Showing category "Market Insights" (Show all posts)

Brand Positioning Guide

Posted by John Iduh on Tuesday, August 23, 2016, In : Insights for Messaging 
Brand Positioning Model
 

The Brand Positioning Guide is a model with six archetypes for creating distinctive spaces in the minds of the customers. This model has two axes: Issues Addressed and Message Focus. In this insightful model, it is obvious that companies often engage in an analytical and creative process to develop or review their brand positioning, an exercise often triggered by the need to support a revised business strategy. One of the risks they may encounter, however, is embarking on positioning develop...


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Managing Dynamic Markets & Declining Relevance

Posted by John Iduh on Tuesday, August 23, 2016, In : Insights for Strategies 

 

Sometimes the customer landscape changes, change that is evident in declining demand and drop in brand relevance pressurizes Marketing management to grope. For firms that want their brands stay relevant in the face of Declining Markets,John-Iduh's Market Dynamic Support provides response to the challenges of demand dynamics situations. This decision toolkit helps brands:

 
v  Resolve market dynamics challenge
       v  Overcome Customers' Reasons not to buy
                      v  Provide respo...


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Creating Barrier to Competition

Posted by John Iduh on Tuesday, August 23, 2016, In : Insights for Strategies 

  

Related image



Most firms develop  offerings that create new markets without considering what to do to prevent competition from unleashing assaults.  If brand should enjoy enduring profitability,  barrier to industry rivalry is indispensable.  For Brand owners that wants their brands to gain sustainable tenure of market position in ever competitive environment, John-Iduh's Competitive Threat Guard (CTG) assists Brand strategists devise brand-game-plans to:

v  Breakaway from competitive Threats

v  Enjoy last...


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INSIGHT SEARCH

Posted by John Iduh on Tuesday, August 23, 2016, In : Insights for Strategies 

 Finding & Translating Insights to Innovation & Strategies

 Insight is the foundation of Business or Program Strategies; Breakthrough Innovation Concepts and Appropriate Marketing Messages. For developing practitioners looking for fresh insights from some actual behaviors, attitudes, the ways consumers do their things, or  the entire business in order to kick-start new business approaches or refine the existing ones, John-Iduh's Insight Search  provides Ten (10) entities for identifying ideas ...


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Creating Customer-Driving Concepts

Posted by John Iduh on Tuesday, August 23, 2016, In : Insights for Innovation 


Good concept not only drive customers but dictates what people buy. But creating brand concepts to earn approval and loyalty of customers requires dexterity. For developing practitioners who desire to create mind-compelling brand concepts customers will consider as  must-haves and inspire them to be willing to buy, John-Iduh's Frame to Win  assists marketers:

                                                                                                                             v  Create M...


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Identifying Profitable Markets

Posted by John Iduh on Tuesday, August 23, 2016, In : Insights for Strategies 

 Identifying customer groups, both under-served and un-served, with potential to vote their spending on brand-offering is a sure route to money. For business practitioners that want to understand the needs of market groups, no matter the size, in order to invest and harvest from the space, John-Iduh's Making Riches from Niching helps firms:

                                                              v  Analyze to identify profitable and worthwhile Market segments;

v  Dissect Markets into fine...


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Creating the Reason to Buy Offer

Posted by John Iduh on Tuesday, August 23, 2016, In : Insights for Messaging 

 Brand Position battles for customer attention, Value Proposition delivers Market-compelling selling points to make sales and profits. For firms that want to develop unique selling proposition for their brands, John-Iduh’s  Reason To Buy Offer supports brands develop winning associations customers respect. RTBO helps brand win through:

v   Values

      v   Relevance

        v   Must-haves

...
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Connecting Brands to Customers

Posted by John Iduh on Tuesday, August 23, 2016, In : Insights for Strategies 


Connecting brand offerings to the people that will value them is a route to market success. Organizations that want to intersect their offerings with customers or align their brands to markets, John-Iduh's Brand + Market Intersection Support helps brands:   

      v  Connect to customer motivation

      v  Leverage Customer Swee-tspot

                                           v  Gain attentions on social media and achieve online success


...
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Cross-Border Marketing at Less Cost

Posted by John Iduh on Tuesday, August 23, 2016,


 Marketing brands beyond the country border without allocating resources to brand-building from scratch can be cost effective. For firms that want to launch their business abroad, avoiding brand-building initiative from scratch in the foreign markets, John-Iduh's Diaspora Marketing assists brand owners  efficiently launch their brands outside country border. Diaspora Marketing helps brands:

 v  Devise Cross-border strategies

                     v  Avoid Diaspora brand-building from scratch

    ...


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Intersection Marketing

Posted by John Iduh on Saturday, August 20, 2016, In : Insights for Strategies 



  Guide to Linking Customer Motivations to Brands

Since I began, in the year 2010, my ongoing market research: studying industry dynamics, and changes in and around product  categories, I have been convinced that Intersection Marketing has the potential to help businesses: Marketing Successfully! Towards that end, the guidelines below were designed to help businesses successfully formulate and execute Intersection Marketing Strategy!


Formulating Intersection Strategy                            ...

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Creating Relevance that define some opening gaps from rivals is the Route to Making Competition Irrelevant

Posted by John Iduh on Sunday, June 5, 2016, In : Insights for Strategies 
Image result for differentiation~image

Competition is irrelevant when industry rivalries are not important (to the customers) or relating to the need, or solution being discussed; or purchase decisions being considered (right now). In other words competitors are not relevant. The relevant offer (brand offering) is the one that provides for such needs or has the solution [now] during the purchase decision [being taking right now]. Look at these:

/ Stain-removing detergent

/ Colour-protecting detergent

/ Colour-Brightening deterg...


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Framing drives customers to buy

Posted by John Iduh on Sunday, June 5, 2016, In : Insights for Innovation 




If you create something capable of meeting needs (product) and use frame metaphors with supporting phrases or vocabularies that define a space (category or subcategory) such that it targets or have particular meaning, value or importance for some people;  affect or appeal to these people in emotional, social or self-expressive ways, customers will knock your door. Consider these:

/ Luna introduced “Energy Bar for women”.

/ Dettol reframed the skin-jelly space to include “Anti-bacteria Ski...


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How Chobani Won The Subcategory Competition and Drove Market Dynamics.

Posted by John Iduh on Monday, August 18, 2014, In : Insights for Innovation 

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...


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Differentiation Marketing

Posted by John Iduh on Sunday, August 17, 2014, In : Insights for Innovation 



Differentiation Marketing

Challenge:
What are the Feasible ways to differentiate your brands  from competition in a market space?

Solution: Product Differentiation Model is a solution to assist you in differentiating your offering from that of competition. Product Differentiation Model will help you innovate beyond tried and tired industry practices by creating new approaches to challenge industry norms.


For Differentiation Marketing  Service, Text Me!

...
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Homogeneous Marketing

Posted by John Iduh on Sunday, August 17, 2014,


Homogeneous
Marketing


Challenge: How do avoid serving the mass markets, but rather, focusing on the customer groups with same needs and wants?


Solution: Homogeneous Marketing is a solution  to assist you do just that. It will help you target your products at customers that have same needs. To illustrate, members of associations, pupils, and some factory workers need uniforms.

For Homogeneous Marketing  advice, Text Me!

...
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Decision Supports

Posted by John Iduh on Sunday, August 17, 2014,


Decision Supporting


Challenge: How do you overcome a tough marketing decision ahead? How do you make strategic decisions and be sure that they are accurate and will be successful?

Solution: Decision Support is a solution developed to help you:

  • With insightful tips, checklists, practical advices and Directions at Stages of Marketing Management/ Decision Making Processes.
  • With Marketing algorithm-  step-by-step & descriptive ways to carefully solving your marketing problems, 
  • with such practical ...

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Winning Marketing

Posted by John Iduh on Sunday, August 17, 2014,

Creating Marketing Cases


Cases on Breakthrough Marketing & Major accomplishments of successful organizations could serve as models to help in devising marketing strategies. Prophet's David Aaker has posited that: " When I am asked for guidance on a brand or marketing problem, I usually respond that I know a method that is “guaranteed” to work: Find an organization that has successfully addressed a similar problem, and adapt what they did. Don’t limit the search to those organizations...


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Customer sweetspots

Posted by John Iduh on Sunday, August 17, 2014,

Creating Customer Sweet-points

Challenge: How do you create an online strategy that involves customers in an energized social community? How do you generate an engaged, active “go-to” website?

Solution: You must change the orientation of marketing from selling something, to create  Customer Sweet-points. This means you must create a go-to-place for something relevant by becoming an active partner with a program around customer’s interest points. A customer interest point reflects cus...


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Segment Marketing

Posted by John Iduh on Sunday, August 17, 2014,


Small-segment Marketing


Challenge: You and other firms have the desire to make it big in the Market segments where your products are sold. However, cut throat competition makes it difficult for your brand to achieve just that.

Solution: Small-segment marketing model is a solution developed to  help you succeeding successfully in a market niche. As an alternative route to avoid competing in a larger market, Small-segment marketing could help you become leader in small markets by specializing an...
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Diaspora Marketing

Posted by John Iduh on Sunday, August 17, 2014,


Diaspora Marketing

Challenge: Who would help  your brands break into foreign markets avoiding the often unfeasible attempt to build a brand on foreign shores from Zero?


Solution: Try Diaspora Marketing! This is a package of solution developed to help you  devise marketing program  targeted at Diasporas or consumer groups living away from their birth countries. It will assist you market your brand to a group that is familiar with and has an affinity for offerings that come from their home cou...
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Category Marketing

Posted by John Iduh on Sunday, August 17, 2014,
Image result for differentiation~image

Category Innovation &  Marketing

Challenge: How do you create a market position to make your industry competition irrelevant and grow with rare exception? How do you create an offering so relevant such that your industry competition is awkward to gain visibility and credibility at the space? How could you prevent rivals from unleashing assaults? Can you keep your marketing enemies at Bay?

Solution: Category Marketing will help you do just that! Category Marketing is an important solu...


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Insight Search

Posted by John Iduh on Sunday, August 17, 2014,



 Insight Search [IS] 

Insight is the foundation of development. For developing practitioners looking for fresh insights from actual behaviors, attitudes and ways consumers do their things in order to develop: Business or Program Strategies; Breakthrough Innovation Concepts and Appropriate Marketing Messages; Or  brand owners  that want to kick-start new business approaches or refine the existing ones,John-Iduh's Insight Search  is a research service that aims to support brands unveil to transl...


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Concepts Guide

Posted by John Iduh on Sunday, August 17, 2014,

Creating Concepts


Challenge: How do you create concepts that will impress customers, as good purchase option and be willing to buy?


Solution: Concepts framing Guides is a solution developed to help you create concepts that will impress people to buy. It leverages  customer knowledge to help you frame concepts that will earn the loyalty of customers. Framing concepts matters. Framing, if turns out, can affect how a people perceive, talk about, develop attitudes toward, and, ultimately, buy a...


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Demand Dynamic Manager

Posted by John Iduh on Sunday, August 17, 2014,

 Managing Dynamic Markets


Challenge:  It is apparent that one serious threat facing most brands in dynamic markets is the loss of relevance, because the category or subcategory their brands are serving  is declining. Customers are no longer buying the products their brand is perceived to make. New categories emerge as competitors' innovation creates "Must-Haves". This dynamic can happen even if the brand is strong, while customers are loyal. To illustrate, a newspaper could have the best new...


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Brand Vision

Posted by John Iduh on Sunday, August 17, 2014,


Creating Brand Vision + Market Application


Challenge: How do you Identify the Brand dimensions that are relevant for the strategic contexts you have at hand, and capable of resonating with  your chosen markets?


Solution: Brand Vision Model  will help you answer the question.  This solution was developed to help you adapt and apply your brand vision elements rightly to different market segments and in Geographies. This is important because my observation reveals that real  business starts...


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Intersection Marketing

Posted by John Iduh on Sunday, August 17, 2014,

Aligning Business to Markets

Problem: Many times, you observe that your customers find  it so reluctant  to buy your brands or subscribe to your services despite investment in great marketing that asked then to do just that. Then you start figuring out what to do to earn the loyalty of these customers.

Solution:  Intersection Marketing was  developed as solution to help you  align your Business objectives, resources and capabilities to the marketplace needs. It is a Product + Market Int...
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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....

Continue reading ...
 

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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Kinetizing strategy helps firms deliver two conflicting benefits

Posted by John Iduh on Thursday, January 16, 2014,
Kinetizing strategy can help firms convince their target markets that their products can accomplish two seemingly conflicting benefits. This is an attempt to straddle two conflicting values or reconciling conflicting consumer goals and create best-of-both solution:

  • BMW, for example, first made a strong competitive push into the US. market in the early 1980s. It positions its brand as  " the only automobile that offer both luxury and performance". At that time, consumers saw American luxury car...

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Wal-Mart Used Kinetizing Approach to Reach Customers in Different Geographic Markets.

Posted by John Iduh on Sunday, June 30, 2013,
Wal-Mart with its new stores of community concept, segments its customers on geographic basis. Now over two dozens of Wal-Mart stores have been designed to reflect the communities in which they are located.
For instance, there is a Wal-Mart with a western flair in F.T Collins Colorado and a two-level art-deco-inspired unit to draw in wealthy African-Americans in Balwin Hills, California. In an effort to carter for the fourth largest Amish communityin the United states, the Middlefield, Ohio, W...
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Things To Consider When Choosing A Toothpaste

Posted by Oral B on Thursday, April 25, 2013,

These days, you may feel overwhelmed by the types of toothpaste available at your grocery store or pharmacy. Just remember: The best toothpaste for you is the one you like well enough to use every day.

Of course, you can buy a few different types for variety, or to suit the tastes and needs of your family members. Today, there are toothpastes to meet the oral care needs of virtually everybody, and you can’t really go wrong with any toothpaste that has the seal of the American Dental...


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ROYAL PHILIPS Leverage Market Insight Plus Consumer Electronics-Trend to Kinetize

Posted by JOHN BRIGHT on Sunday, March 3, 2013,

Philips researchers asked 1,650 consumers and 180 customers in dozens of in-depth and qualitative interviews and focus groups on what was most important to them in using technology. Respondents from the Uk, U.S, France, Germany, The Netherlands, Hong Kong, China and Brazil agreed on one theing: they wanted the benefits of technology without the hassles. With these, Philips crafted “Sense and Simplicity” campaign with the believe that their brands plus innovation will reflect simplicity ...


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DIGIORNO Used Kinetizing Approach deliver high Sales in PIZZA SUBCATEGORY

Posted by JOHN BRIGHT on Monday, February 4, 2013,

Digiorno’s is a frozen pizza whose crust rises when the pizza is heated. Instead of putting it in a frozen pizza category or positioning it that way, the marketers framed it as a delivered 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 fresh quality and taste. Through this clever positioning, Digiorno’s sales went from essential...


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Ford Used Kinetizing Model Repositioned Existing Products/Services Resulting in an Original Category.

Posted by JOHN BRIGHT on Wednesday, January 23, 2013,

In the United Kingdom, Ford positioned its Galaxy Minivan in relation to First-Class Air Travel comfortable enough to be suitable for busy executives. By highlighting attributes far different from those that would appeal to buyers looking for a family vehicle, the automaker used a classic Kinetizng approach created a Minivan subcategory.

 

...
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Tivo Used Kinetizing Model by Exploiting Changing Technology to Invent a new Category.

Posted by JOHN BRIGHT on Wednesday, January 23, 2013,

Tivo inc. created a new category for home televison by combining the personal video player, a computer hard drive and electronic program guide changing the way people watch televison, resulting in marketshare trajectory. I believe the initiative exemplifies a classic kinetizing model:  delevoping category by changing what people buy!


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Yoplait used Kinetizing Approach to Create Go-gurt Expanding the Boundary of An Existing Category

Posted by JOHN BRIGHT on Wednesday, January 23, 2013,
In the Yogurt market, eat-on-the-go trend led Yoplait developed Go-gurt,. delivered in a colourful nine-inch tube, designed to enhance portability and appeal to kids. Go-gurt helped Yoplait forged ahead of Danone's Dannon, a category competitive brand it had trailed over a decade. And with this kinetizing initiative, a new yogurt subcategory was created in which Dannon was not relevant.

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Define your category

Posted by JOHN BRIGHT on Monday, September 17, 2012,

When I meet you or your company or your product or your restaurant or your website, I desperately need to put it into an existing category, because the mental cost of inventing a new category for every new thing I see is too high. I am not alone in this need. In fact, that's the way humans survive the onslaught of newness we experience daily. Of course, you can refuse to be categorized. You can insist that it's unfair that people judge you like this, that the categories available to you are...


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What is a category?

Posted by JOHN BRIGHT on Friday, July 6, 2012,

In principle, a category is a class (think of a name or concept) that serves to group together related things, like objects, ideas, etc. Thus, cars is a category for certain type of vehicles, different to that of motorcycles, or trucks. The main advantages of categories are, thus, to group related objects (those pertaining to the same category) as well as to differentiate them from unrelated ones (those pertaining to different categories).


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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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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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Three Keys to Kinetizing Your Personal Brand

Posted by JOHN BRIGHT on Wednesday, April 25, 2012,

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