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Making Competitors Irreverent DAVID A. AAKER Vice Chairman, Prophet Blog: davidaaker.com

Making Competitors Irreverent DAVID A. AAKER Vice Chairman, Prophet Blog: davidaaker.com Top Marketing Forum, Moscow April, 2012. Market Dynamics. Brand Relevance. Asahi-Kirin Beer War. Customer Decision Process. Brand Relevance. Brand Preference.

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Making Competitors Irreverent DAVID A. AAKER Vice Chairman, Prophet Blog: davidaaker.com

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  1. Making Competitors Irreverent DAVID A. AAKER Vice Chairman, Prophet Blog: davidaaker.com Top Marketing Forum, Moscow April, 2012

  2. Market Dynamics Brand Relevance

  3. Asahi-Kirin Beer War

  4. Customer Decision Process Brand Relevance Brand Preference Select Product Category or Subcategory Select Brand to Buy Determine Brands To Consider • SUV • Lexus • BMW • Cadillac • BMW

  5. Routes to Winning Brand Preference Brand Relevance VS. Competitor Brand Not Considered Competitor Brand Not Preferred Winning Means

  6. Innovation Continuum Transformational Incremental Substantial Innovation Noticeable Impact on Brand Preference New Category Or Subcategory Game Changer Offering Enhancement Hybrid & Electric Fleet Body Armor with duPont Kelvar

  7. Test—New Category/Subcategory? • Can we deliver? • Is there a “must have”? • Business worthwhile? • Legs?

  8. The Payoff 1982-1998 No Competition

  9. The Pay Off • 108 Business launches: Those creating new categories subcategories: • 14% of sample • 38% of revenue • 61% of profits • McKinsey Study: 1,000 firms, 40 years • New entrants • Return premium over average for their industry • First year 13% • 3% in fifth year • 1 % in tenth year • New Product Success Correlated with Differentiation

  10. How? Create Barriers to Competitors Become the Exemplar

  11. Create Barriers • Execute over the top • Continuously innovate • Branded differentiators Ipad Nano Shuffle Touch

  12. The Power of Brands OuterStyle OuterStyle Alpine Class Fill

  13. Branded Ingredients Shampoo/Conditioner With Weightless Moisturizer

  14. Branded Service

  15. Branded Package

  16. Branded Technology

  17. How? Create Barriers to Competitors Become the Exemplar

  18. Become the Category or Subcategory Exemplar The Exemplar Brand Represents Category or Subcategory Defines Connects

  19. Becoming an Exemplar • Market the category/subcategory and not the brand • Be the early market leader • Be the authentic brand

  20. Exemplar Brands iPod Swiffer

  21. You do not merely want to be considered just the best of the best, You want to be considered the only one who do what you do. Jerry Garcia, The Grateful Dead

  22. Staying Relevance No longer make what customers are buying Lose Energy Or Credibility Energy bar for Women

  23. Market Dynamics Brand Relevance

  24. Making Competitors Irreverent DAVID A. AAKER Vice Chairman, Prophet Blog: davidaaker.com Top Marketing Forum, Moscow April, 2012

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