Published on September 11, 2013
THE RELEVANCE TRAP By Nigel Rahimpour Global Planning Director, Saatchi New York
Today, Companies Focus On Shareholder Value More So Than Anything Else.
To Maximize Share Holder Value, Companies Must Grow At A Higher Speed. The Faster The Growth Momentum, The Greater The Perceived DiﬀerenJal Advantage, Which In Turn Makes It A More Appealing Brand To Consumers And AOracJve Stock To Investors.
ESSENTIALLY, IT ALL COMES DOWN TO… DIFFFERENTIATION
THE PURPOSE OF DIFFERENTIATION SHOULD BE CLEAR TO MARKETING.
BUT IT’S THE OPPOSITE!
WHEREVER YOU LOOK…
THE SAME BENEFITS
SAME REASONS TO BELIEVE
EVERYTHING LIVES OR DIES BY WHAT SHE SAYS
AN INDUSTRY-‐WIDE OBSESSION WITH CONSUMER RELEVANCE Relevance Diﬀeren-a-on
MAYBE DIFFERENTIATION IS MORE IMPORTANT… Relevance Diﬀeren-a-on
AFTER ALL, 90% OF ADS FAILED TO BE REMEMBERED IN THE U.S. IN 2012 90% out of $140 billion down the tube! Source: Kantar Media
REALITY MIGHT BE WORSE! The Average City Person Is Subjected To Over 1000 Ads Per Day
HOW MANY ADS DO YOU REMEMBER FROM YESTERDAY?
IF YOU ARE LUCKY, YOU MIGHT RECALL 3 ADS : 1000 ADS = 0.003
It’s Ironic How MarkeJng, Which Set Out To Drive DiﬀerenJaJon, Has Returned Brands Back To Commodity Status.
“WHEN YOU ACT LIKE A COMMODITY, YOU’LL BE TREATED LIKE ONE” Kevin Roberts, CEO of Saatchi & Saatchi
YET, DIFFERENTIATION SHOULD BE SO EASY…
IT’S WHAT WE DO FROM EARLY CHILDHOOD -‐ DIFFERENTIATING OURSELVES FROM OUR ENVIRONMENT
DIFFERENTIATION IS WHAT OUR BRAIN REMEMBERS
DIFFERENTIATION DRIVES CONVERSATION
GIVEN THE BRAIN’S NATURE TO COMPARTMENTALIZE SIMILARITIES… X X X X X X X X X X X
DIFFERENTIATION CAN GIVE BRANDS AN UNFAIR MINDSHARE X X X X X X X X X X X
DIFFERENTIATION LEADS TO BRAND SALIENCY BRAND SALIENCY = THE DEGREE TO WHICH YOUR BRAND IS REMEMBERED IN A PURCHASE SITUATION
CLEARLY, DIFFERENTIATION IS THE MORE EFFICIENT MEDIA STRATEGY It Works For You Long Ader Your Media Plan Stops.
HOWEVER, TO BE REMEMBERED YOU MUST FIRST UNDERSTAND BASIC HUMAN COMMUNICATIONS
BASIC COMMUNICATIONS ATTENTION INTENT PERSUASION
BASIC COMMUNICATIONS ATTENTION “Hello Bartender”, “Wink-‐Wink” INTENT “A Beer, Please!” PERSUASION Good Tip
MOST CLIENTS FOCUS ON… ATTENTION INTENT PERSUASION
WHICH IS WHY OVER 90% OF ADS FAIL ATTENTION INTENT PERSUASION
IN FACT, YOU CAN’T GET TO PERSUASION, IF YOU DON’T GET ATTENTION ATTENTION INTENT PERSUASION
ATTENTION IS DRIVEN BY DIFFERENTIATION ATTENTION INTENT PERSUASION
WHICH IS WHY YOU NOTICE AND REMEMBER THIS
AND THIS Cadbury’s Schweppes Gorilla TVC li[ed sales 9% across the franchise
IN A WORLD OF ADVERTISING SAMENESS, IT’S MORE IMPORTANT TO BE DIFFERENT THAN TO BE RIGHT!
SEEMS SO BASIC, RIGHT?
YET, THE BIGGEST BRANDS DO NOT GET THE BASICS
PEPSI COPIED COKE FOR 30 YEARS… NEVER GROWING ITS MARKET SHARE
PEPSI’S SUCCESS CAME WITH DIFFERENTIATION… AS A RESULT COKE CHANGED ITS FORMULA
IRONICALLY, NOW IT’S PEPSI THAT GETS COPIED
THE INSANITY CONTINUES
MARKS & SPENCER COPIES VITAMIN WATER
KICKER COPIES KITKAT
AND THERE’S MORE
ACROSS CATEGORIES & REGIONS
ESCAPE THE RELEVANCE TRAP BY…
GOING BEYOND COMMODIFIED CONSUMER RESEARCH
UNDERSTAND MACRO CONTEXT! Poli-cal Economic Cultural Company Environmental Social Technological
DO MULTILENS RESEARCH Brand Insight Channel Insight Overall Market Insight Product Insight WHITE SPACE Consumer Insight Non-‐User Insight Compe--on Insight Macro Culture Insight
CHALLENGE ASSUMPTIONS Only 27% of respondents expressed a posi-ve a`tude about Porsche drivers … yet 89% agreed “it would be my lucky day” if given a chance to be one (Weeks & Williams JM 2006)
LIKE THESE GAME-‐CHANGERS Mini Introduced small car culture Red Bull Started the energy drink category Swatch Turned the watch into a fashion accessory
BE AS INTERESTING AS THE TV SHOWS YOU’RE INTERRUPTING What’s the relevance of a zombie series or that of a chemistry teacher, turned meth dealer, turned mobster? NONE!
“BE A MAGNET, NOT A MIRROR”
SPECIAL THANKS TO: Felicia J. Sanabria David Trok Alex Bragg Nigel Rahimpour Global Planning Director Saatchi New York Nigel.Rahimpour@Gmail.com
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