Day of the clones - Young & Rubicam EMEA publications - Y&R
Day of the clones - Young & Rubicam EMEA publications - Y&R
Day of the clones - Young & Rubicam EMEA publications - Y&R
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DIFFERENTIATION AND RELEVANCE<br />
DIFFERENTIATION AND RELEVANCE<br />
DIFFERENTIATION AND RELEVANCE<br />
USA<br />
2003<br />
2002<br />
USA<br />
iPOD<br />
2006<br />
ESTEEM AND KNOWLEDGE<br />
2006<br />
Wii<br />
2008h1<br />
2008<br />
2007<br />
ESTEEM AND KNOWLEDGE<br />
HENNES & MAURITZ<br />
GLOBAL<br />
Italy 07<br />
USA 07<br />
2004<br />
Germany 07<br />
ALL THE BIG SUCCESSES OF THIS DECADE DID IT<br />
THROUGH HIGH DIFFERENTIATION<br />
2005<br />
Ne<strong>the</strong>rlands 07<br />
Switzerland 07<br />
UK 06<br />
ESTEEM AND KNOWLEDGE<br />
2007<br />
CLONE<br />
ZONE<br />
USA<br />
France 07<br />
CLONE<br />
ZONE<br />
CLONE<br />
ZONE<br />
DIFFERENTIATION AND RELEVANCE<br />
DIFFERENTIATION AND RELEVANCE<br />
DIFFERENTIATION AND RELEVANCE<br />
USA<br />
1997<br />
1993<br />
Italy 07<br />
USA 07<br />
STARBUCKS<br />
2002<br />
1999<br />
2004 2007<br />
2006<br />
2005 2008h1<br />
ESTEEM AND KNOWLEDGE<br />
GLOBAL<br />
France 07<br />
Japan 07<br />
Russia 07<br />
UK 06<br />
UK<br />
ZARA<br />
Switzerland 07<br />
UAE 06<br />
Saudi 07<br />
ESTEEM AND KNOWLEDGE<br />
eBAY<br />
ESTEEM AND KNOWLEDGE<br />
CLONE<br />
ZONE<br />
Spain 07<br />
CLONE<br />
ZONE<br />
2005<br />
2006<br />
CLONE<br />
ZONE<br />
DIFFERENTIATION AND RELEVANCE<br />
DIFFERENTIATION AND RELEVANCE<br />
DIFFERENTIATION AND RELEVANCE<br />
USA<br />
2005<br />
USA<br />
USA<br />
MYSPACE<br />
2006<br />
2008h1<br />
2007<br />
ESTEEM AND KNOWLEDGE<br />
2001<br />
BLACKBERRY<br />
2004<br />
2002<br />
2003<br />
2007<br />
2008h1<br />
2006<br />
ESTEEM AND KNOWLEDGE<br />
GOOGLE<br />
2001<br />
2005<br />
2002<br />
ESTEEM AND KNOWLEDGE<br />
CLONE<br />
ZONE<br />
CLONE<br />
ZONE<br />
2008h1<br />
2005<br />
2003 2007<br />
CLONE<br />
ZONE<br />
All charts on this page use <strong>the</strong> differentiation (e) measure<br />
But differentiation is counterintuitive<br />
The way differentiation works is not obvious:<br />
• High levels <strong>of</strong> differentiation disrupt o<strong>the</strong>r<br />
•<br />
brands that lie outside conventional perceptions<br />
<strong>of</strong> a brand’s marketplace. Starbucks is a c<strong>of</strong>fee<br />
shop, Nescafé is packaged c<strong>of</strong>fee. But when<br />
Starbucks level <strong>of</strong> differentiation went up, that<br />
<strong>of</strong> Nescafé and o<strong>the</strong>r packaged c<strong>of</strong>fees went<br />
down.<br />
Differentiation involves taking <strong>the</strong> road less<br />
traveled. If you’re a yoghurt manufacturer, would<br />
you promote your yoghurt as being good at<br />
speeding digestive transit, ra<strong>the</strong>r than talking<br />
about yummy chunks <strong>of</strong> fruit? All your focus<br />
•<br />
groups would say no. But Activia did it in 2000.<br />
Eight years on, Activia is <strong>the</strong> most successful<br />
dairy brand in <strong>the</strong> world.<br />
You can differentiate anything, including water.<br />
Evian is a highly differentiated brand, especially<br />
in France.<br />
• With differentiation, you can be <strong>the</strong> brand or<br />
<strong>the</strong> o<strong>the</strong>r brand. There are <strong>of</strong>ten only two highly<br />
differentiated brands in a market. Coke and Pepsi<br />
are one pair. Nike and Adidas are ano<strong>the</strong>r.<br />
• Note to marketers who have a close relationship<br />
with R&D scientists: Differentiation is in <strong>the</strong> eye<br />
<strong>of</strong> <strong>the</strong> beholder. Coke and Pepsi taste pretty<br />
similar. They come in similar cans. But both are<br />
highly differentiated brands.<br />
Differentiation also keeps top brands at <strong>the</strong> top<br />
Maintaining a high level <strong>of</strong> differentiation is also<br />
critical to keeping a leading brand a leader:<br />
All successful<br />
brands begin with<br />
differentiation.<br />
DAY OF THE CLONES 17
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