(talking points from the Winnipeg Leadership
Symposium for Leaders, March 1994)
•What you need to know
• is the brain is so very good
• at picking stuff up.
• Are they really
• reading the labels?
• Really?
• Remember: the idea
• of the holy grail
• is viral.
• Fifty percent of readers
• will actually do something.
• That’s a big number.
• If you think about percentages.
• Remember the soaps?
• Remember watching them?
• They were soap-driven!
• Remember the soaps.
• People love advertising.
• That’s why
• they buy things.
• I will show you a chart
• that will knock you out
• literally.
• Think of it as a good workout.
• The name of the game
• is brand fitness.
• Is there an occasion
• that’s not a purchase occasion?
• Maybe a funeral, but I don’t think so.
• People always have rational
• passions and interests.
• Use them.
• If you probe popularity
• you will avoid playing
• hard to sell.
• The question
• is not ‘why?’
• It’s ‘how come?’
• Just think about it:
• four percent penetration
• in just five seconds.
•Who doesn’t want that?