Browsing Archive: May, 2012

Create Category & Win in the Marketplace

Posted by JOHN BRIGHT on Wednesday, May 30, 2012,

Winning is when the category is defined by “must haves” that the competitor lacks. As a result, competitors will not have the visibility and credibility to even be considered and will thus be irrelevant or weak at best. The goal is no longer to increase market share but rather to create a context in which the brand is dominant and there is no need for brand preference competition. Category innovation will only be worthwhile if barriers can be created to keep competitors at bay or discou...


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One Indispensable way to create wealth and grow

Posted by JOHN BRIGHT on Wednesday, May 30, 2012,

The only way to create wealth and grow with rare exceptions, is to engage in category innovation, to create a new category (or subcategory) and then manage the perceptions toward, the purchases of and loyalty toward that category. To that end, the brand should become the exemplar or representative of the category, but the focus should be on the category not on the brand. It should be “my category is better than your category” rather than “my brand is better than your brand...............


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Wealth comes by Category Innovation that contains customer-must-have

Posted by JOHN BRIGHT on Wednesday, May 30, 2012,

In virtually every industry the only meaningful change in market share patterns occurs when one brand succeeds in changing the game by establishing a new category or subcategory. Enterprise Rent-A-car, for example, created a subcategory that focused on those needing to replace a car being repaired that did not need or want an airport-based car. Another game changer was SalesForce.com who championed cloud computing software.


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Create Wealth with Kinetizing Initiative!

Posted by JOHN BRIGHT on Wednesday, May 30, 2012,

Leverage your existing skills or organizational capabilities creating innovative products that contain "customer- must-have-features" defining new categories/wealth-generating channels attune to consumer trends!


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Two Ways to Compete: Brand Preference vs. Brand Relevance

Posted by JOHN BRIGHT on Saturday, May 19, 2012,

In David Aaker’s book: Brand Relevance: Making Competitors Irrelevant, he discusses two ways to compete. The first, to win the brand preference competition by making a brand preferred over other brands in an established category or subcategory, is tough and expensive. The second, to win the brand relevance competition by creating new categories or subcategories for which competitors are irrelevant, is a route to growth and profitability.

The first and most commonly used route to winning...


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The Kinetizing by Game Changer: The Source of Real Growth

Posted by JOHN BRIGHT on Saturday, May 19, 2012,

The only way to achieve real growth is to engage in what I call brand relevance competition, using innovation to create new categories or subcategories for which competitors are irrelevant and build barriers to keep them out of the game. The alternative - fighting the brand preference battle with “my brand is better than your brands” strategy based on incremental innovation and expensive marketing - virtually never changes the marketplace. There is too much inertia. Customers simply l...


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Treat brands as assets.

Posted by JOHN BRIGHT on Saturday, May 19, 2012,

Acceptance of the concept that brands are assets and have equity really changes not only branding and marketing but also business strategy. No longer is branding a subset of marketing to be managed as a communication problem. It becomes strategic, both reflecting and enabling the business strategy. Importantly, a brand is more than image and awareness—it also includes the size, the engagement, and the loyalty level of the customer base. That means that brand strategy needs to be developed...


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Show the strategic pay-off of brand-building.

Posted by JOHN BRIGHT on Saturday, May 19, 2012,

Part of the challenge of getting brands accepted as strategic is to demonstrate that they pay off. Unlike tactical marketing which can demonstrate short-term results, the long-term effects of brand building are difficult to demonstrate. One way is to observe the success of a business strategy and show how dependent that strategy was on brand assets. Another is to use surrogates for long-term impact such as measures of customer loyalty. But it is reassuring to know that, on average, brand b...


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Recognize the richness of brands--go beyond the three-word phrase.

Posted by JOHN BRIGHT on Saturday, May 19, 2012,

Brand building starts with determining the aspirational associations, what associations should come to mind when the brand is cued. In general, this set should be from six to twelve associations. Of this set, two to four should be identified as the most important and the most able to drive effective marketing programs, and the most likely to resonate with customers. In the brand identity model, they are termed the core identity elements. There may be a unifying concept termed the brand esse...


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Get beyond functional benefits.

Posted by JOHN BRIGHT on Saturday, May 19, 2012,

There is a tendency to focus on attributes and functional benefits because they are assumed to be what customers are buying and because market research is often functionally focused. The fact is--customers are not logical and functional benefits rarely provide a basis for sustainable differentiation or a deep customer relationship. Look instead toward emotional and self-expressive benefits. Thus, a customer can feel safe in a Volvo, excited in a BMW, energetic with Coca-Cola around, or warm...


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Consider organizational associations.

Posted by JOHN BRIGHT on Saturday, May 19, 2012,
 While most offerings struggle to be differentiated, an organization will have people, programs, values, strategies, and heritage that will almost always be unique. Further, the organizational characteristics can be meaningful to customers. They can provide credibility with respect to the offering by demonstrating or suggesting that the firm has the capability and will to deliver on its promise. Consider the visible commitment of Zappos.com to Wow! Service. Further, organizational ...
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Look to role models.

Posted by JOHN BRIGHT on Saturday, May 19, 2012,

Knowing aspirational associations is a crucial first step, but how to get there is a practical issue. Looking at role models that can be adapted or leveraged nearly always provides useful insights. Suppose a brand aspired to be considered warm and friendly. Find other brands that have succeeded in doing so, including brands in disparate industries. How did they get that reputation? Can anything they did be adapted? Or look within your own firm. What people or programs best exemplify those c...


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Understand the brand relationship spectrum.

Posted by JOHN BRIGHT on Saturday, May 19, 2012,

Brand portfolios can be so messy and dysfunctional that a firm’s new product process is paralyzed because there is no concept of which brand to use on a new offering. Customers may be so confused that they can’t even buy. The brand relationship spectrum can help create clarity, leverage, and synergy in the portfolio. The idea is that a master brand may work for a new offering if its associations are consistent and helpful and will be reinforced by the new role. However, there are time...


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Look for branded differentiators.

Posted by JOHN BRIGHT on Saturday, May 19, 2012,

It is difficult to create differentiation especially involving functional benefits because a competitor will quickly copy or appear to copy or otherwise neutralize the advantage. Unless you brand it. A competitor cannot copy the brand. If the innovation is branded and the brand established, the competitor’s task of creating and communicating an enhancement will be formidable. When Westin created a superior bed and sleeping experience and branded it the Heavenly Bed, they changed the way...


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Use branded energizers.

Posted by JOHN BRIGHT on Saturday, May 19, 2012,

We now know that brands across the globe have declined in terms of perceived quality, loyalty, and visibility over the last decade. The exceptions, those brands that have energy, have resisted the decline and still drive financial results. Energy may be the most important imperative for brand builders. The best form of energy, innovative new products, is not available on a regular basis for most firms and not available at all if you your offering is an unexciting one like hot dogs or life ins...


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Win the Brand Relevance battle.

Posted by JOHN BRIGHT on Saturday, May 19, 2012,

The way to gain market position, often the only way, is to develop offerings so innovative that they create new categories or subcategories making competitors irrelevant. The goal is to encourage the customer to select a new category or subcategory for which your brand is the only one with credibility and visibility. In virtually every industry, an analysis will show that market positions are very stable in the absence of such innovation. Relevance is also a threat to the leading brands w...


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Follow the Money

Posted by JOHN BRIGHT on Saturday, May 19, 2012,

An insight is only as good as the money it makes.

Henry Ford said: “If I’d asked customers what they wanted, they would have said, ‘a faster horse’.” Steve Jobs famously echoed that sentiment when he said: “It isn’t the consumers’ job to know what they want.”

Sam Walton took a related view with his 10th Rule: “Swim upstream. Ignore the conventional. Think differently. If everybody’s doing it one way, there is a good chance you can find your niche by goi...


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Little Big Data

Posted by JOHN BRIGHT on Saturday, May 19, 2012,

Don’t confuse digital dialing for dollars with building brands.

The last days of a very warm winter brought new heat to the digital frenzy when Procter & Gamble announced it would cut $1 billion from its traditional media spending and replace it with digital marketing over the next few years. It used to be as P&G goes so goes the marketing and advertising industry. P&G isn’t as omnipotent and prescient as it once was, but it still creates at least a 5.4 on the industry Richter ...


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Divining Insight

Posted by JOHN BRIGHT on Saturday, May 19, 2012,

Let your creative people take a bath in data.

Data, and its sister, analytics, are the new sexy in advertising and marketing. Every agency and company now has an in-house data and analytics practice. It is blasphemy even to think of making any business move without the aid of sifting through mounds of data, given its ability to lead to better (more accurate) decision-making.

In today’s technologically-advanced environment, the ability to capture and report data is much more accessib...


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Digital Empathy

Posted by JOHN BRIGHT on Saturday, May 19, 2012,

Listen closely to real people to develop emotional insights

I recently sat through a series of focus groups in which a broad cross-section of consumers in Atlanta and Los Angeles spoke about their relationships with technology, particularly their mobile devices. The participants ranged in age from early twenties to late sixties, and they came from a wide array of socio-economic backgrounds.

While the various groups were organized by demographics, I noticed a startling the...


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Test & Learn

Posted by JOHN BRIGHT on Saturday, May 19, 2012,

Packaged-goods brands must change their culture to capitalize on digital.

Much to the contrary of current belief, there is little connection between shopper influence and “liking” a brand on Facebook. Even when you entice with a coupon, or throw in a branded, exclusive piece of swag to “buy” a like, the consumer experience pretty much stops there. Frankly, it’s unknown whether any of the tactics like Foursquare, Pinterest or QR codes are really moving your business.

If t...


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Top 20: 2012

Posted by JOHN BRIGHT on Saturday, May 19, 2012,

Growth and diversity power the next great phase of shopper-marketing excellence.

Welcome to the 2012 and fifth annual Top 12 report on shopper marketing excellence that, thanks to industry growth, has now become the Top 20! We want to thank all who participated in the survey this year and especially those who took the time to add insightful comments.

The University of Tennessee is pleased to continue the tradition of tracking shopper-marketing excellence, initiated and creat...


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Walmart Life

Posted by JOHN BRIGHT on Saturday, May 19, 2012,

Marketing chief Stephen Quinn taps into Walmart’s past to shape its future.

When you get right down to it, everything — and nothing — has changed about Walmart in the 50 years since Sam Walton built his first store. Stephen Quinn, Walmart’s marketing chief, appears determined to keep it that way.

“What we’re really selling to people,” says Stephen, “is that they can count on us for their everyday needs at the lowest price. Keeping that interesting is tricky becau...


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Create wealth with Kinetizing Initiative:

Posted by JOHN BRIGHT on Tuesday, May 15, 2012,

Leverage your existing skills or organizational competencies creating new categories/subcategories of what what people value,  a must-have or  desire so strong that defines a wealth generating channel attune to trends in the human landscape.

 

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Got Smarts?

Posted by JOHN BRIGHT on Monday, May 14, 2012,





Getting at what matters to consumers is both art and science.


A roundtable discussion on consumer and shopper insights, with Stephanie Cota of Mattel Brands, Hermann Deininger of Adidas, Sally Grimes of Newell Rubbermaid, Alfredo Martel of Caribou Coffee and Kevin Lane Keller of Dartmouth College.

What is the hardest thing to get right with co...


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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