Comments on: Safe doesn’t mean risk-averse http://blog.allisinc.com/2009/01/29/safe-doesnt-mean-risk-adverse/ I'm a consultant specializing in advanced technology and consumer electronics. Fri, 19 Mar 2010 14:12:19 +0000 http://wordpress.org/?v=2.7 hourly 1 By: Bob http://blog.allisinc.com/2009/01/29/safe-doesnt-mean-risk-adverse/comment-page-1/#comment-53 Bob Sun, 29 Mar 2009 22:39:18 +0000 http://blog.allisinc.com/?p=38#comment-53 Interesting timing for me, as I just finished the Purple Cow book. There were some interesting take aways, but far to broad be more than a wake up call to make sure you are aware of how your brand is perceived in the market. It's not okay to become safe, but I see this all time in the mega-corporation I work for. Innovative methods to reach our main customers becomes stretched and watered down to reach a few more customers just outside of our demographics. Hard edges are softened for the benefit of management approval because the committee is afraid to present something new. My company does a great job of reinventing itself internally, but has stagefright externally. As a result, we play it safe. Interesting timing for me, as I just finished the Purple Cow book. There were some interesting take aways, but far to broad be more than a wake up call to make sure you are aware of how your brand is perceived in the market.

It’s not okay to become safe, but I see this all time in the mega-corporation I work for. Innovative methods to reach our main customers becomes stretched and watered down to reach a few more customers just outside of our demographics. Hard edges are softened for the benefit of management approval because the committee is afraid to present something new.

My company does a great job of reinventing itself internally, but has stagefright externally. As a result, we play it safe.

]]> By: Nick Black http://blog.allisinc.com/2009/01/29/safe-doesnt-mean-risk-adverse/comment-page-1/#comment-43 Nick Black Wed, 25 Mar 2009 20:26:33 +0000 http://blog.allisinc.com/?p=38#comment-43 I would also add that the tendency towards ‘safety’ is due to one of the most pervasive (and incorrect) principles in advertising, branding and marketing. The idea that there is a clear division between ‘rational’ and ‘emotional’ drivers of behavior, and that we should build our brands accordingly. Unfortunately, this principle is based on antiquated psychological theories from the 19th and early 20th century, that suggested human thought could be neatly split into levels or layers. These theories are wrong. The human mind is incapable of splitting apart purely rational or emotional thought. Instead they occur at the same time, involuntarily and more often than not unconsciously (95% of the time according to some studies) So what’s the link back to ‘safety’? When marketers believe they can split apart ‘rational’ and ‘emotional’ motivations in consumers, they tend to choose ‘rational’ because it seems safer. It’s not safer. It just seems that way. I would also add that the tendency towards ‘safety’ is due to one of the most pervasive (and incorrect) principles in advertising, branding and marketing. The idea that there is a clear division between ‘rational’ and ‘emotional’ drivers of behavior, and that we should build our brands accordingly.

Unfortunately, this principle is based on antiquated psychological theories from the 19th and early 20th century, that suggested human thought could be neatly split into levels or layers. These theories are wrong. The human mind is incapable of splitting apart purely rational or emotional thought. Instead they occur at the same time, involuntarily and more often than not unconsciously (95% of the time according to some studies)

So what’s the link back to ‘safety’?

When marketers believe they can split apart ‘rational’ and ‘emotional’ motivations in consumers, they tend to choose ‘rational’ because it seems safer. It’s not safer. It just seems that way.

]]> By: Saurooon http://blog.allisinc.com/2009/01/29/safe-doesnt-mean-risk-adverse/comment-page-1/#comment-41 Saurooon Sun, 22 Mar 2009 15:32:17 +0000 http://blog.allisinc.com/?p=38#comment-41 Greatings, I have already seen it somethere... Thank you Saurooon Greatings,
I have already seen it somethere…

Thank you
Saurooon

]]> By: Alison http://blog.allisinc.com/2009/01/29/safe-doesnt-mean-risk-adverse/comment-page-1/#comment-36 Alison Thu, 19 Mar 2009 15:16:35 +0000 http://blog.allisinc.com/?p=38#comment-36 I hit send before I intended but the other point that needs to be made is that it is very expensive to develop messaging unique to each individual and that also drives the decision to play it "Safe". I hit send before I intended but the other point that needs to be made is that it is very expensive to develop messaging unique to each individual and that also drives the decision to play it “Safe”.

]]> By: Alison http://blog.allisinc.com/2009/01/29/safe-doesnt-mean-risk-adverse/comment-page-1/#comment-35 Alison Thu, 19 Mar 2009 15:09:02 +0000 http://blog.allisinc.com/?p=38#comment-35 I don't think people make a concerted effort to be boring - they make a concerted effort to be all things to all people and therefore their own quirkiness/creativity is stifled in the process. The more we segment our audiences the more we can address them in a tone that will be appealingly creative to each. It is when we treat all customers/viewers with the lowest common denominator of what all will approve that we lose creativity..just think of any committee-driven campaign with 10+ people on the committee, has much greatness ever come out of such a thing? I don’t think people make a concerted effort to be boring - they make a concerted effort to be all things to all people and therefore their own quirkiness/creativity is stifled in the process. The more we segment our audiences the more we can address them in a tone that will be appealingly creative to each. It is when we treat all customers/viewers with the lowest common denominator of what all will approve that we lose creativity..just think of any committee-driven campaign with 10+ people on the committee, has much greatness ever come out of such a thing?

]]> By: Criteria for a “good” CE website. http://blog.allisinc.com/2009/01/29/safe-doesnt-mean-risk-adverse/comment-page-1/#comment-9 Criteria for a “good” CE website. Mon, 23 Feb 2009 20:44:40 +0000 http://blog.allisinc.com/?p=38#comment-9 [...] The website is a tactic to build the brand. There is a fine balance between the creativity of the website and driving a purpose. I believe that both can be accomplished, but branding can’t derail the process - it needs to empower it. Brand messages should be simple, subtle but above all, interesting and engaging (this is not a time to be boring.) [...] [...] The website is a tactic to build the brand. There is a fine balance between the creativity of the website and driving a purpose. I believe that both can be accomplished, but branding can’t derail the process - it needs to empower it. Brand messages should be simple, subtle but above all, interesting and engaging (this is not a time to be boring.) [...]

]]> By: “Hell hath no fury like 40 million women scorned” « Allis Blog http://blog.allisinc.com/2009/01/29/safe-doesnt-mean-risk-adverse/comment-page-1/#comment-3 “Hell hath no fury like 40 million women scorned” « Allis Blog Fri, 06 Feb 2009 20:00:00 +0000 http://blog.allisinc.com/?p=38#comment-3 [...] Max). For those need to be as testosterone driven as possible, there is certainly no room for being boring in the Super Bowl. PepsiMax developed for [...] [...] Max). For those need to be as testosterone driven as possible, there is certainly no room for being boring in the Super Bowl. PepsiMax developed for [...]

]]> By: Pett http://blog.allisinc.com/2009/01/29/safe-doesnt-mean-risk-adverse/comment-page-1/#comment-2 Pett Wed, 04 Feb 2009 16:37:57 +0000 http://blog.allisinc.com/?p=38#comment-2 Hi, Thank you! I would now go on this blog every day! Thank you Pett Hi,
Thank you! I would now go on this blog every day!

Thank you
Pett

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