From the category archives:
nnovative, Indispensible, Inspirational. These are the three I’s of an effective Value Proposition. If you want to make your brand work, you’ve got to cater to your target consumers’ needs. We’re not just talking about basic needs here. A product or service can also satisfy emotional and perhaps even spiritual needs. It all depends on how you position your offering.
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No brand is immune to competition. Even market leaders can have their nemeses, and direct competitors keep a company from having the entire pie for itself. In many cases, competition can actually be mutually beneficial, as it keeps the competing parties from becoming too complacent. In always trying to outdo each other, the companies will push themselves to improve their brands and the products or services they carry. It is a welcome cycle that not many businesses want to admit.
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When Old Spice and its advertising agency, Wieden + Kennedy, saw its latest campaign was becoming a viral success, they immediately capitalized on it. Now, not only has the Old Spice Guy, perpetually wrapped in a bath towel and flashing a debonair smile, become a household name; product sales are growing and the company is enjoying a breath of new life in its industry.
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So the lesson here is that you need to really rethink- especially in older type industries- whether or not what you accept as a true value is a true limitation or is it just a habit. Or maybe it was a limitation that was born from boundaries that your industry had from years ago that is no longer true with newer technologies?
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QT: Blogging Innovation “Joy is BMW – Marketing Innovation or Marketing Failure?” “I came across the following video of a BMW advertising installation thanks to a tweet…”
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My last two blog posts have shared ideas from my recent conversation with Bed Bath & Beyond Regional Manager B. J. Orsi. They focused on adapting to local consumers and on creating a teaching culture. Today, I’m focusing on his comments regarding how his company learns from observing other organizations.
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In my last blog, I shared part of a conversation I had with B.J. Orsi, a regional manager with Bed Bath & Beyond. Today, I continue with that conversation – with what B.J. said about how his company promotes a teaching culture that allows managers to earn their promotions by training those below them.
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B.J. Orsi is one of twelve Bed Bath & Beyond Regional Managers, each overseeing about 40-50 Store Managers, who, in turn, each manage about four Department Managers. B.J. has been at the company for over twenty years. I recently had the pleasure of talking with him about how his company operates and what sets it apart in the marketplace.
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Jose Palomino is President of g2m Group, Inc, and author of the book, Value Prop. Jose combines tactical creativity, strategic orientation, marketing savvy and technical acumen to deliver insights, leadership and results. In his book, workshops and coaching, Jose makes this strategic marketing methodology practical and immediately usable. Learn more »
