Strategy Competition

Added Value: The alchemy of brand-led growth by M. Sherrington

By M. Sherrington

This publication relies upon the working procedure of the corporate, extra price, based by means of the writer, and now one of many world's biggest advertising and marketing and branding consultancies. Two-thirds of the worth of such a lot businesses is predicated at the intangible worth of companies together with acceptance, goodwill and know the way. it's via advertising that acceptance should be created and stronger hence unlocking model development. With using many examples and case stories the writer indicates how the 5 I's technique - perception, rules, Innovation, effect and funding go back - can be utilized to create top-line demand-led development and the instruments and methods to be had to accomplish this. this can be a special approach with confirmed good fortune.

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Here are a few simple examples: • • • Ice cream went super premium ahead of all the other categories, although most of them are now following. Red Bull and isotonic drinks introduced new functional benefits that have transformed the soft drinks market and will eventually transform the others. For example, energy confectionery bars are already appearing. ) Coke pioneered the route to market innovation with vending machines Insight • • • and draught Coke for cafes and bars – approaches that all the other categories have learnt from.

A seemingly simple project for Unilever to develop an ice lolly in a cardboard tube unearthed a trove of interesting properties of ice. Leading-edge research showed that ice could deliver fundamental properties of energy release, and new depths of hydration that could not be achieved by simply drinking liquids. The research also made it clear that ice has a ‘play value’ that a soft drink, however fizzy, simply cannot match. After all, with ice you can nibble it, lick it or roll it round your tongue – and you certainly can’t do that with a can of cola; Calippo Shots was its first successful result.

Perhaps now would be a good time to start prodding the patient to see what insights we get. FIVE RESEARCH TECHNIQUES All marketing research, just like all medical research, is ultimately research into people. In marketing, this research falls into two broad categories: exploration 25 Added Value 26 – the search for growth insights – and evaluation – the verification that the applied insight is working. It is not quite as black and white as this, we verify as we learn and we learn as we verify, but it is a useful perspective.

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