As many discuss how to break through in this world loaded with brands, I believe a central point in the discussion needs to be around relevancy. In other words does any body really care about what you stand for at the moment. Many focus on differentiation, as they should. However, creating brand differentiation is like creating brand impact, it can be done quite easily. However, if it is of the wrong kind (not relevant), then you can actually cause more damage than if you did nothing. For example, if I kick you in the groin, I will have made an impact but you won't want to have a relationship with me!
So again, I say business needs to take the time to understand what the people they depend on for success believe is relevant in their lives, and how they believe your brand best fits into these realities. By engaging with your customers and really understanding what drives them, you can avoid kicking them in the groin.
I attach a link to a quick little bit from "go to market strategies" that touches on brand relevancy.
Click here to read. http://www.gtms-inc.com/tip_brandrelevance.htm
Wednesday, August 18, 2010
Thursday, August 12, 2010
What Business Are You Really In?
If you have ever been in one of my business courses or seminars, you probably have heard me state that the first thing any one should do when starting a marketing plan, is ask themselves what business are they really in? This may seem obvious to many of you, but often it is too obvious and a real opportunity to step out and relevantly differentiate oneself from the competition is missed.
Think about it this way. Is Starbucks in the coffee business, or is Starbucks in the chill out business? Depending how you answer this question will indicate how you would run Starbucks if you were the boss. If you think they are in the coffee business then the store and the people you hire would be 100% coffee focused. Everyone would be coffee experts, the brewing and espresso machines would be of the highest quality and not focused on speed, just focused on superior coffee. You would not sell anything but coffee, certainly not fruit based drinks, and you would not really care if the environment was comfortable because all you want people to do is buy coffee and not really hang out.
If on the other hand you took the attitude that Starbucks is in the chill out business and just happens to sell coffee as part of this experience, your store would be built around allowing people to let their brains escape from their stresses. You may design an ordering language that is different, one that allows the brain to go somewhere else for the 15 seconds it takes to order a grande, double soy cap! Your staff would be full of unique personalities that just love people. You may even sell music that helps people chill out when they are not in the store.
No matter which approach you believe is best, you can see that determination of what business you are really in, will set the vision of the company in motion. It will determine the type of people you need to employ, the type of products and services to offer, and the style of packaging, store design and promotion to unleash to be optimally successful.
So as you sit on the dock this summer, take a few minutes and ask yourself what business am I really in. It may just open up your organization to a whole new set of buyers.
Think about it this way. Is Starbucks in the coffee business, or is Starbucks in the chill out business? Depending how you answer this question will indicate how you would run Starbucks if you were the boss. If you think they are in the coffee business then the store and the people you hire would be 100% coffee focused. Everyone would be coffee experts, the brewing and espresso machines would be of the highest quality and not focused on speed, just focused on superior coffee. You would not sell anything but coffee, certainly not fruit based drinks, and you would not really care if the environment was comfortable because all you want people to do is buy coffee and not really hang out.
If on the other hand you took the attitude that Starbucks is in the chill out business and just happens to sell coffee as part of this experience, your store would be built around allowing people to let their brains escape from their stresses. You may design an ordering language that is different, one that allows the brain to go somewhere else for the 15 seconds it takes to order a grande, double soy cap! Your staff would be full of unique personalities that just love people. You may even sell music that helps people chill out when they are not in the store.
No matter which approach you believe is best, you can see that determination of what business you are really in, will set the vision of the company in motion. It will determine the type of people you need to employ, the type of products and services to offer, and the style of packaging, store design and promotion to unleash to be optimally successful.
So as you sit on the dock this summer, take a few minutes and ask yourself what business am I really in. It may just open up your organization to a whole new set of buyers.
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