Dreams of Differentiation: Why Setting Yourself Apart Will Set You Back

DREAMS OFDIFFERENTIATION  WHY SETTING YOURSELF APART WILL SET YOU BACK WIEMER SNIJDERS SOURCE: HTTP://SUAVILOQUY.BLOGSPOT.NL/2011/05/DIFFERENT.HTML

THIS IS A STORY ABOUT  HOW WE’VE BEEN MISLED BYOPINIONS AND THEORIES,  OUR NEGLIGENCE TO LOOK FORTHE FACTS,  ...AND THE BRAVE FEW THATHAVE TRIED

BRANDING STARTED OUT AS  A MEANS TO RECOGNIZE YOURCATTLE

BUT TURNED INTO A MULTI-BILLION DOLLAR INDUSTRY SOURCE: HTTP://ONLINE.WSJ.COM/ARTICLE/SB124096182942565947.HTML

SOURCE: HTTP://BLOG.AMSTERDAMHOSPITALITY.COM FROM WHICH IT IS HARD TO HIDE

IMAGE SOURCE: HTTP://WWW.TUCSONOFFICIALMLS.COM/FREE-MONEY/ BRANDS ARE VALUABLE ASSETS SOURCE: INTERBRAND 2012

SO HOW DO WE CREATEVALUABLE BRANDS?SOURCE: HTTP://COMMONS.WIKIMEDIA.ORG/WIKI/FILE:THE_THINKER_MUSEE_RODIN.JPG

“DIFFERENTIATION IS  THE CORNERSTONE OFSUCCESSFUL MARKETING” - PHILIP KOTLER

“THE DIFFERENTIATION MUST BE MEANINGFUL TOCUSTOMERS ... IF A BRAND FAILS TO DIFFERENTIATE THEN CONSUMERS HAVE NO BASIS FOR CHOOSING IT OVER OTHERS.” - DAVID AAKER

“THE MOST SUCCESSFULBRANDS EMPHASIZEFEATURES THAT ARE BOTHIMPORTANT TO CUSTOMERSAND QUITE DIFFERENTIATEDFROM THOSE OFCOMPETITORS.” - MCKINSEY

“IN THE COMMUNICATIONJUNGLE OUT THERE, THE ONLY HOPE TO SCORE BIG IS TO BESELECTIVE, CONCENTRATE ON NARROW TARGETS, TO PRACTICE SEGMENTATION.” - AL RIES & JACK TROUT

 THE BATTLE FOR YOUR MINDSOURCE: HTTP://WWW.SCENICREFLECTIONS.COM/DOWNLOAD/251771/PLANTING_THE_FLAG_WALLPAPER/

POSITIONINGSOURCE: HTTP://WWW.SCENICREFLECTIONS.COM/DOWNLOAD/251771/PLANTING_THE_FLAG_WALLPAPER/

DESIGN SOURCE: HTTP://WWW.FANPOP.COM/CLUBS/APPLE/IMAGES/41156/TITLE/APPLE-LOGO-WALLPAPER

ASSOCIATIONS

PERSONALITY/ VALUES

WE’VE BEEN TOLD THAT IT ISIMPORTANT TO:SEGMENT OUR MARKET,DETERMINE OUR TARGET GROUP,DIFFERENTIATE OUR BRAND,BUILD A RELATIONSHIP WITH OUR CUSTOMERS,TURN THEM INTO COMMITTED FANS,INCREASE THEIR ENGAGEMENT WITH OUR BRAND ANDMAKE THEM LOVE US.

SOURCE: HTTP://WWW.GLAMOUR.COM/HEALTH-FITNESS/BLOGS/VITAMIN-G/2011/02/WOULD-YOU-DRINK-A-LITER-OF-COF.HTML“MASS ADVERTISING CAN HELP BUILD BRANDS,BUT AUTHENTICITY IS WHAT MAKES THEM LAST.IF PEOPLE BELIEVE THEY SHARE VALUES WITH ACOMPANY, THEY WILL STAY LOYAL TO THEBRAND.” - HOWARD SCHULTZ (STARBUCKS)

“LOVEMARKS...CONNECT COMPANIES, THEIR PEOPLE AND THEIR BRANDS,INSPIRE LOYALTY BEYOND REASON,ARE OWNED BY THE PEOPLE WHO LOVE THEM.”- KEVIN ROBERTS (SAATCHI & SAATCHI)

“COMPANIES CAN BOOST PROFITS ALMOST BY 100% BY RETAINING JUST 5% MORE OF THEIR CUSTOMERS.” - FRED REICHHELD (BAIN & COMPANY)

NO WONDER COMPANIESSTARTED TO VALUE:

FANS HOLDING BRANDSSOURCE: HTTP://WWW.PHONEARENA.COM/NEWS/APPLE-FANS-FROM-ACROSS-THE-WORLD-LINE-UP-FOR-THE-IPHONE-5-HERE-ARE-VIDEOS-FROM-THE-LINES_ID34752

SOURCE:HTTP://WWW.DAILYMAIL.CO.UK/NEWS/ARTICLE-2049145/IPHONE-4S-RELEASE-US-WOZNIAK-WAITS-APPLE-EXPECTED-SELL-3M-WEEKEND.HTMLBRANDS HOLDING FANS

THESE ARE  BROKEN IDEAS... SOURCE: HTTP://WWW.MYREALITYTECH.COM/APPLE-RELEASES-IPHONE-4-PANIC-ENSUES/

HARDLY ANYONE BOTHERED TO ASK: CAN YOU  BACK THAT UPWITH FACTS?

BECAUSE IT SOUNDED LIKE A PRETTY GOOD STORY

LET’S DO A LITTLE TEST OFCOMMON SENSE SOURCE: HTTP://BARCODE1966.WORDPRESS.COM/2011/12/04/THE-RED-PILL-OR-THE-BLUE-ONE/

TESTED ONCE   ON 15 PEOPLE TESTED 100 TIMES ON 15.000 PEOPLESOURCE: HTTP://BARCODE1966.WORDPRESS.COM/2011/12/04/THE-RED-PILL-OR-THE-BLUE-ONE/

THIS IS THE STUFF WE’VE NEGLECTED TO CHECK

BECAUSE IT SOUNDED LIKE A PRETTY GOOD STORY

...SO MOST OF US WENT FOR THIS

AND ONLY A FEW  BRAVE PEOPLEDID THIS.

SOURCE: HTTP://ENDOFCAPITALISM.COM/ABOUT/15-WHATS-DOWN-THE-RABBIT-HOLE/

MARKETING IS: MEASURABLE,PREDICTABLE   ANDEXPLAINABLE 

MARKETING IS: MEASURABLE,PREDICTABLE   ANDEXPLAINABLE  ONCE YOU SEE THE PATTERNS

IT CAN EXPLAIN...

WHY LOVE AT FIRST SIGHT

...OFTEN ENDS UP LIKE THIS

IT CAN PREDICT...

HOW MANY PEOPLE  DRIVING THIS HTTP://WWW.TELEGRAAF.NL/AUTOVISIE/AUTOVISIE_TESTS/20041192/__GETEST__AUDI_A6_ALLROAD__.HTML

SOURCE: HTTP://WWW.AUTOBLOG.NL/ARCHIVE/2009/06/02/PEUGEOT-5008-NIEUW-MPV-FAMILIEHOK WILL CHOOSE TO DRIVE THIS

OVER HALF A CENTURY OFRESEARCH HAS MEASURED...

WHAT WE ACTUALLY DOSOURCE: HTTP://WWW.CANBERRA.EDU.AU/__DATA/ASSETS/IMAGE/0006/848715/SUPERMARKET-AISLE.JPG

IF BRAND DIFFERENTIATION EXISTS,  WE WOULD EXPECT: BRANDS TO BE PERCEIVED  AS DIFFERENT BRANDS TO HAVE UNIQUE ASSOCIATIONS BRANDS TO CAPITALIZE ON  SPECIFIC IMAGE ATTRIBUTES

OUR BRAND IS DIFFERENT

85% OF YOURUSERS WILLDISAGREE

USERS AGREEING ON THEUNIQUESS OF BRANDS BRAND DIFFERENT UNIQUE EITHER % % % HP 4 8 11 TOSHIBA 11 5 13 COMPAQ 10 10 13 IBM 16 13 18 APPLE 15 25 23 DELL 5 5 5 AVERAGE 9 10 14 SOURCE: EHRENBERG-BASS INSTITUTE REPORT 17 FOR CORPORATE SPONSORS

SPIRITS  SOURCE: EHRENBERG-BASS INSTITUTE REPORT 17 FOR CORPORATE SPONSORS SKINCARE SUPERMARKETS CONDIMENTS SOFT DRINKS  AVERAGE AGREEMENT BY: ICE CREAM  USERS 13%FRUIT AND VEG. DRINKS  READY MADE SAUCES  NON-USERSSOUPS  5%COMPUTERS WATER YOGHURT ELECTRONICS

SUCCESSFULBRANDS HAVE STRONG AND UNIQUEASSOCIATIONS

LESS THAN 5%OF PEOPLE  WILL AGREE

USERS ASSOCIATINGATTRIBUTES WITH BRANDS BRAND “PROMOTES AVERAGE (MARKET STRONG, OF 12 SHARE HEALTHY TEETH” ATTRIBUTES ORDER) % % COLGATE DC 55 54 MACLEANS 68 59 CREST 70 60 COLGATE BMG 57 55 AQUAFRESH 47 52 GIBBS SR 62 53 MENTADENT P 65 58 ULTRABRITE 57 55 AVERAGE 60 56 SOURCE: EHRENBERG-BASS INSTITUTE REPORT 3 FOR CORPORATE SPONSORS

COMPUTERS  SOURCE: EHRENBERG-BASS INSTITUTE REPORT 40 FOR CORPORATE SPONSORS SOFTDRINKS  ELECTRONICS  AVG BRANDYOGHURT  UNIQUENESS: 3%PROFESSIONAL SERVICES  SAUCES  AVG MARKET UNIQUENESSWATER  21%ICE CREAM  MULTIPLE BRANDRETAIL FAST FOOD  ASSOCIATIONBUSINESS BANKING  46% ENERGY DRINKS  PERSONAL BANKING  SUPERMARKETS

THE TRUTH IS: YOUR CONSUMERS DON’TKNOW MUCH ABOUT YOU 

THE TRUTH IS: 50% OF ALL BRAND KNOWLEDGE  RESIDES WITH 20% OF YOURCONSUMERS 

THE TRUTH IS: 80% KNOWS NOTHING ORLITTLE ABOUT YOUR BRAND 

% CUMULATIVE ‘SHARE’ KNOWLEDGE LEVEL CUSTOMERS KNOWLEDGE 22 ATTRIBUTES <1 2 18 ATTRIBUTES 1 3 17 ATTRIBUTES 2 7 16 ATTRIBUTES 2 8 15 ATTRIBUTES 4 12 14 ATTRIBUTES 5 15 13 ATTRIBUTES 7 22 12 ATTRIBUTES 8 23 11 ATTRIBUTES 9 25 10 ATTRIBUTES 10 29 9 ATTRIBUTES 15 38 8 ATTRIBUTES 20 45 7 ATTRIBUTES 25 52 6 ATTRIBUTES 33 62 5 ATTRIBUTES 43 72 4 ATTRIBUTES 59 85 3 ATTRIBUTES 69 91 2 ATTRIBUTES 89 99 1 ATTRIBUTES 95 100 0 ATTRIBUTES 100 100 SOURCE: EHRENBERG-BASS INSTITUTE REPORT 42 FOR CORPORATE SPONSORS

SPIRITS  SOURCE: EHRENBERG-BASS INSTITUTE REPORT 42 FOR CORPORATE SPONSORS MINERAL WATER YOGHURT SKINCARE FRUIT & VEG. DRINKS SOUPS READYMADE SAUCE WHISKEY SOFT DRINKS ICE CREAM SPORTS DRINKS CONDIMENTS SLICED CHEESE  AVERAGETOILET PAPER WASHING POWDER  PARETO SHARE:SALAD DRESSING AUTOMOBILES  43%COMPUTERS ELECTRONICS BUSINESS BANKING TELECOM NETWORKS INSURANCE TELECOMS HOLIDAY DESTINATIONS PERSONAL BANKING SUPERMARKETS FAST FOOD OUTLETS

THE TRUTH IS: OUR ATTITUDES TOWARDSBRANDS ARE VERYINCONSISTENT 

THE TRUTH IS: ONLY HALF THE TIME WEPROVIDE THE SAME ANSWER WHEN ASKED AGAIN SOURCE: EHRENBERG-BASS INSTITUTE REPORT 3 FOR CORPORATE SPONSORS

I LOVE MY MUM AND YOU LOVE YOURSSOURCE: SHARP (2010) HOW BRANDS GROW, OXFORD UNIVERSITY PRESS

I LOVE MY MUM... REDBANK BLUEBANK BRAND % OF REDBANK % OF BLUEBANK % OF REDBANK % OF BLUEBANK PERSONALITY CUSTOMERS CUSTOMERS CUSTOMERS CUSTOMERS ATTRIBUTE WHO THINK WHO THINK WHO THINK WHO THINK REDBANK IS.... REDBANK IS.... BLUEBANK IS.... BLUEBANK IS.... SUCCESFUL 84 25 21 85 HONEST 81 19 19 84 EFFICIENT 81 25 17 86 SINCERE 78 17 15 81 MODERN 78 22 16 85 HAPPY 72 20 16 81 INTELLIGENT 69 24 21 75 CORPORATE 52 23 25 63 YOUNG 51 19 10 58 GENEROUS 46 13 10 60 SOPHISTICATED 44 11 17 48 EXCITING 20 8 4 27 AVERAGE 63 19 16 69 SOURCE: EHRENBERG-BASS INSTITUTE REPORT 59 FOR CORPORATE SPONSORS

WHAT ABOUT  BRAND PERSONALITY?

A LEADER Y&R’S BRAND ASSET VALUATOR – SOURCE: EHRENBERG-BASS INSTITUTE REPORT 14 FOR CORPORATE SPONSORSARROGANTCAREFREECHARMINGDARINGDOWN-TO-EARTHDYNAMICENERGETICFRIENDLYFUNGLAMOUROUSHELPFULINDEPENDENT 28 PERSONALITY TRAITSINTELLIGENTKIND ON OFFEROBLIGINGPROGRESSIVERESTRAINEDRUGGEDSENSUOUSSOCIALSTRAIGHTFORWARDSTYLISHTOUGHTRENDYUNAPPROACHABLEUPPER CLASSUP-TO-DATE

USERS ASSOCIATING  PERSONALITY TRAITS  WITH BRANDS CAR BRAND AVG. OF ALL BRANDS USERS (%) UP-TO-DATE TOUGH ENERGETIC 28 TRAITS FORD 19 23 14 5 12 VAUXHALL/ OPEL 13 20 16 5 12 ROVER 10 11 21 6 14 PEUGEOT 6 19 23 7 12 VOKSWAGEN 6 16 16 8 12 RENAULT* 5 33 22 19 11 AVERAGE 10 20 19 8 12 % LINKING TRAIT TO AT LEAST 64 58 40 42 ONE BRAND * SAMPLE BASE N=27 SOURCE: EHRENBERG-BASS INSTITUTE REPORT 14 FOR CORPORATE SPONSORS

COMPUTERS  SOURCE: EHRENBERG-BASS INSTITUTE REPORT 14 FOR CORPORATE SPONSORS COMPUTER EQUIPMENT AUTOMOBILES FRUIT & VEG. DRINKS  CARBONATED SOFT USERS:DRINKS  9%ICE CREAM  ENERGISER DRINKS  ELECTRONICS  NON-USERS: 5%SOUP  CONDIMENTS  READYMADE SAUCES BOTTLED WATER YOGHURT

WE SHOULD STOP TRYING TO BE DIFFERENTSOURCE: HTTP://JOE-GRANT.TYPEPAD.COM/JOE_GRANTS_BLOG/PAGE/2/

 THE BATTLE FOR YOUR MINDSOURCE: HTTP://WWW.SCENICREFLECTIONS.COM/DOWNLOAD/251771/PLANTING_THE_FLAG_WALLPAPER/

SALIENCESOURCE: HTTP://WWW.SCENICREFLECTIONS.COM/DOWNLOAD/251771/PLANTING_THE_FLAG_WALLPAPER/

SOURCE: EHRENBERG-BASS INSTITUTE REPORT 16 FOR CORPORATE SPONSORSSALIENCE: THE PROPENSITYFOR A BRAND TOBE NOTICED ORTHOUGHT OF INBUYINGSITUATIONSSOURCE (iIMAGE): HTTP://CCHS3DGRAPHICS.BLOGSPOT.NL/2012/03/DANIELS-LIGHTBULB-PROJECT.HTML

THISPROPENSITY DEPENDS ONTHE QUANTITY AND QUALITY OFASSOCIATIONS

YOU NEED TO CONNECT SOURCE: HTTP://WWW.YANKODESIGN.COM/2009/12/24/RECOILING-SOCKET-IN-THE-WALL/

SOURCE: ROMANIUK (2012): MODELING MENTAL MARKET SHARE, JOURNAL OF BUSINESS RESEARCHTHE BIGGEST BRANDS ARE  THE MOST SALIENT BRANDS SALIENCE COCA COLA 23 FANTA 12 DIET COKE 10 PEPSI COLA 9 DR PEPPER 9 CREST 36 COLGATE 30 AQUAFRESH 14 ARM AND HAMMER 9 SENSODYNE 7 JOHNNIE WALKER 18 J&B 17 JAMESON 15 TFG 13 BALLANTINE’S 13

HIGHER SALIENCE LEADS TO LOWER DEFECTION SALIENCE LEVEL BRAND 1 BRAND 2 BRAND 3 0 42 39 43 5 34 44 46 11 39 35 33 16 24 40 33 21 36 34 30 26 25 29 27 32 28 29 24 37 26 31 34 42 24 37 27 47 21 27 21 53 22 31 28 58 21 37 19 63 22 32 34 68 19 21 27 74 18 20 24 79 17 26 26 84 15 27 30 89 13 13 13 95 13 32 47 100 10 11 0 SOURCE: ROMANIUK, SHARP (2003): BRAND SALIENCE ANDCUSTOMER DEFECTION IN SUBSCRIPTION MARKETS, JOURNAL OF MARKETING MANAGEMENT

CONSIDER THIS:

YOU NEED TO MAKE IT EASY

YOU NEED TO MAKE IT QUICK

YOU NEED TO MAKE IT DISTINCTIVE

BECAUSE YOU ARE NOT ALONESOURCE: HTTP://MARKETING-STAFFING.COM/BLOGMAIN/MARKETINGBLOG/BLOGNEWS/TABID/90/ENTRYID/237/GREAT-MARKETING-IS-UTILITARIAN.ASPX#STHASH.ARXZFF5D.DPBS

IF YOU WANT YOUR BRAND TO BEQUICK, EASY ANDDINSTINCTIVE

YOU NEED TO CREATE ASSETSTHAT YOU CAN OWN

MEANINGLESS DIFFERENTIATION

LOGOS tion. Examples are the McDonald’s • Arches and the BP Sunﬂower. Figure 1: McDonald’s logo • Slogan: This is a short phrase, sometimes using word-play or wit

FONTS

SHAPES has its ‘beak like’ bottle neck or the triangular Toblerone box. Figure 3: Toblerone’s shape • Jingles piece o the bra cludes t also us by ma include PAGE 6 Ehrenberg-Bass In

COLORS

SIGNSSOURCE: HTTP://WWW.BACKGROUNDDESKTOP.ORG

SLOGANSSOURCE: HTTP://WWW.BACKGROUNDDESKTOP.ORG

PEOPLESOURCE: HTTP://WWW.INQUISITR.COM/195100/GEORGE-CLOONEY-REVEALS-SECRETS/GEORGE-CLOONEY-2-16001/

CHARACTERS

WANT ATTENTION? BE CREATIVE SOURCE: HTTP://MPMARKETINGCENTER.COM/BLOG/2010/09/29/TRAFFIC-BUILDING/10-CREATIVE-TRAFFIC-BUILDING-IDEAS/ATTACHMENT/KLEINER-KUNSTLER/

SOURCE: HTTP://WWW.COOPR.NL/BLOG/OLD-SPICE-MUSCLE-MUSIC

NOW IT’S YOUR TURN TO BESOURCE: HTTP://BOLLENSTREEK.NL/EVENEMENTEN/AQUA-CINEMA-BRAVE/

BARNARD HRENBERG-BASS INSTITUTBASSBENNETBINETBOGOLOMOVABARWISECOLLINSDAWESEHRENBERGGAILLARDGOODHARTHAMMONDKENNEDYMACDONALDNELSON-FIELD ...JUST FOLLOWROMANIUK THEIRSCRIVENSHARP FOOTSTEPS

THANK YOU!@WIEMERSNIJDERS

Dreams of Differentiation: Why Setting Yourself Apart Will Set You Back

Wiemer Snijders

Dreams of Differentiation: Why Setting Yourself Apart Will Set You Back