2. Your Manuscript Is Good and Original,
But What is Original Is Not Good;
What Is Good Is Not Original
3. • Binet and Field, Marketing in the Era of Accountability, The Long and the Short of It
• Feldwick, The Art of Humbug, What is Brand Equity Anyway?
• Sharp, How Brands Grow Vols 1 + 2
• Ries and Trout, The 22 Immutable Laws of Marketing
• Martin Weigel blog
• London Strategy Unit on Slideshare
• Admap
11. A brand is a collective fiction that allows shortcuts in decision-making
12. For real people…
…that’s useful because
the world is full of stuff
…and of course most of our
decision-making is about each other
13. For organisations…
that’s useful because it
reduces the unit cost to
acquire and serve valued users
…but let’s think about
users more widely
14. How do we manage segmentation/ personalisation and fragmentation?
Are we talking about comms or something bigger?
How deep into the experience does decision-making pushes our responsibility?
How do we tackle the internal + partnership deficit?
If that definition is broadly right…
15. What’s your approach?
The Plato approach
Ad folk get brands and beauty
Selling happens elsewhere
Serving customers is boring
The Aristotle approach
Total brand experience
Like getting hands dirty
Serving customers is key
The Wittgenstein approach
Brands are culture
We become part of the world
We create a shared world
16. 1. What do we mean by brand building?
2. Butchering Feldwick
3. Butchering Byron
4. A baker’s dozen of brand-building flashcards
17. 1. Selling
2. Seduction
3. Fame
4. Fellowship
Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug
18. Selling
• The historically dominant
model
• Still alive and well (see
Facebook, Millward Brown)
• USPs
• Consumers as rational
decision-makers
• AIDA, DAGMAR models of
advertising
Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug
19. Seduction
• More varied than it sounds:
persuasion, charming, wooing
• Advertising is fundamentally
persuasion and persuasion happens
to be not a science, but an art
(Bernbach)
• A “constrained rationality” view of
consumers
• The most powerful element in
advertising is the truth (Bernbach)
Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug
20. Fame
• The model du jour
• Robustly underpinned by IPA data
• And is good creative awards fodder
• But challenges with maintaining it
and sustaining the role of strategy
• “Mental Availability” is perhaps the
future here
Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug
21. Fellowship
• Connecting with each other is a
fundamental human need
• It’s at the heart of many service
brands
• It’s perhaps the most obviously
interesting from a media perspective
• Advocacy, herding, network
effects…
Source: adapted/mauled from Paul Feldwick, The Anatomy of Humbug
22. 1. What do we mean by brand building?
2. Butchering Feldwick
3. Butchering Byron
4. A baker’s dozen of brand-building flashcards
24. Butchering Byron
Old
model
Positioning Differentiation Message
comprehension
Persuasion Rational involved
viewers
Loyals/ loyalty Involvement Targeted
New
model
Salience Distinctiveness Emotional
response and
notice
Refreshing
and building
memory
structures
Emotional
distracted
viewers
Switchers/
penetration
Heuristics Sophisticated
mass
Source: Byron Sharp How Brands Grow
25. 1. What do we mean by brand building?
2. Butchering Feldwick
3. Butchering Byron
4. A baker’s dozen of brand-building flashcards