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KILLING SACRED COWS
How renegade marketing thinkers question everything you thought
you knew about our discipline
Johann Wachs Planning Director CEE
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
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?
The real goal of communications is the creation of vivid memories
that are present at the moment of purchase
We need to recognize that most people in the real world are just not that interested.
This is the real barrier to our
success.
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.
Does engagement have intrinsic value?
Do people buy a brand because they’re fans –
or are they fans because they buy the brand more?
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
Paradox
The people LEAST likely to engage deeply ...
... are the MOST important for growth
The Participation
This means 2 things: 2. Fans are actors, not the audience
1. The battle is for attention – not loyalty
Paradox
The people LEAST likely to engage deeply ...
... are the MOST important for growth
The Participation
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