icawc 2015 - nick daniel - standing out from the crowd
TRANSCRIPT
![Page 1: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/1.jpg)
Think differently
![Page 2: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/2.jpg)
A B
Two explorers in a jungle
![Page 3: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/3.jpg)
Suddenly.
![Page 4: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/4.jpg)
A BTIGER!
![Page 5: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/5.jpg)
A B
Better get my running
kit on
![Page 6: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/6.jpg)
A B
![Page 7: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/7.jpg)
BFool, you can’toutrun a tiger
![Page 8: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/8.jpg)
AI don’t need to.I just need to outrun you.
![Page 9: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/9.jpg)
BOH!
![Page 10: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/10.jpg)
All too often brands don’t ask the right questions.Without the right question or an understanding who they actually need to beat, how can we hope to succeed?
![Page 11: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/11.jpg)
It’s human nature to follow the herd, do what everyone else does rather than think independently
![Page 12: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/12.jpg)
Success comes from being different and asking better questions
![Page 13: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/13.jpg)
When youstart asking the right questionsamazing thingshappen.
You can the worldthe chance to see.
![Page 14: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/14.jpg)
You can cure disease.
The United Nations needed to get medicines to people in war regions but the more they spent the less aid got through.
The right question: Who always gets through?
![Page 15: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/15.jpg)
You can cure disease.
Certain parts of the world the welfare of
The right question: Who always gets through?
You can change how a society looks at dogs.
Dogs will never be on the agenda whilst they are
perceived to harm children
The right question: How do you stamp our
rabies?
![Page 16: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/16.jpg)
You can keep hearts beating
BHF knew that the CPR skills after a heart attack were key to survival but no one wants
to learn First Aid
The right question: How do you make it Simple for everyone
remember CPR?
![Page 17: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/17.jpg)
Please click the following link to view the video https://www.youtube.com/watch?v=PB8QC90B8Zc&feature=youtu.be
![Page 18: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/18.jpg)
Vs.
You can worry the dominant market leader
For years Pepsi acted like Coca Cola, advertising cola drinks and growing the Cola market. Thing is, market growth is expensive and you send more business to the leader than you get.
So they asked the right question:How do we make Coca Cola customers drink Pepsi?
![Page 19: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/19.jpg)
Please click the following link to view the video https://www.youtube.com/watch?v=_mRAUNTKc4w
![Page 20: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/20.jpg)
And better questions lead to being different.In branding being different is critical.
![Page 21: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/21.jpg)
QUICK TEST:
1. How many black icons?
2. How many orange icons?
![Page 22: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/22.jpg)
![Page 23: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/23.jpg)
Answer:
![Page 24: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/24.jpg)
Answer:
1. Too many to count?
2. 1.
For those that need to know, the answer was 224
![Page 25: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/25.jpg)
What our minds actually see:
![Page 26: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/26.jpg)
Marketing is about share of the audiences’ mind
So for 1/225th of the cost of their advertising is actually getting a 50% share of the audiences mind
If marketing is about share of mind, being different is critical; and it’s cheaper
![Page 27: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/27.jpg)
Marketing is about share of the audiences’ mind
The annual UK spend on advertising: £17bn4%
7%
89%
FORGOTTEN£15.13bn wasted
by following the herd
?
![Page 28: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/28.jpg)
That’s why we’re yellow not blue
That’s why it’s the dog talking not the human
That’s why we don’t judge
We try to be different.
![Page 29: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/29.jpg)
Being different
15 years ago most advertising to women on cosmetics in the UK was like this.
![Page 30: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/30.jpg)
Dove asked a better question
Rather than copy everyone’s faked images of perfection they asked how best to appeal to the women who really buy our products? Real women.
![Page 31: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/31.jpg)
It changed the business
![Page 32: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/32.jpg)
It changed the market
![Page 33: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/33.jpg)
And the same thinking is starting to change the health of a nation
Please click the following link to view the video https://www.youtube.com/watch?v=kZ8b_WF8dXE
![Page 34: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/34.jpg)
But it starts with better questions
Please click the following link to view the video https://www.youtube.com/watch?v=couuiBsoPjw
![Page 35: ICAWC 2015 - Nick Daniel - Standing out from the crowd](https://reader034.vdocument.in/reader034/viewer/2022051507/587c77691a28abd04e8b7111/html5/thumbnails/35.jpg)
Thank you