Rabbits and Hares do not jog, we run. Surely you never have seen one of us dressed with a technical outfit for running or wearing a sport shoes with cushion and stability properties, shoes that surely will help you to achieve better results. Of course you won’t see us running with headphones and a stupid iphone attached to our arms. With all those humans trying to imitate the real runners the fact of running is loosing its tempo. Humans run like ballet dancers and we run to survive. The false truth about a biped runner has damaged the running scene and the humans have been confident with this fact.Only those who run for a reason, knows about serious running. And for sure we know about it
Ok this is all right .After all I read The Economist, so if our world temperature’s rises a little bit, who cares if my shares are rising. Climate changes are a matter of survival but who cares?
But let’s go to the point… Father Bunny’s associated producer role in all the mesh he did was crucial to guarantee the success. My sister, Miffu, was with her and the art director, in the plane, in the car…. and in their room.
I must admit that after all she is and princess from orient and she is used to, let’s say an easy going life.
Just look at this picture taken in a Palace where she showed her abilities to go downstairs.
This year has started with all the family moving from a nice place to a less nice place and with my Father Bunny revisiting his worst nightmares, and this obviously has had an impact in Chan Family’s home.
Father Bunny has been unbearable past two weeks because he was in charge of some events. He is quite good in this business and his concepts are outstanding but he really hates the – on field work-
In the Guggenheim he and his crew set up everything in one hour, but still his seek for perfection spirit made him sick when some pieces of this performance were far from perfection.
The perfection – as father bunny told me – has a name and this is the DCR- MKR –
Wifi bunnies’ team:Musik , a computer analyst and great VJ, Cyteck and Alethia, new media designers who took care off all the visuals
Albert , the camera, Alejandra and Bere the PR, Joseph, the Producer , Sergi & Fede ,the music directors who created the theme.
But…
Father Bunny hates events because he was in charge of events several years ago when he was involved in a non mature project for a non mature customer, and he quit from there.
But several years after he did it the same mistake: . Barcelona, Madrid, Alicante, Bilbao.
Father Bunny did not want me to go, but my sister Miffu was in two of them. He bought me a nice Prince of Wales hat. He met Mr Berrope, he achieve a great success, but even though he is not in a goof mood.
But “The End is Coming”
Filed under: Marketing
The law is about AVIS and his effort to compite Hertz.Look how Father Bunny was taking care of out Holden (an Avis car)
The Law of the Ladder tells us that in most market categories (or markets) , there is actually more than one available slot in the mind of the customer and besides that an Hierarchy of Categories that must be observed.
Certainly this law is clearer when you refer to big categories and it dilutes when you deep down the sub categories and niches.
Once again consumer perception and his ability to retain information (sometime his will to retain it) must be observed. Research indicates that humans –unlike bunnies- can only retain three (maximum seven) concepts at the same time.
How many carrot juice brands can you mention?
More important is that –according to them- one must observe his position in the ladder and design a strategy according to this position.
A practical exercise (but a bit complex): Luxury sedans (cars).
Mercedes, BMW, audi (70%) in Europe. No French car maker in the row (Renault, Peugeot, Citröen).
No French car maker has succeeded in placing one of their models in the premium segment. Poor design, poor engineering, lack of tradition? May be.
But sometimes they tried to approach the problem as if they were on top of the ladder and tried to compete directly with German brands.
Filed under: Marketing
I must admit that I have the feeling that my assignment was truly unfair. This book is a bestseller in the “art of selling carrots category” but sometimes it looks like a silly – but funny- exercise to get some money. Some people even think that for an obscure reason the authors wanted exactly 22 and they added some scam to the lot.
Law 6 says “Two companies cannot own the same word in the prospect’s mind” When a competitor owns a word or position in the prospect’s mind, it is futile to attempt to own the same word.
What I like about this chapter is that bunnies take a principal role on it. Duracell and Energizer have fought for the word “long lasting” for decades. I must admit that if you do business in the batteries market this is the only word (at least the best one) to own in the prospects mind.
In more complex markets this is not easy. Sometime there’s no clear leader with a clear positioning and trying to conquer its position could be a nice move.
But who is the idiot in energizer that used the same pink bunny?
Anyways this is just as easy as the old advice “ if you cannot be the best, at least try to be the only one”
Filed under: Marketing
Sometimes breaking the law is a good move ! What Mr Trucha and partners originally said it was: “The most powerful concept in marketing is owning a word in the prospect’s mind”.
Easy? Here it is the opinion of Alain Duffou – Alain is an executive who works for one big French company – I love to talk with French people over the phone because his funny and cheerful accent speaking English is unbeatable as their efforts to sell luxury cars.
“I can’t help but to think that this book has overly simplified thinking”
I totally agree about that. If you think that managing markets and consumers can be reduced to 22 laws you would need to buy the bestseller “How to win a million dollar in Las Vegas with no effort”
Ehemm… About the law itself. You must conquer a piece of your customers (prospects) minds with a word or concept powerful enough to describe your activity and aim.
Fresher taste ™ is a good choice. I would prefer Miffa’s own ™ (but FB told me I am not a TV star and I have no “share of mind”
Filed under: Marketing
The art of selling carrots is not a battle about carrots themselves, is a battle about the consumer perception of you carrots.
If you want to be into this business: this is the law. (Not “the law” judge Dred was promoting).
It means: “there are no better products than others; it’s just a feeling from the consumer or relatives that told him that A is better than B. Are they working for a certification company? Sure they’re not.
But if the consumer perception is high enough, you will be able to sell rotten carrots as the fresher ones.
PD: This is not a move that we approve, but if you work for Marina D’or or any real state is a nice rule to learn.
What the hell I am doing here in this Holden if I could be in a mint green Rolls?
Today my assignment was to explain one of the most powerful non mutable laws (for those that emailed me telling that is immutable, I would like to say that I do not care about Al Laughing and Jack “Trucha” book and my laws are “non mutable”)
This is the law of perception. But I will write about it another day.
Today I would really like to share with you one of the most amazing behaviours that I have discovered in humans: Cognitive Dissonance (Disonancia Cognoscitiva in Spanish).
I noticed it for the first time when I bought my first Aston Martin. Prior to make my decision of buying this car I had a decision set (a bunch of cars to choose from) that included a 911. Of course the 911 has not the class and old British heritage (don’t forget I am from HK) but sure the engineering and technology was much better.
I noticed than many Porsche users want a sport car like the 911 but are concerned about the utility of a tiny, two seats, expensive, uncomfortable, too aggressive and attractive. Further when male humans grew up tends to accumulate fat reserves around his floating area that severely impair them to enter inside the cockpit and getting out of the car habitacle.
Porsche made a superb movement when they decided to built the Cayenne jointly with VW. A genuine Porsche with everything a 911 could offer but minimizing the “Have I taken the right decision?” effect.
Many Sport cars buyers and luxury goods buyers suffer from dissonance. This is a term used to describe a mental state of discomfort that one suffers when he or she thinks that evidences that a decision or behaviour is wrong.
There are several ways to cope with. The Miffa’s way: “Vertu or Nokia? No problem. I take both of them, so the dissonance disappears.”
Professor bunnies from all over the world study this phenomena since late fifties since dissonance is a sever obstacle to making right decisions in business.
Please little rabbits do take this matter seriously, Dissonance happens!!.
Filed under: Marketing
Did you blog from Egypt Miffa? Way much better that those who blog having beer in crowded bars.
This law is simple but it may interfere with the first one when you analyze it isolated. Perception is very important (and there’s a law devoted to it) and if you capture the mind of the consumer and he or she really thinks your carrots are the fresher ones there’s nothing a better carrot breeder can do about that. Exercise one: Please write down - Which is the first blog published by a litlle bunny you have read?
Preamble: After so many attacks we have received after our 22 Non Mutable Laws Series Me and FB have gotten more mad in our aim to complete the whole 22. I will discuss this in another post but bear in mind that FB was a little bit upset about people calling him nasty things.
- In the category of Little bunny blogger which one is your favourite?
- Think bunny. Who is the new bunny sensation?
Filed under: Marketing
C’on Miffa you don’t need glasses!WTF! I thought the art of selling carrots was a complicate one, but now I’ve changed my mind. This is just a matter of rabbit sense. So here it’s chapter two: The Category Law
If you can’t be first in a category, set up a new category you can be first in.
Given that it’s very hard to gain leadership in a category where competition already exists, (you have nothing to do as a blog star or a superhero) it’s better to create a product in new category than trying to attack existing categories.
If your supermarket offers you florette salads at a price a fancy restaurant would be able to match, something is wrong, or may be it’s not. They have done their homework and they did create a new category – the ready to make for lazy bastards lettuce – said a tired and really fucked up Father Bunny.
Category doesn’t have to be radically different, e.g. if there’s dominant player in soda drinks one can become the first to launch energetic drinks
If one can’t be the first to produce genetically altered carrots, one can still be the first to do the most bizarre things with them- Said Miffa Chan
