Brand Relevance: Making Competitors Irrelevant - always yours

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378 INDEX O O Organic brand (Safeway), 85 Observation, 176–177 Odwalla, 22 Oestra, 129 Offi ceMax, 165 Okuda, H., 102–103 Okuda, Hiroshi, 102 Olay Regenerist, 185 Olestra (Proctor & Gamble), 139–141, 155, 277; and Center for Science in the Public Interest (CSPI), 139–141; discovery of, 139; factory sale, 141; FDA approval, 139–140; Frito-Lay WOW! subbrand, 140 Olsen, K., 7 One-Click, 290 Open innovation, 184–186 Opportunistic organization, 336 Oral B’s Action Cup, 289 Oreck Vacuum Cleaners, 285 O’Reilly, C. A. III, 41, 333 .org extension, 56–57 Organization-wide resource allocation, 344–352, 352; bias against new businesses, 345–347; centralized resource allocation, 350; skunk works, 349–350; strategic stifl ing of ideas, 350–351; venture capital, 347–349 Organizational associations, 257–258 Organizational creativity, 167–169; brainstorming, 168; and concept generation, 167–169; curiosity, 167; diverse people/organizations, accessing, 168; innovation, and simplicity, 169; new perspectives, forcing, 168–169; soaking in information, 167–168 Organizational silos, 350 Original offerings, defi ned, 284 Ornish, D., 130 Ornish, Dean, 130, 134 Orville Redenbacher, 253, 285 Osborne, 7 Outsourcing, 243 Overcrowding, 221 OXO hammer, 174 P Packard, D., 197 PalmPilot, 160 Pampers, 12, 255, 282, 291 Panasonic tablet computers, 162 Panera Bread, 310 Park, 41 Park, R., 201, 346 Partnership of a New Generation of Vehicles (PNGV), 101 Passion, 257 Pauling, L., 157 Payne, J. W., 62 Pechmann, C., 53 Pedigree Adoption Drive, 319 Peet’s Coffee, 285 Perceived innovativeness, 38–39 Perlroth, N., 200 Perrier, 304 Personal health category, 12 Personality, 256–257 Phinney, S. D., 142 Pioneers, 32–33 Pixar (fi lm studio), 162 Pizza Hut, 307 Plymouth Caravan, 39 Plymouth Voyager, 242, 280 Popcorn, F., 204–205 Porsche, F., 114, 115 Positioning, 27–28 PowerBar, 247; Pria, 247, 280 Preemptive strategies, 31, 44 Prelec, D., 57 Pret A Manger, 70 Pria bar, 247 Pritikin, N., 130, 134 Pritikin Program of Diet and Exercise, The (Pritikin/ McGrady), 130 Prius (Toyota), 17, 34, 39, 49, 98–106, 124, 223, 235, 259, 263, 280, 291, 341, 347; compact hybrid subcategory, 105–106; government regulations, 124; market timing, 124; sales, 105; statement made by driving, 104–105; success of, 103–104 Problem research, 171–172 Proctor & Gamble (P&G), 174–180, 264; Connect and Develop (C&D) programs, 185–186; Corporate Innovation Fund (CIF), 348; Crest Whitestrips, 191; Crisco, 132–133; Downey Single Rinse, 174; exit from food business brands, 309; Febreze, 52; Future Works, 348; Glad brand joint venture, 281; Ivory Soap, 177; leveraging of assets and competencies, 191; logistics/ warehousing/ordering effi ciencies, 180; Olay brand, 250; Olestra, 139–141, 277; SK-II skincare line, 177, 292; Tide detergent, 22, 284, 287, 343; Tide Free for Coldwater HE Liquid Laundry Detergent, 241 Product failure, 38 Progresso Soups, 146 Promotions, 313–314 Prophet (brand and marketing consultancy), 169, 175, 186 Proprietary technology, 277, 295 Publicity events, 313; holding, 313 Purina Pet Rescue program, 259 Q Quicken fi nancial software, 176, 215 R R & D activities announcements, effect on stock return, 36–37
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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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