A Manifesto on The New Rules of Brand Strategy: Some Inconvenient Truths
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1 A Manifesto on the New Rules of Brand Strategy: Some Inconvenient Truths
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Transcript of A Manifesto on The New Rules of Brand Strategy: Some Inconvenient Truths
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A Manifesto on the New Rules of Brand Strategy:Some Inconvenient Truths
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May 2014
People's attitudes toward brands and brand choice have changed hugely as the world and the
communication landscape has changed around them. Er, no they haven't. We are cognitively lazy
creatures of habit.
1. We are cognitively lazy creatures of habit
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May 2014
People don't really care about the vast majority of brands. There are more important things for them to
think about in their lives.
2. People don't really care about brands
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May 2014
Brands in any given category are predominantly seen as much of a muchness...they are more or less
interchangeably trustworthy.
3. Brands are interchangeably trustworthy
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May 2014
Brands very rarely need to be better. They need to be good enough.
4. Brands need to be good enough
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May 2014
Heavy buyers of a brand are not the key source of insight...they are not representative of the majority
of your buyers.
5. Heavy buyers are not representative of the majority of buyers
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May 2014
The most important people for marketers to worry about are those who currently buy you most
infrequently...or not at all.
6. Worry about those who buy most infrequently, or not at all
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May 2014
Penetration (not loyalty) is king in the market share stakes.
7. Penetration not loyalty
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May 2014
Segmentation is very risky...people's attitudes towards the brands they buy are very, very similar to
those of people who buy competitor brands.
8. Segmentation is very risky
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May 2014
Brand differentiation is not that important, or noticed by people.
9. Differentiation is not noticed
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May 2014
People don't really have relationships (let alone want 'conversations') with brands.
10. People don’t have relationships with brands
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May 2014
In all categories your brand's customers are mostly other brands customers who sometimes buy you.
11. Customers are other brand’s customers too
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May 2014
Successful brand advertising is not primarily about changing attitudes.
12. It’s not all about changing attitudes
^NO
T
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May 2014
The vast majority of successful advertising does not persuade.
13. Successful doesn’t persuade
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May 2014
People pay active attention to TV commercials 1/3 of the time, some attention 1/3 of the time and none
(those 'making a cuppa') 1/3 of the time.
14. People pay active attention to TV commercials 1/3 of the time
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May 2014
Media fragmentation means that the fast and vast channels stand out and become more important.
15. Fast and vast channels stand out
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May 2014
Reach is very much more important than frequency.
16. Reach > frequency
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