Browsing Archive: June, 2012

Why Hypo! Bleach is Winning In The Marketplace.

Posted by JOHN BRIGHT on Saturday, June 23, 2012,

In virtually every industry the only meaningful change in market share patterns occurs when one product succeeds in changing the game by kinetizing: when the producer leverage existing energy establishing a new category or subcategory.  For example, in Nigerian bleach market,  "Hypo! Bleach" created a new Subcategory which has shifted consumers that desire extreme cleanness loyal to Hypo! The tagline: " Go wipe o! " positively resonate with washing culture in consumer landscape. What does thi...


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Consumer Aspiration for "Control'' is an opportunity

Posted by JOHN BRIGHT on Thursday, June 21, 2012,
we focus on ‘Control’, as one of the most powerful desires that drive us. If your company’s product or service provides consumers with some level of control over their lives, your product has the potential of becoming extremely desired. Why is control such a powerful human desire? Just think about how compelling the desire for control can be in our lives. We look to gain control every day. Control over our future, our finances, our jobs, our family, our relationships, and other s...

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Global Examples of Kinetizing

Posted by JOHN BRIGHT on Thursday, June 21, 2012,
You can look at any category and the result is the same. In automobiles, for example, market dynamics are driven by innovations represented by brands such as Ford’s Mustang and Taurus, the VW bug, Mazda’s Miata, Chrysler’s Minvans, Toyota’s Prius and Lexus, BMW’s Minicooper, and the Enterprise Rent-A-Car. In computers, the market was altered by new subcategories like Digital’s minicomputer, Silicon Graphics’ workstations, Sun’s network servers, Dell’s build-to-order PC...

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Noncustomers can be a powerful source of growth

Posted by JOHN BRIGHT on Thursday, June 21, 2012,
Noncustomers can be a powerful source of growth so long as you have the right offering. But creating options for them can involve the uncomfortable tactic of turning your back on the heavy user. It’s not easy to rethink marketing and segmentation 101. In his book The Innovator’s Dilemma, Clayton Christianson observes that in many categories a set of noncustomers who didn’t want high performance were the target of a low-end market disruption whereby a firm offers a reduced price, reduced...

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Identifying barriers to purchase by noncustomers can be illuminating

Posted by JOHN BRIGHT on Thursday, June 21, 2012,
Identifying barriers to purchase by noncustomers can be illuminating. Often, particularly in emerging economies, the problem is price: There is a gap between what is affordable and the cost of what is available. Nokia found when researching consumers in India that even a simplified phone cost too much. However, by packaging the phone with a flashlight, alarm clock and radio, the price of the combination, though high, was much closer to being acceptable. And there were other problems: The dust...

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Kinetizing: The Criteria for Winning in The Marketplace

Posted by JOHN BRIGHT on Thursday, June 21, 2012,

Like i have written on the home page http://johniduh.yolasite.com/; To Kinetize means: "To Create Wealth with Kinetizing Initiative - that is to Leverage your existing energy (skills , competencies, reputation, organizational capabilities, or past achievements) creating innovative products that contain values "customer-must-seek-after" which define new categories/wealth-generating channels attune to consumer trends! Winning is when the category is defined by “must haves” that the co...


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Three questions that supports Kinetizing Initiative

Posted by JOHN BRIGHT on Thursday, June 21, 2012,

Will kinetizing initiatives be successful at creating new subcategories, of being game changer? It really depends on three questions. First, do the innovations represent a “must have” for a worthwhile segment: are they truly meaningful? Second, can the firm deliver on the promise going forward: is there the needed capability, resources, and commitment? Third, can barriers to competitors be created with enriching the offering, ongoing innovation, owning the category, branding the ...


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Hypo! Creates and defines a New Subcategory

Posted by JOHN BRIGHT on Thursday, June 21, 2012,

In virtually every industry the only meaningful change in market share patterns occurs when one product succeeds in changing the game by kinetizing: when the producer leverage existing energy establishing a new category or subcategory.  For example, in Nigerian bleach market,  "Hypo! Bleach" created a new Subcategory which has shifted consumers that desire extreme cleanness loyal to Hypo! The tagline: " Go wipe o! " positively resonate with washing culture in consumer landscape. What do...


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Why content marketing?

Posted by JOHN BRIGHT on Thursday, June 7, 2012,

Content marketing is important for many reasons. It positions the brand as a trusted expert and source of reliable information and entertainment. This can be used to improve the company's public relations. It humanises the brand - people want to hear from people, not impersonal business entities. Users want valuable content, not adverts - content marketing lets you give something back to your community and raises your esteem in their eyes. You gain insight into what customers want from you...


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Content marketing strategy

Posted by JOHN BRIGHT on Thursday, June 7, 2012,

To succeed as content marketers, brands need to reposition themselves as publishers as well as service or product providers. But it's also not enough to just produce content and put it out into the world - you need to focus on getting your strategy right.

Content marketing is not a one-off campaign, but an on-going process and a mind-shift for the way the brand markets itself. You need to distribute, promote, monitor, measure and optimise your content as part of a holistic strategy.

Co...


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What is content Marketing?

Posted by JOHN BRIGHT on Thursday, June 7, 2012,

It has become increasingly clear that the most effective way to gain your customer's attention is to earn it. Rather than needing to sponsor 'traditional' media channels, digital distribution channels such as blogs and YouTube have made it possible for brands to become content creators themselves.

In essence, content marketing is the process of creating and sharing something awesome - entertaining, engaging content (text, photos, video, audio, interactive) that promotes the brand in an in...


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How to do brand storytelling

Posted by JOHN BRIGHT on Thursday, June 7, 2012,

Word of mouth is very much experience-based: yours or someone else's. We love stories. They grip us. We can visualise scenarios and place ourselves in the same situation, but, most importantly, we start to believe in them.

Cultural tool

Storytelling has long been a cultural tool for explaining and understanding complex ideas and theories about existence, resulting in customs and beliefs successfully being orally transmitted from generation to generation.

If a brand can intertwine itsel...


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What Business should do in the 21st Century

Posted by JOHN BRIGHT on Friday, June 1, 2012,

Businesses need to define and communicate to their employees a higher-order objective, and this objective needs to be inspirational. It can be articulated around the social impact of the product, the development of new intellectual property, the challenge of building something new, the recognition from clients, or the desire to crush the competition. The trick is to find the inspirational objective that fits best with the organization's situation and ambitions.


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How To Make Your Competition Irrelevant

Posted by JOHN BRIGHT on Friday, June 1, 2012,
Here is how to use branding as a weapon against your competition.

Is the right goal to make one's brand relevant or to make one's competitor's brand irrelevant?

 The goal should be to drive market dynamics by making your brand relevant and competitors irrelevant. Engage in innovation that is substantial enough, or transformational enough, to create a new category or subcategory defined by one or more offering enhancements that some customers will consider “must-haves.” These “must-hav...


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Keep Competition At Bay

Posted by JOHN BRIGHT on Friday, June 1, 2012,

Win the Brand Relevance Battle and then Build Competitor Barriers! The only way to achieve real growth is to develop offerings so innovative that they create new categories or subcategories making competitors irrelevant because they lack a “must have” feature or benefit—to win the brand relevance competition. The alternative, engaging in “my brand is better than your brand” brand preference competition, virtually never works because of market inertia. This article, based in part o...


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Create your Own Market Category

Posted by JOHN BRIGHT on Friday, June 1, 2012,

The only way to achieve real sales and profit growth is to create a new category or subcategory in which competitors are weak or irrelevant. It is Econ 101: Create an environment with weak competition. The alternative, fighting the “my brand is better than your brand” preference war, is rarely successful at changing market positions because of the resulting customer momentum. Successfully creating a new category or subcategory involves—in addition to finding a concept and introducing ...


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Make Money:Create Customer-must-seek After

Posted by JOHN BRIGHT on Friday, June 1, 2012,

The only way to make money and grow, with rare exceptions, is to develop offerings so innovative that they create customer “must-haves” that define new subcategories for which competitors are not relevant. The goal is to win not by having a brand preferred over competitors but because competitors were not considered. You strive not to be the best but the only. Winning this brand-relevance war involves engaging in substantial or transformational innovation to change what customers buy,...


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Become A Seek-After of your Category

Posted by JOHN BRIGHT on Friday, June 1, 2012,

 As I’ve said in past columns, the only way to achieve real growth is to create new categories or subcategories for which competitors are not considered. That means developing offerings that contain innovations that customers must have and that competitors cannot offer. The defining “must haves” could involve characteristics beyond attributes or benefits such as personality, organizational values, social programs or self-expressive benefits.

Winning the brand relevance competition re...


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Create wealth with your Personal Brand

Posted by JOHN BRIGHT on Friday, June 1, 2012,

Your brand: your personality, Habit, activity, possession, skills, assets, or anything that make people interact and connect with you is the real source for you to creating wealth. You need to leverage those contact points that make people relate with you positively.

Your brand needs to have a strategic vision that details what you want it to stand for. It should be aspirational but realistic in terms of what can be added, changed or made credible. Just the decision to manage your brand an...


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About Me


John Iduh Certified Consumer Insights / Business Development Professional. John has contributed to the success of Hero Beer, Grand Malt, Trophy Lager, Beta Malt, TINK Africa, Surge Mobile, Johntrecs Foot-wears and Globus Chicken. He translates insights into Business implications, supporting brands develop Strategies,Iinnovation and Messaging. John has wider Knowledge of Nigerian-Geographies. He works with SMEs to help their brands win through Insights! John's skills lie in Insight Generation & Translation » Innovation Conceptualizing & Evaluation » Customer Segmentation & Niche Definition » Category Definition and Value Proposition » Business or Program strategy Development » Appropriate Marketing Message Development » Creating New Markets and Customers » Managing Declining Markets & Relevance. Tel:07031399556, 08022768694. E-mail: iduhjohn18@gmail.com