Brand Relevance: Making Competitors Irrelevant - always yours

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8 DEFINING AND MANAGING THE CATEGORY OR SUBCATEGORY Results are gained by exploiting opportunities, not by solving problems. — Peter Drucker The best way to predict the future is to invent it. — Alan Kay Creating a new category or subcategory is a path to generating a winning brand relevance position in which competitors fail to qualify or are marginalized. The key to the strategy is to infl uence the defi nition and positioning of the category or subcategory and to actively manage it over time perhaps having it evolve based on an ongoing innovation stream and marketing effort. If that can be done successfully, there will be a better chance that competitors will be excluded not only in the short term but also over time. Saleforce.com and Seibel are excellent examples of innovative fi rms that have created a sharp, distinct positioning of their categories with clear descriptive labels (analogous to brands) and then managed the category perceptions over an extended time period. In doing so, they put potential competitors at an extreme disadvantage. Salesforce.com Marc Benioff, an Oracle alum who created salesforce.com in 1999, is credited with launching and leading a whole new software category that is called software as a service (SaaS), often 227
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“ What always amazes me about Dav
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Brand Relevance
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Copyright © 2011 by John Wiley & S
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Contents Preface xiii 1. Winning th
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CONTENTS xi Does the Offering Have
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Preface During the last ten years,
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PREFACE xv There are dozens of othe
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You do not merely want to be consid
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2 BRAND RELEVANCE whereas the other
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4 BRAND RELEVANCE and being the num
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6 BRAND RELEVANCE Figure 1.2 The As
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8 BRAND RELEVANCE new tools, a new
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10 BRAND RELEVANCE The fi rst and m
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12 BRAND RELEVANCE There are a host
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14 BRAND RELEVANCE Figure 1.3 Brand
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16 BRAND RELEVANCE differentiation,
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18 BRAND RELEVANCE the competitor
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20 BRAND RELEVANCE the one UPS has
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22 BRAND RELEVANCE to some other st
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24 BRAND RELEVANCE A major risk is
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26 BRAND RELEVANCE The New Brand Ch
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28 BRAND RELEVANCE In the case of a
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30 BRAND RELEVANCE the brand role m
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32 BRAND RELEVANCE innovation. Or t
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34 BRAND RELEVANCE into a sustainab
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36 BRAND RELEVANCE newness (defi ne
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38 BRAND RELEVANCE A highly differe
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40 BRAND RELEVANCE champions of the
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42 BRAND RELEVANCE These works and
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44 BRAND RELEVANCE and transformati
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2 UNDERSTANDING BRAND RELEVANCE Cat
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UNDERSTANDING BRAND RELEVANCE 49 ch
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UNDERSTANDING BRAND RELEVANCE 51 ex
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UNDERSTANDING BRAND RELEVANCE 53 Th
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UNDERSTANDING BRAND RELEVANCE 55 Cu
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UNDERSTANDING BRAND RELEVANCE 59 th
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UNDERSTANDING BRAND RELEVANCE 61 wa
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UNDERSTANDING BRAND RELEVANCE 65 su
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UNDERSTANDING BRAND RELEVANCE 67 th
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70 BRAND RELEVANCE Retailers have s
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72 BRAND RELEVANCE but functional.
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74 BRAND RELEVANCE statement agains
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76 BRAND RELEVANCE business grows b
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78 BRAND RELEVANCE advantages. So h
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80 BRAND RELEVANCE would affect the
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82 BRAND RELEVANCE and related cont
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84 BRAND RELEVANCE go that involve
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86 BRAND RELEVANCE The Subway Story
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88 BRAND RELEVANCE The totality of
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90 BRAND RELEVANCE There were fi ft
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92 BRAND RELEVANCE hang from the ce
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94 BRAND RELEVANCE elusive synergy
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4 MARKET DYNAMICS IN THE AUTOMOBILE
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MARKET DYNAMICS IN THE AUTOMOBILE I
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5 THE FOOD INDUSTRY ADAPTS It is us
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THE FOOD INDUSTRY ADAPTS 129 We sta
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THE FOOD INDUSTRY ADAPTS 131 Crete
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THE FOOD INDUSTRY ADAPTS 133 how to
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THE FOOD INDUSTRY ADAPTS 135 McDona
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THE FOOD INDUSTRY ADAPTS 137 found
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THE FOOD INDUSTRY ADAPTS 139 the po
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THE FOOD INDUSTRY ADAPTS 141 vigoro
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THE FOOD INDUSTRY ADAPTS 143 less r
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THE FOOD INDUSTRY ADAPTS 145 Mills
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THE FOOD INDUSTRY ADAPTS 147 • In
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THE FOOD INDUSTRY ADAPTS 149 have a
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THE FOOD INDUSTRY ADAPTS 151 of lig
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THE FOOD INDUSTRY ADAPTS 153 extra
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THE FOOD INDUSTRY ADAPTS 155 • An
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158 BRAND RELEVANCE It was a produc
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160 BRAND RELEVANCE silos confused
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162 BRAND RELEVANCE challenge the K
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164 BRAND RELEVANCE With that backg
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166 BRAND RELEVANCE Sometimes there
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168 BRAND RELEVANCE base was undoub
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170 BRAND RELEVANCE Figure 6.2 Find
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172 BRAND RELEVANCE service is gene
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174 BRAND RELEVANCE examined in slo
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176 BRAND RELEVANCE of ethnographic
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178 BRAND RELEVANCE sleepy brand in
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180 BRAND RELEVANCE product or serv
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182 BRAND RELEVANCE that decision,
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184 BRAND RELEVANCE Tata Chemicals,
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186 BRAND RELEVANCE • Nice ’ n
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188 BRAND RELEVANCE competitor was
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190 BRAND RELEVANCE Timing is parti
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192 BRAND RELEVANCE if any of these
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194 BRAND RELEVANCE Figure 6.3 Prio
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7 EVALUATION A great company is mor
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EVALUATION 199 Segway disliked the
Page 440: EVALUATION 201 potential to be game
Page 444: EVALUATION 203 of the many market f
Page 448: EVALUATION 205 buy products. She al
Page 452: EVALUATION 207 Predictions of a che
Page 456: EVALUATION 209 car or the failure t
Page 460: EVALUATION 211 middle - aged athlet
Page 464: EVALUATION 213 are not willing to s
Page 468: EVALUATION 215 values - driven moti
Page 472: EVALUATION 217 because fading busin
Page 476: EVALUATION 219 A key issue is often
Page 480: EVALUATION 221 Overcrowding is a re
Page 484: Barriers to Entry EVALUATION 223 A
Page 488: EVALUATION 225 For Discussion Pick
Page 496: DEFINING AND MANAGING THE CATEGORY
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DEFINING AND MANAGING THE CATEGORY
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270 BRAND RELEVANCE computers. Tech
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272 BRAND RELEVANCE his help in bri
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274 BRAND RELEVANCE heritage, its p
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276 BRAND RELEVANCE Figure 9.2 Crea
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278 BRAND RELEVANCE Delivering an o
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280 BRAND RELEVANCE Brand Equity Br
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282 BRAND RELEVANCE always been an
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284 BRAND RELEVANCE resent a brand
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286 BRAND RELEVANCE Maine, Sam Adam
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288 BRAND RELEVANCE Branded Feature
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290 BRAND RELEVANCE a branded servi
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292 BRAND RELEVANCE Involving the C
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294 BRAND RELEVANCE Link the Brand
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296 BRAND RELEVANCE brand; energizi
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298 BRAND RELEVANCE a strong market
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300 BRAND RELEVANCE not only favore
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302 BRAND RELEVANCE This chapter wi
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304 BRAND RELEVANCE lingering memor
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306 BRAND RELEVANCE The stick - to
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308 BRAND RELEVANCE introducing Chi
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310 BRAND RELEVANCE investment is r
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312 BRAND RELEVANCE handicap becaus
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314 BRAND RELEVANCE diffi cult to a
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316 BRAND RELEVANCE externally sour
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318 BRAND RELEVANCE Branded Social
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320 BRAND RELEVANCE Beware of makin
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322 BRAND RELEVANCE their Genesis s
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324 BRAND RELEVANCE the Year award
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11 THE INNOVATIVE ORGANIZATION In m
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THE INNOVATIVE ORGANIZATION 329 emp
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THE INNOVATIVE ORGANIZATION 331 Fig
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THE INNOVATIVE ORGANIZATION 333 Fig
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Entrepreneurial Culture THE INNOVAT
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THE INNOVATIVE ORGANIZATION 337 als
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THE INNOVATIVE ORGANIZATION 339 the
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THE INNOVATIVE ORGANIZATION 341 pro
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THE INNOVATIVE ORGANIZATION 343 sub
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THE INNOVATIVE ORGANIZATION 345 org
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THE INNOVATIVE ORGANIZATION 347 com
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THE INNOVATIVE ORGANIZATION 349 exi
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THE INNOVATIVE ORGANIZATION 351 imp
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THE INNOVATIVE ORGANIZATION 353 3.
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356 EPILOGUE It is true that avoidi
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Notes Chapter One 1. From a talk gi
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NOTES 361 Across - Category Conside
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NOTES 363 3. “ Lexus 400, ” Toy
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NOTES 365 5. Tom Kelly, The Art of
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NOTES 367 18. Andrew S. Grove, Keyn
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NOTES 369 8. Pallavi Gogoi and Mich
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INDEX A A.1. steak sauce, 28 Aaker,
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INDEX 373 Chux, 32-33 Circuit City,
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INDEX 375 work” concept, 330; Ima
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INDEX 377 Magee, D., 327, 329 Marig
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INDEX 379 Rakuten, 70-71 Ralph Laur
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INDEX 381 offerings, 124, 155; over
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