I'm continuing with an arc based on a series of branding questions I've had over the past few months. I promised this arc in "Attract and Stick, Part 1" now available on AllBusiness.com. The first question answered was the twofer, "How does one rebuild or redevelop his brand? What are the steps?"
I offered that there are lots of reasons for rebuilding and redeveloping a brand and would consider three:
- the existing brand has become tarnished and now generates a negative impact in the target market (discussed in "How does one rebuild or redevelop his brand? What are the steps?")
- the corporation is losing market share and wants to re-establish itself in that market,
- the corporation is moving into new markets and wants to establish a brand in those new markets.
Best recent history examples of this are Steve Jobs turning Apple around (twice) and Kodak as documented in CameraGuy Keeping me Honest.
The third is something I just wrote about, Intelligent Website Design: Expand Your Market. The goal here is to carry the existing brand's recognition into the new market. It's not necessarily a good idea to utilize an existing brand's dominance of a given market because they can be viewed as upstarts in the new market. It's much wiser to brand via stating "We're known in that area, take a look at us in this area." This method, combined with aggressive penetration in the new market's traditional channels, is usually successful.
Best example right now, Emetrics Summits.
(more to follow)
Please contact NextStage for information regarding presentations and trainings on this and other topics.
Upcoming Conferences:
- XChange on 20-21 Sept 07
- DC Emetrics Summit on 14-17 Oct '07
- Society for New Communications Research Annual Research Symposium & Awards Gala on 5-6 Dec 07 in Boston.
» CameraGuy's Findings: Comcast Gets Hammered by 75 year old lady from BizMediaScience
Comcast gets hammered [Read More]
Tracked on: October 22, 2007 5:15 PM | Permalink to Trackback