How renegade marketing thinkers question everything you thought you knew about our discipline

1. KILLING SACRED COWS Howrenegademarketingthinkersquestioneverythingyouthought youknewaboutourdiscipline PlanningDirector CEE Johann Wachs

2. Agenda • Differentiation • Engagement • Participation

3. DIFFERENTIATION

4. Brands don’thaveexclusiveimage attributes, butsharethemwithotherbrands

5. Brand knowledgeisnothelduniformlyby all buyers 50% of all brand knowledgeisconcentrated in only 20% of buyers Theother 50% of brand knowledgeisspreadthinlyacross 80% of buyers

6. People’sviews of brandsarenotstableover time – theychange

7. Most peopledon’tthinkbrandsareuniqueordifferent

8. People don’tregardevaluatingbrandsas veryimportant‚Low involvementprocessing’

9. Brand don’tattractdifferent kinds of users

10. Brands don’thaveexclusivecustomers

11. Communications mayworkverydifferent fromwhatwehaveassumed.

12. Whydo wefetishizetheone-sentence brand benefit?Whydo weagonizeovertheprecisephrasing of the brand essence? Whydo wefiddlewith brand personalityadjectives?

13. (HP Balls)

14. (Meerkat)

15. (EvianBabies)

16. People don’thave to think of a brand as different to buy it. Theyjust have to think of itat all.

17. Advertisingthatcontainsno message,propositionorbenefitsisnotnecessarilydeficient

18. Salience & fameMakebrandsinterestingCreative Publicity

19. The real goal of communicationsisthecreation of vividmemoriesthatarepresentat themoment of purchase

20. Be interested inwhatpeopleareinterestedin

21. Weneed to recognizethatmostpeoplein the real worldarejust notthatinterested. Thisisthe realbarrierto oursuccess.

22. „We spend toomuch timeon whatwewant to say,ratherthanwhatpeoplewantto hear.“

23. ET

24. ENGAGEMENT

25. Engagement is anintermediatemeasure –nottheendgame

26. It’snotwhetherweinterruptor not.It’swhetherweaddvalue. Becauseengagementisnot justa behavioralresponse,butalso a cognitiveone.

27. Cadbury Gorilla

28. TV works

29. Not everyonewantsto participate

30. Doesengagementhaveintrinsicvalue?Do peoplebuy a brandbecausethey’refans –oraretheyfansbecausetheybuythe brand more?

31. Do peoplecaredeeplyaboutbrands?‚Low involvementprocessing’

32. Engagement isnota metric

33. PARTICIPATION

34. ParticipationInequality

35. Most peopledon’tbuyyourbrand veryoften

36. Most peoplearen’texclusively loyal toyourbrand

37. Most peopledon’tknowyourbrand very well 50% of all brand knowledgeisconcentrated in only 20% of buyers Theother 50% of brand knowledgeisspreadthinlyacross 80% of buyers

38. Growth comesfromnewusers –notloyal users

39. Marketing goalshouldbepenetration, notloyalty(a missionary)

40. Thepeople LEAST likely to engagedeeply ... Paradox TheParticipation ... arethe MOST important forgrowth

41. Thebattleis forattention –notloyalty 2. Fans areactors, nottheaudience Thismeans 2 things:

42. Thepeople LEAST likely to engagedeeply ... Paradox TheParticipation ... arethe MOST important forgrowth

43. Reach still matters - Participationismerelynichemarketing, unlessitisoverheard and witnessedbythemainstream. So buildtalkvalueintotheparticipation-idea

46. Canon