Introduction to Brand Equilibrium
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Introduction to Brand Equilibrium An insight into a common threat for brands within highly competitive, yet well established, sectors . . . . . . . . . . . . . . . . . . . . . . . . 1 BrandTao The way of brands Best Viewed Full Screen
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Transcript of Introduction to Brand Equilibrium
Introduction to Brand Equilibrium
An insight into a common threat for brands within highly competitive, yet well established, sectors
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1BrandTao
The way of brands
Best Viewed Full Screen
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What is Equilibrium?
- A condition in which all acting influences are cancelled out by others.
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Equilibrium: An insight story for brands
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Equilibrium: An insight story for brands
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Equilibrium: An insight story for brands
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The Brand Equilibrium Insight
When all the brand competitors use the same objectives, tools and operation methods, the result is equilibrium.
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Equilibrium: An insight story for brands
Brand Positioning
Customer Service
Products
RetailEnvironment
Brand Equilibrium: When consumers can’t perceive or articulate a significant difference between competing brands
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Marketing : ‘Mature markets see rapidly replicated competitive actions, dulling difference or advantage’
Equilibrium demonstrated within the mobile network sector
Network Data Speed
Network Coverage TariffsHandsets Customer
Rewards
Hypothesis: Within 3-12 months, any temporary advantage is cancelled out by competitors replicating benefits
Core Operational Functions: ‘Hard to develop, but possible to replicate’
Customer Service
EEVodafone 3O2
Core competitors become stratified into a Corporate Oligarchy: ‘Gaining market share becomes rare’
80%+ of a market becomes controlled by the big 3-5 brands; e.g. banking, multi-channel TV, broadband, energy and mobile
Similar Brand Positioning
Homogenous Objectives
Traffic Light Failure Green KPI’s = no
change
Levers produce little change
Trap of Gravity Repeat same
again
Hypothesis: Within 3-12 months, any temporary advantage is cancelled out by competitors replicating benefits
Standard KPI’s match
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The solution
Brand Positioning
Customer Service
Products
RetailEnvironment
The solution is committing to a different path.
Defining a different ambitionfor your brand and using original insight, a uniquestrategy, innovativeproducts and by nottrying to match your Competitors or appeal to every consumer.
Having a brand convictionfor a different, distinctiveand sustainably better way.
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Breaking Brand Equilibrium
Advantage starts when a brand does things differently.
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Blog: http://www.brandtao.co.uk
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BrandTaoThe way of brands
