Finding One TRUE Thing:Finding One TRUE Thing:The Ultimate Goal The Ultimate Goal

of Promotionof Promotion

Just be sure your advertising is saying Just be sure your advertising is saying something with substance, something that will something with substance, something that will inform and serve the consumer, and be sure inform and serve the consumer, and be sure

you're saying it like it's never been said you're saying it like it's never been said before.before.

~ ~ Bill BernbachBill Bernbach

Purpose of this topic:Purpose of this topic:

– Understand limitations of consumersUnderstand limitations of consumersUnderstand how people apply meaning to Understand how people apply meaning to brands/productsbrands/products

– Ability to assess the marketplaceAbility to assess the marketplaceRelative positions of competitorsRelative positions of competitors

Types of consumersTypes of consumers

– Understand how you can strategically use this Understand how you can strategically use this information to your brand/product’s advantageinformation to your brand/product’s advantage

Name some laundry detergentsName some laundry detergents

Name some laundry detergentsName some laundry detergents

How the mind copes…How the mind copes…

Constantly bombarded w/informationConstantly bombarded w/information

Can only hold +/- 7 pieces of informationCan only hold +/- 7 pieces of information– Unless you really don’t care…Unless you really don’t care…

Organization of informationOrganization of information– Remember easiest informationRemember easiest information– We put new information in contextWe put new information in context– We organize information relative to other We organize information relative to other

information we information we already havealready have

Positioning: Mind’s OrganizationPositioning: Mind’s Organization

A brand’s positioning:A brand’s positioning:– ““The place an offering occupies The place an offering occupies in the mindsin the minds

of consumers of consumers relativerelative to competitive to competitive offerings.”offerings.”

BMW vs. Cadillac vs. Mercedes vs. HondaBMW vs. Cadillac vs. Mercedes vs. Honda

Perceptual Map- DrinksPerceptual Map- Drinks

Myth: “Consumers are Involved”Myth: “Consumers are Involved”

““Consumer”- Implies someone engaged in Consumer”- Implies someone engaged in consumingconsuming

Passive (at best)Passive (at best)– Energy/inclination for continuous engagementEnergy/inclination for continuous engagement

WillingWilling consumers not necessarily consumers not necessarily open-open-mindedminded consumers of marketing consumers of marketing

Myth: “The Audience is Paying Myth: “The Audience is Paying Attention”Attention”

““To call them an To call them an audience audience presupposes they are presupposes they are listening.”listening.”

Not engagedNot engaged

Viewers Response to AdsViewers Response to Ads

Channel changeChannel change 19%19%

MuteMute 14%14%

IgnoredIgnored 6%6%

Alternating Alternating AttentionAttention

53%53%

Paid Paid <gasp><gasp> attentionattention

7%7%

Adult evening viewers able to name a brand or Adult evening viewers able to name a brand or product advertised in show just seen (no prompt)product advertised in show just seen (no prompt)

DateDate

Can’t name any Can’t name any product/ brand product/ brand (%)(%)

Name brand/ Name brand/ product in show product in show seen (%)seen (%)

Name brand/ Name brand/ product in other product in other show (%)show (%)

19651965 6060 3434 66

19741974 7272 2424 44

19811981 8080 1313 77

19861986 8080 1212 88

19901990 8484 88 88

So What Does This Mean?So What Does This Mean?

We must help consumers to remember us We must help consumers to remember us

Can’t assume they ‘just will’Can’t assume they ‘just will’

Work within the confines of consumer’s Work within the confines of consumer’s – Mental structuresMental structures– WillingnessWillingness– EnergyEnergy– Etc.Etc.

It means…DifferentiationIt means…Differentiation

TrueTrue– Assessment of Assessment of

product’s attributesproduct’s attributes

UniqueUnique– Assess competitionAssess competition

Meaningful to the Meaningful to the target markettarget market

Easy for people to Easy for people to rememberremember

Brand Planners

A/Promo

Creative

True-Unique-MeaningfulTrue-Unique-Meaningful

Client

CompetitionCompetition

Competition

Possible differentiating factors…

A note on the environmental factors…

Ask a million questions

11stst Three Characteristics… Three Characteristics…

Client TargetMarket

Differentiating Factor + Target MarketInsight

Insight:What role does that product play in the consumer’s life?

11stst Three Characteristics… Three Characteristics…

Client TargetMarket

Differentiating Factor + Target MarketInsight

A/P: Suggest/recommend differentiating factorsB Planners: Determine the consumerinsight!

Consumer vs. MarketerConsumer vs. Marketer

A A positionedpositioned brand is not necessarily an brand is not necessarily an effectively effectively differentiateddifferentiated one one– ReebokReebok– KmartKmart

A brand’s “position” is where the consumer puts A brand’s “position” is where the consumer puts it.it.– What the consumer does to the brand.What the consumer does to the brand.

What was the marketer What was the marketer trying trying to do?to do?– Trying to put it?Trying to put it?– Trying to say?Trying to say?– Trying to mean?Trying to mean?

““Easy to Remember”Easy to Remember”

What are the What are the characteristics of a characteristics of a memorable memorable differentiating factor?differentiating factor?

Responsibilities…Responsibilities…– Account/Promo to:Account/Promo to:

Assess in competitorsAssess in competitors

Suggest as possibilitiesSuggest as possibilities

– Planners to suggestPlanners to suggest– Creative to Creative to

communicatecommunicate– Media to reinforce & Media to reinforce &

support.support.

11st st Attribute of Good Attribute of Good Differentiation…Differentiation…

The Relevant PassageThe Relevant Passage

Curly: "Do you know what the secret of Curly: "Do you know what the secret of life is?" life is?" Mitch: "No, what?" Mitch: "No, what?" Curly (holding up his gloved index finger): "This." Curly (holding up his gloved index finger): "This." Mitch: "Your finger?" Mitch: "Your finger?" Curly: "One thing. Just one thing. You stick to Curly: "One thing. Just one thing. You stick to that and everything else don't mean @#*$!" that and everything else don't mean @#*$!" Mitch: “That's great, but what's the one thing?" Mitch: “That's great, but what's the one thing?" Curly: "That's what you've gotta figure out."Curly: "That's what you've gotta figure out."

11st st Attribute of Good Differentiation:Attribute of Good Differentiation:“One Thing”“One Thing”

The result of good marketing The result of good marketing communicationscommunications

Absolutely, utterly necessaryAbsolutely, utterly necessary

Sharper messages cut through better.Sharper messages cut through better.

Can’t emphasize

enough

how important

this slide is!!

Picking One Thing means…Picking One Thing means…

Sacrifice

Sacrifice: Trade-OffsSacrifice: Trade-Offs

Scary!Scary!

Sacrifice in Message: Depth vs. DefinitionSacrifice in Message: Depth vs. Definition– Marketer: “So much that we need to Marketer: “So much that we need to

communicate.”communicate.”

– Customers: “Dude, only so much space in the Customers: “Dude, only so much space in the brain.”brain.”

Client TargetMarket

Advantage of Sacrifice:Advantage of Sacrifice:Trade numbers for loyaltyTrade numbers for loyalty

– ““The less this product is for the masses, the more it is The less this product is for the masses, the more it is for me.”for me.”

““The dealers kept telling us that VW’s are not for The dealers kept telling us that VW’s are not for everyone. That is a key part of the strategy and why it has everyone. That is a key part of the strategy and why it has been successful…creating advertising that is right for the been successful…creating advertising that is right for the brand and right for the customer who is most likely to brand and right for the customer who is most likely to consider a VW. Then we work hard to put the message consider a VW. Then we work hard to put the message where they will see it, and wait for them to show up. I where they will see it, and wait for them to show up. I think too many car companies work too hard to convince think too many car companies work too hard to convince customers to consider them, and they wind up not being customers to consider them, and they wind up not being who they are. What happens is that they don’t get the who they are. What happens is that they don’t get the people they are chasing, because that’s a flawed strategy. people they are chasing, because that’s a flawed strategy. And the brand starts looking bad to the people who liked And the brand starts looking bad to the people who liked them from the start.”them from the start.”

- Fran Kelly, President Arnold Co.Fran Kelly, President Arnold Co.

Advantage of Sacrifice: Advantage of Sacrifice: Trade Numbers for IdentityTrade Numbers for Identity

Consistent media Consistent media executionexecution– ReachReach– FrequencyFrequency

Examples:Examples:– AbsolutAbsolut– SaturnSaturn

Advantages of SacrificeAdvantages of Sacrifice

Concentrates internal and external Concentrates internal and external expressions of identityexpressions of identity– Eliminates activities that might dilute that Eliminates activities that might dilute that

identityidentity

Creates strong points of differenceCreates strong points of difference

Generates critical mass for communicationGenerates critical mass for communication– Concentrates all your efforts. Concentrates all your efforts.

22nd nd Attribute of Good Differentiation:Attribute of Good Differentiation:Self-Referential IdentitySelf-Referential Identity

Self-Referential Self-Referential IdentityIdentity– Tell us where THEY Tell us where THEY

standstand– Self-confidenceSelf-confidence– Sense of own internal Sense of own internal

identityidentity

Own country, own Own country, own languagelanguage

ExamplesExamples– AbsolutAbsolut– StarbucksStarbucks– Nike (vs. Reebok)Nike (vs. Reebok)– WonderbraWonderbra– Google(?)Google(?)

Self-Referential IdentitySelf-Referential Identity

“…“…unable to describe themselves with reference unable to describe themselves with reference to anything other than themselves.”to anything other than themselves.”

Las VegasLas Vegas– ““The American Way to Play.”The American Way to Play.”– ““No One Does It Better.”No One Does It Better.”– ““The Entertainment Capital of America.”The Entertainment Capital of America.”– ““Las Vegas is Las Vegas.”Las Vegas is Las Vegas.”– ““What happens here, stays here.”What happens here, stays here.”– ““Only Vegas.”Only Vegas.”

33rd rd Attribute of Good Differentiation:Attribute of Good Differentiation:Emotion/ IntensityEmotion/ Intensity

– Strong, emotionally based relationship Strong, emotionally based relationship w/customerw/customer

– Customer mirror vs. IdentityCustomer mirror vs. IdentityProblem-solving, “That’s why” advertisingProblem-solving, “That’s why” advertising

Vs…Vs…Lighthouse advertisingLighthouse advertising

– EmotionsEmotions

Emotion/ Intensity ScaleEmotion/ Intensity Scale

Indifference

Reassurance

Weak preferenceHigh volume/low interest•Fast food•Soda Enthusiastic

preference•Lexus•Nike

Identity•Harley-Davidson•Apple

Enhanced Self •Starbucks•Wonderbra

•Gas

44th th Attribute of Good Differentiation:Attribute of Good Differentiation:SalienceSalience

IntrusiveIntrusive

Consistent messageConsistent message

More on this later…More on this later…

Steps of DifferentiationSteps of Differentiation

1.1. Assess ContextAssess Context– EnvironmentEnvironment– CompetitorsCompetitors– Client brandClient brand

2.2. ID Differentiating IdeaID Differentiating Idea(Make sure it’s different & true)(Make sure it’s different & true)

3.3. Identify Consumer InsightIdentify Consumer Insight

4.4. Communicate differenceCommunicate difference

Accountpromo

B Planners

Creative& Media

Assess ContextAssess Context

Determine important attributes Determine important attributes – Already importantAlready important– Untapped important attributesUntapped important attributes

Understand client’s productUnderstand client’s product

Understand competitors’ productsUnderstand competitors’ products

EnvironmentEnvironment

– Acct mgrs- include in situation briefAcct mgrs- include in situation brief

Assess Context:Assess Context:

Environment and competitors…Environment and competitors…

ID “The core issue”ID “The core issue”– What is the major issue facing the growth, What is the major issue facing the growth,

transformation, or survival of any given transformation, or survival of any given brand?brand?

– What is the one critical point of focus that What is the one critical point of focus that needs to be identified before you can even needs to be identified before you can even “talk” strategy.“talk” strategy.

– E.g. “It’s the economy, Stupid.”E.g. “It’s the economy, Stupid.”

How do we ID core issue?How do we ID core issue?

ID central threat in ID central threat in each area each area – Competitive PlayerCompetitive Player

In or outside of categoryIn or outside of category

– Issue Issue Legal?Legal?

– TrendTrend– Technological Technological

breakthroughbreakthrough– OurselvesOurselves

Attitude, conservatism, Attitude, conservatism, structurestructure

Requires Requires brainstorming and brainstorming and researchresearch

And then?Eventually-

Agree on ONE(or at least rank them)

Possible Exercise: Possible Exercise: “Achilles Heels/ 180“Achilles Heels/ 180°°””

Formally identify weaknesses of:Formally identify weaknesses of:– CategoryCategory– Competition (Main?)Competition (Main?)– Avoid vagueries “Oooh, customer satisfaction”Avoid vagueries “Oooh, customer satisfaction”

WTH is WTH is thatthat??

What is the counterpoint/opposite?What is the counterpoint/opposite?– Do you have that counterpoint?Do you have that counterpoint?

Possible Exercise: Possible Exercise: “Achilles Heels/ 180“Achilles Heels/ 180°°””

Traditional U.S. Traditional U.S. Automotive CompanyAutomotive Company– City of IndustryCity of Industry– Hard SellHard Sell– Own Rules that make Own Rules that make

customers customers uncomfortableuncomfortable

– Salespeople as Salespeople as business peoplebusiness people

SaturnSaturn

– Small-Town USASmall-Town USA– Soft SellSoft Sell– No price negotiationsNo price negotiations

– Salespeople as Salespeople as “Friends”“Friends”

ExamplesExamples

“For the millions who should not take aspirin- If your stomach is easily upset…

or if you have an ulcer…or you suffer from asthma, allergies, or iron-deficiency

anemia, it would make good sense to check with your doctor before you take aspirin. Aspirin can irritate the stomach

lining, trigger asthmatic or allergic reactions, cause small amounts of hidden gastrointestinal bleeding.

Fortunately, there is…”

ExamplesExamples

““Most American vodkas seem Russian.”Most American vodkas seem Russian.”– ““Samovar: Made in Schenley, Pennsylvania.Samovar: Made in Schenley, Pennsylvania.– Smirnoff: Made in Hartford, Connecticut.Smirnoff: Made in Hartford, Connecticut.– Wolfschmidt: Made in Lawrenceburg, Indiana.Wolfschmidt: Made in Lawrenceburg, Indiana.– Stolichinaya is different. It is Russian. Made in Stolichinaya is different. It is Russian. Made in

Leningrad, Russia”Leningrad, Russia”

Vs.Vs.

““Stolichinaya is (yet) a(nother) Russian Vodka”Stolichinaya is (yet) a(nother) Russian Vodka”

Poor Orange Juice…

Achilles Heels… Achilles Heels… Repositioning opportunitiesRepositioning opportunities

Even if it isn’t a Even if it isn’t a negative…negative…– You can make it oneYou can make it one

Position against the Position against the leaderleader

AvisAvis

UncolaUncola

PepsiPepsi

Mini-Cooper-Embrace the Opposite!

Another example:Another example:

Milk DudsMilk Duds– Limited advertising budgetLimited advertising budget– (Re)position next to candy bars (favorably)(Re)position next to candy bars (favorably)– Qualitative data:Qualitative data:

My allowance doesn’t last very long when it comes to My allowance doesn’t last very long when it comes to candy bars.”candy bars.”

Either I’m eating faster or candy bars are getting smaller.”Either I’m eating faster or candy bars are getting smaller.”

You can suck up a candy bar awfully fast these days!”You can suck up a candy bar awfully fast these days!”

– Milk Dud’s- America’s long-lasting alternative to the Milk Dud’s- America’s long-lasting alternative to the candy bar.candy bar.

– (Solution found in consumers)(Solution found in consumers)

Milk Duds AdMilk Duds Ad

Once there was a kid who had a big mouth that Once there was a kid who had a big mouth that loved candy bars, but they didn’t last very long.loved candy bars, but they didn’t last very long.

Then he discovered chocolaty caramel Milk Then he discovered chocolaty caramel Milk duds.duds.

The mouth loved the Milk Duds because they The mouth loved the Milk Duds because they last a long time.last a long time.

When a candy bar is only a memory, you’ll still When a candy bar is only a memory, you’ll still be eating your Milk duds.be eating your Milk duds.

Get your mouth some Milk Duds.Get your mouth some Milk Duds.

Assess ClientAssess Client

Company Tone?Company Tone?– ““Tonality Exam”Tonality Exam”

Given to ClientGiven to Client

Need to know the kinds of images the client is Need to know the kinds of images the client is comfortable with.comfortable with.

Acct mgrs – could include in situation briefAcct mgrs – could include in situation brief

Tonality ExamTonality Exam

1.1. How edgy is <company>?How edgy is <company>?2.2. What edgy sport would What edgy sport would

<company> do?<company> do?3.3. How sexy is <company>?How sexy is <company>?4.4. What does the word What does the word

<company> mean to you?<company> mean to you?5.5. What kind of car would What kind of car would

<company> be?<company> be?6.6. What movie would What movie would

<company> be?<company> be?7.7. If <company> were a If <company> were a

celebrity, who would it be?celebrity, who would it be?

8.8. If something bad were to If something bad were to happen to <company>, what happen to <company>, what would it do?would it do?

9.9. In the year 200?, <company> In the year 200?, <company> will be….?will be….?

10.10. What does <company> What does <company> stand for?stand for?

11.11. What would <company> say What would <company> say if it got into a fight?if it got into a fight?

12.12. What kind of humor is What kind of humor is <company>?<company>?

13.13. <company> sees things…?<company> sees things…?14.14. What is the best thing about What is the best thing about

<company>?<company>?

Tonality ExamTonality Exam1.1. How edgy is Rockport?How edgy is Rockport?

► Mature, edgy, grounded in mortality.Mature, edgy, grounded in mortality.2.2. What edgy sport would Rockport do?What edgy sport would Rockport do?

► Sail around the world.Sail around the world.3.3. How sexy is Rockport?How sexy is Rockport?

– Middle-aged sexy. Harrison Ford.Middle-aged sexy. Harrison Ford.4.4. What does the word Rockport mean to What does the word Rockport mean to

you?you?► Sold. Grounded. Permanent.Sold. Grounded. Permanent.

5.5. What kind of car would Rockport be?What kind of car would Rockport be?– Old Mercedes. Well-engineeredOld Mercedes. Well-engineered

6.6. What movie would Rockport be?What movie would Rockport be?– GhandiGhandi

7.7. If Rockport were a celebrity, who If Rockport were a celebrity, who would it be?would it be?

► Harrison Ford. LikableHarrison Ford. Likable8.8. If something bad were to happen to If something bad were to happen to

Rockport, what would it do?Rockport, what would it do?– It would go inward. It wouldn’t lash It would go inward. It wouldn’t lash

out.out.

8.8. In the year 200?, Rockport will be….?In the year 200?, Rockport will be….?– The largest, most popular footwear The largest, most popular footwear

brand in the world.brand in the world.9.9. What does Rockport stand for?What does Rockport stand for?

– Right amount of vibrancy. It defines Right amount of vibrancy. It defines your best vacation.your best vacation.

10.10. What would Rockport say if it got into a What would Rockport say if it got into a fight?fight?► You have no integrity. You are a You have no integrity. You are a

phony.phony.11.11. What kind of humor is Rockport?What kind of humor is Rockport?

– Bill Cosby. Rings true from a person’s Bill Cosby. Rings true from a person’s own experience.own experience.

12.12. Rockport sees things…?Rockport sees things…?– Derives greater meaning from the Derives greater meaning from the

obviousobvious13.13. What is the best thing about Rockport?What is the best thing about Rockport?

– It’s authentic. Real Stuff. It never It’s authentic. Real Stuff. It never violated its core values.violated its core values.

Possible Exercise:Possible Exercise:“Brand Vault”“Brand Vault”

Assumes ID of brand already existsAssumes ID of brand already exists

Listen to others talk about identityListen to others talk about identity– Heavy usersHeavy users– Long-time employeesLong-time employees

Possible Exercise:Possible Exercise:“Museum”“Museum”

Cover walls in historyCover walls in history– AdvertisingAdvertising– Brand at every stage Brand at every stage

of life spanof life spanBirthBirthTrading philosophiesTrading philosophiesAdvertisingAdvertisingPackagingPackagingGraphicsGraphicsNews articlesNews articlesEndorsersEndorserssponsorshipssponsorships

Review materialsReview materialsDiscuss elements of Discuss elements of identity that:identity that:– Embody what is Embody what is

powerful or specialpowerful or special– Embody time when Embody time when

relationship was most relationship was most intenseintense

Clearest sense of value Clearest sense of value in livesin livesNew info relevant to New info relevant to present daypresent day

Possible Exercise:Possible Exercise:“Picasso”“Picasso”

Put on walls all pieces of marketing Put on walls all pieces of marketing activityactivity– Two yearsTwo years– Longer?Longer?

ID Pieces:ID Pieces:– Strongly communicates identityStrongly communicates identity– Consistent w/ identity (even if not strongly)Consistent w/ identity (even if not strongly)– NotNot consistent w/ identity consistent w/ identity

Break w/ Immediate PastBreak w/ Immediate Past

Don’t be trapped by category assumptionsDon’t be trapped by category assumptionsDon’t be trapped by target market Don’t be trapped by target market assumptions!assumptions!

Identify and reject clichésIdentify and reject clichésAttitude: Reconsider Attitude: Reconsider everythingeverything

Some clichés are painful…Some clichés are painful…

……and flatand flat

Possible Exercise:Possible Exercise:“Stop Sign”“Stop Sign”

Identify the one thing (at least one) we Identify the one thing (at least one) we should stop doingshould stop doing– What would you do in its place?What would you do in its place?

Possible Exercise:Possible Exercise:“New Category: Take 1”“New Category: Take 1”

Pick four brands you admire that have no Pick four brands you admire that have no obvious relationship to your categoryobvious relationship to your category– Lexus & Luxury car marketLexus & Luxury car market– Microsoft in softwareMicrosoft in software– Southwest in airline marketSouthwest in airline market– Palm in PDA marketPalm in PDA market

How would you develop and market your How would you develop and market your brand as if it were in that category?brand as if it were in that category?

One possibility…One possibility…

Intended to help you identify assumptions Intended to help you identify assumptions – (Unacknowledged limitations)(Unacknowledged limitations)

New ideas/ holesNew ideas/ holes

But…But…

Differentiate on Product ClassDifferentiate on Product Class– ““World’s first sport utility….”World’s first sport utility….”

RemindersReminders

ONEONE thing thing– Not kidding hereNot kidding here– ““Law of Sacrifice”Law of Sacrifice”

Not just enough to pick target marketNot just enough to pick target market– Why for them? Why for them? – What do you mean to them?What do you mean to them?– What role does the product play in the TM’s What role does the product play in the TM’s

life?life?