SBP 040: Making a Promise to the Customer with Roger Martin
Published 2023-10-11
This episode will not disappoint.
Enjoy the show.
Our Guest:
Roger’s Website: rogerlmartin.com/
LinkedIn Profile: www.linkedin.com/in/roger-martin-9916911a9/
Medium Blog: rogermartin.medium.com/
Thinkers 50: thinkers50.com/biographies/roger-martin/
HBR Articles: hbr.org/search?search_type=subscriber-search&term=…
Our Hosts:
Follow our updates here: www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: www.linkedin.com/in/marcbinkley/
Vassilis Douros: www.linkedin.com/in/vassilisdouros/
Podcast Literature:
HBR Articles
hbr.org/search?search_type=subscriber-search&term=…
LinkedIn Making a Promise to the Customer business.linkedin.com/marketing-solutions/b2b-inst…
Customer Loyalty is Overrated: hbr.org/2017/01/customer-loyalty-is-overrated
Marketing & Strategy Are the Same Discipline: rogermartin.medium.com/its-time-to-accept-that-mar…
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
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Youtube: youtube.com/@sleepingbarberpodcast
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