We looked at what enables brands to shift the conversation with consumers. We codified are observations across several categories.

1. SPARKING BRAND
REAPPRAISAL
JOHN W. MANLEY
PARTNER, EXECUTIVE GROUP PLANNING DIRECTOR
OGILVY CHICAGO
MAY 15, 2014

2. To change ourselves effectively,
we first have to change our perceptions.
― Stephen R. Covey

3. We studied the psychology of reappraisal —
how to get people to overcome deeply
entrenched perceptions.

4. There are four principles that guide human behavior
Robert Cialdini, Psychology of Persuasion
Communicate
reciprocity
Admit fault
Show
commitment &
consistency
Establish
authority

5. Behaviors are surprisingly similar
when it comes to brands

6. We looked at several examples of brands
known for forcing reappraisal

7. These brands not only forced reappraisal in their
respective categories, but in the culture at large

8. We observed three distinct approaches

9. 1. Identify an issue
2. State the evidence
3. Take a stand
1. Listen to people
2. Admit a fault
3. Respond to it
DISARMINGLY
INSIGHTFUL
RADICAL
HONESTY
UNEXPECTED
BRAVADO
1. Remember their origin
2. Turn weakness into strength
3. Rally around it

10. TRANSPARENT PIZZA
DOMINO’S SETS UP A CRISIS, THEN MANAGES IT

11. CLEANING UP AN IMAGE SPILL
COMMITTING INSTEAD OF RUNNING FROM THE DISASTER AFTER THE DISASTER

12. WE ARE MORE BEAUTIFUL THAN WE THINK
DOVE CONTINUES TO HIGHLIGHT OUR DISSATISFACTION WITH OURSELVES

13. A TURNAROUND STORY
CHRYSLER RECLAIMS DETROIT WITH PRIDE

14. EXPERIENCE IS EVERYTHING
OLD SPICE JAMS A STICK IN THE SPOKE OF AXE’S FAST MOVING WHEELS

15. HATE SOMETHING
HONDA GOES RIGHT AT WHAT PEOPLE THINK OF WHEN THEY THINK DIESEL