the anti wind tunnel marketing movement, by charles wigley
TRANSCRIPT
"
FLOW
! Our contention
! Some examples
! Possible reasons why
! Early solutions
! Over to you – the work bit
! Bringing it all together
#
!Our contention! Some examples
! Possible reasons why
! Early solutions
! Over to you – the work bit
! Bringing it all together
FLOW
&
BECAUSE OF THE ‘BEST PRACTICE’ PROCESS WE ALL FOLLOW
A CONSUMER INSIGHT LEAD AND VALIDATED APPROACH TO COMMUNICATIONS DEVELOPMENT
'(
THAT HAS BECOME A NEAR ‘UNIVERSAL’
CONSUMER
GROUPS –
INSIGHT
DISCOVERY
STRATEGIC &
CREATIVE
DEVELOPMENT
CONSUMER
GROUPS –
CREATIVE
TESTING
CONSUMER
SURVEY –
CREATIVE
TESTING
')
! Our contention
!Some examples! Possible reasons why
! Early solutions
! Over to you – the work bit
! Bringing it all together
FLOW
'"
! Our contention
! Some examples
!Possible reasons why! Early solutions
! Over to you – the work bit
! Bringing it all together
FLOW
*)
And it all becomes a game of
resource – he or she with the
biggest media budget/
distribution network/sales team
wins
**
! Our contention
! Some examples
! Possible reasons why
!Early solutions! Over to you – the work bit
! Bringing it all together
FLOW
*%
INSIGHT BASED THINKING – BUT NOT SOLELY CONSUMER INSIGHT BASED
?
Brand Insight
Communications Insight
Consumer Insight
Category InsightProduct Insight
!)
“What is the single most important part of the marketing mix that is essential to ensure a better chance of success in the marketplace? … it is ownership of a point of view”
Siddarth Banerjee – Regional Marketing Director,
Category Development Unilever Asia
Marketing Magazine 2010
!*
“The few brands that are growing in worth are not just
differentiated, but highly energised – they have
‘Energised differentiation’…
!!
…they are characterised by:
Vision
Innovation
Dynamism”+,-./0123145
6/78/91:52
;<-1/=25.8/=>::?1@
!"
…they are characterised by:
Vision
Innovation
Dynamism”+,-./0123145
6/78/91:52
;<-1/=25.8/=>::?1@
"'
Top
Bott
om
3%
5%
15%
30%
50%
30%
15%
5%
3%
Persuasion CredibilityNewNews
BrandAppeal
BrandDifference
Action Standards:
""Achieved?: "
Relevance
50%
"
50%
"
50%50%
"
50%
"
Top
Bott
om
Enjoyment BrandingActive Engagement
3%
5%
15%
30%
50%
30%
15%
5%
3%
ParentBrand
Full Brand Name
50%
# "
"#
“I know you’ve got experience in the baked
goods and bread category … but do you have any in
sliced bread?”Account Man at interview with potential
new boss (New York Circa 1972)
"%
“I love this work. It’s on brief, on brand and really
engaging.
Let’s move straight to research.”
Client -Anon
"&
! Our contention
! Some examples
! Possible reasons why
! Early solutions
!Over to you – the work bit
! Bringing it all together
FLOW
#'
1. Consumer research?
2. The overall strategic process?
3. Creative inspiration?
4. Client management?
In our approach to:
#)
! Our contention
! Some examples
! Possible reasons why
! Early solutions
! Over to you – the work bit
!Bringing it all together
FLOW