Brand Offense, Defense or Nonsense?
I visited Hong Kong last week to discuss the best paths for building new market opportunities, along with varying visions on what is next, and what will be hot in consumer technology. Again and again, the subject of just how to build a new brand or super-fuel an old brand with a new product overtook our conversation on the product planning process.
Imagine the rough and tumble task an entry company faces to build a completely new brand within the consumer electronics "x-widget" product category. Imagine this in a tough, over-exercised North American marketplace: clearly not for the faint of heart, surely not for the faint of investment capital.
We began to explore brand leadership and to clarify and expose successful brand offense and defense strategies. The basics? We recognize a brand is a promise. It is inclusive and righteously positioned on an x and y-axis. The x-axis correlates with brand value/equity while the y-axis represents shelf line logic, bearing competitive market pricing. Brands are built on foundations of products and services juxtaposed smartly versus competitive offerings. With this comes the formula to measure any brand versus competitive market dynamics: