Miffa is da # 1

Tuesday, December 12, 2006

The 22 Non Mutable Laws of Selling Carrots: # 6 Exclusivity (Pink Bunnies fight)


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”

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11 Comments:

  • Hmm...

    I think that Energizer owned the bunny first in the US, then European Duracell, claimed the bunny as their European mascot. Therefore in the US, it is "The Energizer Bunny" and in Europe, it is "The Duracell Bunny".

    But why a bunny to promote batteries??? The only idea I can think of is a bit rude and relates to sex... Long lasting & at it like rabbits... as i said it a weak link.

    Any thoughts?

    By Anonymous Anonymous, at 12/12/2006 12:43:00 pm  

  • "But who is the idiot in energizer that used the same pink bunny?", jojojo, desde luego, Miffa.

    Though, if as "usuario anónimo" says, the bunnies were destined to different markets it's possible to excuse the coincidence.

    I don't understand too much the election of this animal concretly either, probably it was because of rabbits sex, but I incline to think that they did it simply because they thought that it was just a nice doll, which was using batteries. Possibly there could have worked equally a little dog, a kitty or any other inanimate animal.

    That's why for me it's difficult to believe that two rabbits for two similar marks it's just eventful proved.

    P.S.: Once again, sorry for my English :s

    By Anonymous katanga, at 12/12/2006 08:25:00 pm  

  • Mr anonymous,

    I would like to say that the law is about “words” and Duracell owned and owns the word “long lasting” like many other companies do with similar “claims”. It’s a waste of time trying to fight for the same claim. (it’s like a price war). I really don’t know if Duracell owns the rabbit, but surely they’re fighting for the same word and are using the same long lasting bunny drummer.

    I have asked Dad for help and here it is what he discovered:

    Wikipedia extract: “the Duracell bunny predates the Energizer Bunny, which actually began as a parody of the Duracell bunny toys that became a collectible item. People often get the two confused, although there are distinct differences between the two. There are differences in appearance — the Energizer bunny wears sunglasses, has larger ears, is a different shade of pink and has a different body shape. Also, while the Energizer bunny is a single rabbit, the Duracell bunnies are a species. The Energizer bunny is always depicted with a drum, as the Duracell bunny toys of which it is a parody had drums, but the actual Duracell bunny advertising campaign has moved beyond this, and Duracell bunnies are usually depicted as doing something other than beating a drum”

    About sex, when you search Duracell in Google images the first entry is a alkaline batteries powered dildo.

    By Blogger Miffa, at 12/12/2006 11:53:00 pm  

  • Miss Katanga, me and Olaf have missed you these days!

    Nowadays mature markets – as batteries – are global, so there are no limits. The point is both companies are using the same icon and consumers are confused about. Who was the first, who is the genuine, or the best drummer?

    Sure it was because a bunny is a very nice, smart, funny, etc animal that deserves a nice hug. Dogs are big and they smell like hell and cats are selfish bitches that have no owner – actually they own their owner – (sorry Grishom) and an inanimate animal is not an animal (isn’t it).

    PS: Your English is outstanding.

    By Blogger Miffa, at 12/13/2006 12:04:00 am  

  • jajaja, q mona! Gracias por echarme de menos. Me acordé de ti en una FNAC de Madrid, mirando HTCs ;) He aprovechado estos días para pasearme por la capital del reino pasando un frío de narices, cargándome de agujetas q todavía no he soltado del todo y visitando amigos q hacía meses no veía.

    About the point, based on your non mutable laws, it doesn't matter who's been the first one in adopting the claim, the image, etc. , but whom we think first when we see a pink bunny (sunglasses or bow tie, doesn't matter eather). No doubt: Duracell has gained this battle. Therefore, like you say, it's an absurd play by Energyzer to keep on struggling.

    I wasn't talking about real animals like you, Miffa. I was refering about toys so any of them can turn out to be equal of adorably, without distinctions on its size or smell. On the other hand, there's very much myth on cats. I've always had got dogs 'cause I used to think like you cats were churlish and independent. Grissom has surprised me 'cause he's quite the oposite. Imagine that we even play to cops and thieves! :D

    P.S.: Thnx so much, it's difficult to me, but I do the best I can :)

    By Anonymous katanga, at 12/13/2006 12:52:00 pm  

  • De nada, pero recuerda que a mí lo que me gusta son los Vertu. En Barcelona Rabat, en Madrid, Eclat. Fíjate que ahora la web de la marca te ofrece como opciones inglés o ruso (phuck!).

    Por cierto la compañía es de nokia y “los intestinos” son de un modelo bastante antiguo de nokia. Son “made in England” como los Aston Martin. (que a su vez es de Ford).

    Anyways, to the point. If you read the first law, the first one has a real advantage but this advantage can melt like ice on a sunny summer day if you fail. Fifteen years ago advantages last because information technologies were not as available as today, but nowadays all this micro universe is under high pressure.

    Smell is very important in some buying decisions. We cannot remember a specific smell as we do with numbers or music. We associate smells ith experiences… in a way that is much more powerful that many memories (images). About cats and dogs, hmm I thought the same about Olaf.

    Who would say that an octopus could be such a nice gentleman, and he really doesn’t not stink except when he eats hearings). Cops and thieves???

    By Blogger Miffa, at 12/13/2006 01:45:00 pm  

  • C'mon, Miffa. Are you saying that when you go of buys you choose between a felt dog or a felt giraffe because of the olfactory memory? I don't believe it. People, in general, are many more simple than that (unconscious factor included).

    I agree with the rest.

    Sísisi, como te lo digo. Una especie de mezcla entre el escondite y el pilla-pilla. Para él, me escondo, me busca, me encuentra y paro yo. Así hasta q me canso, q el condenao es bastante más rápido (y joven) y a la q me tengo q pegar 3 carreras seguidas acabo sacando los pulmones por la boca.

    By Anonymous katanga, at 12/13/2006 04:42:00 pm  

  • People are very simple but marketers are not.

    Father Bunny told me that one has to own several identities in order to “analyze” consumer behaviour. Like being a spy you have to render undercover missions.

    Have you read about “cool hunters” sure you did it. IMO “individuals” with an ability to confuse people – some of them- .

    By Blogger Miffu Chan, at 12/13/2006 07:01:00 pm  

  • IMO marketers (same for cool hunters or designers or whoever works in services sector) know that they're air sellers and they must to reinvent concepts and to reinvent themselves diary to justify their existence. It's Ok. It's lawful. But sometimes they forget that life is more simple than they pretend and that no matter how much they want to label the consumer, there's an unpredictable factor that escapes from them and that they never ever will manage to control. If ever this factor disappears, if ever they manage to control 100 % of the society, in any situation or place, then... qDiosnospilleconfesaos 'cause we'll be totally sold, exposed, annulled, submitted to 4 cruel's desires. Thnx God that Berrozpe's meteorite will reach us before that happens ;)

    By Anonymous katanga, at 12/13/2006 08:00:00 pm  

  • You know my sister Miffa, what more can be added. Do you know how much money we are to spend in a lot of stuff that we don’t need…

    BNDCT

    Buy Nothing During Christmas Time

    By Blogger Miffu Chan, at 12/14/2006 10:19:00 am  

  • I'll try. But I promise nothing 'cause there's an important component "illusion" that I cannot avoid to have.

    By Anonymous katanga, at 12/14/2006 11:12:00 am  

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