Brand challenges learnings

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Some quick learnings

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  • Good one Babita!
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  • Hi Babita:

    If HMV knew they were in the 'adoration' business and Kodak knew they were in the 'memories' business, they need not have collapsed.

    Unfortunately we seem to think of brands as product/service categories.

    All products have life cycles.

    A brand that understands that they are really an 'emotion' would not die till that emotion is no longer relevant.

    HMV could still have been handling careers of musical celebrities and Kodak could have had their equivalent of Facebook / Pinterest.

    Ah, well.

    Brand managers will keep making the mistake of thinking that they manage product lines.

    Sumit
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  • Breakfast of champions
  • Brand challenges learnings

    1. 1. Brand Challenges: learningsImage:simonmainwaring.com
    2. 2. HMV FIGHTS TO SAVE "WELL-LOVED BRAND" FROM COLLAPSEwww.brandchannel.com
    3. 3. KODAK FOCUSES ON PUTTING BANKRUPTCY BEHIND ITwww.brandchannel.com
    4. 4. LEARNINGS:KEEP PACE WITH CHANGE. FEEL THE PULSE. REINVENT. REENERGISE.INNOVATION KEEPS THE BRAND AHEAD OF THE CURVE.BE CULTURALLY RELEVANT.
    5. 5. BOEING DREAMLINER TURBULENCEwww.brandchannel.com
    6. 6. LEARNINGS:ONE BAD STORY DOES MORE DAMAGE THAN TEN GOOD ONES.BRAND TRUST IMPACT IS HARD TO SET RIGHT.
    7. 7. APPLE BATTLES IPHONEY IMITATORS INBRAZIL AND MEXICOwww.brandchannel.com
    8. 8. LEARNINGS:LOCAL MARKETS ARE TIGERS. DO NOT UNDERESTIMATETHEIR ENTREPRENEURIAL ABILITY .
    9. 9. TOUR DE FRANCES 100TH BIRTHDAYWISH: DISTANCE ITS BRAND FROMARMSTRONGwww.brandchannel.com
    10. 10. LEARNINGS:DON’T LET CELEBRITIES DEFINE YOUR BRAND!
    11. 11. AVON BRAND WOBBLING ON A SHAKYFOUNDATION www.brandchannel.com
    12. 12. LEARNINGS:ABSENCE FROM E-COMMERCE CAN BE SUICIDAL.BRANDS CANNOT AFFORD TO DISASSOCIATE THEMSELVESFROM SOCIAL MEDIA.
    13. 13. WHEATIES HEADING TO THE LOCKERROOM? www.brandchannel.com
    14. 14. LEARNINGS:NOT HEALTHY ENOUGH, NOT UNHEALTHY ENOUGH!
    15. 15. The key challenge is the shift fromstrategy ( planning)to tactics ( action)eg brand variants, relevant propositions, brand engagement, brandconversations.
    16. 16. People: redefine consumers, stay relevant to the corePlanet: sustainability, social goodProfit: value creationFINALLY, ITS ALL ABOUT THE 3 PCHALLENGE!
    17. 17. Thank you

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