Paul KochJuly 31, 2009

Viget Labs

Building a Brandas consumers take control

the good old days

the good old days

• clear unique selling

propositions

the good old days

• clear unique selling

propositions

• fewer companies

the good old days

• clear unique selling

propositions

• fewer companies

• easy brand choices

marketing

heavy message

control

marketing

heavy message

control

prime time TV

spots are king

marketing

3 TV spots:

80%

coverage of

the U.S.

1965

today

today

consumers are rejecting

consumers are rejecting

consumers are rejecting

consumers are rejecting

“Traditional TV advertising will be

1/3 as effective in 2010 as it was

in 1990.”

-McKinsey

new opportunities

80%

coverage;

average of

4.6 hours /

month

The marketing opportunity doesn’t come from here

It comes from

here

a question

if the consumer controls the

messages, can a company

still control its brand direction

and inspire users?

“Price and functionality are now taken for granted

(or, in other words, not sufficiently

differentiating). It is now the intangible,

irrational, and subjective attributes of the brand

offering that are the new factors of success . . .

Empowered brands are the ones managing to

deliver hedonist and emotional attributes

throughout the brand experience.”

-Vladimir Djurovic, CEO, Labbrand China

“People spend money when and

where they feel good.” -Walt

Disney

good companies

inspire affinity toward the

product

good companies

inspire affinity toward the

product

inspire affinity for the company

good companies

inspire affinity toward the

product

inspire affinity for the company

by letting the consumer

approach you, rather than the

other way around.

affinity

• doesn’t have to be earth-

shattering

affinity

• doesn’t have to be earth-

shattering

• any good feeling a product

creates

examples: product affinity

http://www.youtube.com/v/-AoLlUmgCLM

affinity

shows that Coke is whimsical

and fun.

affinity

creates cognitive dissonance:

“If I work for it, I must like it.”

http://www.youtube.com/v/8UxWkZtUKaI

affinity

excites about the finished

product.

http://www.youtube.com/v/bwKlnT_nrIc&feature=response_watch

affinity

appeals to user’s sense of

youth, play, and

personalization.

examples: company affinity

affinity

reflects Hyatt’s level of

service—when you stay there,

you’ll make the most of your

destination.

affinity

limited quantity highlights

desirability—and creates

more dissonance.

affinity

shows that if Virgin breaks

guitars, you won’t have to

make a YouTube video to get

it fixed.

“Micro-interactions are the everyday exchanges that we have with a product, brand and service. Each one, in and of

itself, seems insignificant. But combined they define how we feel about a product, brand or service at a gut emotional level.”

-David Armano, AdAge

thanks