Browsing Archive: July, 2014

THE FIVE BIGGEST IDEAS OF THE BRANDING ERA

Posted by David Aaker on Wednesday, July 16, 2014,
The concept of brand equity and the science and
practice of building and managing brands
strategically have been with us for more than a
quarter century. Taking stock, what are the most
powerful and impactful ideas that have emerged
during that time?
The answer is an overview of what has emerged during
the brand era that has allowed strong brands to
win in tough marketplaces. Of these ideas, here
are the home runs that have changed, if not
transformed, marketing:
THINK OF BRANDS
AS ASSETS,
WITH STRATEGIC
V...

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Small-Segment Marketing

Posted by JOHN BRIGHT on Tuesday, July 15, 2014,


                                                                       

Small-Segment Marketing is an alternative route to avoid competing in a larger market. It helps firms become leaders in small markets by specializing and targeting at profitable Niches, a narrowly defined customer group with little or no interests to larger firms. Small-Segment Marketers has three tasks:

  • Creating Micro-segments
  • Expanding Micro-segment
  • Protecting Micro-segments

A firm entering new market should initially aim a...


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INTERSECTION MARKETING

Posted by JOHN BRIGHT on Tuesday, July 15, 2014,


Since I began, in the year 2010, my ongoing  research: studying industry dynamics, market segments, and changes in and around product  categories, I have been convinced that
Intersection Marketing has the potential to help businesses drive customer-following. This is because, my observation of the business landscape has clear evidence that: 

 "a firm could develop great marketing supported by large budgets but will not make a dent or even move a needle unless it creates intersection space th...


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Trendfacts

Posted by John Iduh on Tuesday, July 15, 2014,

Image result for Trends~image


  

Trendfacts is a guide to Market-Sensing/Business Intelligence gathering. It helps firm constantly attuned to past, current & Future developments in the Business landscape. As enterprises across  industries are besieged by opportunities and constraints from interlinking Societal forces - forces of Trends, changing technologies & Consumer-Behavior; Competition, Government Policies & regulations, and dynamic marketplace - Business Intelligence Diary was designed in response to help firms  ...


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THE INSTANT GRATIFICATION TRENDS COULD BE LEVERAGED TO CREATE NEW BUSINESS!

Posted by JOHN BRIGHT on Friday, July 11, 2014,


We are besieged by the growing trends in instant-gratification. With daily discounts becoming a part of everyday life, more consumers want quick, instant rewards and are becoming less patient with ongoing, long-term loyalty programs. As such, more brands are creating campaigns that offer immediate rewards and prizes. What’s more, these instant rewards are often given through user interaction, which allows the brand to merge both engagement and incentives to further ampl...

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PACKAGING PRODUCTS IN "ROLLS" COULD EARN THE LOYALTY OF CUSTOMERS.

Posted by John Iduh on Friday, July 11, 2014,




Consider these:

  • Egg Rolls.
  • Cigarettee Rolls.
  • Chicken Rolls.
  • Sausage Rolls etc.

You too could Create ...............Rolls, by Filling the space!
 

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"SLIM" VOCABULARY COULD BE LEVERGAED FOR NEW BUSINESS TO EMERGE

Posted by JOHN BRIGHT on Friday, July 11, 2014,


Consumers are getting crazy about "SLIM" metaphor. Consider the emergence of::

  • Slim-fitted suits
  • Slim-fitted Shoes
  • Slim-fitted Chinos
  • Slim-fitted Jeans
  • Slim-Tea
  • Ultra-Slim TV etc.

They all define what people are buying in their various categories and subcategories. And you too can create Slim..................; fill the space!

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"ULTRA" VOCABULARY COULD BE LEVERAGED FOR CREATING BUSINESSES.

Posted by JOHN BRIGHT on Friday, July 11, 2014,





The "Ultra" vocabulary has won consumers in several categories and subcategories.
 Consider the emergence of :

Ultra-slim
Ultra-white
Ultra-book etc.

Introduce Ultra........................., Fill the space!
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"SEASONING" METAPHOR CAN BE LEVERGAGED TO CREATE NEW BUSINESS SPACE.

Posted by JOHN BRIGHT on Friday, July 11, 2014,

Seasoning is a Kitchen Metaphor. It dominates minds when the thought for cooking arises. Consider the emergence of the following subcategories of Seasoning:

Tomatoes Seasoning
Stew Seasoning
Chicken Seasoning
Pepper-Soup Seasoning etc.

They all define what people are buying. However, you to can create.............Seasoning, (fill the space) and earn consumer loyalty and relationship.
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MIXING RELEVANT INGREDIENTS FROM NATURAL SOURCES TO CREATE A PRODUCT THAT SERVE AS BODY SYSTEM MAINTENANCE, DRIVE CUSTOMERS.

Posted by JOHN BRIGHT on Friday, July 11, 2014,



Trend in the go-back-to-nature is making consumers pay attention to products created from the natural sources; and as well, suggests opportunities for creating New Businesses. Consider the emergence of:

  • Ginseng Tea
  • 100 % Fruit Juice
  • Herbal Energy Drink
  • Ginseng Multivitamin Capsules etc.

These products have respects among consumers and also suggest new subcategories to emerge.

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INNOVATING PRODUCTS THAT PEOPLE COULD BOIL AND CONSUME WITHIN A SHORT-TIME COULD EARN THE LOYALTY OF CONSUMERS.

Posted by JOHN BRIGHT on Friday, July 11, 2014,



Creating products that people can use very instant, mostly at the time of hunger, earns customer loyalty, as well as suggesting opportunities for new business to emerge. Consider the emergence of:

Indomie Instant Noodles
Instant Tea
Instant Mango-Drink
Instant-Milk

These are few examples. But consumers are crazy relating with them. However, you too, can create INSTANT....................................., (fill the space), and win markets!

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A NEWSPAPER OR MAGAZINES THAT FOCUSES ON A SINGLE MARKET NICHE DRIVES CUSTOMERS.

Posted by JOHN BRIGHT on Friday, July 11, 2014,

 



Introducing magazine or Newspaper directed at a single market Niche has the potential to drive customer loyalty. Consider the emergence of these subcategories with respects:

  • Celebrity Magazine
  • Car Magazine
  • Fashion Magazine
  • Tech Magazine
  • Real Estate Magazine
  • Complete Sport
  • Inside Chelsea
  • Historical Flashback Newspaper


You to can create .............................Magazine or ................Newspaper, and earn customer loyalty!
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INNOVATING/PACKAGING A PRODUCT THAT HIGHLIGHTS THE DNA OR HEART OF MATERIAL USED IN PRODUCING IT DRIVES CUSTOMERS.

Posted by JOHN BRIGHT on Friday, July 11, 2014,





Consumers have special interests on products that highlight the DNA or HEART of the materials used in making them. Consider these products:

Cranberry Juice
Orange Juice
Apple Juice
Pineapple Juice
Mango Juice
Wheat Flour

They all create  spaces and objects of choice decisions. However, you too can create.................. (fill the
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CREATING PRODUCT CONCEPT ASSOCIATING WITH "ANTI" VOCABULARY HAS ABILITY TO DRIVES CUSTOMER LOYALTY

Posted by JOHN BRIGHT on Friday, July 11, 2014,
The word "Anti" seems a war metaphor in our minds. But if turns out very well, can help PRODUCTS achieve market-Success. Consider the the use of ANTI metaphor that has re-frame some objects of choice discussions, resulting in new categories at the same time:

Anti-Dandruff
Anti-Aging
Ant-Darkening
Anti-Virus
Anti-Mal ware
Anti-Bullying
Anti-Slavery etc



However, you too can create Anti..................................,(fill the space) and drive market loyalty and relationship!
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PACKAGING PRODUCTS OR SUBSTANCE IN A CAN DRIVE CUSTOMERS

Posted by JOHN BRIGHT on Friday, July 11, 2014,
 Consider the emergence of these Can Metaphors:

Can Malt
Can Juice
Can Beer
Can Coke
Can Energy Drink


However, you too can introduce your own Can.......................(fill the space), and drive customers!
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WINNING Subcategory Competition: LESSON FROM CHOBANI YOGURT!

Posted by JOHN BRIGHT on Friday, July 11, 2014,


In the future, branding and business in general is going to involve more subcategory creation and competition and less “my brand is better than your brand” competition. This is because, with rare exemptions, that is the only way to achieve
real profitable growth. In category after category, real growth results not from market share increases, but from brands that have created a set of “must haves” that define a new subcategory and then manage that subcategory by becoming
its exemplar....

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PACKAGING LIQUID DRINKS THAT PEOPLE COULD CONSUME ON-THE-GO DRIVES CUSTOMERS LOYALTY!.

Posted by JOHN BRIGHT on Friday, July 11, 2014,


Think about the emergence of these beverage subcategories:

Canned malt
Plastic Coke
Plastic Malt

They suggest opportunities for new business space to emerge! 

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INNOVATING PRODUCTS THAT REFRAMES ORIGINAL CATEGORY EARNS THE LOYALTY OF CUSTOMERS!.

Posted by JOHN BRIGHT on Friday, July 11, 2014,


DiGionor introduced the "Rising crust pizza", re-framing the original category, and was market success. 

DiGiorno is a frozen pizza whose crust rises when the pizza is heated. Instead of positioning it in a frozen or delivery pizza category, the marketers framed it as a Rising Crust Pizza. One of its advertisement shows party guests asking which pizza delivery service the host used. Then the host says: it’s not delivery; it’s Digiorno’s! This framing helps highlight Digiorno’s ...

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CREATING PRODUCT OR BUSINESS CONCEPTS DEFINED BY "TREATMENT" CUE DRIVES CUSTOMER-FOLLOWING.

Posted by JOHN BRIGHT on Friday, July 11, 2014,


Consider the emergence of these categories/subcategories:
  • Skin-Treatment
  • Facial-Treatment
  • Pimples-Treatment etc.
Just to mention but a few. I believe you too, could create your ..............Treatment. By filling the space, a new product or business will emerge automatically! 

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Innovating Product or Concept that Expands the Boundary of its Category drives customer-following. Think like Go-gurt!

Posted by JOHN BRIGHT on Friday, July 11, 2014,


Packaging yogurt in Go-Gurt's colorful nine-inch tube helped Yoplait, a subsidiary of General Mills Inc., forged  ahead of Danone SA 's Dannon, a brand that Yoplait had trailed for decades. Go-Gurt's tube changed what parents were buying, making yogurt easier and more fun for k...

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CREATING PRODUCT OR BUSINESS CONCEPT DIRECTED AT CONSUMER GROUPS LIVING AWAY FROM THEIR BIRTH COUNTRIES DRIVES CUSTOMER-FOLLOWING. TRY DIASPORA MARKETING!

Posted by JOHN BRIGHT on Friday, July 11, 2014,


Diasporas are groups living away from their birth countries such as first-generation immigrants. The idea is to market your brand to a group that is familiar with and has an affinity for offerings that come from their home country. When that group provides a sales base, it gradually expands to people connected to the diaspora and finally to a broader market.  Consider these brands:

  • The Mexican beer brand, Tecate, built US sales by reaching out to first-generation Mexican-Americans an...

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INTRODUCING A PRODUCT OR BUSINESS CONCEPT ASSOCIATING WITH CUSTOMER SWEET-SPOT DRIVES CUSTOMER RELATIONSHIP.

Posted by JOHN BRIGHT on Friday, July 11, 2014,


A sweet spot reflects customers’ “thinking and doing” time, beliefs and values, activities and passions, possessions or places they treasure. Ideally, it would be a part of, if not central to, their self-identity and lifestyle and reflect a higher-order value proposition, much beyond the benefits provided by the offering.

To illustrate, Pampers went beyond diapers by creating the Pampers Village community that provides a “go to” place for all issues relating to babies and c...

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CREATING CONCEPTS THAT DEFINE WHAT PEOPLE ARE BUYING IS A TICKET TO SUCCESS.

Posted by John Iduh on Friday, July 11, 2014,


Elevate your offering by defining what the customer is buying. Ideally, it will become a “must have,” which means that if a brand is deficient on that characteristic it will be less relevant and unlikely to be considered. It may even become completely irrelevant. Consider:
  • Whole Foods Markets makes “organic food” a primary choice factor for food.
  • Dove created a case for moisturizing as a must-have shampoo characteristic
  • Patagonia arguing that clothing brands should have sustainable...

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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