Draft Strategy 6-10-09 RMP Modeling Strategy John Oram Jay Davis.
Davis Strategy March 2013
description
Transcript of Davis Strategy March 2013
J.B. DAVIS Innovative strategies. Creatively delivered.
Portfolio March 2013
Category Experience
Functional Expertise
Case Study 1 Extending Relevance Of Major Insurance Brand
Case Study 2 Building A Brand By Selecting The Right Competitors
Case Study 3 Driving Revenue By Reclaiming Leadership Status
Case Study 4 Creating Relevant Differentiation For Brand In Tough Fight With Larger Competitors
Case Study 5 Driving Revenue In An Ancillary Industry By Moving Beyond Category Norms
Case Study 6 Sustaining Competitive Advantage By Employing Different Recruitment Strategy
Case Study 7 Competing With Larger Players By Staking-Out More Expansive Brand Positioning
Links
BLUE CROSS AND !
BLUE SHIELD!!!!!!!!!!
Global !Pharma !Brand!
!!!!!!!!!
Leading B2B Healthcare
Brand!!!!!!!!
Private-Equity Backed
Healthcare Startup!
!!!!!!
RETAIL! HEALTHCARE! CPG! NON-PROFIT! FINANCIAL SERVICES! AGENCIES!
MEDIA! TRANSPORTATION! MANUFACTURING!
100 Year Old
Household Products
Brand!
Well-Known Brand In Personal Health
Segment!
Leading Manufacturer of
Food Ingredients!
!!!!!!!
Category Experience
Functional Expertise
Analyze Competitive Landscapes
= Understand “White Space” for Growth
Review Brand Expressions
= Understand Customer
Experience Across Touchpoints
Gauge Internal / External
Stakeholder Perceptions
= Understand How
to “Live the Brand” /
Understand Channel
Dynamics
RESEARCH
Ideate =
In Structured Environment,
Generate Both “What’s New” and
“What’s Next”
Develop Business Development /
Investor Responses
= Haven Gotten In
Door, Ensure That RFPs and Pitches Powerfully Get the
Job Done
Develop Brand Platforms
= Build Foundation
for Long-Term Relevant
Differentiation
Build Brand Architectures
= Ensure
Components Support Whole /
Ensure Aligned for Growth
Draft Brand Activation Plans
= Strategically Map-Out How to Break
Through Marketplace
Clutter
STRATEGY
Generate “Big Ideas” to Drive
Creative Executions
= Create Overall Expression and Visual, Verbal Vocabularies
Create Names / Craft Tag Lines /
Write Select Marketing Copy
= Infuse Brand Into Initial Touchpoints
CREATIVE
Challenge!
Insurance Brand Wanted To Offer Less Robust Product To Capture Incremental Revenue!
Case Study 1 Extending Relevance Of Major Insurance Brand
Challenge!
But Extension Might Dilute Strong Brand Equities Associated with Leadership Status!
Case Study 1 Extending Relevance Of Major Insurance Brand
Insight (s)!
Develop Sub-Brand Connected To But Very Different From Master Brand!
Case Study 1 Extending Relevance Of Major Insurance Brand
Result (s)!
Name, Color, Type, and Descriptor Communicated Distinction, Allowing Brand To Extend Into Space!
Case Study 1 Extending Relevance Of Major Insurance Brand
Challenge!
Undergraduates At Leading Research University Felt Disconnect Between School Image, Reality!
Case Study 2 Building A Brand By Selecting The Right Competitors
Insight (s)!
College Marketed Itself As “Rah-Rah” But Had Urban, Not Football, Vibe!
Case Study 2 Building A Brand By Selecting The Right Competitors
Result (s)!
Moved Away From Battling Rah Rah Schools, Toward Competing with True Academic Rivals!
Case Study 2 Building A Brand By Selecting The Right Competitors
Challenge!
Retail Arm Of Iconic Brand Suffered From Customer Churn !
Case Study 3 Driving Revenue By Reclaiming Leadership Status
Insight (s)!
Consumers Wanted 1 Stop But Tires Had Much Stronger Presence Than Maintenance / Repair!
Case Study 3 Driving Revenue By Reclaiming Leadership Status
Insight (s)!
In-Store Experience Oriented Toward “Gear Heads” But Real Target Was Moms with Minivans!
Case Study 3 Driving Revenue By Reclaiming Leadership Status
Insight (s)!
Market Confusion Fueled By Dealers Using Brand!
Case Study 3 Driving Revenue By Reclaiming Leadership Status
Insight (s)!
Market Confusion Also Fueled By Ill-Defined Service Brand!
Case Study 3 Driving Revenue By Reclaiming Leadership Status
Result (s)!
“Experience You Want” Positioning Spoke Of Mechanics’ Experience and In-Store Experience!
Case Study 3 Driving Revenue By Reclaiming Leadership Status
Result (s)!
Store Design = Maintenance, Repair, and Tires Given Equal Weight + Leadership Reinforced!
Case Study 3 Driving Revenue By Reclaiming Leadership Status
Result (s)!
Brand Positioning, Look & Feel Extended To Myriad of Other Touchpoints!
Case Study 3 Driving Revenue By Reclaiming Leadership Status
Result (s)!
Business Strategy (All Offerings Equal, Double Value of “Experience”) Aligned With Brand Strategy !
Case Study 3 Driving Revenue By Reclaiming Leadership Status
Challenge!
Circuit City Had Been Losing On Multiple Fronts (e.g., Wal-Mart On Price, Amazon On Convenience)!
Case Study 4 Creating Relevant Differentiation For Brand In Tough Fight With Larger Competitors
Insight (s)!
Self-Service Needs Of Time-Pressed, Over-Messaged Consumers Not Met By Big Boxes!
Case Study 4 Creating Relevant Differentiation For Brand In Tough Fight With Larger Competitors
Insight (s)!
Reorient In-Store Experience To Better Meet Needs of Consumer Electronics Consumers!
Case Study 4 Creating Relevant Differentiation For Brand In Tough Fight With Larger Competitors
Result (s)!
Key Touchpoint, Hang Tags, Became Focal Point of Shopping Experience Via Dedicated “Real Estate”!
ü Changed From Features To Benefits!ü Created Color-Based Segmentation!ü Gave Product Brand More Prominence!ü Promoted Up- and Cross-Selling!ü Dialed-Down Category Noise!
Case Study 4 Creating Relevant Differentiation For Brand In Tough Fight With Larger Competitors
Result (s)!
Other Key Touchpoints Evolved To Better Meet Self-Service Needs, Drive Incremental Revenue!
Case Study 4 Creating Relevant Differentiation For Brand In Tough Fight With Larger Competitors
Challenge!
Home Equity Category – AKA Second Mortgages – “Loud” Category With Little Positive Emotion !
Case Study 5 Driving Revenue In An Ancillary Industry By Moving Beyond Category Norms
Insight (s)!
Connect With Consumers By Creating A Sub-Brand with Softer Visual and Verbal Vocabulary!
Case Study 5 Driving Revenue In An Ancillary Industry By Moving Beyond Category Norms
Result (s)!
Positioning = “…More Than A Line of Credit. It’s Smart Money Management.”!
Case Study 5 Driving Revenue In An Ancillary Industry By Moving Beyond Category Norms
Result (s)!
Significant Incremental Revenue Versus Pre-Rebranding Control!
Case Study 5 Driving Revenue In An Ancillary Industry By Moving Beyond Category Norms
Challenge!
Though Essential In Hyper-Competitive Pharma Space, Recruitment Efforts Varied Considerably!
Case Study 6 Sustaining Competitive Advantage By Employing Different Recruitment Strategy
Challenge!
Variances Led To Considerable Brand Dilution And Cost Inefficiencies !
Case Study 6 Sustaining Competitive Advantage By Employing Different Recruitment Strategy
Insight (s)!
Target Talent Attracted To Brand By Genuine Opportunity To Make An Impact!
Case Study 6 Sustaining Competitive Advantage By Employing Different Recruitment Strategy
Result (s)!
Brand Essence / Tag Line = “Big Idea” To Attract Target Talent Across Businesses, Geographies!
Case Study 6 Sustaining Competitive Advantage By Employing Different Recruitment Strategy
Challenge!
Established Firm In Wellness / Fitness Center Space Needed Edge Against Much Larger Players!
Case Study 7 Competing With Larger Players By Staking-Out More Expansive Brand Positioning
Insight (s)!
Category Conversation Centered On ROI Or Health – But Not 1 Firm That Brought Both To Market!
Case Study 7 Competing With Larger Players By Staking-Out More Expansive Brand Positioning
Result (s)!
New Brand Essence / Tag Line = New Platform To Discuss Healthy Financials And Healthy Customers!
Healthy Results™
Case Study 7 Competing With Larger Players By Staking-Out More Expansive Brand Positioning
Links
Recent Presenta+ons h-p://www.slideshare.net/innova9vebrandstrategist Twi0er h-ps://twi-er.com/innova9vebrand Blog h-p://objectsinrearmirror.wordpress.com Linkedin www.linkedin.com/in/jbdavisinnova9vestrategist !