https://www.phillipoakley.com/blog daily 0.75 2024-02-01 https://www.phillipoakley.com/blog/boring-is-expensive monthly 0.5 2024-02-01 https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/662f8cf2-e8d1-4fd8-83c4-cd19f6326023/Phillip+Oakley+Distinctiveness+and+Differentiation.jpg Blog - Boring Marketing is Expensive - Start with the Customer Many times, competitors are using the same imagery and messaging. Do something different. If you really get to know the target audience and understand their needs, you can shift their perceptions to stand out from other options. Challenge: How do we create a brand strategy for bottled water that stands out in a large, crowded space that competes on price? Boring Example: Drink more water to be healthy. Exciting Solution: "Murder your Thirst" in a package that helps the target audience fit in at events, concerts, and parties. Liquid Death Mountain Water took the time to know their audience. https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/f0161c73-d9f9-46db-a442-2bc91e95c665/Phillip_Oakley_McDonalds_Justin_Timberlake.jpg Blog - Boring Marketing is Expensive - The Sound of Success Speaking of sound, where did all the theme songs go? The jingles? Sure, it sounds old school. But we still hum themes from Mentos, Kit Kat, and McDonald's. Audio is a solid distinctive brand asset (DBA) that creates strong memories for consumers. I bet you can sing what comes after “Ba Da ba ba ba …” Challenge: You're planning a campaign that works across video, social media, TV, and streaming music platforms like Spotify. How do you tie them together? Boring: Download cheap, royalty-free music. Most likely something with that awful "Stomp. Clap. Hey!" rhythm that even The Lumineers would be ashamed of. Why does everyone want to sound like a bank? Exciting: Work with songwriters to create and produce music that's on brand, completely ownable, and stands out from the competition. It's less expensive than you think, if you’re not hiring celebrities. And music forms strong memories. Use it across all forms of media from visual to audible. And use it a lot. https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/2cfc4edf-c8f6-46a1-af3f-1504971d0cf1/Garnet_full-width_line_Av01.gif Blog - Boring Marketing is Expensive - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/872b7560-2d89-4caf-aac8-07cfef83b286/jas-min-egqR_zUd4NI-unsplash.jpg Blog - Boring Marketing is Expensive - Don't Blow Research Speaking of target audiences, research is your chance to understand them more than themselves. Don't fart away your opportunity to interrogate the data and find something beyond the obvious. Here's an example for an often-overlooked product in the home – the bath fan. Challenge - Why are consumers choosing low-end bath fans inferior to better products? Boring: Cheaper fans are an easy choice for consumers. They choose them because of price. This option stinks. Exciting: Women want to hide embarrassing bathroom noises. They welcome the noise for privacy. Let's add Bluetooth to our bath fans so they can control the sound inside the bathroom. And increase the price of high-end products by 20%. https://www.phillipoakley.com/blog/category/Marketing+Effectiveness monthly 0.5 https://www.phillipoakley.com/blog/category/Branding monthly 0.5 https://www.phillipoakley.com/blog/tag/Marketing+Effectiveness monthly 0.5 https://www.phillipoakley.com/blog/tag/Distinctive+Brand+Assets monthly 0.5 https://www.phillipoakley.com/blog/tag/Jingles monthly 0.5 https://www.phillipoakley.com/blog/tag/Advertising monthly 0.5 https://www.phillipoakley.com/blog/tag/ROI monthly 0.5 https://www.phillipoakley.com/home daily 1.0 2024-02-01 https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/da6e37c3-c473-4ce5-bb82-58b962e9f77d/Phillip-character-illustration-boring_white-bg_Av01.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/f9edd861-e02f-4f3c-811f-4f7f59576160/red-sticky-note_Bv01.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/f9edd861-e02f-4f3c-811f-4f7f59576160/red-sticky-note_Bv01.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/14bf2489-6d4e-4b43-bde2-17214f627d3a/Bottom-navy-section-divider_Bv01.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/f9edd861-e02f-4f3c-811f-4f7f59576160/red-sticky-note_Bv01.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/f9edd861-e02f-4f3c-811f-4f7f59576160/red-sticky-note_Bv01.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/f9edd861-e02f-4f3c-811f-4f7f59576160/red-sticky-note_Bv01.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/1c0f1580-d1b3-41a4-8c48-0baac7c22688/red-arrow-left_1.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/aaa154c6-e0a3-4352-9d8f-ab8978ea61d9/Phillip-character-illustration-presenting_white-bg_Bv01.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/3419a89a-0b86-4784-9835-79fd28fd69f3/PO-Blue-Sticky-Note_Av01.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/3419a89a-0b86-4784-9835-79fd28fd69f3/PO-Blue-Sticky-Note_Av01.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/3419a89a-0b86-4784-9835-79fd28fd69f3/PO-Blue-Sticky-Note_Av01.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/3419a89a-0b86-4784-9835-79fd28fd69f3/PO-Blue-Sticky-Note_Av01.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/3419a89a-0b86-4784-9835-79fd28fd69f3/PO-Blue-Sticky-Note_Av01.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/2cfc4edf-c8f6-46a1-af3f-1504971d0cf1/Garnet_full-width_line_Av01.gif https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/11d05c80-7e42-432e-97fd-1608b6661317/Wake-Forest_.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/db785b9d-8101-469b-b9c3-67e37aacf841/Globant_Logo.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/6fb4a854-8570-4ff2-8ae3-c446d1ec00c6/Village-Juice-and-Kitchen_logo.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/a9bc414a-4acb-4017-bfe7-e5e3b6730c8a/Aviture_logo.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/651ceedc-8387-4106-86ee-83ed4498dc80/Truist_logo_600px.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/b84c9335-afdd-4d72-8619-6fdfe76c2370/ThoughtWorks_Logo.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/1cc913fb-1c7d-4924-b030-de0f55433c58/Primo-Water_logo.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/ac71fe4a-cc19-469b-abe1-6439c5e45210/Allegacy-Federal-Credit-Union_logo.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/ce3535d2-3f01-4e71-9ce4-3c68ca1a27fe/Krispy-Kreme_logo.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/c7487358-3aec-412a-a9c6-da9b62e2d79e/Home-Depot_logo.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/2e3708ae-f72d-436c-943a-864e10436537/General-Electric_logo.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/de7a2cc5-e425-4bc8-9a02-11e21802ca21/SkyGolf_logo.png https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/9f7d9c77-f2e4-412b-8fe6-ccfaeee51ac9/Pearl_Circle-Pattern_Left_Av01.jpg https://images.squarespace-cdn.com/content/v1/64da7a9de5e8b34543eb5c2e/803a939d-4e31-487c-87e5-73ac0242b719/Phillip-Oakley_Speaking-Still_Circle-Pattern_3_Bv01.jpg https://www.phillipoakley.com/contact daily 0.75 2024-02-01