We began this week with a reveal of our agencies and the conference call with Rachel. I think our agency matched up perfectly with Moximum. While they are definitely risk takers, we believe they have the background and experience to support that as well as a fun and creative personality. They seem like they will be dedicated to the job of refreshing the brand without totally alienating the heritage of Lipton.
It’s fun getting further along in the process of acting as the client and negotiating with the agency. It’s interesting to see how it’s kind of not one set process, but negotiations can change as we go and ideas can be passed back and forth. Our agency recently asked us (after the pairing) for a short write-up/comparison of the Lipton brand to other Pepsi brands Pure Leaf and Brisk. They wanted to know what differentiates Lipton from these two brands and have a clear outline of the brand personalities as well as the customer purchase information for each. Our Unilever team is happy that the agency really seems to be on top of their project and look forward to what the coming weeks will bring. I feel like I’m really getting to know the brand and act as a part of the company.
WRAPPING UP WEEK 4:
My book finally came in the mail so I’ve started reading Culture Code… it’s a really interesting book & great way to teach yourself about marketing while enjoying what you’re reading. Culture code is all about the thought process of people and what the real internal factors are that drive us to buy what we buy. People never say what they mean, and Culture Code shows multiple different scenarios of that.
It’s actually perfect timing, because it’s connecting a lot to what we’ve been talking about in class. Culture Code, if you don’t know what it means, is basically the unconscious meaning we give to any given item via the culture we’re raised in. This immediately made me think of our lecture on nuggets of insight. The main character is famous for finding “imprints” on brands, or the one thing/connection that creates the first imprint of an object in your life.
It’s also already taught me a lot more about focus groups, which our group is going to take a lot from when we conduct our own. The main character’s method of conducting his focus groups helps make so much sense out of why we like what we like and buy what we buy. When you ask someone to answer something about a product, they will never tell you what they’re actually feeling or their underlying thoughts. They’ll tell you what you want to hear. Questions like these immediately register in the intelligence cortex of someone’s brain rather than the emotional part of it, so we have to take a different approach. What Clotaire does is bring people into a calm, quiet state of mind, and take them back to the images, experiences, and memories of their first time using a product or their first time remembering being associated with a product. This is where you have the potential to figure out the “code word,” or the main insight to what emotional memory or circumstance connects people to the product. This “imprint” as he calls it, is what will shape the future image and perception for that person about the item.
Using this method has helped him figure out that one word, emotional connection, or driving factor that people have to the things that they use in life. I’m excited to introduce these tactics to my team and use similar methods in our own focus group.