Good artists copy, great artists steal - A brand's uniqueness vs relevant difference (by Joeri Van...
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Transcript of Good artists copy, great artists steal - A brand's uniqueness vs relevant difference (by Joeri Van...
![Page 1: Good artists copy, great artists steal - A brand's uniqueness vs relevant difference (by Joeri Van den Bergh)](https://reader033.fdocuments.in/reader033/viewer/2022051208/54519063af7959ca018b459b/html5/thumbnails/1.jpg)
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//Moonwalk?
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//Moonwalk?
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//Moonwalk?
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//1974: Bowie’s Diamond Dogs Tour - LA
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//Followed mime under Etienne Decroux
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//Moonwalk?
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//Moonwalk?
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//Moonwalk?
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//Does this remind you of something?
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//Dietrich Mateschitz
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//Rosser Reeves
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//THE U.S.P
① Each ad must make a benefit proposition ② The proposition must be a unique one ③ It must be so strong it can move the mass
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//THE U.S.P
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//THE abU.S.eP
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//THE INCREASED U.S.P.EED
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//EVEN IN COMMODITY MARKETS…
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//TWO OLD U.S.P WAYS OF DIFFERENCE
① Augmentation by “more benefit”
② Augmentation by “more segments”
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//Earring Magic Ken: a new target group…
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//5 things to remember “New products are not different”
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//AUGMENTATION / IS INNOVATION
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//AUGMENTATION
/ IS NOT INNOVATION
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//AUGMENTATION / IS IMITATION
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//Evolution of the environment in denim
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//Changing environment in denim
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//Adaptation to the environment in drinks
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//Imovation by stealing from small players
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//Imovation by stealing from other industries
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//Imovation by stealing from other industries
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//Imovation by stealing from yourself
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//Reduction in financial services
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//Marmite commercial
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Uniqueness by transforma1on //Marmite
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Uniqueness by transforma1on //Marmite
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Uniqueness by transforma1on //Cirque du soleil //Cirque du Soleil
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//Early 1820s – Dr Justinus Kerner
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//1992 From sausage to Botox
Dr. Jean Carruthers Botulinum Toxin
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//SERENDIPITY /
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//Dr Martens
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//Dr Martens
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//Dr Martens
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//Dr Martens
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//To feel the changes in the environment
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//I’m not saying our research is trash BUT…
- Bottom-up text mining in nethnographic research & online ethnographic blogs
- Consumer research communities
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//Sharing the MOMENT, but not the PINT
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//Unique Identifier Index
“Unique” 46% 23% 12%
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//Distinctive brand assets
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//Read: The Conversation Manager
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//The Axe Effect
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//The Axe Effect
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//The Axe Effect
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//Scientific Proof of The Axe Effect
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//5 things to remember //STOP: 5 things to remember
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//5 things to steal from me?
① A bright idea copied AND adapted beats another meaningless augmentation
② Focus on your strenghts, not your weaknesses ③ Follow less predictable routes than augmentation, they
commoditize your category ④ Differentiation is a way of thinking: 4 ways of
uniqueness: reduction, polarization, transformation and serendipity
⑤ Marketers should really be the human factor in business = commit to engage with consumers
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//Want more? Publishing 3 Feb
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//And: If you don’t like reading books…
We also do storytelling … invoiced as ‘market research & advice’
THANKS FOR YOUR ATTENTION & $$$ !
@joeri_InSites [email protected]
Visual art by Hannes Willaert – Cookie Collec1ve. Thanxx man!