THE GROWTH CHALLENGE IN A WORLD OF HYPERCHOICE
All successful businesses are fighting to meet their growth targets. Breaking parity points with the competition get quickly diluted by “me-too” products, or by daring new entrants on the market.
The key question is how to regain the initiative, or to constantly keep the first mover advantage. “Proven” activities from the past will not deliver most of the time, and copying a successful competitor, obviously never getting to be the number one on the market.
The creative marketing strategy recognizes that growth will only come from the combination of what your customers want now and in the future, with what you are good at. This is not necessarily what you have done before; it almost certainly is not copying what your competition is doing right now.
Four key steps are required to win the Growth challenge:
- Identify the most profitable consumers segments.
- Identify most powerful attributes (consumer wants) to drive brand shares.
- Develop a powerful brand proposition bridging consumer wants and what the brand is good at.
- Create the right mix of ways or channels to best deliver brand proposition.
Nice short article. It is abit general and not specific
Live to Learn, Unlearn and Relearn to Excel
9 年Try to find the missing... to stand out... to appear attractive... to be different to make the difference... a company's products and brands are not just products and brands... they are the "corporate signatures" of the company as its "symbols of conspicuously different identity" in every respect.