//Moonwalk?

//Moonwalk?

//Moonwalk?

//1974: Bowie’s Diamond Dogs Tour - LA

//Followed mime under Etienne Decroux

//Moonwalk?

//Moonwalk?

//Moonwalk?

//Does this remind you of something?

//Dietrich Mateschitz

//Rosser Reeves

//THE U.S.P

① Each ad must make a benefit proposition ② The proposition must be a unique one ③  It must be so strong it can move the mass

//THE U.S.P

//THE abU.S.eP

//THE INCREASED U.S.P.EED

//EVEN IN COMMODITY MARKETS…

//TWO OLD U.S.P WAYS OF DIFFERENCE

① Augmentation by “more benefit”

② Augmentation by “more segments”

//Earring Magic Ken: a new target group…

//5 things to remember “New products are not different”

//AUGMENTATION / IS INNOVATION

//AUGMENTATION

/ IS NOT INNOVATION

//AUGMENTATION / IS IMITATION

//Evolution of the environment in denim

//Changing environment in denim

//Adaptation to the environment in drinks

//Imovation by stealing from small players

//Imovation by stealing from other industries

//Imovation by stealing from other industries

//Imovation by stealing from yourself

//Reduction in financial services

//Marmite commercial

Uniqueness  by  transforma1on  //Marmite

Uniqueness  by  transforma1on  //Marmite

Uniqueness  by  transforma1on  //Cirque du soleil //Cirque du Soleil

//Early 1820s – Dr Justinus Kerner

//1992 From sausage to Botox

Dr.  Jean  Carruthers  Botulinum  Toxin  

//SERENDIPITY /

//Dr Martens

//Dr Martens

//Dr Martens

//Dr Martens

//To feel the changes in the environment

//I’m not saying our research is trash BUT…

-  Bottom-up text mining in nethnographic research & online ethnographic blogs

-  Consumer research communities

//Sharing the MOMENT, but not the PINT

//Unique Identifier Index

“Unique” 46% 23% 12%

//Distinctive brand assets

//Read: The Conversation Manager

//The Axe Effect

//The Axe Effect

//The Axe Effect

//Scientific Proof of The Axe Effect

//5 things to remember //STOP: 5 things to remember

//5 things to steal from me?

①  A bright idea copied AND adapted beats another meaningless augmentation

②  Focus on your strenghts, not your weaknesses ③  Follow less predictable routes than augmentation, they

commoditize your category ④  Differentiation is a way of thinking: 4 ways of

uniqueness: reduction, polarization, transformation and serendipity

⑤  Marketers should really be the human factor in business = commit to engage with consumers

//Want more? Publishing 3 Feb

//And: If you don’t like reading books…

We also do storytelling … invoiced as ‘market research & advice’

THANKS FOR YOUR ATTENTION & $$$ !

@joeri_InSites joeri@insites.be

Visual  art  by  Hannes  Willaert  –  Cookie  Collec1ve.  Thanxx  man!