Introduction to Brand Equilibrium

1. . . . Best Viewed Full Screen . . . . . . . . . . . . . . . . . Introduction to Brand Equilibrium . . . . An insight into a common threat for brands within highly competitive, yet well established, sectors BrandTao The way of brands

2. What is Equilibrium? - A condition in which all acting influences are cancelled out by others.

3. Equilibrium: An insight story for brands

4. Equilibrium: An insight story for brands

5. Equilibrium: An insight story for brands

6. The Brand Equilibrium Insight When all the brand competitors use the same objectives, tools and operation methods, the result is equilibrium.

7. Equilibrium: An insight story for brands Brand Equilibrium: When consumers can’t perceive or articulate a significant difference between competing brands Products Customer Service Brand Positioning Retail Environment

8. Equilibrium demonstrated within the mobile network sector Core Operational Functions: ‘Hard to develop, but possible to replicate’ Network Coverage Network Data Speed Handsets Tariffs Customer Rewards Customer Service Hypothesis: Within 3-12 months, any temporary advantage is cancelled out by competitors replicating benefits Marketing : ‘Mature markets see rapidly replicated competitive actions, dulling difference or advantage’ Homogenous Objectives Similar Brand Positioning Levers produce little change Traffic Light Failure Green KPI’s = no change Trap of Gravity Repeat same again Standard KPI’s match Hypothesis: Within 3-12 months, any temporary advantage is cancelled out by competitors replicating benefits Core competitors become stratified into a Corporate Oligarchy: ‘Gaining market share becomes rare’ Vodafone EE 3 O2 80%+ of a market becomes controlled by the big 3-5 brands; e.g. banking, multi-channel TV, broadband, energy and mobile

9. The solution The solution is committing to a different path. Defining a different ambition for your brand and using original insight, a unique strategy, innovative products and by not trying to match your Competitors or appeal to every consumer. Having a brand conviction for a different, distinctive and sustainably better way. Products Customer Service Brand Positioning Retail Environment

10. Breaking Brand Equilibrium Advantage starts when a brand does things differently.

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