Brand Relevance: Making Competitors Irrelevant - always yours

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INDEX 377 Magee, D., 327, 329 Marigold, L., 204–205 Market acceptance, 356 Market dynamics, and brand relevance, 1 Market forecasting, 202–215 Market insight, 166 Market trends, 181–183, 334 Marketing issues, Segway Human Transporter (HT), 199 Marketing strategies, changes in, 12 “Market’s too small” problem, 211–213 Markman, A. B., 53 Marks & Spencer, 187 Marriott, 174 Mauborgne, R., 36, 41 Maynard, M., 104 McCaw Cellular, 201 McCollum, E., 127 McCracken, G., 175, 175–176 McDonald, R., 11 McDonald’s, 70, 279; brand credibility, 307–308; Ronald McDonald House, 258, 315, 319 McElhaney, K. A., 318 McGrady, P. M., 130 McGrath, R. G., 245 McKinsey, 35 McLaughlin, P. G., 114 McLean Deluxe, 134–135 McNerney, J., 269 MediaOne, 201 Medical support categories, 12 Meehan, S., 305 Meetup, 293 Mega-trends, 205–206 Mendonca, L. T., 35 Mercedes-Benz, 190 Method cleaning products/soaps, 319 MetLife, 315 Microsoft, 244, 340; Encarta, 189; MSN Money, 215; Offi ce, 212; XBox, 188, 246 Minivans, as non-exemplar-driven category/ subcategory, 236 Mint.com, 215 Mirage trend, 204 Mizrahi, Isaac, 243–244 Mogilner, C., 56 Molenaar, J., 191 Moreau, C. P., 53 Mountain Dew, 315 Mr. Clean Magic Eraser, 185 Muji (retailers), 70, 71–73, 94, 95, 166, 214, 214–215, 236, 256, 258, 260, 261, 265, 280, 285, 291, 341, 355; brand story, 73; brand strength, 71; brand vision, 71; clothing colors, 71–72; compared to IKEA, 73–74; competition, 72–73; design, 72; and the environment, 72; labels, 71–72; philosophy, 71; self-expressive benefi ts, 72–73; store setting, 72 Multidextrous organizations, 333 “My Health Manager,” 256 N Nabisco, 129, 134–136, 154; Oreo cookies, 135–136; snack packs (100 calories), 135–136 Nakamoto, K., 289 Nalgene, 178 Nano, See Tata Nano Narus, J. A., 244 NCR, 201 Nelson, H. (Lord), 269 Nelson, S., 38, 301 Nestle Taster’s Choice, 250 New brand challenge, 26–30 New categories, 28–29; barriers to entry, creating, 41; concept evaluation, 41; concept generation, 40–41; creating, 17–20, 39–41, 356; defi ning/managing category/ subcategory, 41 New concepts: concept generation, 165–169; fi nding, 170; sourcing concepts, 169–192 New offering: aesthetic design, 243–244; barriers to entry, 223; bringing to market, 220–221; combining benefi ts, 241–242; competitor strategies, 221–222; from components to systems, 244–245; creation of, 219; current strategy, fi tting, 215–216; customer-brand relationship, 254–259; customer intimacy, 248–249; distribution, 200; dramatically lower price point, 249–250; expanded competitive space, 253–254; features/benefi ts, 239–241; fi rm’s commitment to/support of, 218–219; fi t of, 215–217; functional benefi ts delivered by, 239; functional design, 242–243; growth context, attraction of, 220–221; involving the customer, 245–246, 292–293; new application/activity, 252–253; new-generation offerings, 251–252; premium offerings, 250–251; segments, tailoring to, 246–248; synergy, creation of, 217–218; threat of competitor entree, 220 New product research, 37–38 New U.S. businesses, and economic vitality, 37 Newman’s Own, 285 Newton (Apple), 33–34, 160, 190, 344 NEXT, and Steve Jobs, 163 Nice ’n Easy Root Touch-Up, 186 Niche specialist strategy, 247–248 Nike, 212, 240, 313, 315, 334 Nintendo, 188, 312; Wii, 246 Nissan, 293 No-go decisions, and premature killing of concepts, 223 Noah Winery, 59 Nokia, 181 Noncompensatory model, 63–64 Noncustomer needs, 180–181 Nordstrom, 32, 258, 278
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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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348 BRAND RELEVANCE the potential b
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350 BRAND RELEVANCE necessarily wil
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 786: 374 INDEX Eco-Grain, 288 Eddie Baue
Page 790: 376 INDEX Innovation continuum, 20-
Page 796: INDEX 379 Rakuten, 70-71 Ralph Laur
Page 800: INDEX 381 offerings, 124, 155; over
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