marketing - Industrial Engineering

CRAFTING THE BRAND POSITIONING CHAPTER 10 289
HOW TO BUILD A BREAKAWAY BRAND
..,..;;:1 :O~dR:O~::d~~ac:i~g~:rts Frao,is Kell, and Barry open a defining gap between itself and its competitors. Then it
Silverstein define a breakaway brand as one that stands out, not just becomes a category of one.
in its own product category but from all other brands, and that
achieves significant results in the marketplace. Here is a summary of 6. Demand a Great Campaign
their 10 tips for bUilding a breakaway brand: Great campaigns are a team sport~they require a partnership
between you and your agency to create acampaign that breaks away.
1. Make a Commitment Never compromise on a campaign, because without a great campaign,
Your entire organization, from the top clown, needs to make a com­
your breakaway brand can fizzle.
mitment to build ancl support a breakaway brand. Get your company
behind developing new products that have breakaway attributes.
7. Tirelessly Integrate
Integration is the name of the game. Depending on the audience you're
2. Get a "Chief" Behind It trying to reach, your campaign might integrate both network and cable
TV, print and online advertising, direct mail, e-mail, radio, and nontradi­
Few breakaway branding initiatives have a chance of success withtional
media~from street marketing to publicity stunts to contests.
out the enthusiastic support of your CEO, COO, or CMO. A senior
executive at your company must play the role of brand visionary,
8. Take Risks
brand champion, and brand architect.
Today, 80% of brands are merely treading water in a sea of gray. Only
3. Find Your Brand Truth
20% are making waves. You can't afford to have your product sink in
the sea~and that may mean taking a calculated risk or two-or
Ultimately, the DNA of your breakaway brand is its brand truth. It is
three~to ensure your brand rises above the others.
what defines and differentiates every breakaway brand. It is the sin­
gle most important weapon a brand Will ever have in the battle for 9. Accelerate New-Product Development
increased awareness, profitabiiity, market share, and even share
Nothing is more important than differentiating a product in the marprice.
ketplace~but the only way to rise above me-too branding is to innovate
4. Target a Winning Mind-set
and do something different and unique with the prodUCt. It may
mean throwing away an old product brand and reinventing it. Or it
The winning mind-set is the potent, aspirational, shared "view of life" may mean starting from scratch.
among all core audience segments. It becomes the filter through
which all of your advertising and promotional activities should flow. 10. Invest as If Your Brand Depends on It
Building a breakaway brand is serious business, so it takes a serious
5. Create a Category of One business investment. Invest in the product, of course-but also in the
To be a breakaway brand, your brand needs not only to stand apart packaging and a smart integrated marketing campaign. Invest wisely
from others in its own category but also to transcend categories and ... as if your brand depends on it.
Source: Adapted from Francis J. Kelly III and Barry Silverstein, The Breakaway Brand (New York: McGraw-Hili, 2005).
The entrepreneur's problem is to design an optimal product for this market. There are
three options:
J. Design the new product to meet the preferences of one of the corners of the market~a
single-niche strategy.
2. Launch two or more products simultaneously to capture two or more parts of the
market~a multiple-niche strategy.
3. Design the new product for the middle of the market~a mass-market strategy.
Asmall firm doesn't have the resources for capturing and holding the mass market. so a
single-niche market strategy makes the most sense. A large firm might go after the mass
market by designing a product that's medium in size and in its number of functions. Assume
our pioneer firm is large and designs its product for the mass market. Once it has launched
the product. the emergence stage beginsY
t1ROWTH If the new product sells well. new firms will enter the market. ushering in a marketgrowth
stage. Where will a second firm enter the market, assuming the first firm established itself
in the center? If the second firm is small, it's likely to avoid head-on competition with the