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,...

Rigorous analysis provides a platform for action

The power that comes from understanding, at a deep and detailed level, how a brand actually shifts demand among different customer segments can't be overestimated. Such an understanding, reached through quantitative analysis, helps executives confidently plan and execute a brand strategy that will drive profit and shareholder value growth. The key to achieving this understanding lies in the quantification of a brand's equity through the isolation of its equity elements. Brand equity is the...

What ever happened to Burma Shave

Pattern thinkers can outsmart brand rivals in a changing marketplace Leo Burnett, founder of the agency that bears his name and Time magazine's Advertising Titan of the 20th Century, built his reputation as the champion of the long, enduring idea. For advertising executives of the Burnett school, nurturing brand images such as the Marlboro man, the Pillsbury Doughboy, and the Michelin Man was essential to building the brands. Once a brand achieves strong relevance and awareness, it serves to...

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...