Mention Uniqlo to any global citizen today and the associations of quality, affordability and fashionable come to mind immediately. That is how successful Uniqlo has become in recent years.
New media technologies require new thinking to capitalize on them. But, like radio and TV before them, new media are merely enablers, not solutions. Which customer niche should we target? Who are the key competitors we need to differentiate ourselves from?
How can we effectively position ourselves as something better? These organizations understood that representing something truly meaningful to some ultimately attracts attention, builds momentum, and earns a brand identity that ultimately appeals to all.
So the question was how to appeal to this segment more effectively and inspire Foodies to try shopping at Whole Foods for the first time. The answer was a shift in brand strategy.
The strategy was expressed in an ad campaign focused on getting Foodies excited about a specific food item.
The micro-success of this campaign was the consistent selling out of the items advertised in the campaign. Extraordinary growth was achieved. And it all came down to rethinking brand strategy. The result, in a fairly commoditized industry typically driven by the lowest bid?
An immediate spike in market share and profitability. UNICCO took a risk by hanging their hat on green cleaning, but they anticipated correctly that customers preferring standard cleaning services would assume that if UNICCO could effectively deliver cutting edge green services, they could knock standard services out of the park.
Chat University This pre-Web2. Their competitors were offering custom-built chat software with a much wider range of features. How would they compete?
Universities felt compelled to communicate with prospective students using current technology, but they were intimidated by the learning curve.
With this understanding of the target market, Chat U developed a brand strategy focused squarely on intensive customer support and education. We developed a nationwide direct mail campaign offering free online chat demos to prospects. Customers were given binders and phone support walking them through how to use the software, how to schedule and promote chat sessions, and how to interact with students during a chat.
Best brand strategy and execution? While the reputation of the doctors and physical therapists is traditionally the only basis of competition in this field, we established a brand strategy for this client centered on the first-class, inspiring experience offered to patients, right from their first orthopedic visit.
We organized an open-house to drive first-hand exposure with referring doctors and other influencers. The result was exponential growth and expansion right from the get-go. Within two years, their greatest challenge was hiring doctors and staff quickly enough to meet patient demand.
Hopefully these examples help inspire some thoughts about how a shift in brand strategy could drive growth for your organization.
If you are already another shining example of the power of brand strategy, we encourage you to share your story here with the Setter community!Strategic Management > SWOT Analysis.
SWOT Analysis. SWOT analysis is a simple framework for generating strategic alternatives from a situation analysis. It is applicable to either the corporate level or the business unit level and frequently appears in marketing plans. About David Parker. David is a strategic marketing communications specialist with over 20 years of experience helping companies build their brand.
He specializes in working with B2B organizations to create marketing strategies and programs that attract, . The development of a new brand and often a new offering for a product class that has not been previously served by the organization.
Flanker Brand Strategy Adding new brands on the high or low end of a product line based on a price-quality continuum. Your brand is more than your logo, name or slogan — it’s the entire experience your prospects and customers have with your company, product or service.
1. A good, idea, method, information, object or service created as a result of a process and serves a need or satisfies a regardbouddhiste.com has a combination of tangible and intangible attributes (benefits, features, functions, uses) that a seller offers a buyer for regardbouddhiste.com example a seller of a toothbrush not only offers the physical product but also the idea that the consumer will be improving.
Uniqlo is a successful global Japanese fast fashion retail brand competing globally on design innovation, good quality, affordability, fashionable apparel products and an authentic in-store customer experience. The business, brand and retail strategy behind Uniqlo and .