SPARKING BRAND REAPPRAISAL

JOHN W. MANLEYPARTNER, EXECUTIVE GROUP PLANNING DIRECTOROGILVY CHICAGO

MAY 15, 2014

To change ourselves effectively, we first have to change our perceptions.― Stephen R. Covey

We studied the psychology of reappraisal — how to get people to overcome deeply

entrenched perceptions.

There are four principles that guide human behavior

Robert Cialdini, Psychology of Persuasion

Communicate reciprocityAdmit fault

Show commitment &

consistency

Establish authority

Behaviors are surprisingly similar when it comes to brands

We looked at several examples of brands known for forcing reappraisal

These brands not only forced reappraisal in their respective categories, but in the culture at large

We observed three distinct approaches

1. Identify an issue2. State the evidence

3. Take a stand

1. Listen to people2. Admit a fault3. Respond to it

DISARMINGLY INSIGHTFUL

RADICAL HONESTY

UNEXPECTED BRAVADO

1. Remember their origin2. Turn weakness into strength

3. Rally around it

TRANSPARENT PIZZADOMINO’S SETS UP A CRISIS, THEN MANAGES IT

CLEANING UP AN IMAGE SPILLCOMMITTING INSTEAD OF RUNNING FROM THE DISASTER AFTER THE DISASTER

WE ARE MORE BEAUTIFUL THAN WE THINKDOVE CONTINUES TO HIGHLIGHT OUR DISSATISFACTION WITH OURSELVES

A TURNAROUND STORYCHRYSLER RECLAIMS DETROIT WITH PRIDE

EXPERIENCE IS EVERYTHING OLD SPICE JAMS A STICK IN THE SPOKE OF AXE’S FAST MOVING WHEELS

HATE SOMETHINGHONDA GOES RIGHT AT WHAT PEOPLE THINK OF WHEN THEY THINK DIESEL