Professor Kevin Lane Keller – A Pop Idol Not Just A Marketing Thought Leader-borderland

Leadership Kevin Lane Keller, Professor of Marketing at the prestigious Tuck School of Business, has been described by Scott Bedbury (the guy that just did it at Nike and went on to just do it again at Starbucks) as "the worlds most astute observers of brand dynamics". One of his many books, ‘Strategic Brand Management’, has been hailed as "the bible of branding" and Philip Kotler chose him to co-author his last book, ‘Marketing Management’. He is the market expert of choice for some of the world’s most famous brand owners, .panies like Procter & Gamble, Levi Strauss, American Express and Disney. Not a bad client list. It would therefore be fair to describe him as a genuine marketing thought leader. He thinks, people follow. His models for managing brands are used all over the world and taught on MBA programmes. Obviously his knowledge of, and contribution to, marketing has been enormous but one of his most powerful and simple ideas is the notion of POP – points of parity. Way back in the 1940’s Rosser Reeves at the ad agency, Ted Bates, came up with the idea of a USP – unique selling proposition used to drive the development of a brand advertising campaign. USP’s morphed into POD’s points of difference. In the decades that followed various ways of capturing the unique .petitive advantage of brands were developed. These evolved and were refined. Appropriately they were all given their own brand names Brand Wheel, Brand Bullseye, Brand Key – but they all covered much the same ground. What are the benefits of the brand (rational and emotional, or in other words what it does best and how it makes you feel), what is its personality, why should anyone believe this? The USP or POD became the brand essence, the one word or one thought that represented the brands ‘DNA’. Magic for Disney, Reward for Rolex are some examples. Kevin himself came up with the Brand Mantra, three words not one, that should act as guard rails for anything that relates to the brand. An example for Nike would be ‘authentic, athletic, performance’. He agrees with, and uses, the idea of ‘Points of Difference’, the strong, favourable, unique associations a brand owns in the minds of its customers. However, Kevin developed the idea that just as important as the POD, point of difference, is the POP, point of parity, the area where you want to break even with your .petitors or get close enough so people will not choose them over you. An example would be contemporary for Volvo. Every one knows Volvo’s are safe but they used to be seen as ‘Boxy’ rather than contemporary and stylish. To succeed Volvo had to keep its point of difference but get to a point of parity on style. Miller Lite beer is obviously light but that almost implies it has no taste. Its POP is therefore ‘taste’ and its slogan is ‘Great taste, less filling. When Bud Lite launched it flipped this around – light became the point of parity and ‘more taste’ versus Bud the point of difference. Very simple, but very powerful. To be a marketing thought leader you must .e up with a seminal piece of thinking that changes the way people think, in this case, the way they position brands. Another great example of a marketing thought leader is Adam M.an. He came up with the idea of ‘Challenger Brands’, the way a brand must behave and act not just position itself if it is to challenge a brand leader or indeed take on the whole category. Taking this one stage further Seth Godin has given us the Purple Cow that symbolizes the need for brands to shout out not just stand out. Peter Doyle took the focus away from what marketing does – make ads, conduct consumer research, run promotions – and nailed the real purpose of marketing which is to create growth. They are all not just marketing experts, they are marketing thought leaders. But Kevin Lane Keller is a thought leader and POP idol. About the Author: 相关的主题文章: