New PDF release: Brand Warfare: 10 Rules for Building the Killer Brand

By David D'Alessandro

ISBN-10: 0071362932

ISBN-13: 9780071362931

ISBN-10: 0071381074

ISBN-13: 9780071381079

In an international the place shoppers have endless offerings, it is nearly very unlikely to compete with no compelling model. growing one, besides the fact that, calls for imaginative and prescient, bold, and the facility to appreciate the patron. primarily, model construction calls for wisdom of the pitfalls and the possibilities in each company selection. The care and feeding of manufacturers is a conflict; model conflict presents the strategic ammunition had to win.

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Extra resources for Brand Warfare: 10 Rules for Building the Killer Brand

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What about the people who distribute your brand? How do consumers feel about them? Done right, this kind of research will give you a starting point for all your communications and a baseline to measure against over time. Without it, you may as well be playing pin the tail on the donkey with your marketing efforts. A conglomerate called Beatrice offers a classic example of what a lack of self-awareness can do to a brand. By the mid1980s, Beatrice had swallowed up a lot of packaged goods companies and wound up with dozens of strong brands to its credit, 35 BRAND WARFARE such as Peter Pan peanut butter, Hunts ketchup, Samsonite luggage, Butterball turkeys, and Stiffel lamps.

But then the company got reports that New York City kids were snapping up vintage Hush Puppies in thrift stores. And it was smart enough to use that intelligence to turn a little blip into a trend. By forging relationships with fashion designers who helped it update and exploit Hush Puppies’ “retro-cool” look, Wolverine wound up with a huge hit on its hands. The classic consumer research may tell you what the average consumer thinks, but it will never help you find the hot spots in the culture where the trends are being born that you can ride to exploding sales.

In fact, Children’s Tylenol actually outsells all its competitors combined. One study showed that Tylenol users are particularly “bonded” to the brand. It’s not rational, but most consumers just feel better about Tylenol. Of course, no one would pay a third more for an identical piece of window glass just because it has a brand name. But, 19 BRAND WARFARE then, less is at stake with window glass. The closer the product gets to the consumer physically, the more the brand matters. If they wear—or particularly if they ingest—it, they want the comfort of a brand name.

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Brand Warfare: 10 Rules for Building the Killer Brand by David D'Alessandro


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