Brand Relevance: Making Competitors Irrelevant - always yours

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330 BRAND RELEVANCE The innovation thrust emphasized cross - business fertilizing. Crotonville, by bringing people together from across the fi rm, had long fostered cross - silo communication and cooperation. One of the Global Research Center ’ s functions is to leverage technology by applying it throughout the fi rm ’ s business units. To further develop cross - silo cooperation, Immelt encouraged teams from across the company to engage in innovation focused around products and opportunities. As a part of this effort, Immelt started Session T (T stands for technology), through which a marketing team for one business and a technology team from a very different business meet with the center ’ s scientists and talk about a market need. It was in such a meeting that the energy group was able to learn about lightweight materials developed by the aircraft engine business that could be applied to the wind business. The wind business also reached out to rail business experts to improve the gearing systems of the wind products. These improvements and others allowed the wind business, which GE purchased from Enron in 2002 for around $ 350 million, to grow to some $ 6 billion in sales six years later. The new GE innovation culture affected the way the brand was presented to the market as well. The venerable slogan “ We bring good things to life ” was replaced with “ Imagination at work, ” a concept that resonated with employees as well as customers and reinforced the growth - through - innovation thrust. As part of the new GE growth strategy to become an innovation leader in the ecology and energy space, Immelt in 2005 launched ecomagination to provide an umbrella brand over all the GE green initiatives, illustrated by the GE ad shown in Figure 11.1 . By branding the innovative wind, solar, and other green business units, GE generated a sense of cohesiveness for an important part of its business strategy and provided a vehicle to get marketplace credit for the strategy. The resulting image not only enhanced the perceived innovativeness of the fi rm but also provided a basis for a relationship with the green segment.
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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
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EVALUATION 221 Overcrowding is a re
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Barriers to Entry EVALUATION 223 A
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EVALUATION 225 For Discussion Pick
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228 BRAND RELEVANCE referred to as
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230 BRAND RELEVANCE uptime statisti
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232 BRAND RELEVANCE Figure 8.1 Sale
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234 BRAND RELEVANCE events ” ever
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236 BRAND RELEVANCE • Best Buy
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238 BRAND RELEVANCE Figure 8.2 Defi
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240 BRAND RELEVANCE passengers more
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242 BRAND RELEVANCE Multiple benefi
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244 BRAND RELEVANCE affordable Targ
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246 BRAND RELEVANCE A retailer norm
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248 BRAND RELEVANCE best, you will
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250 BRAND RELEVANCE established fi
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252 BRAND RELEVANCE new generation
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254 BRAND RELEVANCE landfi lls each
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256 BRAND RELEVANCE bureaucracy, in
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258 BRAND RELEVANCE Organizational
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260 BRAND RELEVANCE opinions, but t
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262 BRAND RELEVANCE Become the Exem
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264 BRAND RELEVANCE One way to get
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266 BRAND RELEVANCE The challenge i
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9 CREATING BARRIERS Sustaining the
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CREATING BARRIERS 271 can have the
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Figure 9.1 Yamaha Disklavier CREATI
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CREATING BARRIERS 275 line; effi ci
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CREATING BARRIERS 277 barrier can b
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CREATING BARRIERS 279 accumulates e
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CREATING BARRIERS 281 If a master b
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CREATING BARRIERS 283 the one that
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CREATING BARRIERS 285 cared more ab
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CREATING BARRIERS 287 either copy i
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CREATING BARRIERS 289 satisfaction;
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CREATING BARRIERS 291 If the brand
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CREATING BARRIERS 293 If a brand la
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CREATING BARRIERS 295 In some cases
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10 GAINING AND MAINTAINING RELEVANC
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GAINING AND MAINTAINING RELEVANCE 2
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Page 648: Stick to Your Knitting GAINING AND
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Page 694: 328 BRAND RELEVANCE through acquisi
Page 700: THE INNOVATIVE ORGANIZATION 331 Fig
Page 704: THE INNOVATIVE ORGANIZATION 333 Fig
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Page 720: THE INNOVATIVE ORGANIZATION 341 pro
Page 724: THE INNOVATIVE ORGANIZATION 343 sub
Page 728: THE INNOVATIVE ORGANIZATION 345 org
Page 732: THE INNOVATIVE ORGANIZATION 347 com
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Page 744: 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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