Before I go any further, I must make an important distinction. This article concerns driving a brand’s growth within an existing category. As such, it is likely to return less growth than launching a brand into a country with a fast-growing economy or extending an existing brand into a completely new category. However, most marketers still need to fight for market share and to do so successfully should bear these ten actions in mind.
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For over a decade now, UPS delivery trucks in the USA have avoided making left turns. Analysis of tracking system data found that eliminating left turns – which often left the vehicle idling at an intersection for significant periods of time – would save time and gasoline. This is exactly the sort of insight that allows a company to change things for the better, but it can be really tough to find no matter how much data is available to you.
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I honestly can’t remember how I came to see this video. It features Katy Woodrow-Hill, the head of planning at Dare, describing her top four tips on becoming a ‘doing’ brand. But I thought the ideas were well worth repeating here.
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In a recent post on iMedia Connection, Millward Brown Optimor’s Pandora Lycouri and Dmitri Seredenko conclude that Samsung can’t buy love. In “Can Samsung Buy Love?” they contend that simply outspending Apple is not going to overturn the strong emotional connection with users that Apple has earned through consistent innovation and iconic style. Maybe not, but it might help Samsung charge a price premium over other brands.
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My friend and colleague Erik du Plessis once observed to me that “survival of the fittest” was really a misnomer and that it should be “death of the least fit.”
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