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07.09.13

Google, the Flexible Brand — Part 2

…All products in the portfolio are branded with a master brand, usually the company brand name. For example, the BMW 3 series, 5 series, and 7 series. a sub-brand strategy — Electronics giant SONY uses this approach with the Sony PlayStation, Sony VAIO, and Sony Bravia. endorsed brands – This involves independent but united brands — for example, Courtyard by Marriott and Residence Inn by Marriott. a house of brands — Different brands are labeled, p… […]

04.16.09

segmentation: what’s it for?

…adoption (e.g., pioneers vs. early adopters vs. early majority, etc.) is a useful framework when planning product introductions and product development/life cycle strategies. And so on, and so on. So when it comes to segmentation, one size does not fit all. As such, a debate of the merits of traditional consumer segmentation (that is, in Fassnacht’s words, “brand-controlled segmentation” — i.e., marketers decide which customers they want to engage… […]

08.24.09

crossing the protein chasm

…specific niche market where you can dominate from the outset forcing your competitors (or existing options) out of that market niche, (added note mine) and then, using it as a base for broader operations. Although the book was originally written nearly 20 years ago and spoke primarily to the adoption of new technologies, I still find it a useful reference as I help clients plot new product introductions — and I think it definitely applies to Prot… […]

12.07.09

there’s a brand strategy for that

…s a channel. Without a clear, distinct point of added-value, it could be become a commodity which simply provides access to other brands. my takeaways In the end, the point of all of this is not to advocate for any particular strategy. They all have merit. And there are those who are much more qualified than me to posit which brand is most likely to be successful. I simply want to suggest two important points about brand strategy that I took away… […]

03.24.11

enchanting guy kawasaki

…y key” feature which enables users to program the maximum speed for a car (useful for parents of teenagers!) Great products are complete – they are created for the totality of the user experience – think service, support, etc. Great products are elegant – they have an elegant user interface and brand messaging that’s short, sweet and swallow-able. Great products are empowering – they enable people to be more productive, more creative. Also, conduc… […]

05.26.11

inspired to fail — part 3 of 3

…t. Perhaps A.G. Lafley, former CEO of P&G, said it best: “I think of my failures as a gift. Unless you view them that way, you won’t learn from failure, you won’t get better – and the company won’t get better.” http://deniseleeyohn.com/wp-content/uploads/2011/05/Brand-As-Business-Bites-052511-Inspired-to-Fail-Part-3-of-3.mp3… […]

07.10.12

Design Is Everybody’s Business

…o because it seems the most appropriate. There is something so natural and compelling about the company’s designs. They are inventive, but not contrived; exquisite, but not elaborate. They are “the way they have to be.” From the talk and everything else I’ve read about and experienced with Herman Miller, I sense how much design is a core value of the company. In fact, Gretchen explained, “Design is everybody’s business.” No wonder she concluded he… […]

02.04.14

Brand Book Bites From The Everything Store

…iberate strategy to intimidate, dominate, and even crush if necessary, the competition. Just ask the guys who ran Diapers.com. After calculating that “Amazon was on track to lose $100 million over three months in the diaper category alone” in its attempt to offer the lowest prices in the category, they acquiesced to Amazon’s attempts to acquire their site, The deal, Brad writes, was “struck with Amazon, largely out of fear.” Again, what’s good for… […]

01.13.14

Brand Book Bites from Power Branding

…brand equity.” That’s why one of the principles great brands follow is to “commit, and stay committed.” – the brand story: One of the brands Steve includes in Power Branding is Zappos. In the section of his book about Who (your audience), he explains that Zappos has identified “Happy Hunters” as its target audience. Happy Hunters share some demographic and behavioral characteristics, but they are defined by their attitudes including that time is m… […]

06.18.14

Hint Water CEO Kara Goldin on Starting a Great Brand

…er brand how consumers desire simplicity the work of an entrepreneur http://deniseleeyohn.com/wp-content/uploads/2014/06/BrandAsBusinessBites061814HintWaterCEOKaraGoldinOnStartingAGreatBrand.mp3 Podcast: Play in new window | Download other interviews you might enjoy: NatureBox CEO Gautam Gupta on the Future of Subscription Commerce Protobrand’s Stephen Hahn-Griffiths on Why People Love Nike Randy Garutti on the Secrets of Shake Shack’s Success … […]

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