|A Different kind of marketing book |
I stopped reading most business and marketing books several years ago as I
found that most of them had nothing new to say. They would repeat the same
mantras with an emphasis on a small insight or would take a nuanced idea and
shine a very bright light upon it. Many marketing books typically have one idea
that gets illustrated over 100 pages and probably should have been a blog post. However, if a book is well-written with a clever and
provocative way to view the world, I know I can learn something and enjoy the journey too.
This past week, I found something Different.
The great blur toward similarity
While using Stumbleupon, I stumbled upon Different by Harvard’s marketing
professor Youngme Moon. Her book, aptly named, is very
well-written and an enlightening look at marketing. She argues how in a struggle
to be different, brands are merging and categories are taking prominence. When
every battle is to add a feature, the competitive landscape becomes more similar
than different. Think about the toothpaste aisle and when one brand adds tartar
control, the others respond. When mouthwash is added, the herd follows. Marketers
engage in augmenting, adding and slipping toward sameness. She describes this as a great blur toward similarity.
In her clearly written book, Youngme Moon identifies three
types of marketing strategies that are in fact different and lead to a fresh
approach. And, in an interesting method to promoting this book, she created a
trailer- as you would find in movies- to help describe her thesis. Nothing like illustrating your thesis on being different by being different!
watch it here:
"What I liked about this book is that her writing style and
approach to the subject gets into the contours and folds of marketing in
She tells stories as an academic and as a Mom. In one chapter, standing in the cereal aisle, she describes how people categorize the cereal brands and truly nothing stands out because
everyone is playing by category rules. Everything merges together into a breakfast blend of brands. No one is really challenging the
approach to what cereal means since it is always about adding and augmenting
with more fiber, less sugar, less fat, more this and less that. Those of us who buy cereal, know the rules of categorization for this aisle, can segment kids versus adult brands or indulgent versus low-fat. But nothing is really different.
She provides three archetypes of brands that are different:
will eliminate benefits and featuring new dimensions in the category. In their
act of removing features, they add new value and bring forward areas to
emphasize that are often missed. Ikea is an illustration of this point in that
unlike most furniture stores, they do not provide the very essential features
of assembly, delivery or sales help in the store. Category mandatory requirements aren't provided. Instead they offer a fresh approach on buying furniture. The strength of their brand is in
what they don’t offer and in reframing the way the entire category operates.
Breakaway brands push
the category into a new direction or place and redefines the space. She talks
about Swatch and the way in which they redefined the category of watches in
fresh and unexpected ways as precision and telling the time take a back seat to
fashion and accessories. Swatch redefined what it meant to sell a timepiece and put the emphasis on fashion over function.
that actual try to keep people out by making membership in the brand hard work. They tend to be extremely polarizing forces that requires you to get off the fence and make a choice- love it or hate it.
Brands like Red Bull or Benetton are examples of brands that push your buttons
and try and establish difficult points of entry for becoming a member of their
tribe. A great examples she describes is Marmite, a food spread made from beer yeast by-products, whose tagline is "Love it or Hate it." When was the last time your brand forced your target to commit?
I loved this book since it made me think about marketing and
brands along a multi-dimensional plane where the challenge is to move away from
competition as you redefine your unique place in the category. Products like
Pull Ups, are an intriguing example of how the diaper companies were struggling
to find ways to keep children who grew out of traditional diapers (Pampers from P&G and Huggies by Kimberly Clark) in the
category of needing something to protect their clothes. Their consumers stay in the category a very short time- 2-3 years so the challenge was how to get them to stay longer. 3 year old kids don't want to wear diapers anymore because they see themselves as big boys and girls. In rethinking what a
diaper is Kimberly Clark re-imagined the product and made children’s underwear with
diaper-like protection called Pull Ups. This created a new sub-category of big kid underpants. Today it’s the fastest growing segment of that overall
category and it did it by rethinking the definition of a diaper.
|Marmite brand, forcing the consumer to commit|
I am always interested in new ways of seeing old
things. In my food world, I recently found a recipe for lasagna cupcakes. It’s a great
example of rethinking what lasagna could mean when you change the shape and
form that it is delivered. Dyson’s recent introduction of a fan without a blade
is another beautiful example of challenging the essence of a brand by deleting
one of the features (a blade) that you assume has to be part of the product.
only other book I have read in the last decade that focused on this very issue
was Blue Ocean Strategy by W. Chan Kim & Renee Mauborgne. It too
establishes fresh ground in describing ways of looking at blue oceans where
competition doesn't exists versus the bloody red oceans of competitiveness.
This book describes in great detail over 150 brands over 100 years in 30
industries and how to create a world without the competitiveness that exists in
most categories. Blue Ocean Strategy is another marketing book I would urge you to also read.
|Fanning the flames of what a fan stands for|
The difference between Blue Ocean and Different by Youngme Moon’s book is that her story unfolds and is revealed through a
personal voice that is crisp in delivering her message and friendly in telling
each story. Reading her book was like a conversation over coffee with a marketing colleague. I was reminded of one of my favorite professors at the University of Pennsylvania's Annenberg School of Communications named Ray Birdwhistell. Ray was an anthropologist whose work in Kinesics and non-verbal communications was landmark in nature. He used to talk about observing cultures and once remarked that the moment most people in a community start believing something is true, that is often the moment when it started to be false. I took me 38 years to start to understand his observation about following the herd. It was a subtle reminder about what different really means.
If like me, you are fascinated by marketing and enjoy
allowing your brain to be stretched into new places, Different is a must read book about
the discipline of marketing. Never pedantic or preachy, the book gently walks
with you through the maze of marketing sameness and shines a light on what
different really means.
Be different. Read something fresh that challenges your
Labels: book reviews, Books, Different, Dyson, Huggies, Ikea, marketing brands, Marketing Moments, Marmite, Pampers, Pull Ups, Swatch, Youngme Moon