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At tis moment I am going away to do my breakfast, once hazving my breakfast coming yet again to read other news.

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Hey! I know this is somewhat off-topic but I needed to ask. Does running a well-established blog such as yours require a large amount of work? I am brand new to blogging but I do write in my diary everyday. I'd like to start a blog so I can share my personal experience and feelings online. Please let me know if you have any kind of ideas or tips for brand new aspiring bloggers. Appreciate it!

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Phil from decode

Liked the pieces on Johnnie Walker and Addison Lee. Couple of comments from the neuro perspective;
 
i.                     Your point about the walking man being turned around is important, certainly for cultures where we read from left to right. The implicit code of moving from left to right means, as you rightly point out, progress. We associate the left hand side with the past, with what’s given. We associate the right with the future, what’s to come.
ii.                   Both cases illustrate the importance of coherence & consistency. We both know that successful brands are ‘short-cuts’ to neuro-psychological rewards that save the brain having to engage in energy-sapping cognitive reflective processing. So associating your brand with a motivating reward is the first step. Then signalling that reward via codes that the implicit/autopilot system analyses & recognises as meaning that reward is the next step. Forging strong neural networks that associate a brand with a reward (and vice versa) is key. Science shows that ‘what fires together wires together’ and the more it does, the stronger & faster the connection. It’s a bit like a well-trodden path; if it’s not used it becomes over-grown and, hence, slow and difficult to navigate. The same thing happens if brands’ touchpoints are incoherent (i.e. don’t signal the reward) or inconsistent (i.e. across touchpoints and/or over time). The distinctive memory structures break down. How many times do we see this happening?!

David Taylor (brandgym)

Rob
Thanks for taking time to add your personal views on the Keep Walking story - great to have it from the front-line :-)

Regarding the insight and idea, I'm sure it was of course key, and distinctive in whisky. My point was more that I've seen the same insight/idea on many other categories, including lots of beer brands, but none executed as well as you and the team did.
Regards
David

Rob Malcolm

David, Thanks for the plug. It is quite a transformational case study - the best one i have been privileged to be part of in my 35 year marketing career.

My one quibble is I do think you underestimate the power of a breakthrough strategy based on deep universal human insight into consumer motivation. The whisky category had always been associated with status - achievement, having arrived, being wealthy and successful. The breakthrough - coming from rigorous insight work across multiple countries and cultures was that the next generation was far more interested in the journey, the effort than the "arrival". Progressing is far more dynamic, active and inspirational to the target who is at the beginning of their journey, than achievement at the end. This led to a strategy - Johnnie Walker inspires me to progress - that was essential to the development of the creative idea. The key word is the verb "inspires". The advertising must not just communicate, it and the brand must indeed inspire - a taller order.

There is no question that the creative idea - "Keep Walking" - is pure genius. But John O'keefe of BBH who came up with the idea would be the first to give huge credit to the insight and strategy, developed by Nick Kendall and the BBH planning team.♦

As the great Jeremy Bullmore has said "In creating advertising, we need to be intuitive, instinctive, scared and lucky. And we need to be rigorous, disciplined, logical and deductive....."

The Johnnie Walker success story is proof that both are essential

Rob Malcolm, former President, Global Marketing, Sales and Innovation, Diageo♠

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