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
Tagged with digital brands …
The secret life of an online shopper story 1
I am an online customer. When I want a product, I first google to do my research. I will search by need or product category and then, either drill down into the product and service explanation, or check out customer forums to make my decision. This year almost all my purchases were online…I bought a … Continue reading
Digital channels versus retail channels – what is right for your brand?
In 2002 I was a consultant working on Customer Experience Design for Commonwealth Bank, the largest retail bank in Australia. At that time they were keeping up with their peers to do what seemed to be the “bleeding obvious”, cut costs out of the service delivery by migrating customers from face to face channels to … Continue reading
Fuzzy brands and the decline of Sony
In April 2012, Sony had doubled its projected net loss for 2011 to 520 billion yen, Sony’s fourth year of consecutive losses. So where did this master of consumer electronics, communications and information technologies loose its way? Sony is besieged by competitive challenge. While Chinese and Korean manufacturers snap at Sony’s ankles, commoditizing Sony’s baseline … Continue reading
Your frontline as co creators of the brand- see how it has made Lululemon the darling of analysts
They stand at the moment of truth, listening to and managing the customer, day in and day out. They often understand intimately the pedals and breaks to a customer sale or a great customer experience. Their buy in to the brand is critical for its successful execution. All this and still, many businesses fail to … Continue reading
Creating social capital for your brand
While reading an article by Christine M. Riordan and Kevin O’Brien (thanks guys) on the importance of social contracts and social capital to create great teamwork, I turned my mind to the value of creating social contracts and social capital in customer communities. Social capital, until now has meant, kudos, by associating our social image … Continue reading
Behavioural data allows the brand to wrap itself around the customer’s needs- the Movenbak case study
Watch out for Movenbank who is negotiating entry into retail banking into the US and Australia, with an offer that opens up more choice, that will be deliciously simple for customers and could be dangerously effective for retail banks. Here it is a business model that depends on customer insights at the front end of … Continue reading
Patents – protectors of brand value
Wrapping up your business and brand value into a legal entity, which can be protected and resold is critical to building shareholder value. This is the strategy of the world’s leading brands, who increasingly believe patents and trademarks are to be developed, licensed or sold. In doing so, the value created from the research and development … Continue reading
Brand royalties and licensing branded content, revenue streams for the future
Beyonce Commercial Check out this award winning campaign based on branded content, where the American Express brand links card holders to their passions. The content was designed to generate digital connections by introducing card holders, to events and experiences. There is no doubt that, in this world of multiple platforms, social media, and user generated … Continue reading
Profit versus risk, and the new channels to market for a brand
The last tech bubble covered a period from 1995-2000. It was a time when investors would discard traditional drivers in investment for a potential future upside based on technology. Some collapsed, others like Amazon.com, went from a share prices of $107 to $7 only to rebound to $200 years later. I remember the same people, … Continue reading
Thought Leaders Circle 