Brand Relevance: Making Competitors Irrelevant - always yours

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374 INDEX Eco-Grain, 288 Eddie Bauer, 70, 285 Encarta (Microsoft), 189 Energizing the business: involving customers, 312–313; promotions, 313–314; publicity events, 313; retail experience, 313 Energy, and relevance, 15 Energy relevance, 311–312; losing, 301; and visibility, 15 Enterprise Rent-A-Car, 22, 39, 119–122, 166, 215, 236, 260, 261, 264, 341, 355; Automated Rental Management System (ARMS), 121, 288; competitive advantages, 122; cost advantage, 121; culture values customer service, 120; fl eet management offered to larger companies, 121; incentive structure, 120; insight about unmet needs, 124; as new subcategory of car rentals, 120; value proposition around convenience, 121 Entrepreneurial culture, 335 ESPN, 35, 277, 291 Ethnographic research, 172–176 Etsy, 248–249 Evaluation, 41, 197–225, 356; bringing the offering to market, 219–220; creation of the new offering, 219; dimensions of, 202; fi rm’s commitment to/support of new offering, 218–219; fi t of new offering, 215–217; gloomy picture bias, 208–211; market forecasting, 202–215; “market’s too small” problem, 211–213; picking the winners, 200–202; pruning, 201; rosy picture bias, 207–208; Segway Human Transporter (HT), 197–200; synergy, creation of, 217–218; testing and learning, 213–214; of threat to competitor entree, 220–223; of trends, 204–207; value proposition, knowing, 214–215 Execution, 278; building the culture to support, 261; customer-driven objectives and metrics, managing by, 342; designing the offer, 341; introducing the offering into the marketplace, 341–342; obsession with, 341–342 Exemplar approach, to categorization, 49 Exemplar, becoming, 261–263 Exits from a business, 309–310 EXPO Design Centers (Home Depot), 218 External orientation, 335–336 Eyring, M. J., 210 F Failed new products, and differentiation, 38 Fast fashion, as non-exemplar-driven category/ subcategory, 236 Fast fashion, defi ned, 74 Fast-follower fi rms, 221–222 Febreze (P&G), 52 FedEx (Federal Express), 180, 245, 284, 286; logistics/warehousing/ordering effi ciencies, 180 Feedback, 214 Fiber One (General Mills), 29, 64, 143–144, 154, 155, 178, 240, 280, 294 Financial performance research, 35–37 Firedog (Circuit City), 79 First-mover advantage, 30–33, 44 First movers, 31–32, 221–222; and customer loyalty, 31; defi ned, 32; scale economies available to, 31 Food industry, 127–155; Dreyer’s Slow Churned ice cream, 136–139, 154, 182, 236, 277, 286; fat battle, fighting, 129–141; fats, 141–148; FDA imitation rule, 131; General Mills, 64, 129, 143–148, 154, 240; government’s role in product approval, 131–133; Healthy Choice brand (ConAgra), 129, 148–153, 154, 207, 261, 291; healthy eating, 133; healthy eating suggestions, 141–142; heart disease hearings (1977), 132; Interagency Working Group on Food Marketed to Children, 133; low-carb diet plans, 142; McLean Deluxe, 134–135; Nabisco, 134–136, 154, 239; Nature Valley, 154; Olestra (P&G), 139–141; saturated fat, 132; scientists/ gurus, and fat battle, 129–130; Snackwell’s, 134, 166, 236, 240; trans fat, 132–133; trends, 128 Ford, H., 97, 186, 285 Ford, H. II, 110–111, 173 Ford Motor Company, 341; Aerostar, 112, 114; F-series truck, 113; Ford Expedition, 113–114; Ford Explorer, 113; Ford Explorer Eddie Bauer Edition, 242; hybrids, 105; investment decisions, infl uence on, 114; Model T, 98; prioritization, 113–114; Taurus/Sable, 113 Foster, R., 35, 41 Four-wheel-drive SUVs, as non-exemplar-driven category/subcategory, 237 Fox, C. C., 10 Framing, 30, 53–57, 67; concept of, 30; winning frame, 61 Freeplay Group (South Africa), 191 Frito-Lay, 212; support of environmental causes, 258 Frugal innovation, 183–184 Fuji-Xerox, 32 Fuzziness, relevance, 25 G Gablinger, 32 Gablinger’s, 32 Gaeth, G. J., 56 Gallo wines, 286 Gandhi, M., 1 Gates, B., 78, 162 Gateway Computers, 161 Geek Squad (Best Buy), 78–79, 81, 95, 166, 286, 289–290; characters, development of, 79; size of, 79 General Electric (GE), 174–175, 327–328; disinvestment/exit from industries, 309–310; ecomagination, 330–331; Global Research Center, 329–330, 337; growth strategy, 330; health-care innovations, creation of, 184; healthymagination, 331–332; “imagination at
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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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Stick to Your Knitting GAINING AND
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328 BRAND RELEVANCE through acquisi
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330 BRAND RELEVANCE The innovation
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332 BRAND RELEVANCE it packages and
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334 BRAND RELEVANCE What follows is
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336 BRAND RELEVANCE systems need to
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338 BRAND RELEVANCE unmet needs. Th
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340 BRAND RELEVANCE or subcategory,
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342 BRAND RELEVANCE Introducing the
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344 BRAND RELEVANCE commitment may
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346 BRAND RELEVANCE biases against
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Page 742: 352 BRAND RELEVANCE Of course, it i
Page 748: Epilogue THE YIN AND YANG OF THE RE
Page 752: EPILOGUE 357 react to an opportunit
Page 758: 360 NOTES 11. Ashish Sood and Gerar
Page 762: 362 NOTES 18. James R. Bettman, Mar
Page 766: 364 NOTES 3. Ancel Keys, “ Corona
Page 770: 366 NOTES Chapter Seven 1. John Hei
Page 774: 368 NOTES 2. Mark Walsh, “ Study:
Page 778: 370 NOTES 9. A. G. Lafl ey and Ram
Page 782: 372 INDEX Berra, Y., 355 Best Buy,
Page 788: INDEX 375 work” concept, 330; Ima
Page 792: INDEX 377 Magee, D., 327, 329 Marig
Page 796: INDEX 379 Rakuten, 70-71 Ralph Laur
Page 800: INDEX 381 offerings, 124, 155; over
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