Index
- abuse, campaign to prevent 171–172
- Accenture interactive 6–7
- advertising 3, 16, 22, 33, 35, 36, 167
- — ALDI campaign 78
- — Apple vs PCs 84–85
- — Apple Think Different campaign 118
- — Art Series Hotels campaign 76–77
- — ASIS example 115–116
- — bending a category 84–85
- — campaigns 23, 53
- — Consumer in Control model and 31–36
- — Dirt is good campaign 134–135
- — Man Up campaign 148–149
- — NRMA campaign 152–154
- — pre-testing 104–105
- — QT Hotels campaign 52–53
- — 13cabs 127–130
- — Tourism Australia campaign 72–74
- — Vegemite 103–110, 174
- — waste in 32
- Aesop 166–168
- ALDI 78
- Alexander, Verda 45–46
- Alter, Adam 160–163
- Amazon 44–45
- Anna Gare's Cab Fare 129–130, 144
- ‘Anthem' (Cohen) 136–137
- Apple 4–5, 71–72, 118
- Arkwright, David 134–135
- Aronson, Elliot 143, 157
- artificial intelligence 27, 124
- Art Series Hotels 76–77
- ASIS (Australian Secret Intelligence Agency), repositioning 119–121
- assumptive social norm 37
- attitudes, changing through action 165–172
- Aussie Home Loans 156
- authenticity 139–140, 159
- Avis 139
- banks, Australian 2, 3, 48, 62, 84, 97–98, 156
- Batman 138–139, 141
- Batman marketing 139–140
- Baxter, Mat 4
- Bega Cheese Ltd 99–105
- behaviour
- behavioural economics 158, 160–161
- Bennett, Paul 39
- BMF Advertising 78
- board and CEO, company 112–115
- Born, Christine 161
- brain, human 38–39, 140–141, 161
- brand(s) and branding
- — articulation 90–91
- — assessing 17, 58–59
- — attitudes to 29, 30–31, 44
- — building 7, 23, 24–27, 73–74, 91, 93, 112–113, 173
- — centrality of 113
- — challenger 162
- — charity donation ads 22
- — co-creation 89–96, 169
- — consistent communication 12, 101, 103, 115
- — decisions about 49
- — defining 89–110
- — destroying 39–41, 44, 173
- — developing 73–74, 89–96,
- — differentiation 2, 85
- — effect of consumer-centric model 31–46
- — experience (BX) 53, 91, 92
- — growth of 32, 33–35
- — hearing the 65–79
- — homogenisation 47–48, 49, 55, 57, 60, 117
- — human-centred design and 39–41
- — idea, with an 45
- — inside out 130–132, 167–168
- — intelligence 112–113
- — meaning 91, 93
- — obsession with 7
- — positioning 96–98, 99–105, 115–116, 119–121
- — proposition 43, 90, 102, 116, 120, 129
- — social media 113
- — Teflon 41, 42–44, 52
- — understanding understanding the brand 8, 10, 76–77, 124–125
- — value 29–46
- — weakness, value of 151–163
- — what it stands for 10, 12, 43, 45, 63, 65, 73, 74, 98, 103, 110, 167, 174
- — vs category 52–63
- — vs customer experience (CX) 96
- brand book 101–103
- branding, inside out 130–132; see also gonzo marketing
- Branson, Richard 87, 113, 123–124
- Building 20 (MIT) 36
- buying, steps in action of 50–52
- Cabcharge 127–128
- care factor 49
- cars
- category 97–98
- category, bending existing 84–87; see also taxi industry; Uber
- category, creating a new 57, 81–87
- CEO, company 112–115
- Clemenger BDO agency 152
- Clow, Lee 118
- Coca-Cola 33
- cognitive behavioural therapy 9
- cognitive dissonance 167, 168
- cognitive fluency/disfluency 39, 45, 160–163
- cognitive gap 18
- Cohen, Leonard 136–137
- communication
- conferences, rethinking 168–171
- Conscious Crossing experiment (KiwiRail) 152, 155
- consumer see also customer experience; customer journey mapping; customer, obsession with
- — action 165–172, 174
- — assessing a brand 17, 58–59
- — benefits of ignoring 12
- — in control 31–36
- — doesn't know what they want 5, 53, 71
- — effect of listening to 29–46, 47–63
- — hearing vs listening to 21–22
- — listening to and homogenisation 47–63
- — lying 13–28
- — purchasing decisions 16–17
- — reasons for ignoring 13–28
- — second, placing 123–132
- — understanding 7
- — what they say 9–10
- consumer-centric approach 29, 31–46
- — homogenisation and 47–63
- Consumer in Control model 31–46
- context, cultural 145–146
- cool, being 145–147
- corporate governance and marketing 112–115
- creativity 13, 23, 45, 48, 71, 73–74, 75, 85, 90-91, 93, 94, 112, 113, 114–115, 124, 134–135, 167
- customer see consumer; customers, obsession with
- customer experience (CX) 96; see also consumer
- customer journey mapping 43
- customers, obsession with 5–12
- data 10–12, 20, 23, 25, 26, 27, 42, 48, 65, 75, 79, 97, 98; see also research, marketing
- data lake 10
- decision-making process 50–52
- defining the brand 89–110; see also Thinkerbell
- desirable difficulty 163
- differentiation 2, 4, 5; see also hoomogenisation
- disfluency see fluency/disfluency
- Doing Nothing Does Harm campaign 171–172
- Driver Reviver campaign 152–154
- driving, self-beliefs 13
- dystopian world 31
- Facebook 23, 159–160
- Feelgood, Steve 14–15
- Field, Peter 23, 104–105
- fluency/disfluency, cognitive 39, 45, 160–163
- focus groups 18, 19–20, 57, 59–62, 71
- fonts 161–162
- — Sans Forgetica 163
- Fonz 146–147
- Ford, Henry 5
- Forrester agency 48–49, 117
- fragmented workforce 125
- Freud, Sigmund 138
- friction 45–46
- Gladwell, Malcolm 30–31
- Glassdoor 125
- GME 35–36
- gonzo (inside out) marketing 111–121, 123–132; see also Marketing Officer, Chief
- — ASIS, repositioning of 119–121
- — branding from the inside out 130–132, 167–168
- — corporate governance and 112–115
- — customer second, putting 123–132
- — defined 111–112
- — employees as media 124–126
- — employees before customers 123–124
- — internal engagement 126–127, 129–130
- — fire the CEO 111–121
- — marketing department, need for 116–118
- — taxi industry 127–130
- — 13cabs rebranding 127–130, 144
- Gray, Matt 105, 106, 108, 110
- Green, Mark 9–10
- habits, breaking 152–155
- handicap principle 32
- Hanft, Adrian 55–57
- health, men's 148–149
- hearing vs listening 21–22
- Hippocampus Distillery 159
- Holden, CJ 168–171
- homogenisation 1–3, 22, 47, 48–49, 74
- hotel industry 52–54, 76–77
- human-centred design (HCD) 39–41, 42, 43–44
- Hunt, Adam 148–149
- Hush Puppies 30
- McDonald's 157
- Man Up campaign 148–149
- marketing 23–27, 33, 173; see also advertising; brands; Marketing Officer, Chief; market research
- Marketing Officer, Chief 5, 113, 117–118
- — redefining 117–118
- market research 7–8, 10–12, 24, 57, 58–59, 153, 165, 166; see also focus groups
- Marmite vs Vegemite campaign 105–110
- memory 140, 161, 163
- mental availability 33
- Minority Report 31
- Musk, Elon 86–87
- Naked Communications 81, 90, 147, 163
- naming rights, stadium 156
- nappies story 49
- negative
- — balance 133–134
- — Batman 138–139, 141
- — Batman marketing 139–140
- — cognitions 141–143
- — Cohen, Leonard 136–137
- — cool, being 145–147
- — embracing the 133–149
- — emotions 140–141
- — individuation 137–140
- — leadership 147–148
- — Man Up campaign 148–149
- — outsiders 147–148
- — perfect, alternative to 142
- — Persil/Omo campaign 134–135
- — in politics 142–143
- — pratfall effect 143
- — wabi-sabi 135–137
- — weakness, embracing 144–149
- — yin and yang 133–134, 135, 136
- negativity bias 141–143
- negative binomial distribution 33–35
- Netflix 87
- Newcombe, John 144–145
- Norman's Steakhouse 140
- Paphitis, Dennis 166–168
- patient experience of healthcare 40
- Pattisall, Jay 48
- PayPal 81
- Perkins, Rob 82–84, 87
- Persil/Omo 134–135, 140
- personalisation of messaging 31–32, 36–38
- Picnic chocolate bar 140
- pop culture 3
- positioning, brand
- Pountain, Dick 145–146
- pratfall effect 143
- prediction, inaccuracy of 14, 19, 20, 22, 24–25; see also market research
- prison system, working in 14–16, 165
- purchase see buying
- QT Hotels campaign 52–53
- sales and purchase intentions 20–21
- Sans Forgetica 163
- Santos Susan 166
- Seargeant, David 53
- self-belief 13
- self-concept 18
- self-deception 14–15
- sex education 41–84
- Sharp, Byron 32–33, 96–98, 101
- shower design 40
- Skelton, Andrew 127–128
- Smart, Brent 43–44
- Snijders, Wiemer 25–26, 34–35
- s p a c e 168–171
- Supermarket Switch Challenge (ALDI) 78
- Sutherland, Rory 18, 21–22
- taxi industry, repositioning 127–130
- Teflon brand 41, 42–44, 52
- Teflon world 44–46
- television 20–21
- tennis 144–145
- Tesla 57, 86–87
- Thiel, Peter 81, 82, 87
- Thinkerbell agency 76–77
- Thinkerbell 124
- — brand development 89–96
- — business model 93–94
- — BXB4CX 96
- — category 90
- — delivery, means of 91–96
- — Little Green Book 94
- — measure magic 94–95
- — name choice 94–95
- — NRMA campaign 152–154
- — logo 95
- — look 95–96
- — promise 90–91
- — 13cabs rebranding 127–130, 144
- — Tourism Australia campaign 72–74
- — Vegemite brand and campaign 99–110, 174
- — Water Watchers campaign 154–155
- thinking 152, 160–163
- 13cabs rebranding 127–130, 144
- Tourism Australia campaign 72–74
- tradition, power of 63
- TRIBE 130–132
- Trump, Donald 3
- Twitter 42–43
- wabi-sabi 135–137
- WALL-E 44–45, 74
- water conservation campaign 154–155
- weakness see also weakness, tactics for creating
- weakness, tactics for creating 151–163
- — Facebook 159–160
- — fluency/disfluency 160–163
- — fonts 161–163
- — friction, forcing 151, 152–155
- — habits, breaking 152–155
- — KiwiRail safety campaign 152, 155
- — Little Creatures Brewery 158–159
- — mess, making a 151, 159–163
- — mistakes, making 151, 155–156
- — Monteith's Cider 158
- — naming rights, stadium 156
- — NRMA campaign 152–154, 155
- — public health 156
- — search engine results 156
- — wasteful, being 151, 157–158
- — watched, being 154–155
- — Water Watchers campaign 154–155
- White Men Can't Jump 21–22
- wonky 135–136
- Worland, Gus 148
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