…points. 1. According to Millward Brown (MB), one of the world’s leading research companies, stronger brands enjoy higher market share than weaker ones. The firm’s analysis compared over 350 brands using two key measures: “Presence” — how many people know about a brand and understand what it has to offer. MB explains, “A brand with a high level of Presence will enter a buyer’s consideration set more easily than a brand with low Presence.” “Voltage… […]
…value proposition CONSUMER ACCESS 2. Obtain “permission” from consumers to enter/play in new arenas or with new segments/audiences, particularly arenas well outside your core competence 3. Access valuable prospects through partners’ databases/customer profile data BRAND IMAGE 4. Strengthen your core brand attributes by association with complementary brands 5. Support a re-positioning through association with brands that have the desired attributes… […]
…ally aligned with our customers needs?” I find this stance refreshing. The company isn’t defining their brand by the current competitive landscape or by one-size-fits-all distribution model or by a product platform that will prove difficult to sustain. They’re thinking about the intimate and influential role they can play for customers and building their brand — and their business — around that vision. Indeed Best Buy has a lot of balls in the air… […]
…ying to use alcohol as a key differentiator. This could be a problem — the company met with resistance from local governments and the communities when it tested its U.S. Taco concept in Orange County and when it opened its second Cantina location in San Francisco last week. One other note about the San Francisco location: it includes a “mobile pickup window” for customers who order with the brand’s mobile app. This feature is likely to be offered… […]
…brand promise with references to how you differentiate yourself. 3. Avoid common words used by other companies. 4. Speak to all your constituents: customer, partner, investor, or employee. She also provided a simple case study based on the Ritz-Carlton Company . She praised the renowned hospitality brand for its brand promise: Ladies and gentlemen serving ladies and gentlemen. She explained this phrase “tells investors: Ritz-Carlton serves a dist… […]
…e, is located in the space. Beyond these senses, the place also appeals to community and knowledge with its library of more than 200 books related to coffee and a place for meeting. And friendly, aproned employees stationed make you feel welcome and answer questions. This is truly high end retail — my small drink was $6.50 and an eight-ounce package of coffee beans sells for between $13 and $50 — so it doesn’t seem to have the same mass appeal of… […]
…ajority to floor debate and votes, including * cutting the number of House committees, and cut committee staff by one-third * limiting the terms of all U.S. Congressmen and U.S. Senators * banning the casting of proxy votes in committee * requiring committee meetings to be open to the public By outlining these specific plans, the group made a clear case to those who were seeking governmental reform – if you elect our people, you will get these res… […]
…who heads up the marketing for the North American retail divisions of the company. Vickie has actually been with the company for over 20 years, started when she was [five], holding many marketing and planning positions throughout her tenure. Also, she has a great perspective to share. I just want to welcome you, Vickie. Thanks for being here. Vickie: Thank you, Denise. Denise: I want to start off by asking you a basic question about Tin Shed. Wha… […]
…hts each principle in the book — and at the conclusion of the series, I’ll compile them into a SlideShare that you can download. Today starts at the beginning: Great brands start inside – This principle is about how great brands put first things first. They cultivate a vibrant corporate culture around their brand because they know their culture determines whether or not the brand is embraced by employees and other stakeholders and appropriately in… […]
…t and respond to requests for connections. I also use the platform to do research on people and companies that I interest me. But I usually don’t participate in discussions, I operate in “private mode” (meaning I can’t see the people who have looked at my profile/content and people can’t see if I’ve looked at theirs), and I usually only read people’s posts if they’ve been promoted on Twitter. This is because I’ve made Twitter my primary social net… […]