SBP 040: Making a Promise to the Customer. With Roger Martin.
Sleeping Barber - A Marketing Podcast
Differentiating Through Promises to the Customer
The hosts explore the importance of making promises to customers and how it can differentiate businesses, using examples of Wilson Art and for Micah. They also discuss the debate on differentiation versus distinctiveness in marketing.
Roger Martin returns to our show for a candid conversation on his recent research collaboration with WARC and the B2B Institute, "Making a Promise to the Customer." We delve into the implications of this research for advertisers, explore the relationship between branding and consumer promises, and much more.
This episode will not disappoint.
Enjoy the show.
Our Guest:
Roger’s Website: https://rogerlmartin.com/
LinkedIn Profile: https://www.linkedin.com/in/roger-martin-9916911a9/
Medium Blog: https://rogermartin.medium.com/
Thinkers 50: https://thinkers50.com/biographies/roger-martin/
HBR Articles: https://hbr.org/search?search_type=subscriber-search&term=Roger+L.+Martin&sort=publication_date#browse-reports-filter
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature:
HBR Articles
https://hbr.org/search?search_type=subscriber-search&term=Roger+L.+Martin&sort=publication_date#browse-reports-filter
LinkedIn Making a Promise to the Customer https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer
Customer Loyalty is Overrated: https://hbr.org/2017/01/customer-loyalty-is-overrated
Marketing & Strategy Are the Same Discipline: https://rogermartin.medium.com/its-time-to-accept-that-marketing-and-strategy-are-one-discipline-17f0140521c9
Timestamps
0:44 - Intro
5:01 - Results from the Promise to the Customer (PTTC) report
6:59 - The difference between a brand promise and a PTTC
9:01 - Only 40% of campaigns include a PTTC
9:45 - A brand promise isn’t as powerful
11:48 - Small brands can also benefit from PTTC
13:19 - Why AVIS “We Try Harder” isn’t a PTTC and why Sixt “Pick THE car” is
16:45 - Eliminating bias in the WARC database and research methodology
19:06 - The hypothesis of what makes a brand. ie. FedEx
24:40 - The risk of rebranding, refreshing logos and revitalizing campaigns
26:12 - Snickers: How to correctly build on a PTTC
28:45 - Why this is the most striking research result in Roger’s career
30:02 - Pricing research at P&G - the second most dramatic finding in Roger’s career
34:33 - Walmart’s Everyday low prices is a PTTC
35:40 - The 3 features of a good PTTC: Memorable, Valuable, Deliverable ie. adidas, Geico
40:22 - The difference between a USP and PTTC ie. IBM Building a Smarter Planet
43:27 - How P&G used the PTTC framework to evaluate their ad creative
49:44 - Why a PTTC can organize and align an entire company
52:38 - PTTC + PTW Case Study: Formica vs. Wilsonart high pressure laminate
57:45 - Customer loyalty is overrated, focus on habit instead
1:00:02 - Social media buzz is NOT a good indicator of PTTC success
1:04:04 - The first thing a CMO can do to benefit from the PTTC findings
1:06:15 - What’s coming with the PTTC framework
1:08:40 - Find out more about Roger (use the L.)
1:10:55 - Our best compliment ever
Where to listen
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
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