Andy Brent: In order to become an autopilot brand you need to get yourself on the default list for a sub-group of consumers by appealing to their emotional goals. Can you give us some examples of brands that you think have done this particularly well?
Phil Anderton : For me, there are two really powerful examples. The first is within the category of antiperspirant deodorants. Obviously, a massive market dominated historically by brands like Sure and Right Guard. The likes of which became big and successful because, for a large number of consumers, the emotional goal they were seeking to satisfy was staying in control. And those brands were able to deliver against that emotional need because they were effectively formulated and prevented perspiration and wet stains etc.
But for another very important group of consumers, the emotional goal of staying in control is completely irrelevant. That group of consumers is young men.
Their goal is to find a brand who will give them the confidence to be attractive to girls. Lynx understood that, and really brought that to life with masculine packages, masculine fragrances, brilliant activation, and I understand that they got almost half of the market share of the male antiperspirant market. And this was in a market that was extremely well developed and shows that there are opportunities if you can link your brand to the key emotional drivers for a particular group of consumers.
The second example, was when Premier Inn came along. There were other budget hotels, who came along and started positioning themselves based on price and location.
But what Premier Inn realized, was that for a group of consumers, busy travelers, the key emotion that they were trying to satisfy when staying at a budget hotel is actually around feeling energized when they wake up in the morning. Especially when you have a full day of meetings to go to. They understood that emotion and therefore developed a proposition that was all about delivering a fantastic nights sleep.
This was brought to life through the purchasing of great quality pillows and mattresses. And now I understand that Premier Inn is about 75% of Whitbread’s profitability, and a great example of a brand that has matched what it’s offering is, to the emotional goals of a core group of consumers.