one simple thought by chris colbert of holland-mark
DESCRIPTION
We live in a complex world. In our attempts to manage this complexity we subconciously look for ways to reduce all of the things we interact with down to a single, defining attribute. Holland-Mark calls the result of that simplification a brand's "One Simple Thing" or "OST." It is the attribute of any entity that is most relevant and motivating to the target market, distinct from the competition, and true - or at very least perceptually true - to the capability of the entity.TRANSCRIPT
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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.