Brand Relevance: Making Competitors Irrelevant - always yours

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246 BRAND RELEVANCE A retailer normally services a customer. But, at a do - your - own frozen yogurt deserts retailer, you operate the machines <strong>yours</strong>elf, using as much of each fl avor as you want. Then you can put on any combination of some fi fty or so toppings, including hot fudge. Your choice, you are in charge. No more being satisfi ed with a fi xed size and a choice of a single topping and waiting for a server to make those decisions. Local pioneers are dominating local markets and have carved a growth subcategory out of a rather stagnate category. Kettle Foods nearly doubled its market share in the premium potato chip category in fi ve years, approaching the 20 - percent level in 2010 with a highly differentiated subcategory offering defi ned by its all - natural processes, by its over - the - top sustainability commitment, and by its customer involvement in generating quirky fl avors. It all started when Kettle asked customers to choose among fi ve fl avors using a “ crave - o - meter ” scale. The response was so enthusiastic that Kettle developed a program for getting customer input on possible fl avors that has resulted in dozens of new products including Fully Loaded Baked Potato and Spicy Thai. The program has given energy and authenticity to the line that simple factory - generated line extensions could not have done. It has defi ned a subcategory based on how the product is made, the fl avors, and the sustainability commitment. Nintendo, introduced in the last chapter, launched the Wii in 2006, the ultimate involving offering. Using the Wii remote, which detects movement in three dimensions, the user can dance, box, play a guitar, and on and on. A user can even play tennis or baseball and compete against someone across the world. The Wii ’ s sales reached nearly thirty million units in 2008, two years after its introduction — nearly as much as Sony ’ s PS3 and Microsoft ’ s Xbox combined (33.4 million units). Offerings Tailored to Segments A common evolution is for a category to fragment into subcategories as it matures in order to reach customers who are underserved
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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
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EVALUATION 201 potential to be game
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EVALUATION 203 of the many market f
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EVALUATION 205 buy products. She al
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EVALUATION 207 Predictions of a che
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EVALUATION 209 car or the failure t
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EVALUATION 211 middle - aged athlet
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EVALUATION 213 are not willing to s
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EVALUATION 215 values - driven moti
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EVALUATION 217 because fading busin
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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 494: 228 BRAND RELEVANCE referred to as
Page 498: 230 BRAND RELEVANCE uptime statisti
Page 502: 232 BRAND RELEVANCE Figure 8.1 Sale
Page 506: 234 BRAND RELEVANCE events ” ever
Page 510: 236 BRAND RELEVANCE • Best Buy
Page 514: 238 BRAND RELEVANCE Figure 8.2 Defi
Page 518: 240 BRAND RELEVANCE passengers more
Page 522: 242 BRAND RELEVANCE Multiple benefi
Page 526: 244 BRAND RELEVANCE affordable Targ
Page 532: DEFINING AND MANAGING THE CATEGORY
Page 578: 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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