Mat Braddy at WebTomorrow on How to Empower your team, to empower your brand?
Transcript of Mat Braddy at WebTomorrow on How to Empower your team, to empower your brand?
Pilot brain.
Autopilot brain.
Rational messages.
e.g. Promotions,
prices etc. Short term action – a sale!
Emotional brand
messagingLong term habit
Challenger brand aims
Why?
– We needed a marketing approach that yields high
growth momentum and punches hard against
large, but boring, competitors with huge budgets
Being a ‘Challenger’ means?
– Become a light house; not all things to all people
• This is not a focus group led process!
– Changing the category decision making criteria in
our favour
– Overcommitting to ideas
– Becoming the category thought leader
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How we did it…
Internal workshops – 4+ days – who are WE?
– What do we believe?
– What is our personality and tone of voice?
– What is our philosophy around our product or service?
– What is our RALLY CRY??
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Driving belief
Cooking is AWFUL
Product rock
Effortless and easy. Unlike cooking.
Attitude/behaviour
A spirited mischievous rebel.
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JUSTEAT
Domino's
£7.9m
£3.2m
It really does work…
Takeaways
• Your mission: the FIRST thought in your category
• Humans function without thinking – rational
messages don’t build long term
• ‘Why’ not ‘What’ strategy
• Who are you? What is your passion as a team?
• Use this to build your lighthouse
• Overcommit & puncture the autopilot
• DON’T BE SO BORING!
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