"Who Are You"- And Who Will You Become in 2014?”
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.
Peter Weedfald is the Senior Vice President of Sales and Marketing for Sharp Home Electronics Company of America (SHCA). He has also served as President of Gen One Ventures, 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.