one simple thought by chris colbert of holland-mark

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finding your one simple thing™

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interesting times

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things have changed

“…a ‘new frugality,’ born of the Great Recession and evidenced by two consecutive years of declining per capita consumption, is now becoming entrenched among U.S. consumers and is reshaping their consumption patterns in ways that will persist even as the economy starts to recover.”

The New Consumer Frugality Adapting to the Enduring Shift in U.S. Consumer Spending and Behavior

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we have changed

interesting

imperative

influencing

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marketing has changed

decorators architects

mute consumer vocal influencer

market research listening station

copy content

be interesting be imperative

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Marketing

clarity of

message

relevance of offering

consistency of experience

driving of engageme

nt

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Marketing

clarity of

message

relevance of offering

consistency of experience

driving of engageme

nt

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who wants…

“…an intuitive but powerful approach that allows UML diagramming to be code-centric instead of model-centric by giving users an interactive exploratory visualization platform.”

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who wants…

“…a nutrition-based, gluten-free food company that uses ancient grains to provide innovative products that are both convenient and delicious.”

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who wants…

“…an innovative, patent pending hand hygiene solution to help hospitals improve hand hygiene compliance.”

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some people.

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who wants…

• maps that make code easier to understand, work on, and improve.

• ancient food for a better life today.

• clean hands that save lives.

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more people.

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we seek to simplify

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safety athlete cool truckfreedom

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the positioning task

“Everything should be made as simple as possible, but no simpler.”

- A. Einstein

To take the complicated and make it simple. Take the simple and make it compelling.

Find the One Simple Thing™ (OST)

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positioning truth

If you don’t create an OST for the market, the market will create an OST

for you.

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big decisions are made emotionally

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how we decide

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it’s biological

analytic thought

logic

language

science & math

holistic thought

intuition

creativity

art & music

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OST criteria

is it true?

is it relevant?

is it motivating?

is it distinct?

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OST message model

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the cocktail party

30 seconds 30 minutes

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Freedom

Giving urban dwellers the freedom from car ownership and the hassle of renting

•A fun experience from start to finish•The market leader, with industry defining service•Better for the community

approachable, clever, fun

•Convenience•Savings•Service

•Community•Fun•Sustainability

Wheels when you want them.

•More cars = more cars within reach•More automotive makes and models = more variety and choice•Cheaper than owning

Zipcar

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Slade Gorton

confidence

Slade Gorton delivers confidence, from the premium quality of its seafood to the consistency of its service.

the experience you expect, every time

100 species1,000 products100 million lbs.

driven, fresh, consistent

largest seafood network in the world63 countries100 years

Bringing the heritage and capacity of Slade Gorton together with a commitmentto innovation, product quality and delivery

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brand video

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Post 390

connectionPost 390’s urban tavern style creates a polished yet casual atmosphere, connecting neighborhoods and people through refined American classic food. Whether it’s gathering for drinks at the bar or sitting down to a meal and dessert, Post 390 connects. refined American classicslocation (nexus) between Back Bay and South Endseating for 350 and two full-service bars

familiarreliableaccessible

neighborhood favorite/repeat customersfrom the creators of Grill 23 and the group that revitalized Harvestreviews

smart, refined, approachable

TBD

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“you should check out the Constitution cruise on the harbor”

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Notch Session Ale

sessionNotch session beers are naturally responsible, crafted and brewed to deliver beers rich and balanced in taste while maintaining less than 4.5% alcohol. Our beers are meticulously crafted in the tradition of session beer brewing, yet pushes the category with innovative styles and techniques.

lower alcoholhigh flavorlonger drinking

uncompromisingconfidenceresponsible

brewing process/ingredientsalcohol content (<4.5%)flavor

accessible, bold, responsible and a little obsessed

coming soon.

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the process.

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en-tre-pre-neur’-ship (n): The always painful, sometimes rewarding process of corrupting your vision with external reality.

brand strategy is iterative too.

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process options

Outside-In

Inside-Out

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Inside-Out process and timetable

OSTWORKSHOP

OSTs AND MESSAGE MODELS

OPTIONAL:STAKEHOLDER

VALIDATION

OST ANDMESSAGE

MODEL FINALIZATION

VISUALIZATION

EPOC WORKSHOP

TACTICAL PLAN

DEVELOPMENT

7 DAYS

OTHER SECONDARY RESEARCH

7 DAYS 2 DAYS 7 DAYS 10 DAYS*

* TIMING IS DEPENDENT ON STAKEHOLDER AVAILABILITY AND FINAL PROJECT SPECIFICATION

CONCEPTS AND TONE

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the ost workshop construct

Competition

Customers

Competencies& Culture

TRUE

RELEVANT AND MOTIVATING

DISTINCT

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competencies & culture

1. what do you do?

2. what skills or capabilities enable this?

3. which are your core strengths today?

4. which must you be better at to win?

5. what is most valued in your culture?

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customers

6. what kind of companies/consumers pay you?

7. why do they pay you?

8. who, specifically, decides whether to pay you?

9. how do you sell to them most effectively?

10. what would make them pay you more?

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competition

11. with whom do you compete most intensely?

12. why have you won when you’ve won?

13. why have you lost when you’ve lost?

14. which of Porter’s 5 forces shape your market?

15. what is or might become a source of sustainable competitive advantage?

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ost candidate development

• how would you describe the rational associations you most want from your target prospects?

• how would you describe the emotional responses you most want from your target prospects?

• what single word or clause represents each to you?

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the ost workshop construct

Competition

Customers

Competencies& Culture

TRUE

RELEVANT AND MOTIVATING

DISTINCT

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ost candidate scorecard

true relevant motivating distinct TOTAL

candidate 1

candidate 2

candidate 3

5 3 2 4 14

3 2 2 1 8

4 4 5 3 16

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then you decide.

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Marketing

clarity of

message

relevance of offering

consistency of experience

driving of engageme

nt

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thank you.