際際滷

際際滷Share a Scribd company logo

How to-fail-30th-oct-2012

Bui Hai An
Bui Hai An

How To (not) Fail - by Wieden Kennedy Amsterdam Source: http://martinweigel.org/2012/10/03/if-you-want-to-fail-assume-there-is-an-audience/

1 of 98
Downloaded 75 times
HOW TO + (NOT) FAIL WIEDEN+KENNEDY AMSTERDAM
OR:
WHY THERE IS NO AUDIENCE FOR WHAT WE MAKE
AND WHY THAT TRUTH WILL SET US FREE
SOME NUMBERS ONE AD NO CASE STUDIES AND SOME GOOD NEWS
THIS IS THE LANGUAGE OF MARKETING...
A雨禽鴛掘鰻遺掘
F粥鰻皆
C或珂珂鴛意珂掘鰻意
R掘晦粥意鴛或鰻皆堰鴛永皆
E鰻赫粥赫掘珂掘鰻意
L或閣掘
ITS THE LANGUAGE OF CONSUMERS GIVING A SHIT
ALL RHETORIC NO EVIDENCE
SO IF YOU WANT TO FAIL DO THIS...
ASSUME THAT PEOPLE CARE ABOUT BRANDS
ASSUME THAT PEOPLE WANT TO HAVE A RELATIONSHIP WITH YOUR BRAND
ASSUME THAT YOUR FANS ARE YOUR MOST VALUABLE CONSUMER
ASSUME THAT EVERYONE WANTS TO PARTICIPATE
ASSUME THAT PEOPLE WILL FIND YOUR CONTENT
ASSUME THAT DEPTH IS MORE IMPORTANT THAN BREADTH
WHAT?
MOST PEOPLE DONT CARE THAT MUCH ABOUT BRANDS
Welcome to the Domestos Germ buster app. Play the germ buster game to destroy those menacing nasties that lurk in your home and learn about the benefits of Domestos over thin bleach.
MOST PEOPLE DONT KNOW MUCH ABOUT THE BRAND THEY BUY
50% OF ALL KNOWLEDGE ABOUT A BRAND IS HELD BY JUST 20% OF ITS BUYERS 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
80% OF A BRANDS BUYERS KNOW A LITTLE OR NOTHING ABOUT THAT BRAND 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
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 DONT MAP TO REAL LIFE. PAUL ADAMS, GLOBAL HEAD OF BRAND DESIGN AT FACEBOOK
0.5% PROPORTION OF FANS TALKING ABOUT A BRAND ON FACEBOOK SOURCE: KAREN NELSON-FIELD & JENNIFER TAYLOR, FACEBOOK FANS: A FAN FOR LIFE?, ADMAP, MAY 2012
PEOPLE DONT HAVE A RELATIONSHIP WITH YOUR BRAND
THE VAST MAJORITY OF CONSUMERS HAVE MULTIPLE PARTNERS
72% OF PEPSI DRINKERS ALSO DRINK COCA-COLA SOURCE: TNS IMPULSE PANEL (UK)
YOUR CONSUMERS ARE JUST SOMEBODY ELSES CONSUMERS WHO OCCASIONALLY BUY YOU
HUMAN RELATIONSHIPS DEMAND MASSIVE PROCESSING POWER
100 BILLION NEURONS WITH ROUGHLY ONE MILLION BILLION CONNECTIONS EACH FIRING AT 10 TIMES PER SECOND
HUMAN RELATIONSHIPS INVOLVE BUILDING COMPLEX MENTAL MODELS
RELATIONSHIPS ARE A MATTER OF LIFEAND DEATH
PEOPLE WITH STRONG SOCIAL NETWORKS LIVE LONGER SOURCE: 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
COMPARED WITH HUMAN RELATIONSHIPS BRAND RELATIONSHIPS ARE THIN
RELATIONSHIPS ARE FREE TRANSACTIONS ARE NOT
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
安堰粥意S LOVE GOT TO DO WITH IT?
YOUR FANS ARE NOT YOUR MOST VALUABLE CONSUMER
THIS IS 000s of HHs buying FRUCTIS 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY SOURCE: NIELSEN
THIS IS WHAT IT NEEDS TO DO TO LOOK 000s of HHs buying LIKE PANTENE 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY SOURCE: NIELSEN
000s of HHs buying 12300 9225 FANS 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY SOURCE: NIELSEN
YOUR BRANDS HEALTH DEPENDS ON LOTS OF PEOPLE WHO DONT KNOW YOU WELL DONT THINK OF YOU MUCH AND DONT BUY YOU OFTEN IF AT ALL
THESE CONSUMERS GENERATE PUBLICITY NOT REVENUE
DISTINGUISH BETWEEN ACTORS AND THE THE AUDIENCE
MOST PEOPLE DONT WANT TO PARTICIPATE
PASSIVE CONSUMPTION IS NOT DEAD
6.4bn hrs. Aggregate consumption year to May 2011 182m hrs. Facebook, Twitter, and LinkedIn TV SOURCE: DELOITTE/BARB AND UKCOM/NIELSEN, UK
OF 200 BRANDS STUDIED ONLY ONE SHOWED A LEVEL OF ENGAGEMENT OVER 2% source: Karen Nelson-Field & Jennifer Taylor, Facebook fans: A fan for life?, Admap, May 2012
永掘或永晦掘S DIGITAL PARTICIPATION IS WITH EACH OTHER
20% 60% 17% PASSIVE EASY INTENSE 44% INITIATION FRIENDS, FAMILY & PHOTOS TV, ENTERTAINMENT & LIFESTYLE SOURCE: BBC
JUST BECAUSE PEOPLE ARE PARTICIPATING WITH EACH OTHER DOESNT MEAN THEY WILL PARTICIPATE WITH BRANDS
MASS REACTION MATTERS MORE THAN MASS PARTICIPATION
PEOPLE WILL NOT FIND YOUR CONTENT
1 IN 1,000,000 ODDS OF A PERSON VIEWING YOUR CONTENT ON YOUTUBE SOURCE: WISTIA.COM
0.9% AVERAGE CLICK THROUGH RATE SOURCE: ADVERTISING RESEARCH FOUNDATION
4,875 PIECES OF CONTENT THE AVERAGE FACEBOOK USER RECEIVES EVERY DAY SOURCE: FACEBOOK
OVERLOOKED CONTENT SOURCE: YOUTUBE
UNTIL PUBLICIZED SOURCE: YOUTUBE
DEPTH IS NOT MORE IMPORTANT THAN BREADTH
BRANDS DEPEND ON BIG, BROAD POPULATIONS 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY
THE BIG DIFFERENCE BETWEEN BIG AND SMALL BRANDS IS NOT HOW MUCH LOYALTY THEY GET BUT HOW MANY PEOPLE BUY THEM
E鰻赫粥赫掘珂掘鰻意 HASNT REPLACED REACH
SO...
MUCH OF WHAT WE MAKE IS NOT VITAL BUT TRIVIAL
MUCH OF WHAT WE MAKE IS NOT VITAL BUT INCIDENTAL
INCIDENTAL TO THIS:
How to-fail-30th-oct-2012
How to-fail-30th-oct-2012
How to-fail-30th-oct-2012
How to-fail-30th-oct-2012
How to-fail-30th-oct-2012
How to-fail-30th-oct-2012
How to-fail-30th-oct-2012
How to-fail-30th-oct-2012
How to-fail-30th-oct-2012
How to-fail-30th-oct-2012
How to-fail-30th-oct-2012
How to-fail-30th-oct-2012
How to-fail-30th-oct-2012
How to-fail-30th-oct-2012
How to-fail-30th-oct-2012
How to-fail-30th-oct-2012
How to-fail-30th-oct-2012
How to-fail-30th-oct-2012
ORDINARY AWFUL AWESOME EVERYDAY LIFE
THERE IS NO AUDIENCE FOR WHAT WE MAKE
OUR TASK IS NOT NURTURING ENTHUSIASM BUT OVERCOMING INDIFFERENCE
THIS SHOULD INSPIRE NOT DEPRESS US
FOR ALL CREATIVITY DEMANDS RESISTANCE
BE PART OF WHAT INTERESTS PEOPLE
GIVE MORE THAN YOU TAKE
TAKE A POSITION DONT JUST HAVE A POSITIONING
+ @mweigel martin.weigel.org martin.weigel@wk.com

More Related Content

How to-fail-30th-oct-2012

  • 1. HOW TO + (NOT) FAIL WIEDEN+KENNEDY AMSTERDAM
  • 2. OR:
  • 3. WHY THERE IS NO AUDIENCE FOR WHAT WE MAKE
  • 4. AND WHY THAT TRUTH WILL SET US FREE
  • 5. SOME NUMBERS ONE AD NO CASE STUDIES AND SOME GOOD NEWS
  • 6. THIS IS THE LANGUAGE OF MARKETING...
  • 13. ITS THE LANGUAGE OF CONSUMERS GIVING A SHIT
  • 14. ALL RHETORIC NO EVIDENCE
  • 15. SO IF YOU WANT TO FAIL DO THIS...
  • 16. ASSUME THAT PEOPLE CARE ABOUT BRANDS
  • 17. ASSUME THAT PEOPLE WANT TO HAVE A RELATIONSHIP WITH YOUR BRAND
  • 18. ASSUME THAT YOUR FANS ARE YOUR MOST VALUABLE CONSUMER
  • 19. ASSUME THAT EVERYONE WANTS TO PARTICIPATE
  • 20. ASSUME THAT PEOPLE WILL FIND YOUR CONTENT
  • 21. ASSUME THAT DEPTH IS MORE IMPORTANT THAN BREADTH
  • 22. WHAT?
  • 23. MOST PEOPLE DONT CARE THAT MUCH ABOUT BRANDS
  • 24. Welcome to the Domestos Germ buster app. Play the germ buster game to destroy those menacing nasties that lurk in your home and learn about the benefits of Domestos over thin bleach.
  • 25. MOST PEOPLE DONT KNOW MUCH ABOUT THE BRAND THEY BUY
  • 26. 50% OF ALL KNOWLEDGE ABOUT A BRAND IS HELD BY JUST 20% OF ITS BUYERS 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
  • 27. 80% OF A BRANDS BUYERS KNOW A LITTLE OR NOTHING ABOUT THAT BRAND 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
  • 28. 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 DONT MAP TO REAL LIFE. PAUL ADAMS, GLOBAL HEAD OF BRAND DESIGN AT FACEBOOK
  • 29. 0.5% PROPORTION OF FANS TALKING ABOUT A BRAND ON FACEBOOK SOURCE: KAREN NELSON-FIELD & JENNIFER TAYLOR, FACEBOOK FANS: A FAN FOR LIFE?, ADMAP, MAY 2012
  • 30. PEOPLE DONT HAVE A RELATIONSHIP WITH YOUR BRAND
  • 31. THE VAST MAJORITY OF CONSUMERS HAVE MULTIPLE PARTNERS
  • 32. 72% OF PEPSI DRINKERS ALSO DRINK COCA-COLA SOURCE: TNS IMPULSE PANEL (UK)
  • 33. YOUR CONSUMERS ARE JUST SOMEBODY ELSES CONSUMERS WHO OCCASIONALLY BUY YOU
  • 34. HUMAN RELATIONSHIPS DEMAND MASSIVE PROCESSING POWER
  • 35. 100 BILLION NEURONS WITH ROUGHLY ONE MILLION BILLION CONNECTIONS EACH FIRING AT 10 TIMES PER SECOND
  • 36. HUMAN RELATIONSHIPS INVOLVE BUILDING COMPLEX MENTAL MODELS
  • 37. RELATIONSHIPS ARE A MATTER OF LIFEAND DEATH
  • 38. PEOPLE WITH STRONG SOCIAL NETWORKS LIVE LONGER SOURCE: 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
  • 39. COMPARED WITH HUMAN RELATIONSHIPS BRAND RELATIONSHIPS ARE THIN
  • 40. RELATIONSHIPS ARE FREE TRANSACTIONS ARE NOT
  • 41. 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
  • 42. 安堰粥意S LOVE GOT TO DO WITH IT?
  • 43. YOUR FANS ARE NOT YOUR MOST VALUABLE CONSUMER
  • 44. THIS IS 000s of HHs buying FRUCTIS 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY SOURCE: NIELSEN
  • 45. THIS IS WHAT IT NEEDS TO DO TO LOOK 000s of HHs buying LIKE PANTENE 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY SOURCE: NIELSEN
  • 46. 000s of HHs buying 12300 9225 FANS 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY SOURCE: NIELSEN
  • 47. YOUR BRANDS HEALTH DEPENDS ON LOTS OF PEOPLE WHO DONT KNOW YOU WELL DONT THINK OF YOU MUCH AND DONT BUY YOU OFTEN IF AT ALL
  • 48. THESE CONSUMERS GENERATE PUBLICITY NOT REVENUE
  • 49. DISTINGUISH BETWEEN ACTORS AND THE THE AUDIENCE
  • 50. MOST PEOPLE DONT WANT TO PARTICIPATE
  • 52. 6.4bn hrs. Aggregate consumption year to May 2011 182m hrs. Facebook, Twitter, and LinkedIn TV SOURCE: DELOITTE/BARB AND UKCOM/NIELSEN, UK
  • 53. OF 200 BRANDS STUDIED ONLY ONE SHOWED A LEVEL OF ENGAGEMENT OVER 2% source: Karen Nelson-Field & Jennifer Taylor, Facebook fans: A fan for life?, Admap, May 2012
  • 54. 永掘或永晦掘S DIGITAL PARTICIPATION IS WITH EACH OTHER
  • 55. 20% 60% 17% PASSIVE EASY INTENSE 44% INITIATION FRIENDS, FAMILY & PHOTOS TV, ENTERTAINMENT & LIFESTYLE SOURCE: BBC
  • 56. JUST BECAUSE PEOPLE ARE PARTICIPATING WITH EACH OTHER DOESNT MEAN THEY WILL PARTICIPATE WITH BRANDS
  • 57. MASS REACTION MATTERS MORE THAN MASS PARTICIPATION
  • 58. PEOPLE WILL NOT FIND YOUR CONTENT
  • 59. 1 IN 1,000,000 ODDS OF A PERSON VIEWING YOUR CONTENT ON YOUTUBE SOURCE: WISTIA.COM
  • 60. 0.9% AVERAGE CLICK THROUGH RATE SOURCE: ADVERTISING RESEARCH FOUNDATION
  • 61. 4,875 PIECES OF CONTENT THE AVERAGE FACEBOOK USER RECEIVES EVERY DAY SOURCE: FACEBOOK
  • 62. OVERLOOKED CONTENT SOURCE: YOUTUBE
  • 63. UNTIL PUBLICIZED SOURCE: YOUTUBE
  • 64. DEPTH IS NOT MORE IMPORTANT THAN BREADTH
  • 65. BRANDS DEPEND ON BIG, BROAD POPULATIONS 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY
  • 66. THE BIG DIFFERENCE BETWEEN BIG AND SMALL BRANDS IS NOT HOW MUCH LOYALTY THEY GET BUT HOW MANY PEOPLE BUY THEM
  • 68. SO...
  • 69. MUCH OF WHAT WE MAKE IS NOT VITAL BUT TRIVIAL
  • 70. MUCH OF WHAT WE MAKE IS NOT VITAL BUT INCIDENTAL
  • 71. INCIDENTAL TO THIS:
  • 90. ORDINARY AWFUL AWESOME EVERYDAY LIFE
  • 91. THERE IS NO AUDIENCE FOR WHAT WE MAKE
  • 92. OUR TASK IS NOT NURTURING ENTHUSIASM BUT OVERCOMING INDIFFERENCE
  • 93. THIS SHOULD INSPIRE NOT DEPRESS US
  • 94. FOR ALL CREATIVITY DEMANDS RESISTANCE
  • 95. BE PART OF WHAT INTERESTS PEOPLE
  • 97. TAKE A POSITION DONT JUST HAVE A POSITIONING
  • 98. + @mweigel martin.weigel.org martin.weigel@wk.com