Comments on: How to be Compelling When You Communicate the Benefits of Your Product or Service http://www.marketingrevisited.com/how-to-be-compelling-when-you-communicate-the-benefits-of-your-product-or-service/ Fri, 21 Nov 2008 04:47:12 +0000 http://wordpress.org/?v=2.0.5 by: Martin Calle http://www.marketingrevisited.com/how-to-be-compelling-when-you-communicate-the-benefits-of-your-product-or-service/#comment-1645 Sat, 03 Nov 2007 07:09:09 +0000 http://www.marketingrevisited.com/how-to-be-compelling-when-you-communicate-the-benefits-of-your-product-or-service/#comment-1645 Yes, Doug Hall was my client for several years during his tenure at Procter & Gamble where we first introduced the innovation practices that took Procter & Gamble from $12 to $58 billion and from which Doug ultimately got the experience to spawn the ranch. Our database, datapoints, etc are far larger and more comprehensive than Doug's, reaching back to the first "positionings" used on television. These were needed every time a second product entered a category that had not yet formed itself as a category. We wrote the ads at CBS, the first viable commercial station for advertisers like David Ogilvy and his clients trying the "television experiment" for the very first time. However, I remain a believer that the more complex the mind, the greater the need for play and Doug is good at that. I still have T-shirts he'd produce every time he'd bring us in to help him figure out a problem with our product-based abstract creativity. But visit my blog, MADISON AVENUE http://advertising-age.blogspot.com. Blogging's fun. Let's talk again. Thanks. Yes, Doug Hall was my client for several years during his tenure at Procter & Gamble where we first introduced the innovation practices that took Procter & Gamble from $12 to $58 billion and from which Doug ultimately got the experience to spawn the ranch. Our database, datapoints, etc are far larger and more comprehensive than Doug’s, reaching back to the first “positionings” used on television. These were needed every time a second product entered a category that had not yet formed itself as a category. We wrote the ads at CBS, the first viable commercial station for advertisers like David Ogilvy and his clients trying the “television experiment” for the very first time. However, I remain a believer that the more complex the mind, the greater the need for play and Doug is good at that. I still have T-shirts he’d produce every time he’d bring us in to help him figure out a problem with our product-based abstract creativity. But visit my blog, MADISON AVENUE http://advertising-age.blogspot.com. Blogging’s fun. Let’s talk again. Thanks.

]]> by: Tom Blue http://www.marketingrevisited.com/how-to-be-compelling-when-you-communicate-the-benefits-of-your-product-or-service/#comment-1626 Mon, 29 Oct 2007 14:17:54 +0000 http://www.marketingrevisited.com/how-to-be-compelling-when-you-communicate-the-benefits-of-your-product-or-service/#comment-1626 When I read that the research dealt with "new business concepts," I was first inclined to think the same thing. However, upon further review, I found that the data behind this research is comprised of more than 6,000 client projects, 1.2 million documented consumer reactions to new business concepts, and more than 60,000 data points that were collected and analyzed as "part of an expert innovator survey to provide enhanced depth and understanding of the true dynamics of how breakthrough ideas are really invented." Don't confuse "new business concepts" with new/small businesses. From what I understand, the Eureka ranch has worked with more than its fair share of CPG clients. I believe that Doug Hall published the research to reach the broad audience of small businesses that they probably don't deal with directly at the Ranch. When I read that the research dealt with “new business concepts,” I was first inclined to think the same thing. However, upon further review, I found that the data behind this research is comprised of more than 6,000 client projects, 1.2 million documented consumer reactions to new business concepts, and more than 60,000 data points that were collected and analyzed as “part of an expert innovator survey to provide enhanced depth and understanding of the true dynamics of how breakthrough ideas are really invented.”

Don’t confuse “new business concepts” with new/small businesses. From what I understand, the Eureka ranch has worked with more than its fair share of CPG clients. I believe that Doug Hall published the research to reach the broad audience of small businesses that they probably don’t deal with directly at the Ranch.

]]> by: Martin Calle http://www.marketingrevisited.com/how-to-be-compelling-when-you-communicate-the-benefits-of-your-product-or-service/#comment-1618 Sat, 27 Oct 2007 15:50:00 +0000 http://www.marketingrevisited.com/how-to-be-compelling-when-you-communicate-the-benefits-of-your-product-or-service/#comment-1618 But from what I understand, Doug Hall and Eureka Ranch mostly works with smaller companies rather than mainstream CPG clients. That's not to say business owners don't have an equal amount to risk. Failure would just be an opportunity to begin again more intelligently. Also, I'd like to see that database of concepts. Since most companies participate in commodity categories, and given that few actually ever manage to differentiate themselves, what examples does the ranch hold up? But from what I understand, Doug Hall and Eureka Ranch mostly works with smaller companies rather than mainstream CPG clients. That’s not to say business owners don’t have an equal amount to risk. Failure would just be an opportunity to begin again more intelligently. Also, I’d like to see that database of concepts. Since most companies participate in commodity categories, and given that few actually ever manage to differentiate themselves, what examples does the ranch hold up?

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