Comments on: That’s an Insight?! http://millennialmarketing.com/2009/10/thats-an-insight/ Marketing to Millennials Wed, 28 Jul 2010 09:58:17 +0000 hourly 1 http://wordpress.org/?v=3.0 By: ‘Flash Reads’: A New Communications Research Approach for the Digital World | Millennial Marketing http://millennialmarketing.com/2009/10/thats-an-insight/comment-page-1/#comment-1012 ‘Flash Reads’: A New Communications Research Approach for the Digital World | Millennial Marketing Tue, 11 May 2010 02:53:21 +0000 http://millennialmarketing.com/?p=938#comment-1012 [...] planners and market researchers labored long and hard to discover a polished diamond or two of ‘insights’ which could be translated into a brand platform and compelling [...] [...] planners and market researchers labored long and hard to discover a polished diamond or two of ‘insights’ which could be translated into a brand platform and compelling [...]

]]> By: deniseleeyohn http://millennialmarketing.com/2009/10/thats-an-insight/comment-page-1/#comment-789 deniseleeyohn Sun, 01 Nov 2009 22:01:23 +0000 http://millennialmarketing.com/?p=938#comment-789 thanks for the reply, carol -- makes sense -- i've always thought about differentiation as "the difference that makes a difference" thanks for the reply, carol — makes sense — i've always thought about differentiation as “the difference that makes a difference”

]]> By: deniseleeyohn http://millennialmarketing.com/2009/10/thats-an-insight/comment-page-1/#comment-574 deniseleeyohn Sun, 01 Nov 2009 15:01:23 +0000 http://millennialmarketing.com/?p=938#comment-574 thanks for the reply, carol -- makes sense -- i've always thought about differentiation as "the difference that makes a difference" thanks for the reply, carol — makes sense — i've always thought about differentiation as “the difference that makes a difference”

]]> By: Carol Phillips http://millennialmarketing.com/2009/10/thats-an-insight/comment-page-1/#comment-568 Carol Phillips Fri, 30 Oct 2009 14:59:20 +0000 http://millennialmarketing.com/?p=938#comment-568 Denise:<br>The issue you bring up is a very real one, especially for brands that are not commodities or dominant in their categories. The best opportunity is to find a unique or differentiated way to support the category benefit. But assuming that avenue is not an option, I still think it's better to find a unique expression of the category idea than to focus on something you own that may not be as relevant. Often there are ways to say the category benefit more cleverly or louder than the competition. This was the case with MasterCard. It was a gutsy decision that paid off. I was involved in the launch of Nextel in the late 90's. We had a lot of differentiated features like seconds rounding on pricing, free roaming and of course, push-to-talk technology. All of these were hot buttons with business customers, but we decided to focus on the network quality, which was the category benefit and not differentiated (in fact we weren't even parity). This decision really paid off, as no one would care about push to talk or rational pricing if the network is dropping calls. In branding, a bulls eye is a differentiated and relevant message. Of the two, I think relevant is more important. Hope that helps. Denise:
The issue you bring up is a very real one, especially for brands that are not commodities or dominant in their categories. The best opportunity is to find a unique or differentiated way to support the category benefit. But assuming that avenue is not an option, I still think it's better to find a unique expression of the category idea than to focus on something you own that may not be as relevant. Often there are ways to say the category benefit more cleverly or louder than the competition. This was the case with MasterCard. It was a gutsy decision that paid off. I was involved in the launch of Nextel in the late 90's. We had a lot of differentiated features like seconds rounding on pricing, free roaming and of course, push-to-talk technology. All of these were hot buttons with business customers, but we decided to focus on the network quality, which was the category benefit and not differentiated (in fact we weren't even parity). This decision really paid off, as no one would care about push to talk or rational pricing if the network is dropping calls. In branding, a bulls eye is a differentiated and relevant message. Of the two, I think relevant is more important. Hope that helps.

]]> By: deniseleeyohn http://millennialmarketing.com/2009/10/thats-an-insight/comment-page-1/#comment-567 deniseleeyohn Fri, 30 Oct 2009 14:23:47 +0000 http://millennialmarketing.com/?p=938#comment-567 carol, i am tracking with you except on #2 -- while the examples you've used do indeed demonstrate how a category insight powerfully communicated can be a catalyst for a brand, i'm concerned that relying on category insights alone usually don't result in brand preference -- when i headed up brand and strategy for sony, we constantly had to push ourselves to figure out what was the unique perspective sony brought to the category and then to communicate that in a way that our target would understand and appreciate -- perhaps this was more of an issue for sony, being a category leader trying to sustain higher price premiums, but i would think it's an important point for all brands since differentiation is so crucial. what are your thoughts on this? carol, i am tracking with you except on #2 — while the examples you've used do indeed demonstrate how a category insight powerfully communicated can be a catalyst for a brand, i'm concerned that relying on category insights alone usually don't result in brand preference — when i headed up brand and strategy for sony, we constantly had to push ourselves to figure out what was the unique perspective sony brought to the category and then to communicate that in a way that our target would understand and appreciate — perhaps this was more of an issue for sony, being a category leader trying to sustain higher price premiums, but i would think it's an important point for all brands since differentiation is so crucial. what are your thoughts on this?

]]> By: denise lee yohn http://millennialmarketing.com/2009/10/thats-an-insight/comment-page-1/#comment-566 denise lee yohn Fri, 30 Oct 2009 14:22:52 +0000 http://millennialmarketing.com/?p=938#comment-566 carol, i am tracking with you except on #2 -- while the examples you've used do indeed demonstrate how a category insight powerfully communicated can be a catalyst for a brand, i'm concerned that relying on category insights alone usually don't result in brand preference -- when i headed up brand and strategy for sony, we constantly had to push ourselves to figure out what was the unique perspective sony brought to the category and then to communicate that in a way that our target would understand and appreciate -- perhaps this was more of an issue for sony, being a category leader trying to sustain higher price premiums, but i would think it's an important point for all brands since differentiation is so crucial. what are your thoughts on this? carol, i am tracking with you except on #2 — while the examples you've used do indeed demonstrate how a category insight powerfully communicated can be a catalyst for a brand, i'm concerned that relying on category insights alone usually don't result in brand preference — when i headed up brand and strategy for sony, we constantly had to push ourselves to figure out what was the unique perspective sony brought to the category and then to communicate that in a way that our target would understand and appreciate — perhaps this was more of an issue for sony, being a category leader trying to sustain higher price premiums, but i would think it's an important point for all brands since differentiation is so crucial. what are your thoughts on this?

]]> By: DR. WHAW? – October 29, 2009 « One true sentence. http://millennialmarketing.com/2009/10/thats-an-insight/comment-page-1/#comment-565 DR. WHAW? – October 29, 2009 « One true sentence. Fri, 30 Oct 2009 02:06:26 +0000 http://millennialmarketing.com/?p=938#comment-565 [...] That’s an Insight?! by Carol Phillips — I really enjoy this post because it makes us call into question our own [...] [...] That’s an Insight?! by Carol Phillips — I really enjoy this post because it makes us call into question our own [...]

]]> By: Carol Phillips http://millennialmarketing.com/2009/10/thats-an-insight/comment-page-1/#comment-564 Carol Phillips Thu, 29 Oct 2009 13:17:57 +0000 http://millennialmarketing.com/?p=938#comment-564 Beth and Steve: <br>Thanks for your comments, and for sharing your experience. Insights are some of the most misunderstood concepts in marketing. Another issue that often comes up is whether the strategy must be 'unique' or differentiating. Most strategies look flat on paper, or even similar to competitive strategies because the best ones rely on 'truths' as Steve points out, not on esoteric digging. The challenge and the art of marketing is to make that strategy come alive in a different way. Beth and Steve:
Thanks for your comments, and for sharing your experience. Insights are some of the most misunderstood concepts in marketing. Another issue that often comes up is whether the strategy must be 'unique' or differentiating. Most strategies look flat on paper, or even similar to competitive strategies because the best ones rely on 'truths' as Steve points out, not on esoteric digging. The challenge and the art of marketing is to make that strategy come alive in a different way.

]]> By: Steven Conway http://millennialmarketing.com/2009/10/thats-an-insight/comment-page-1/#comment-563 Steven Conway Thu, 29 Oct 2009 13:04:48 +0000 http://millennialmarketing.com/?p=938#comment-563 Great advice Carol. I think your insight guidelines are spot on!<br><br>Working as a account planner in the ad industry, I always been trained to think of an insight as a "uncommon truth". It is our moment of aha that puts everything in clarity and naturally lends itself to big brand building ideas. Sometimes it is so apparent it is staring you in the face. Other times you have dig deep to find the root of it. Either way, if it does not move the brand forward, than I believe you should want to keep looking. Great advice Carol. I think your insight guidelines are spot on!

Working as a account planner in the ad industry, I always been trained to think of an insight as a “uncommon truth”. It is our moment of aha that puts everything in clarity and naturally lends itself to big brand building ideas. Sometimes it is so apparent it is staring you in the face. Other times you have dig deep to find the root of it. Either way, if it does not move the brand forward, than I believe you should want to keep looking.

]]> By: Beth Murphy http://millennialmarketing.com/2009/10/thats-an-insight/comment-page-1/#comment-562 Beth Murphy Wed, 28 Oct 2009 17:54:51 +0000 http://millennialmarketing.com/?p=938#comment-562 The reason I enthusiastically endorse your POV is because this is something I struggled with at my previous job: trying to explain the difference between an insight and a rationale. The insight is what leads you to the good idea, the strong message and the impactful creative. The rationale is what you need when you're trying to back into an idea and still prove that it's a good idea. And not that providing rationale is a bad thing; sometimes when your idea/program is more tactical, rationale is all you need. But call a spade a spade and understand the difference between the two. The reason I enthusiastically endorse your POV is because this is something I struggled with at my previous job: trying to explain the difference between an insight and a rationale. The insight is what leads you to the good idea, the strong message and the impactful creative. The rationale is what you need when you're trying to back into an idea and still prove that it's a good idea. And not that providing rationale is a bad thing; sometimes when your idea/program is more tactical, rationale is all you need. But call a spade a spade and understand the difference between the two.

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