Brand patterns a catalogue of the ways brands evolve

These eighteen patterns, Emerging arrayed by type and by incidence, describe how market shifts affect brand strategy. Additional patterns and variants will be catalogued as they emerge. For elaboration and examples of these brand patterns, visit www.profitpatterns.com. Functional to Emotional Customers elevate the intangible benefits over product functionality. Concentration to Proliferation As customers demand greater product choice at multiple price points, companies move from a single brand...

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Advertising Revenue for Internet Companies Advertising Spending by Internet Companies Balance of Trade Advertising Revenue for Internet Companies Advertising Spending by Internet Companies Balance of Trade Sources Mercer analysis Competitive Media Research Internet Advertising Bureau Advertising Age Forrester Research media, relatively few companies, whether players in the last economy or the next, have shown much interest in advertising online (see Exhibit 3). Besides being ineffective,...

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I use a search engine such as Yahoo , Lycos, or Alta Vista I use a portal, click on the category (e.g., books) and link to the site from there I go straight to the company Web site by entering its address I go straight to the company Web site by entering its address 1 Fisher Price, Mattel, Disney, etc. 2 American, United, Delta, etc. Source Mercer Internet Consumer Brand Survey. Exhibit 2 In each category it has entered, Amazon.com has quickly secured significant customer mindshare. Overall,...

How Conoco broke the convenience store mold

Building brand equity through many moments of truth By Kathryn H. Feakins and Michael Zea Brands are enhanced or eroded during countless interactions between customer and company. The challenge is to design a customer experience in harmony with the brand, then allocate investment to the areas of greatest potential return. As the oil industry consolidated in the mid-1990s, Houston-based Conoco faced a major brand challenge. One of the world's leading energy companies and a prominent petroleum...

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Josiah Wedgwood by Sir Joshua Reynolds Designing a branded customer experience requires far more than traditional market research. With the customer experience often paramount in brand building efforts, many great brands are being built these days with little or no advertising at all. Long before it ever ran an ad, America Online created a positive online experience that generated both publicity and word-of-mouth buzz, then bolstered these with a massive direct-mail campaign that gave people a...

Mercer Management Journal

The New Brand Strategy Are You Experienced Common misconceptions squander the power By Eric Almquist and Kenneth J. Roberts Powerful brands can help firms leave rivals in the dust. But brand building today must encompass a more complex set of activities and target a broader audience than in the past. 19 Surviving in a world of 200 salsa brands Understanding a brand's potential requires a new set of metrics By Andy Pierce and Suzanne Hogan A dispassionate analysis of a brand can uncover...