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President of Gen One Ventures

Dare To Lead

By Peter Weedfald

About Peter

Peter Weedfald is President of Gen One Ventures, a sales, marketing and brand-product consulting company. He has served as SVP, Chief Marketing Officer of Circuit City, SVP of Sales and Marketing in North America for Samsung, and SVP of global marketing and EEVP, GM & Chief Marketing Officer for ViewSonic.
 

"Who Are You"- And Who Will You Become in 2014?”

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It would not be hard to define business opportunity through the varying orchestrations and melodic personalities of musicians from years past, from even today. To succeed in music, within any style, there always needs to be a unique product (music) proposition. Or maybe not.

Perhaps when Pete Townshend and Roger Daltrey of The Who first joined musical forces back in 1964, they were not worried or planning “uniqueness”- rather, they were simply energized by their single driving force and determination in the language of “expression.” Perhaps heralded and anointed musical superstars find preference through bi-modal uniqueness and expression. Not by planning this brand-centric union, but rather created naturally through audience demand and preference warmly, yet coldly memorialized in the language of product sales. Consumers then socially magnet and amplify their brand preference in music creating consumer muscled command, building protracted market demand.

Well, what about us, not specifically in the music business rather in the consumer electronics and or retail business? What about us, managing the daily cold steel of the P&L?  Or hunting for brand success, pining for market opportunity, balancing between competitors' unique products, expressive advertising and the daily competitive price point pressures of… scorched-margin demands! Hey, what about us? Just what is the best way to express our brand expression and uniqueness versus competitors, express our unique products in the language of consumer benefits and consumer demand. How do we pull consumer demand to us so they know who we are, why we are and why we matter in their lives?

For us, in any business, with any product or service offerings, we know the gravitas, the driving force to ensure success is one word, “focus.” Focus defines the mission, focus expresses and matures profitable boundaries, focus ensures market relevancy, focus mitigates competitive muscle, focus is in itself brand strategy. I highly suggest that Pete and Roger have been globally successful through these same brand principles that catalyst consumer electronics and or any other market opportunity.

Since most of us are not rock and roll, hip-hop or magical musical artists (although it is always nice to dream and trust me I do) we remain business-focused on ten tectonic steps to ensure formidable market and profit advantage. This ensures our most formidable and valued brand and product expressions will create market opportunity, team focus as our most valued competitive advantage. Defining just who you are, who your brand and products promise to be to both retailers and consumers sets the stage for market advantage. Gen One Ventures' ten essential principles to command brand dominance include your ability to:

1.    Core down and heavy up to create energizing and expressive products. Focus smartly on crisp market making product offerings: Wow cosmetics + wow features + wow packaging defines who you are, who you will become.

2.    Address a defined, well forecasted market opportunity. Listen to consumer research to learn who you should be. Be open to new complimentary accessorized products needed or demanded in concert with your core brand focus.

3.    Stand and deliver through every sales and marketing touch point with your competitive features, advantages and benefits. Focus on your product as your market hero, focus on your brand as your products emotional capital.

4.    Clarity is sometimes a casualty. Define who you are, where and how you are market focused through line logic and price points versus competitors. Ensure the core mission at hand is united under the ribs of your brand promise.

5.    Team internalize and sales externalize relevant market, product and consumer research which augers and identifies market opportunity, competitive advantage for your brand, products and channel partners.

6.    Be extreme through media, analyst, social and editorial relationships. Take advantage to warrant all free digital, social and relevant global media resources to hyper-fuel your products push and pull across brick and cloud shelves.

7.    Manufacturing, production and supply chain backbone expertise is any organizations greatest strength. All is possible as long as the mission exploits and merits superior, on-time production and delivery capabilities

8.    Channel your focus and energy on the right distribution. A rational channel strategy offers competitive expansion, channel affection, profit protection and long term market share dominance.

9.    Muscle up your brand posture and affinity to those that matter most through smart SCRM (Social Customer Relationship Management). Smartly and firstly target/market to your most important evangelizing fan base.  

10.  Hire thy heroes to ensure your results. Spartan employees are full of energy, focus, determination and passion to rock, to garner results, to ensure the mission. You cannot substitute hungry, disciplined contributions easily.

Who are you, who will you become in 2014? We have to believe over time The Who innocently created, respected and deployed these same principles enlisting a most admired and desired global brand. Through your own brand journey, consumers, retailers, analysts, editors and millions of socially minded and enabled consumers will decide just who you are, how much your worth and whether they will listen to your brand music. These check list principles are easily audited, administered and enhanced through internal collaborations. Surely principle time invested will catalyst profitable growth from new and oldbrand evangelists, super-fueling your global market advantage.  

To thank you for reading and commenting here is a real treat, a special in-studio video performance of The Who performing for us “Who Are You?”:

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