands as very important
‚Low involvement processing’
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Brand don’t attract different kinds of users
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Brands don’t have exclusive customers
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Communications may work very different
from what we have assumed.
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Why do we fetishize the one-sentence brand benefit?
Why do we agonize over the precise phrasing of the brand essence?
Why do we fiddle with brand personality adjectives?
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(HP Balls)
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(Meerkat)
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(Evian Babies)
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People don’t have to think of a brand as different to buy it.
They just have to think of it at all.
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Advertising that contains
no message, proposition or benefits
is not necessarily deficient
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Salience & fame
Make brands interesting
Creative Publicity
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The real goal of communications is the creation of vivid memories
that are present at the moment of purchase
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Be interested in what people are interested in
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We need to recognize that most people in the real world are just not that interested.
This is the real barrier to our
success.
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„We spend too much time on what we want to say, rather than what people
want to hear.“
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ET
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ENGAGEMENT
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Engagement is an intermediate measure –
not the endgame
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It’s not whether we interrupt or not. It’s whether we add value.
Because engagement is not just a behavioral response,
but also a cognitive one.
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Cadbury Gorilla
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TV works
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Not everyone wants to participate
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Does engagement have intrinsic value?
Do people buy a brand because they’re fans –
or are they fans because they buy the brand more?
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Do people care deeply
about brands?
‚Low involvement processing’
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Engagement is not a metric
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PARTICIPATION
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Participation Inequality
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Most people don’t buy your brand very often
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Most people aren’t exclusively loyal to your brand
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Most people don’t know your brand very well
50% of all brand knowledge is concentrated in only 20% of buyers
The other 50% of brand knowledge is spread thinly across 80% of buyers
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Growth comes from new users – not loyal users
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Marketing goal should be penetration, not loyalty
(a missionary)
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Paradox
The people LEAST likely to engage deeply ...
... are the MOST important for growth
The Participation
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This means 2 things: 2. Fans are actors, not the audience
1. The battle is for attention – not loyalty
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Paradox
The people LEAST likely to engage deeply ...
... are the MOST important for growth
The Participation
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Reach still matters - Participation is merely niche marketing, unless it is overheard and witnessed
by the mainstream.
So build talk value into the participation-idea
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46
Canon