Est.91

It's not hip to be square

2012-02-10T16:29:00.000+10:00

I know this is a few years old, but I only just came across it and the idea behind it is as relevant as ever. So I thought it was too good not to share. Shreddies aren't a cereal most Australians are familiar with, but it is a great example that shows that the intangible is now becoming even more important than the tangible!

Shreddies for those of you don't know are a cereal made from shredded wheat, made into a lattice pattern as shown below.

In 2008 their maker Kraft, decided that they wanted to totally change their product as sales had been on the decline for a number of years. The key there is that they wanted to change the product i.e. the tangible good. They jumped to this because that's what marketers have done for the past 100 years. They have made average products, for average people and then put these on mass media channels where advertisers would come up with meaningful prose about the product in order to convince everyone to buy it. BUT we live in a time poor world where people don't want to be interrupted unless it is by something truly remarkable. So, when Kraft went to Ogilvy&Mather and said we want to change our product a young intern who was given the account said "no, no, no". What this intern wanted to do was to change the intangible perception of the product. Therefore making it cheaper than redevelopment of a new product and much more remarkable, because only the most cutting edge brands were doing it!

The result?

Yep..really. That happened! Pure, raw, simplistic marketing genius!

He rotated the Square-shaped Shreddie by 45 degrees, turning it into a diamond rather than one square, and calling the new product "Diamond Shreddies." Real-life market research videos that you can view by clicking here show people finding the diamond shape to be "better," "crunchier," and "more flavourful." All this was done without changing Shreddies in design, formulation, size or any other way.

Cue marketing induced salivation.

But naturally the original had its fans and they weren't happy with this change...

There...much better. Everyone's happy now.

This shows how to perfectly add intangible added value without changing the product in the slightest! In a world where companies are still making average products for average people, but people are too time poor for average and demand remarkable things, it's no wonder that Shreddies were able to so brilliantly cut through clutter and redefine a brand...without changing anything but perception.

Always be cool, interesting and sophisticated.

Joe

Because Maslow must be incorporated into every facet of a marketer's life

2012-02-08T19:02:00.000+10:00

Who ever said Venn diagrams can't be fun?!

2012-02-08T18:59:00.001+10:00

That's a Wrap!

2011-11-17T11:06:00.006+10:00

125 attendees, 570 litres of beer, 13 Speakers (including one that flew in from Colorado), 4 commercial brewers, a live link up with the States,a four course meal with after-dinner entertainment and a heap of give aways.A whirlwind 24 hours that I can not describe to you without swearing in joy!
The Queensland Homebrewing Conference was a true display of the skills that QLD brewers posses. There was delicious beers on offer made by QLD hands and great insights from local brewers into the world of water chemistry, competition brewing, recipe formulation and even how to grow hops at home in the QLD climate. There was of course some outside help with John Carroll from White Labs Yeasts coming to address the conference (in what was a highlight of the day for many attendees), representatives from Bintani and Hop Products Australia and some commercial brewers from interstate all who added their great part to the day.

As both Brews News Editor Matt Kirkegaard and the Courier Mail's Rory Gibson said, it was daunting to think about just how much brewing talent had descended on Southbank over the weekend. But the really special part of that was that all of us that were attending, were so like minded that conversations about brewing and about beer were easily struck up, no matter our backgrounds. I personally met a group of really top blokes at the pre-drinks on Friday night and we had a ball talking about our brewing, different craft beer and all while tasting some exquisite beers. I had never met them before, I may never meet them again; but that isn't the point.

My new friends enjoying a Mikkeller Beer Geek Brunch Weasel

The point is that brewing and beer are things that can really bring a group of people together, the great thing about having those conversations with other brewers is that they are different conversations than those I have written about having previously. It wasn't a conversation explaining craft beer and it's qualities. Nor was there a need for explanation of the flavours that we should or shouldn't taste in the beers that we were drinking. No. It is much deeper than that, when you're talking about beers with other, like minded brewers. You stick your nose in the glass (no explaining why we need to do this like when you're with uninitiated friends), you take a mouthful and you look at each other and just know. No words are needed because brewers just get it. They rub their hands together or they smile and nod. They get what is good and they get what is bad in a beer and more importantly, they know WHY. That is what is truly unique about brewers.

Another really awesome moment was at the conference beer and food matching dinner on Saturday night. The dinner itself was a great experience and something that I would love to do again soon. It was held at Decks restaurant, which is a beautiful fine dining venue in the heart of Southbank. In total juxtaposition to these surroundings, sitting on top of the restaurant's bar was a great big keg of home brew. I saw it as I looked up from reading the dismal Decks 'beer' list and had a chuckle to myself, thinking "If you won't provide decent beer, then we shall bring our own!"

The weekend was full of little experiences like this, that made it a wonderful experience overall. That's why I think it has to happen again next year in some form. Now that it has been done, and done so well, the think tank of like minded brewers is what good beer in QLD really needs to keep going forward at the rate that it is; without the brewers, there is no beer. Until then, keep talking about it to everyone you know so that we have more brewers in attendance next time! For more information visit the QHC website.

Always be cool, interesting and sophisticated.
Joe

It's All Red

2011-10-02T11:25:00.004+10:00

The Merseyside Derby last night was a cracker! Obviously because the red half of Liverpool had a good win. It feels slightly empty as I would prefer to see them do it against a full strength, 11-man Everton. But...really, who cares. A win is a win. We played patient football and in the end were rewarded with a solid 2-0 score line from Carroll & Suarez. Just on Carroll, there was a lot of talk at half time about him being AWOL...Hopefully that goal shut everyone up. It's not about the moments where you're not in the fray, its about the moments that you are, and what you do with the opportunities presented. It was a hard 1st 45 for Andy as he was just getting lame long balls consistently played to him where he had to contest the 50/50 header over and over. Once Stevie G and Bellamy were introduced, the game became more focused on playing the ball on the deck and Bellamy's penetration down the flanks meant that Carroll was freed to capitalise on their hard work! The lesson there is that proper Joga Bonito football always wins at the end of the day! As for Rodwell's sending off? I'm a bit of a filthy player when I come on to the pitch, so I guess that's why I think that it was a great challenge that wasn't even deserved of a free kick. But, even if it was, I can't see a yellow in it, let alone the huge jump up to the red! A bad mistake from a poorly positioned, top ref.

Along with the great result, there were a few very interesting stats that came out of the game:

• After Rodwell's dismissal in the 23rd minute, Liverpool wore down Everton. In the 48 minutes between the red card and Suarez's goal in the 82nd minute, Everton had five stretches where it failed to complete a pass in the attacking third for at least five minutes.

• Defender Leighton Baines was the only Everton player to make any real forward progress against Liverpool. Baines completed 21 passes into the attacking third. No other Everton player had more than nine.

• Dirk Kuyt missed a penalty kick for Liverpool in the 44th minute. Liverpool has missed both of its penalty kicks this season. Suárez missed the other penalty in Liverpool's opening weekend draw against Sunderland. Kuyt goes bottom right in the majority of his penalty kicks.

• Referee Martin Atkinson handed out his fourth red card in seven EPL matches this season, which leads all referees. Atkinson also led the EPL in red cards last season with 11.

Overall it was a great game and a typically passionate derby. For full highlights, see here.

Always be cool, interesting and sophisticated.

Joe