sparking brand reappraisal
DESCRIPTION
We looked at what enables brands to shift the conversation with consumers. We codified are observations across several categories.TRANSCRIPT
SPARKING BRAND REAPPRAISAL
JOHN W. MANLEYPARTNER, EXECUTIVE GROUP PLANNING DIRECTOROGILVY CHICAGO
MAY 15, 2014
To change ourselves effectively, we first have to change our perceptions.― Stephen R. Covey
We studied the psychology of reappraisal — how to get people to overcome deeply
entrenched perceptions.
There are four principles that guide human behavior
Robert Cialdini, Psychology of Persuasion
Communicate reciprocityAdmit fault
Show commitment &
consistency
Establish authority
Behaviors are surprisingly similar when it comes to brands
We looked at several examples of brands known for forcing reappraisal
These brands not only forced reappraisal in their respective categories, but in the culture at large
We observed three distinct approaches
1. Identify an issue2. State the evidence
3. Take a stand
1. Listen to people2. Admit a fault3. Respond to it
DISARMINGLY INSIGHTFUL
RADICAL HONESTY
UNEXPECTED BRAVADO
1. Remember their origin2. Turn weakness into strength
3. Rally around it
TRANSPARENT PIZZADOMINO’S SETS UP A CRISIS, THEN MANAGES IT
CLEANING UP AN IMAGE SPILLCOMMITTING INSTEAD OF RUNNING FROM THE DISASTER AFTER THE DISASTER
WE ARE MORE BEAUTIFUL THAN WE THINKDOVE CONTINUES TO HIGHLIGHT OUR DISSATISFACTION WITH OURSELVES
A TURNAROUND STORYCHRYSLER RECLAIMS DETROIT WITH PRIDE
EXPERIENCE IS EVERYTHING OLD SPICE JAMS A STICK IN THE SPOKE OF AXE’S FAST MOVING WHEELS
HATE SOMETHINGHONDA GOES RIGHT AT WHAT PEOPLE THINK OF WHEN THEY THINK DIESEL