PLACE
Retail
Wholesale
Mail order
Internet
Direct Sales
Peer to Peer
Multi-Channel
PRODUCT
Design
Technology
Usefulness
Convenience
Value
Quality
Packaging
Branding
Accessories
Warranties
PHYSICAL
ENVIRONMENT
Smart
Run-down
Interface
Comfort
Facilities
PRICE
Strategies
Skimming
Penetration
Psychological
Cost-Plus
Loss leader, etc.
TARGET
MARKET
PROCESS
Especially relevant
to service industries
How are services
consumed?
8
B
Branding has to come from who you are and what your business can be, not from
what you want it to be… Breakthrough branding is everything you do to build a
brand that stands out and grabs people at every touch-point.
PEOPLE
Employees
Management
Culture
Customer Service
PROMOTION
Special Offers
Advertising
Endorsements
User trials
Direct mailing
Leaflets/posters
Free gifts
Competitions
Joint ventures
Traditional Business Person
Brand Entrepreneur
Focuses on the business metrics
Focuses on metrics and building a brand
Avoids visibility
Is a visible brand ambassador
Manages the business
Innovates through change
Delegates marketing
Engaged in branding and marketing
Values winning
Values winning and making a difference
Manages people
Creates a culture
Is remote from staff
Engages and “clicks” with employees
Favours hierarchy and processes
Works collaboratively yet decisively
Is cautious of new media
Embraces new digital media
Stresses customer service
Stresses customer engagement
Is a factual communicator
Is a storyteller and performer
Communicates formally
Communicates in an interactive way
It’s worth thinking about...
What would be the dream business for you based on your unique talents, interests,
and abilities?
Is there anything missing in the market that you could supply?
What do you see/wish for your company in the future? Where do you want your
company to be within five years?
What perceptions do your customers and investors have about you and your business?
What’s the creation story of your business?
Is there a new category, market you could create, where your business can be the
first?
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