Strategic Brand Consultancy
(From Lippincott) Provides the underlying platform for communications, reflecting the company’s/brand’s value proposition. Address:
definition — how the company defines its business or how the brand defines its competitive set; who we are and what we do;
differentiation — what makes the company/brand special; how we do it; and
deliverables — benefit delivered to its customers.
Once, there was a ship builder known as the finest builder of ships. Sleek, elegant, seaworthy vessels—commissioned by merchants, admired in harbors, envied by rivals. Every plank it laid, every sail it rigged, added to its legend. “He builds the best ships,” people would say. And indeed they did. But over time, things started to …
Continue reading "The Shipbuilder’s Trap: The Most Common B2B Brand Strategy Problem "
My nine-year-old son was struggling with a math concept about triangles and required some assistance. We sat down together, and as I refreshed my Euclidean geometry knowledge to help him, I was reminded of a graphic I often use to illustrate brand strategy to my clients: a triangle that represents your brand, your customers, and …
You’ve probably heard the famous proverb: in this world, nothing is certain but death and taxes. As correct as that fatalistic and sardonic saying is, in this day and age- it is also incomplete: During the tax filing season, one must add tax preparation ads to the list of inevitable. They are omnipresent. In this …
Previously we claimed that people fly Porter primarily because of convenience and not chicness. Also, we recommended that you could force your customers to trade off attributes so that you can find what they genuinely want. Let's dive a little deeper and see how smart guys at Bain & Company can help you. If there …
Continue reading "How to discover what do your customers really want?"