Create an appetite for your brand.

2. WHY DO PEOPLE
CRAVE SOME BRANDS
AND IGNORE OTHERS?

3. CRAVE:
1. to long for; want greatly; desire eagerly;
to yearn for; hunger for.
2. to require; need.
3. to wait all night in line so you can be the
first to buy it.

4. SO, WHAT TURNS IT ON?
IS IT BETTER BRANDING?
MORE MARKETING?
SMARTER ADVERTISING?
MORE AGGRESSIVE SELLING?
IT ALL STARTS WITH
A BRILLIANT PRODUCT.

5. ANTICIPATE NEEDS
• Demand creators start by understanding people.
They know our aspirations, needs, what excites us
and what frustrates us.
• They observe behavior and then innovate to make
our lives easier, more productive, and more fun.
• They know what we want before we do. This
enables them to create things we can't resist and
competitors can't copy.
From Demand, Creating What People Love Before They Know They Want it, by Adrian J. Slywotzky, Crown Business Books, New York.

6. DEMAND
CREATORS KNOW
WHAT MAKES US
LOVE A PRODUCT
…OR NOT.

7. ART & SCIENCE
• Brand craving comes from making the right
connections between evolving consumer
needs and your product.
• Instead of trying to convince people to buy
what you have, it requires seeing things
through their eyes and creating something that
will delight them.
From Demand, Creating What People Love Before They Know They Want it, by Adrian J. Slywotzky, Crown Business Books, New York.

8. THERE’S A HUGE
DIFFERENCE
BETWEEN
SATISFACTION
AND DELIGHT.

9. CONNECTION
• Gallup attributes the difference between
mere satisfaction and delight to the customer's
emotional connection.
• When customers are delighted, they become
advocates and sources of new ideas for
improving your product.
• Brands that achieve this emotional engagement
enjoy an average 46% sales advantage over
other products in the category.
From Demand, Creating What People Love Before They Know They Want it, by Adrian J. Slywotzky, Crown Business Books, New York.

10. THE
PRODUCT
CRAVE
FORMULA:

11. STEPS to CRAVE:
1. Find and capture the emotional space
in your category
2. Fix the things that annoy people
3. Create a compelling backstory
4. Find the action triggers
5. Constant improvement
6. Exploit market niches
7. Create a revolutionary launch
From Demand, Creating What People Love Before They Know They Want it, by Adrian J. Slywotzky, Crown Business Books, New York.

12. A REVOLUTIONARY LAUNCH

13. FIT IN TO AVOID OR STAND OUT
CRITICISM? TO GET NOTICED?

14. STAND OUT:
“Stand out or fit in. Not all the time, and
never at the same time, but it's always a
choice.
“Those that choose to fit in should expect to
avoid criticism (and be ignored). Those that
stand out should expect neither.”
Seth Godin

15. THE SECRET INGREDIENT:
“Creativity is overtaking capital
as the principal elixir of growth.”
Thomas Petzinger Jr., Wall Street Journal

16. UNIGNORABLE
“The old rules no longer apply when it comes
to building a brand. They were created for
another era when there was less noise, less
hype, less technology; a time when people
were easier to reach and influence – before
they developed advanced mutant powers
enabling them to sort, filter, manipulate, or just
ignore information.” Alex Bogusky, CP+B

17. TODAY IT’S NOT
THE VOLUME OR
FREQUENCY OF
YOUR MESSAGE.
IT’S THE
CREATIVITY AND
RELEVANCE OF
YOUR BRAND.

18. SURPRISING
“In the new media landscape, surprise is more
important than repetition.
“To purchase awareness now, it’s not enough to
buy more airtime. It’s critical to invest in
creative ideas. And the return on that
investment will depend on their ability to
surprise, intrigue, engage, and stir
conversation.” Alex Bogusky, CP+B

19. THE EQUATION
Out of the 5,000 or so product messages you’re
bombarded with every day, why do so many fail
to leave a mark on your brain?
Not interesting. Not relevant.
+
=
We combine dead-on, kill’em between the eyes
strategy with jaw-dropping creative. Strategy
plus creative – kinda like Batman and Robin,
they work best together.

20. THE PROCESS
First, we put ourselves in your shoes (after a
quick spray of disinfectant – no offense). If it
was our money paying for that prime space
in your target’s crowded psyche, we’d feel
cheated if our message looked the same as
everyone else’s. Been there. Done that. It’s a
little thing we call ignorable advertising. And
it bears a striking resemblance to those 5,000
messages you ignored, say, yesterday.

22. STICKY IDEAS
Instead, we work to create marketing as sticky
as the proverbial ball of duct tape. We build
strategy + creative as a one-two punch that
your target can’t help but notice.
Work that’s good enough to create a buzz
around the office cooler (and not just the usual
four-cups-of-coffee-before-breakfast buzz).
Work that gets noticed and talked about.

24. MEMORABLE
Is this approach easy? Hey, do the caped
crusader and boy wonder have it easy? Of
course not.
But they have a mission just like us: to do great,
memorable work for clients we believe in.
(Actually Batman and Robin’s mission involves a
few more belt accessories, but otherwise it’s
virtually identical.)

26. COURAGEOUS
And as a client, you won’t have it easy either.
Because great marketing and crime fighting
demand the same bottom line personality trait:
courage.
Be brave enough to do something that stands
out. Brave enough to make a difference. Brave
enough to wear tights…wait, not necessary.
Anyway, you get the point.

28. Grey Matter Group
We’re a group of West Michigan marketing and
design fanatics who help brands find their voice
and then reach through the blaring noise and
visual clutter of today’s frenetic marketplace to
touch their audiences with a bit of truth, humor,
and beauty so they can’t help but respond.
Remarkably, we make all this magic happen
within the constraints of your down-to-earth
deadlines and budgets.

29. Grey Matter Group
Our philosophy can be summed up in one word:
Respect. We treat your target audience as real
people with a brain. You’ll also find that we
respect your viewpoint and knowledge. And we
achieve a unique creative/strategic synergy
because our left brain strategists respect the
viewpoint of our right brain creatives, and vice
versa. We also respect the power of good ideas
and the process required to make them happen.

30. Grey Matter Group
You’ve heard the claim that “genius is one percent
inspiration and 99% perspiration.” Some might
argue over the actual percentages, but we know
that smart strategy and stand-out creativity takes
a lot of hard work. The big, game-changing ideas
don’t just come floating along through the ether.
Of course we know that other guys work too. But,
we dive deeper, stay down longer, and come up
with more fresh concepts for your brand.

31. Grey Matter Group
Capabilities: branding, marketing, advertising,
strategic planning, creative development, direct
marketing, graphic design, website/app design
and development, video, collateral, media
planning/placement, logo/identity, promotion,
product development, p.o.s., package design, and
production.

32. Grey Matter Group
Since 1991, we’ve been helping good clients create
and launch products and services with dramatic
results. We love the magic that happens when the
chemistry is right, the strategy is dialed in, and
irresistible creative splashes into the community
consciousness. It’s rewarding, and if done right, fun
too. Let’s talk about how to make your products
Brandelicious. Contact John Sawyer at
john@greymattergroupcom or 616-458-8750.