In today’s market of radical innovation, a brand is under constant challenge to relaunch itself to the marketplace and existing customers. With that in mind, it is important to know how to launch innovation and start ups in the market place, without exhausting your resources. Going out to the wider market can be an expensive … Continue reading
Posted in May 2012 …
5 strategies to protect your brand from competitive disruptive innovation
Disruptive innovations are creating what Seth Godin refers to as “remarkability”, a product and service so outstanding, we feel compelled to talk about it and share it with others. While Apple’s ipod, and ipad are disruptive technologies we all know well, there are many other game changers that are radically changing the way brands create … Continue reading
Maxwell House coffee builds marketshare through emotional experiences
In a global climate of financial doom and gloom, there is always room for some more optimism and Maxwell House, a Kraft coffee brand has seized the moment with its Optimism Cafe. Set up in Toronto Canada, the Optimism Cafe welcomed people and pets with an offer of free coffee, dog biscuits and a series … Continue reading
How the brand becomes the connection between two individuals
Relationships between individuals in business, have both a business promise and a brand promise. The business promise focuses on the tangible exchange of value, while the brand promise is a far more subtle, and often an unconscious need. It is important that the brand and business promise between yourself and an individual reflect the greater … Continue reading
Choice overwhelm is making brand simplicity reign
Before media fragmented to the extent it has today, customers were far more predictable. You could get their awareness through a focused choice of mass media and when you did, you could gently nudge them through the brand funnel to purchase. It was a lean, mean, lead generating machine, and all you had to do … Continue reading
Brands that are felt are the brands that are seen
So often people think media when they think promotion, and their concept of great advertising is based on this idea, “if you keep repeating something, finally people will be brainwashed and give in”. The average American is exposed to 3,000 advertising messages a day. The impact of this advertising is so overwhelming that our brain … Continue reading
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