Day of the clones - Young & Rubicam EMEA publications - Y&R

your airline to be perceived as unstylish if you
are from Italy.
Ask to see Y&R’s ‘Nations’ presentation of
BrandAsset Valuator research to learn more
about how your country’s image can benefit
your brand.
• The world is much more global than it was ten
years ago – and business travellers are travelling
more and more beyond their home airline’s
network.
Airlines need to focus more on their alliance
brands, like Star Alliance, Skyteam and One
World, ensuring that their customers are looked
after at the most critical point in their business
lives – when they get into trouble on the other
side of the world.
HOW TO DIFFERENTIATE A UTILITY
COMPANY
Back in the early days of electricity, electrical
companies were very imaginative marketers.
In the 1890s Edison was marketing direct current
(D.C.), and Westinghouse was marketing alternating
current (A.C.).
Their battle was the first format war – the
precursor of VHS vs. Betamax, and of HDDVD
versus BluRay.
Edison knew that consumers were afraid of
electricity, and played on this insight to differentiate
his brand.
To prove that competitive A.C. was dangerous,
Edison gave a series of demonstrations of its
lethal power.
He publicly electrocuted dogs and cats.
And then he filmed the A.C. electrocution of Topsy,
a Coney Island elephant*.
Meanwhile, his employee Harold P. Brown invented
an even more compelling demonstration of the
ESTEEM AND KNOWLEDGE
Utility companies
around the world
suffer badly from
cloning.
36 Y&R ADVERTISING
DAY OF THE CLONES * Search for ‘Topsy’ on YouTube
37
DIFFERENTIATION AND RELEVANCE
MULTICOUNTRY
UTILITIES
CLONE
ZONE
This chart uses the differentiation (e) measure.
Based on selected recent datapoints for UK and other countries