Marketing | The Brainzooming Group - Part 50 – page 50
0

Today’s post for “Hit ‘Em Where They Ain’t” Week examines ways to look at your market and business to take advantages of opportunities where your competitors aren’t located.

Many markets, especially in the business-to-business arena, are relatively conventional, i.e. they don’t necessarily have a lot of breakthrough, cool new developments such as the Apple iPhone. Even in these cases, however, there’s still a great opportunity to make a mark because in a conventional market, small doses of unconventional can really stand out. Sometimes, dramatic change comes from doing simple things that nobody else is doing.

Here are a few questions to ask and answer to help identify ways to be more unconventional in your own market:

  • What are things that customers have been requesting that we’ve yet to deliver?
  • What are the most frequent customer-precipitated exceptions to our product or service?
  • What are the most frequent employee-created exceptions to our product or service?
  • What are the best, most successful companies (regardless of industry) doing to grow customer relationships with their brands? How can we emulate them?

If a competitor isn’t already doing your answer to one of the questions above, you’re set with a potentially great opportunity for an unconventional move.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

More Posts - Website

Follow Me:
TwitterFacebookLinkedInPinterestGoogle Plus

Continue Reading

0

Several folks from our creative thinking team were at John Pepper’s Baker University marketing classes for an ideation session on their class project: brand extension ideas for the Apple “iBrand.”

There was a lot of energy from the students in the two classes as we did three creative thinking exercises (based on analogies, randomness, and transformation) and a round of prioritization in less than 50 minutes to generate lots of brand extension ideas!

We used a “Change Your Character” creative thinking exercise to look at how prominent marketers use brand extensions, then had the students apply the ideas to Apple.
If you’re faced with a brand extension challenge, you too can turn to these brands and this creative thinking exercise too, generating three possible ideas for each of the brand extension ideas below:
  • New products allow you to experience the brand in different places (Starbucks)
  • Licenses the brand to various companies (Martha Stewart)
  • Introduces smaller versions of its products (Oreo)
  • Offers related merchandise for users of its main product (Harley-Davidson)
  • Finds new uses for its product & introduces brand extensions (Arm & Hammer)
  • Lends its name to subsidiaries serving different market segments (Marriott)
  • Extends its brand with a fee-based online presence (NASCAR)
  • Lets you experience new products free & then sells them to you (Starbucks)
  • Offers slimmed down versions of its main products (Special K)
  • Offers products complementary to its main line (Fruit of the Loom)
  • Changes certain visible “ingredients” of its product (Oreo)
  • Takes a piece of intellectual capital & uses its theme in other product & service categories (Jimmy Buffett)

Thanks again to John for allowing us to come work with his students! I learn something new every year that we’re able to incorporate right into our planning efforts, and this year was no exception. We’ll be back!

Check out a compilation of “Change Your Character” creative thinking exercises and information on its use.  – Mike Brown

If you enjoyed this article, subscribe to the free Brainzooming blog email updates.

 

Download the free ebook, “Taking the NO Out of InNOvation” to help you generate fantastic creative ideas! For an organizational creativity boost, contact The Brainzooming Group to help your team be more successful by rapidly expanding strategic options and creating innovative plans to efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320    to learn how we can deliver these benefits for you.

 

 

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

More Posts - Website

Follow Me:
TwitterFacebookLinkedInPinterestGoogle Plus

Continue Reading

0

Here’s a checklist you can use in considering a new business opportunity or campaign to assess whether you’ve addressed critical elements of a marketing plan. It’s especially helpful to use in business environments where you have non-marketing people driving product launches or efforts without a full grounding in how a strategic AND implementable marketing plan will increase the probability of success.

For each question, choose whether the most appropriate answer to each question is: YES, NOT SURE, or NO. If there is one NOT SURE or NO answer, the basic elements of a marketing plan aren’t in place. Ensure all the questions are answered satisfactorily and understood by the organization before deciding to launch the effort.

  • Is there a clear business objective for this effort?
  • Do we know the market’s size and growth rate?
  • Do we know our current revenue, profits, and share?
  • Do we know the competitors and their strategies?
  • Do we know who the customer / prospect is?
  • Do we know customers’ current and future needs?
  • Do we have an estimate of our expected revenue, profit, share, etc?
  • Do we know and can explain the service features?
  • Do the features match customer needs?
  • Do we know what the pricing levels and structure should be?
  • Do we know what we want customers to think about it?
  • Do we know how a customer will find out about it?
  • Do we know what the necessary sales effort should be?
  • Do we know who and how it will be implemented?
  • Do we have all potential metrics in place?

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

More Posts - Website

Follow Me:
TwitterFacebookLinkedInPinterestGoogle Plus

Continue Reading

0

Here’s a link to a very beneficial marketing strategy article appearing recently on Arkansasbusiness.com. It’s by Jim Karrh, Ph.D. who is senior vice president of Advantage Communications Inc. in Little Rock. I met Jim this past November when he was a speaker and honorary chairman of The CMO Summit.

In this article, Jim focuses the breadth of marketing strategy literature on a set of “Super Six” questions addressing direction, segments, markets, products, and competitors that you can use as a check-up on your brand’s current strategies.

For the rest of his 2008 columns, Jim will focus on tactics to carry out successful strategies. To keep up to date with his thinking, add Jim’s column to your reader: http://www.arkansasbusiness.com/rss/karrh.aspx

Thanks Jim for the great questions!

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

More Posts - Website

Follow Me:
TwitterFacebookLinkedInPinterestGoogle Plus

Continue Reading

0

Dear Abby & Ann Landers are no longer with us, but there are scads of other advice columns in print & electronic media to help people through relationship challenges. Since much of their advice for personal situations can be applied to business relationships, over the next several Wednesdays, we’ll let them do our work for us in the Change Your Character exercise.
This week, it’s brainstorming starters for building stronger relationships – generate at least 3 relationship building ideas for your business situation from each piece of advice:
  • Make the best possible first impression–be friendly & well dressed with a positive attitude.
  • Be yourself & pay attention to your instincts.
  • Spend time together to get to know each other.
  • Ask questions. Don’t just talk about yourself. Keep the conversation light.
  • Be attentive to the other person and don’t talk on your cell phone.
  • Be honest.
  • Go the extra mile to make the other person comfortable.
  • Thank the other person for spending time together.

So if you have some new business relationships to build, this should help you get some fresh ideas. And if you’ve got a first date lined up for Valentine’s Day tomorrow, you can also benefit. Just make sure that you don’t apply the ideas from the former situation to the latter – that would be a problem!

Check out a compilation of “Change Your Character” creative thinking exercises and information on its use.  – Mike Brown

 

If you enjoyed this article, subscribe to the free Brainzooming blog email updates.

The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can help you enhance your strategy and implementation efforts.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

More Posts - Website

Follow Me:
TwitterFacebookLinkedInPinterestGoogle Plus

Continue Reading

0

I’m on a panel today addressing “Global Branding Trends, Challenges, and Possible Solutions” at the HDMA Heavy Duty Dialogue ’08 conference. It’s being moderated by Sally Staab a VP at Weyforth-Haas Marketing in Overland Park, KS. The other participants are Walt Delevich from SKF and John Beering from Eaton Corporation.

From my segment on brand strategy in a full house of brands, here are a few keys for branding amid significant M&A activity:

  • Elegant brand architecture often isn’t in the cards with an M&A-based growth strategy – With significant M&A activity, a number of very real factors may confound attempts to create elegantly simple brand architecture. Among the potential issues: the relative strengths of brands in the family, customer loyalty to existing brands, management demands, deal structures, challenges in doing a large-scale conversion, required investment, and long cycles for replacing branded assets.
  • Work with experienced brand strategy partners – A brand is more than a logo and an ad; it’s the promise you make to your key audiences. It’s multi-dimensional and encompasses all customer contact points with the company – employees, products, service, visual and physical cues, and communications. Given this broad definition, few advertising agencies have the full range of capabilities to address all of your brand issues. Engage firms that specialize in branding across all these dimensions.
  • Invest in the necessary fact finding effort to determine your brand strategy – Facts need to be at the heart of any brand strategy decisions, and they should come from as many sources as possible – internally & externally. Inventory the key data sources and audiences whose perceptions you need to understand and project. Beyond analysis of available data, look to both qualitative and quantitative research techniques to bolster your understanding of what the market expects, accepts, and will ultimately reward from your brand.
  • Figure out where you want your brand to be in the future and then work your way back to the present through multiple scenarios – Hypothesize various scenarios on where you want the brand to be in the future relative to customers, products / services, markets, competitors, and the external environment. Pick a future point linked to the longest relevant decision cycles for your brand. Then, work your way back on how you expect to get there, recognizing likely decision points, operational issues, future M&A events, sales & marketing efforts, competitor activity, and the best and worst developments that could happen with your brand.
  • Look to others brands for lessons, even if their situations aren’t completely comparable – You can’t simply follow your industry’s branding conventions if your situation differs dramatically. In that case, find brands outside your industry that you can look to for insights. Ideally seek out brands in similar current situations and others that have brand architectures that resemble how you’d like yours to look. Go to school on what their brand migration paths look like, what rules or approaches they use, etc. Additionally, there’s great value in networking with them and being able to ask direct questions on their strategies.
  • Use in-country experts to assess how your brand will fit in global markets – Don’t depend on uninformed or remote perspectives for determining in-country brand strategy globally. Identify branding partners & key employees with on the ground experience that can provide knowledgeable input and reactions to global brand strategy development. Do the qualitative and quantitative fact finding work in-country or in-region as well. – Mike Brown

 

The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. We draw on our varied strategy experience in defining new brands, jump starting lagging ones, and  rehabilitating battered brands. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can help you enhance your strategy and implementation efforts.

 

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

More Posts - Website

Follow Me:
TwitterFacebookLinkedInPinterestGoogle Plus

Continue Reading

21

The new year is a time for reflecting on what’s really important. If I may get creative and turn that concept on its side a little, since articulating a new definition for “strategic thinking” (addressing things that matter with insight & innovation), I’ve been trying to get down on paper a list of strategic thinking questions whose answers would help shed light on, “What matters?”

What are great questions to best identify what’s strategic, i.e., what really matters in a particular business situation? This is a starting list of strategic thinking questions:

  • What does our brand stand for?
  • What do we most want to accomplish in the organization?
  • How would we describe our best, most valuable customers?
  • Who don’t we do business with?
  • Who do we win the most business from and why?
  • Who do we lose the most business to and why?
  • What are the biggest cost drivers in the organization?
  • What things would be most devastating (or most embarrassing) if our customers knew about them?
  • What’s the biggest unknown in our market?
  • What are the best opportunities available to us?
Feel free to start using strategic thinking questions from the list above. Feel even freer still to comment on other strategic planning questions you’ve used successfully to identify “what matters.” – Mike Brown

10 Lessons to Engage Employees and Drive Improved Results

FREE Download: “Results!!! Creating Strategic Impact”

Results!!! Creating Strategic Impact Mini-Book

Senior executives are looking for employees who are strong collaborators and communicators while being creative and flexible. In short they need strategic thinkers who can develop strategy and turn it into results.

This new Brainzooming mini-book, “Results – Creating Strategic Impact” unveils ten proven lessons for senior executives to increase strategic collaboration, employee engagement, and grow revenues for their organizations.

Download this free, action-focused mini-book to:

  • Learn smart ways to separate strategic opportunities from the daily noise of business
  • Increase focus for your team with productive strategy questions everyone can use
  • Actively engage more employees in strategy AND implementation success

Download Your FREE   Results!!!  Creating Strategic Impact Mini-book



Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

More Posts - Website

Follow Me:
TwitterFacebookLinkedInPinterestGoogle Plus

Continue Reading