Informações:
Sinopse
Each of the fifty-seven haikus is approximately sixty words.Taken individually, each haiku describes how to build and sustain a brand; how customers think, behave, and choose a brand.Considered collectively, the fifty-seven haikus convey the authority, competitive advantage, and value of owning a strong and favorable brand.
Episódios
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Brand Haiku #18: Iconic Brands
20/03/2016People, places, and companies become brands. The most successful brands become icons. They represent culture—a way of life. Companies: Coca Cola. Apple. Harley Davidson. Entertainers: Marilyn Monroe. James Dean. Marlon Brando. Places: New York. Paris. Beijing. Leaders: Abraham Lincoln. Winston Churchill. Franklin Roosevelt. Athletes: Muhammad Ali. Michael Jordan. Babe Ruth.
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Brand Haiku #19: Why Brands Fail
20/03/2016When the brand fails, the business fails—because customers buy brands not companies. There is a recognized set of failure-factors for brands: Customers have more contemporary choices A discontinuous innovation enters the category and the market The functional and emotional benefits of ownership have lost their significance When business declines—invest in the brand.
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Brand Haiku #20: Naming Your Brand
20/03/2016It is very expensive to change the name of a brand. Customers are lost. Markets become confused. Competitors have a new advantage. Choose a name that describes your business. Create one that clearly, crisply differentiates you from your competitors. And you must own the .com—the top-level domain for commerce.
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Brand Haiku #16: Brand and Financial Portfolios
19/03/2016In order to realize the desired investment objectives, financial portfolios are built with specific ‘categories’ of products. In order to realize the desired business objectives, brand portfolios are built with specific ‘categories’ of brands. To be successful, both brand and financial portfolios must be flexible, resilient, and mitigate risk.
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Brand Haiku #17: Smaller Brands—Smaller Data
19/03/2016Big data—quantitative research—is the province of big brands. Smaller data—qualitative research—is the province of smaller brands. Conduct ten one-on-one interviews with your primary target customers. Each interview should be about fifteen minutes and recorded with the permission of the interviewee. Smaller data equals big data.
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Brand Haiku #15: Brands and Counting
12/03/2016It is said that for most of human history, we have counted as follows: one, two, three, many. A brand should have three benefits, three personality traits, three features, three messages, and three points-of-differentiation. Any more than three is one too many. Any more than three does not count.
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Brand Haiku #14: Brands and Their Personalities
12/03/2016In the mind of the customer, a strong, favorable, and unique brand personality differentiates a brand from its competitors. We form relationships with those individuals whose personalities we enjoy and respect. So it is with brands. You must identify your three key brand personality traits.
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Brand Haiku #13: Brands That Self-Heal
12/03/2016General Motors selling cars with known defects. Major League Baseball players abusing steroids. Martha Stewart guilty of conspiracy and obstruction of justice. These brands are self-healing because they share three attributes: Elasticity—competing in numerous sub-categories simultaneously Strong Competitive Positioning—preferred choice Archetypal Stories of Origin—foundational and shared myths
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Brand Haiku #12: Brand and the 3 Cs
12/03/2016Brand. Company. Competition. Customer. Your Company: brand defines the promise your company makes to its customers. Your Competition: brand differentiates you from your competitors in the minds of your customers. Your Customer: brand communicates the benefits of buying your products to your customers. Brand is your connective tissue.
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Brand Haiku #11: What are Brands Best at?
12/03/2016Creating choice—you cannot be chosen unless you are a choice Simplifying complex purchasing decisions Signaling assurance and guaranteeing quality Commanding a price-premium Developing long-term customer loyalty Organizing markets for customers Communicating leadership There is no other asset, whether tangible or intangible, that can deliver this much value.
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Brand Haiku #10: Who Needs a Brand?
12/03/2016Shareholders don’t. They invest in mutual funds that own hundreds of companies. Employees don’t. They work for companies that will pay them the most for what they know. But customers do. Don’t believe me? Try competing in a market without a brand. Customers choose brands—they don’t buy companies.
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Brand Haiku #9: Brands are About Sacrifice
05/03/2016There are over one million words in the English language. And every word has a unique meaning. The strongest brands are those that choose one word and, as a result, have a unique meaning. For example, Google has chosen ‘search’, Disney has chosen ‘family’, and MasterCard has chosen ‘priceless’. Choose your word carefully. Sacrifice is good.
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Brand Haiku #8: How Much is Your Brand Worth?
05/03/2016We have been repeatedly taught about the resistance of any intangible, such as a brand, being accurately quantified on a balance sheet. I disagree. Every day, every hour, and every minute consumers and companies are purchasing brands. Conduct qualitative research with your best customers. They will tell you how much your brand is worth.
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Brand Haiku #7: A Commodity Plus a Brand = A Premium Price
04/03/2016An orange ... is an orange ... is an orange. Unless, of course, that orange on a tree just happens to be a Sunkist™ orange, a brand that 80% of consumers know and trust. Invest in your commodity. And invest in your brand.
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Brand Haiku #6: Your Story of Origin
04/03/2016Just about everything you say about your business can be copied by competitors. Except your Story of Origin. Why, where, and how you started your business is your story. Create opportunities to tell this story to those who matter the most to the brand. One more thing. Always use the same words to tell your story.
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Brand Haiku #5: Business Begets Brand. Brand Begets Customers.
04/03/2016Business strategy creates an offering. Brand strategy creates customers for that offering. Marketing strategy creates demand for that offering. The youngest of companies often move from business strategy directly to marketing strategy—from building the offering to entering that offering into the marketplace—only to find the customer is missing. The customer is everything.
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Brand Haiku #4: Brands Influence. Brands Compel.
04/03/2016Brands influence what customers think and feel—how they see themselves and their roles in the world. Brands compel the behavior and actions of customers. Brands that influence and compel command a premium price. They have sustainable advantages over competing brands, creating barriers for new entrants and discouraging the development of disruptive technologies.
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Brand Haiku #3: Brands Mitigate Product Development Risk
04/03/2016In the mind of the Xerox customer, the brand is not elastic enough to stretch from office copiers to office computers. In the mind of the Caterpillar customer, the brand is elastic enough to stretch from machinery to footwear. You must measure the elasticity in your brand.
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Brand Haiku #2: Why Customers Choose a Brand
26/02/2016Consumers choose one brand over another because the customer-benefits are relevant and meaningful. There are two types of customer-benefits. One type is intrinsic. It makes customers feel good about themselves. The second is extrinsic. It says something important about your customers to others. You must identify the most compelling set of intrinsic and extrinsic customer-benefits.
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Brand Haiku #1: Sustainable Differentiation
26/02/2016Your competitor set is a primary source for sustainable differentiation. However, too many companies let their customers determine the brands that they compete with. Customers create competitor sets based primarily on points-of-parity, rather than on points-of-difference. You must identify what makes you different and then design a competitor set in which that difference is strong, favorable, and unique.