the conquest of indifference
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INDIFFERENCE
THE CONQUESTOF
WIEDEN+KENNEDY AMSTERDAM
OR:
WHY HUMILITYMIGHT BE CREATIVITY’SBEST STARTING POINT
THISIS THE
LANGUAGEOF
MARKETING...
‘FANS’
‘RELATIONSHIPS’
‘ENGAGEMENT’
‘LOYALTY’
‘COMMITMENT’
‘LOVE’
IT’S THE LANGUAGE OF
ENTHUSIASM
ALL RHETORIC
NO EVIDENCE
JUST BECAUSE EVERYONE'S TALKING ABOUT IT
DOESN’T MEAN IT’S RIGHT
WE ARE PRISONERS OF
METAPHOR
AND VICTIMS OF
VANITY
WHAT FOLLOWS IS NOT AS BLEAK
AS IT WILL INITIALLY FEEL
BECAUSE IN THE ENDIT’S THE CASE FOR WHY
GREAT CREATIVITYIS ABSOLUTELY
ESSENTIAL
THEY’RE NOT
INTERESTED
0.5%OF FANS TALKING ABOUT A BRAND ON FACEBOOK
SOURCE: KAREN NELSON-FIELD & JENNIFER TAYLOR, ‘FACEBOOK FANS: A FAN FOR LIFE?’, ADMAP, MAY 2012
SOURCE: JENNI ROMANUIK, BYRON SHARP: ‘WHERE KNOWLEDGE OF YOUR BRAND RESIDES: THE PARETO SHARE OF BRAND KNOWLEDGE’, REPORT 44 FOR CORPORATE SPONSORS, 2008, EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE
50%OF ALL KNOWLEDGE
ABOUT A BRAND IS HELD BY JUST 20% OF ITS BUYERS
LEARNING ABOUT BRANDS
IS NOT THAT IMPORTANT
THEY AREN’T
YOURS
72%OF PEPSI DRINKERS ALSO DRINK
SOURCE: TNS IMPULSE PANEL (UK)
‘DUPLICATION OF PURCHASE’IS
UNAVOIDABLE
AND IT’S
PREDICTABLE
% BUYING ONCE OR MORE IN 12 MONTHS
SOURCE: JOHN DAWES, ‘PREDICTABLE PATTERNS IN BUYER BEHAVIOUR AND BRAND METRICS: IMPLICATIONS FOR BRAND MANAGERS’, IN M.D. UNCLES ED., PERSPECTIVES ON BRAND MANAGEMENT
Colgate buyers(49%)
Aquafresh buyers(26%)
Macleans buyers(20%)
Sensodyne buyers(12%)
18%
35%
46%
11%
29%61%
11%
35% 54%
22%
25%53%
Colgate Aquafresh Macleans Sensodyne
THE FANTASY...
YOURCONSUMER
YOUR BRAND
THE REALITY...
‘YOUR’CONSUMER
‘YOUR’CONSUMER
NOT YOUR
BRAND
‘YOUR CONSUMERS’ ARE JUST
SOMEBODY ELSE’SCONSUMERS WHO OCCASIONALLY BUY YOU
THEY AREN’T
DEVOTED
0
3075
6150
9225
12300
1 x 2 x 3 x 4 x 5 x 6 x 7 x 8 x 9 x
000’s of HHs buying
THIS IS
FRUCTIS
ANNUAL PURCHASE FREQUENCYSOURCE: NIELSEN
0
3075
6150
9225
12300
1 x 2 x 3 x 4 x 5 x 6 x 7 x 8 x 9 x
000’s of HHs buying
THIS IS WHAT IT NEEDS TO DOTO LOOK
LIKE PANTENE
ANNUAL PURCHASE FREQUENCYSOURCE: NIELSEN
0
3075
6150
9225
12300
1 x 2 x 3 x 4 x 5 x 6 x 7 x 8 x 9 x
000’s of HHs buying
ANNUAL PURCHASE FREQUENCY
FANS
SOURCE: NIELSEN
THESE CONSUMERSGENERATE
PUBLICITYNOT REVENUE
DISTINGUISH BETWEEN
ACTORSAND THE
THE AUDIENCE
SOURCE: INSTITUTE OF PRACTITIONERS IN ADVERTISING, ‘MARKETING IN THE ERA OF ACCOUNTABILITY’
SALES
MARKET SHARE
PROFIT
35
15
18
62
35
31
loyaltycampaigns
penetrationcampaigns
% reporting verylarge effects on:
YOUR BRAND’S HEALTHDEPENDS ON
LOTS OF PEOPLEWHO
DON’T KNOW YOU WELLDON’T THINK OF YOU MUCH
AND
DON’T BUY YOU OFTENIF AT ALL
SIZE MATTERS
THEY DON’T WANT TO
WORK AT IT
“THE ONLY WAY A RELATIONSHIP WILL LAST IS IF YOU SEE YOUR RELATIONSHIP AS A PLACE THAT YOU GO TO GIVE,AND NOT A PLACE THAT YOU GOTO TAKE”
ANTHONY ROBBINS“
HUMAN RELATIONSHIPS DEMAND
MASSIVEPROCESSING
POWER
HUMAN RELATIONSHIPSINVOLVE
BUILDING
COMPLEXMENTAL MODELS
I think...
I think...
...that you think...
I think...
...that you think...
...that I’m worried....
I think...
...that you think...
...that I’m worried....
...that you know
I think...
...that you think...
...that I’m worried....
...that you know
... that I have no idea what I’m talking about
MOST OF US GO THROUGH LIFE FINDING IT HARD ENOUGH TO HAVE GOOD RELATIONSHIPS WITH THE REAL PEOPLE IN OUR LIFE LET ALONE ALL THE BRANDS WE BUY.”
BRUCE MCCOLL, GLOBAL CMO, MARS“
ALMOST EVERY APP BUILT FOR A BRAND ON FACEBOOK HAS PRACTICALLY NO USAGE... HEAVY, ‘IMMERSIVE’
EXPERIENCES ARE NOT HOW PEOPLE ENGAGE AND INTERACT WITH BRANDS... HEAVYWEIGHT EXPERIENCES WILL FAIL
BECAUSE THEY DON’T MAP TO REAL LIFE.”
PAUL ADAMS, GLOBAL HEAD OF BRAND DESIGN AT FACEBOOK “
23 SECONDS
SOURCE: SHOPPER GAUGE
THAT AFTER ALL IS THE
WHOLE POINTOF BRANDING
THEY CAN LIVE
WITHOUT YOU
22% OF PEOPLESAY THEY INTERACT WITH BRANDS ON SOCIAL SITES TO
BE PART OF A COMMUNITY
SOURCE: IBM IN ‘TO KEEP YOUR CUSTOMERS, KEEP IT SIMPLE’, HARVARD BUSINESS REVIEW, MAY 2012
61% OF BUSINESS LEADERSSAY PEOPLE INTERACT WITH BRANDS ON SOCIAL SITES
TO BE PART OF A COMMUNITY
33% OF PEOPLESAY THEY INTERACT WITH BRANDS ON SOCIAL SITES TO
FEEL CONNECTED
SOURCE: IBM IN ‘TO KEEP YOUR CUSTOMERS, KEEP IT SIMPLE’, HARVARD BUSINESS REVIEW, MAY 2012
64% OF BUSINESS LEADERSSAY PEOPLE INTERACT WITH BRANDS ON SOCIAL SITES
TO FEEL CONNECTED
RELATIONSHIPS ARE A MATTER OF
LIFE AND DEATH
PEOPLE WITH STRONG SOCIAL NETWORKS
LIVE LONGERSOURCE: GILES, GLONEK, LUSZCZ, ANDREWS, ‘EFFECT OF SOCIAL NETWORKS ON 10 YEAR SURVIVAL IN VERY OLD AUSTRALIANS: THE AUSTRALIAN LONGITUDINAL STUDY OF AGING’, J EPIDEMIOL COMMUNITY HEALTH 2005;59:574-579
WHO DIES WHEN THIS
DISAPPEARS?
RELATIONSHIPSARE
FREETRANSACTIONS ARE NOT
77% OF PEOPLESAY THEY DON’T HAVE A RELATIONSHIP WITH A BRAND
SOURCE: HARVARD BUSINESS REVIEW STUDY, HTTP://BLOGS.HBR.ORG/CS/2012/05/THREE_MYTHS_ABOUT_CUSTOMER_ENG.HTML
SO...
‘BRAND RELATIONSHIPS’ ARE NOTHING LIKE
HUMAN RELATIONSHIPS
IT’S JUST
METAPHOR
(A FIGURE OF SPEECH THAT DESCRIBES A SUBJECT BY ASSERTING THAT IT IS, ON SOME POINT OF COMPARISON, THE SAME AS ANOTHER OTHERWISE UNRELATED OBJECT)
“THE PRICE OF METAPHOR
IS ETERNAL VIGILANCE”
ARTURO ROSENBLUETH AND NORBERT WIENER, ‘THE ROLE OF MODELS IN SCIENCE’
MUCH OF WHAT WE MAKE ISN’T VITAL
BUT INCIDENTAL
INCIDENTALTO THIS:
ORDINARYAWFUL
AWESOMEEVERYDAY
LIFE
“ART BEGINSWITH RESISTANCE”
ANDRE GIDE
THE RESISTANCE
OF MATERIALS
THE RESISTANCE
OF GENRE
THE RESISTANCE
OF TRADITION
OUR CHALLENGE ISN’T THAT PEOPLE ARE
NOT PAYING ATTENTION
OUR CHALLENGE IS THAT PEOPLE
DON’T CARE THAT MUCH
OUR TASK IS NOT NURTURING ENTHUSIASMBUT OVERCOMING
INDIFFERENCE
INDIFFERENCE IS THE STRONGEST FORCE IN THE UNIVERSE. IT MAKES EVERYTHING MEANINGLESS. LOVE AND HATE DON’T STAND A CHANCE AGAINST IT.
JOAN VINGE “
BE PART OF WHAT
INTERESTSPEOPLE
GIVEMORE THAN YOU TAKE
TAKE A
POSITIONDON’T JUST HAVE ‘A POSITIONING’
THANK YOUwkamst.com
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WIEDEN+KENNEDY AMSTERDAM