There are lots of definitions of brands I love: The face of your business strategy What people say about you when you are not in the room and finally: the value created over the cost of goods and services. This last one is a great one, because it strikes at the heart of what it … Continue reading
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The profit from staying focused on your core in a disrupted marketplace
We live in a world where two thirds of businesses are trading in sectors that are restructuring. Newspapers, telemedicine and e-commerce are just some of the sectors that are radically redefining the way they take value to the marketplace. Amid all this turbulence, it has never been more important to return to core of the … Continue reading
Creating social waves of adoption for your brand
Influencers are critical players to amplify the drop of one customer transaction, to the ripple effect of opinion leaders talking and the wave of trend setters creating followers. Great in theory, but how in practice would a brand generate social waves? The very worst move a brand can make is to jump on broadcast social … Continue reading
E-tailer hits first years sales targets in the first three months – lessons in success by Warby Parker
When business students David Gilboa and Neil Blumenthal, pondered why eye glasses cost as much as an iphone, they were challenging how value was created in that category. Their research uncovered a “fat” and complacent sector, with 3 to 5 times mark up on the cost of goods, monopolized by 3 big giants who were … Continue reading
The molecule of customer trust and profitability
David Maister laid down the foundation to understand trust in his work The Trusted Advisor. Maister showed us that trust was generated through 4 key dimensions: credibility, reliability, intimacy and lack of self-orientation. For customers to experience trust, the conditions of trust need to be in place. Customers either consciously or unconsciously, spoken or unspoken, … Continue reading
Brands of simplicity and ease as game changers – the Simple banking model
There is no doubt in this day, to disrupt a category in a way that fundamentally changes the way value is defined, will create the brand leaders of the future. Yes this can be about dramatic price cuts in underlying technologies, but it is also about creating value. Brands that are creating disruption through increased … Continue reading
Building the brand through customer relationship management
Today I read in the Wall Street Journal, news I have been waiting to hear for a decade, that is, the Chief Marketing Officers are expected to outpace Chief Information Officers in directing technology spend over the next 5 years (according to Gartner). With deals like Orcale buying Vitrue Inc software which helps marketers publish … Continue reading
Picking a strategic segment for your launch
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
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
Thought Leaders Circle 