How Not To Fail
Posted on March 15, 2013
A great presentation by Martin Weigel, head of planning at Wieden + Kennedy in Amsterdam.
In a nutshell: if as a brand you want a competitive advantage, quit focussing to much attention on catering for the fans, lovers and ambassadors of your brand. They’re such a small part of your potential customer base. Focus instead on solving the problem that customers want a fix for in a creative way which grabs their limited attention. E.g. how to make the customer purchase your toothpaste in the 20 seconds they stand in front of the shelf, out of the average of three different brands that they use.
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