Senior Vice President & Chief Marketing Officer, UNISYS CORP
Teresa Poggenpohl -- BMA Chicago -- One Question
Disrupt to Differentiate Achieving brand differentiation in a highly competitive, technology-oriented service industry is a challenge.
About Teresa Poggenpohl
In a 2013 interview with the BMA Chicago, Teresa Poggenpohl, then of Accenture, discussed her approach to brand differentiation. She described her creative strategy as "really disruptive," citing an advertisement for Unilever that featured a model with disheveled hair and a headline about saving a billion euros. Poggenpohl noted that the ad did not resemble a typical B2B advertisement, which she said would usually show "two businessmen at a table," and instead looked more like a consumer product ad.
Transcript (6 segments)
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Jeff Willinger0:04
Hi, I'm Jeff Willinger with Business Marketing Association, the Social Media Committee, and today I'm here with Theresa Poggenpohl of Accenture.
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Teresa Poggenpohl0:12
And Theresa, today we talked a lot about disruptions and differentiators. Maybe you could kind of talk about a great study that you've done with essentially... Okay, I think our creative strategy is really disruptive. I mean, we try to use disruptive imagery. I'm just going to describe an ad, like an ad for Unilever: a picture of a model with her hair just crazy all over the place, with an amazing headline about how we saved a billion euros for data labor. Really amazing and disruptive. You wouldn't think about it as a B2B ad. It's not a picture of two businessmen at a table, something completely different. Frankly, it would look more like a consumer product. So when we talk about disruptions, we're really talking about something that is not par for the course.
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Jeff Willinger0:54
Exactly, no pun intended with Tiger.
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Teresa Poggenpohl0:56
Exactly. Oh, thank you for that. Yeah.
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Jeff Willinger0:58
All right, great. Well, that was this month's One Question. Thanks, Theresa.
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Teresa Poggenpohl1:02
Thank you.