Comments on: “Brand space” and the creation of new markets http://tenayagroup.com/blog/2006/08/03/brand-space-and-the-creation-of-new-markets/ Brian Phipps on next-generation brands: Tue, 25 Oct 2011 15:28:29 +0000 hourly 1 http://wordpress.org/?v= By: Brands Create Customers » Blog Archive » The coming age of digital brands: RIAs + widgets http://tenayagroup.com/blog/2006/08/03/brand-space-and-the-creation-of-new-markets/comment-page-1/#comment-5492 Brands Create Customers » Blog Archive » The coming age of digital brands: RIAs + widgets Wed, 27 Dec 2006 16:21:57 +0000 http://tenayagroup.com/blog/2006/08/03/brand-space-and-the-creation-of-new-markets/#comment-5492 [...] As a brand builder, you should view RIAs and widgets as elements of a unique value stream that only you can deliver. Plan to deploy them as teams of smaller, value-rich brand applications available on the fly, used by customers to accomplish vital tasks. A brand might orchestrate a dozen or so RIAs or widgets as part of a strategic deliverable. In this manner, a brand could form whole new sets of creative connections with customers in areas of new business development, or in strategic areas of interest. The chosen deployment would depend on the type and style of brand presence a company desires, and where the brand intends to lead customers. [...] [...] As a brand builder, you should view RIAs and widgets as elements of a unique value stream that only you can deliver. Plan to deploy them as teams of smaller, value-rich brand applications available on the fly, used by customers to accomplish vital tasks. A brand might orchestrate a dozen or so RIAs or widgets as part of a strategic deliverable. In this manner, a brand could form whole new sets of creative connections with customers in areas of new business development, or in strategic areas of interest. The chosen deployment would depend on the type and style of brand presence a company desires, and where the brand intends to lead customers. [...]

]]> By: Brands Create Customers » Blog Archive » Brand value dries up in the Microsoft ecosystem http://tenayagroup.com/blog/2006/08/03/brand-space-and-the-creation-of-new-markets/comment-page-1/#comment-3952 Brands Create Customers » Blog Archive » Brand value dries up in the Microsoft ecosystem Wed, 15 Nov 2006 17:46:38 +0000 http://tenayagroup.com/blog/2006/08/03/brand-space-and-the-creation-of-new-markets/#comment-3952 [...] Xbox and Zune are aimed at the home media center brand space. Their mission is to condition customers to a Microsoft brand presence that promises a seamless integration of digitized music, video, movies and games. For the time being, it doesn’t matter how much money these products lose. In Microsoft’s view, they are tiny tumblers being set in place to deliver a lifetime of lock-in. When the curtain rises, it will be a Microsoft show. [...] [...] Xbox and Zune are aimed at the home media center brand space. Their mission is to condition customers to a Microsoft brand presence that promises a seamless integration of digitized music, video, movies and games. For the time being, it doesn’t matter how much money these products lose. In Microsoft’s view, they are tiny tumblers being set in place to deliver a lifetime of lock-in. When the curtain rises, it will be a Microsoft show. [...]

]]> By: Brands Create Customers » Blog Archive » Apple gets the sofa, Microsoft gets the door http://tenayagroup.com/blog/2006/08/03/brand-space-and-the-creation-of-new-markets/comment-page-1/#comment-2527 Brands Create Customers » Blog Archive » Apple gets the sofa, Microsoft gets the door Sat, 16 Sep 2006 15:52:37 +0000 http://tenayagroup.com/blog/2006/08/03/brand-space-and-the-creation-of-new-markets/#comment-2527 [...] I’ve previously described the concept of “brand space” and how a company can use a brand space strategy to gather strength in new markets before its products are ready for launch. There’s a corollary to this concept that we might call the “brand path” effect. Think of the brand path as a vectored brand space infused with your brand vision and brand qualities. It’s a customer pathway paved by the brand, in the direction you are taking your customers, even though your full suite of products hasn’t been delivered. They can see it, and feel it. Apple may well have the reigning brand path in the home media center space. [...] [...] I’ve previously described the concept of “brand space” and how a company can use a brand space strategy to gather strength in new markets before its products are ready for launch. There’s a corollary to this concept that we might call the “brand path” effect. Think of the brand path as a vectored brand space infused with your brand vision and brand qualities. It’s a customer pathway paved by the brand, in the direction you are taking your customers, even though your full suite of products hasn’t been delivered. They can see it, and feel it. Apple may well have the reigning brand path in the home media center space. [...]

]]> By: STUFFLEUFAGUS » Back to the Future http://tenayagroup.com/blog/2006/08/03/brand-space-and-the-creation-of-new-markets/comment-page-1/#comment-2024 STUFFLEUFAGUS » Back to the Future Sat, 19 Aug 2006 00:51:07 +0000 http://tenayagroup.com/blog/2006/08/03/brand-space-and-the-creation-of-new-markets/#comment-2024 [...] This article is about what I think is the eventual merging of branding, badging, widgets, and tagging to create small-ish social purchasing circles that are based on the melding of these items. [...] [...] This article is about what I think is the eventual merging of branding, badging, widgets, and tagging to create small-ish social purchasing circles that are based on the melding of these items. [...]

]]> By: Brian Phipps http://tenayagroup.com/blog/2006/08/03/brand-space-and-the-creation-of-new-markets/comment-page-1/#comment-1845 Brian Phipps Sun, 06 Aug 2006 06:08:05 +0000 http://tenayagroup.com/blog/2006/08/03/brand-space-and-the-creation-of-new-markets/#comment-1845 Uri, there's two things to keep in mind: 1) moves in brand space take time to play out, and 2) they often take place under the surface, for strategic purposes. To expand upon the WiFi phone example above, while Apple could use its iPod brand to lay the brand foundation for a possible entry into the wireless phone market, Apple competitor Microsoft has no comparable Microsoft-branded digital device. Thus, Microsoft's leap from a (mostly) software maker to a "Microsoft phone" would be quite daunting. Hence (I'm theorizing) Microsoft launches "Zune," a souped-up digital music player. This device has no hope of taking significant share from the iPod, but that may not be its goal. It does enable Microsoft to deliver mobile brand experience with a Microsoft product, a vital step toward an eventual (perhaps) Microsoft phone. Since the digital phone market is far larger than the music player market, Microsoft may well feel that Zune is primarily a "brand space player," a stepping stone toward its strategic goal. (It would be one of those purple arrows in the diagram.) I can't cite any Microsoft document that states that Microsoft is actually doing the above, but I think it would be smart brand strategy if they were. NOTE: This comment replaces a far shorter comment. Uri, there’s two things to keep in mind: 1) moves in brand space take time to play out, and 2) they often take place under the surface, for strategic purposes. To expand upon the WiFi phone example above, while Apple could use its iPod brand to lay the brand foundation for a possible entry into the wireless phone market, Apple competitor Microsoft has no comparable Microsoft-branded digital device. Thus, Microsoft’s leap from a (mostly) software maker to a “Microsoft phone” would be quite daunting. Hence (I’m theorizing) Microsoft launches “Zune,” a souped-up digital music player. This device has no hope of taking significant share from the iPod, but that may not be its goal. It does enable Microsoft to deliver mobile brand experience with a Microsoft product, a vital step toward an eventual (perhaps) Microsoft phone. Since the digital phone market is far larger than the music player market, Microsoft may well feel that Zune is primarily a “brand space player,” a stepping stone toward its strategic goal. (It would be one of those purple arrows in the diagram.)

I can’t cite any Microsoft document that states that Microsoft is actually doing the above, but I think it would be smart brand strategy if they were.

NOTE: This comment replaces a far shorter comment.

]]> By: Uri Baruchin http://tenayagroup.com/blog/2006/08/03/brand-space-and-the-creation-of-new-markets/comment-page-1/#comment-1842 Uri Baruchin Sat, 05 Aug 2006 22:45:17 +0000 http://tenayagroup.com/blog/2006/08/03/brand-space-and-the-creation-of-new-markets/#comment-1842 Thanks for your answer, it will be interesting to see how this concept develops. Thanks for your answer, it will be interesting to see how this concept develops.

]]> By: Brian Phipps http://tenayagroup.com/blog/2006/08/03/brand-space-and-the-creation-of-new-markets/comment-page-1/#comment-1834 Brian Phipps Fri, 04 Aug 2006 23:27:52 +0000 http://tenayagroup.com/blog/2006/08/03/brand-space-and-the-creation-of-new-markets/#comment-1834 Good question. There is certainly room for overlap. I associate "brand positioning" with a company's attempt to concisely define a brand's identity and role within a business category. Brand positioning is done to differentiate the brand from competitors, and is usually tied to a special slogan or statement, and backed by a media campaign. It is often a perception play, in that you want your brand to occupy a unique "position" in people's minds (one that also excludes competitors). What I consider "brand space" is more a territory of brand operation where things happen from the bottom up, and where a brand can begin to deliver value that will support new product development and other strategic initiatives. This can be done without a lot of media fanfare. Using the example I linked to in the post, Apple could map out a brand space for mobile devices, and use its iPod brand to build brand value for its rumored mobile phone handset. It wouldn't have to reposition itself as a wireless company in order to launch a successful "iPhone." Good question. There is certainly room for overlap. I associate “brand positioning” with a company’s attempt to concisely define a brand’s identity and role within a business category. Brand positioning is done to differentiate the brand from competitors, and is usually tied to a special slogan or statement, and backed by a media campaign. It is often a perception play, in that you want your brand to occupy a unique “position” in people’s minds (one that also excludes competitors).

What I consider “brand space” is more a territory of brand operation where things happen from the bottom up, and where a brand can begin to deliver value that will support new product development and other strategic initiatives. This can be done without a lot of media fanfare. Using the example I linked to in the post, Apple could map out a brand space for mobile devices, and use its iPod brand to build brand value for its rumored mobile phone handset. It wouldn’t have to reposition itself as a wireless company in order to launch a successful “iPhone.”

]]> By: Uri Baruchin http://tenayagroup.com/blog/2006/08/03/brand-space-and-the-creation-of-new-markets/comment-page-1/#comment-1828 Uri Baruchin Fri, 04 Aug 2006 09:33:31 +0000 http://tenayagroup.com/blog/2006/08/03/brand-space-and-the-creation-of-new-markets/#comment-1828 Brian, can you explain the difference between this concept and brand strategy & positioning? As they both point at a future arena brands are trying to "own"/mean in a current market (the first long term, and the later short term. Brian, can you explain the difference between this concept and brand strategy & positioning?
As they both point at a future arena brands are trying to “own”/mean in a current market (the first long term, and the later short term.

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