Think differently

A B

Two explorers in a jungle

Suddenly.

A BTIGER!

A B

Better get my running

kit on

A B

BFool, you can’toutrun a tiger

AI don’t need to.I just need to outrun you.

BOH!

All too often brands don’t ask the right questions.Without the right question or an understanding who they actually need to beat, how can we hope to succeed?

It’s human nature to follow the herd, do what everyone else does rather than think independently

Success comes from being different and asking better questions

When youstart asking the right questionsamazing thingshappen.

You can the worldthe chance to see.

You can cure disease.

The United Nations needed to get medicines to people in war regions but the more they spent the less aid got through.

The right question: Who always gets through?

You can cure disease.

Certain parts of the world the welfare of

The right question: Who always gets through?

You can change how a society looks at dogs.

Dogs will never be on the agenda whilst they are

perceived to harm children

The right question: How do you stamp our

rabies?

You can keep hearts beating

BHF knew that the CPR skills after a heart attack were key to survival but no one wants

to learn First Aid

The right question: How do you make it Simple for everyone

remember CPR?

Please click the following link to view the video https://www.youtube.com/watch?v=PB8QC90B8Zc&feature=youtu.be

Vs.

You can worry the dominant market leader

For years Pepsi acted like Coca Cola, advertising cola drinks and growing the Cola market. Thing is, market growth is expensive and you send more business to the leader than you get.

So they asked the right question:How do we make Coca Cola customers drink Pepsi?

Please click the following link to view the video https://www.youtube.com/watch?v=_mRAUNTKc4w

And better questions lead to being different.In branding being different is critical.

QUICK TEST:

1. How many black icons?

2. How many orange icons?

Answer:

Answer:

1. Too many to count?

2. 1.

For those that need to know, the answer was 224

What our minds actually see:

Marketing is about share of the audiences’ mind

So for 1/225th of the cost of their advertising is actually getting a 50% share of the audiences mind

If marketing is about share of mind, being different is critical; and it’s cheaper

Marketing is about share of the audiences’ mind

The annual UK spend on advertising: £17bn4%

7%

89%

FORGOTTEN£15.13bn wasted

by following the herd

?

That’s why we’re yellow not blue

That’s why it’s the dog talking not the human

That’s why we don’t judge

We try to be different.

Being different

15 years ago most advertising to women on cosmetics in the UK was like this.

Dove asked a better question

Rather than copy everyone’s faked images of perfection they asked how best to appeal to the women who really buy our products? Real women.

It changed the business

It changed the market

And the same thinking is starting to change the health of a nation

Please click the following link to view the video https://www.youtube.com/watch?v=kZ8b_WF8dXE

But it starts with better questions

Please click the following link to view the video https://www.youtube.com/watch?v=couuiBsoPjw

Thank you