Apple, Marilyn and The Pope: Why Brands Need Tension
Monday, March 16
5:00PM - 6:00PM
Hyatt Regency Austin
Zilker Ballroom 3
208 Barton Springs Rd
What do Marilyn Monroe, Apple and the Pope have in common? They each exemplify seemingly oppositional qualities that, when brought together, make their meanings intriguing and unforgettable. According to Y&R’s BrandAsset® Valuator (BAV®) data, trust in brands is at a twenty year low. Brands are more perceptually redundant today, finding it harder to differentiate in today’s marketplace, where consumers have limitless options and feedback at their fingertips.
So, how can your brand stand out? The Answer: Conflict is contagious. Marketers used to try to lock brands into a one-dimensional positioning statement with a single-minded proposition based on one thing we needed people to know. Today, we see that to engage and grow a great brand, its story needs to have tension. Marilyn was Seductively Innocent. Apple has made Smart, Sexy. And Pope Francis (@Pontifex) is taking a decidedly Untraditional approach to a very Traditional role.
Embrace tension! Grow your brand!
Pres, BAV® Worldwide
Michael Sussman is the President of BAV® Worldwide for Y&R Advertising, responsible for managing the global BrandAsset® Valuator study and database and integrating BAV and other quantitatively-driv...Show the rest
Michael Sussman is the President of BAV® Worldwide for Y&R Advertising, responsible for managing the global BrandAsset® Valuator study and database and integrating BAV and other quantitatively-driven tools into the agency’s strategic process. A data storyteller, Michael utilizes metrics to help uncover brand strategies for Y&R’s clients and new business efforts. Michael is also involved in thought leadership, R&D and proprietary tool development for Y&R.
Michael joined Y&R in 1997 after seven years at BBDO where he was Manager of the Marketing Sciences Division. At BBDO, he developed the "Personal Drive Analysis" technique, which is used to identify and understand key consumer motivations and values that build brands. Michael holds a Ph.D. in Applied Research and Evaluation in Psychology from Hofstra University.Hide the rest