Comments on: From supply chain to brand chain http://tenayagroup.com/blog/2006/10/02/from-supply-chain-to-brand-chain/ Brian Phipps on next-generation brands: Tue, 20 Jul 2010 12:30:59 +0000 hourly 1 http://wordpress.org/?v=abc By: Brands Create Customers » Blog Archive » Timeless brands make time for their customers http://tenayagroup.com/blog/2006/10/02/from-supply-chain-to-brand-chain/comment-page-1/#comment-33094 Brands Create Customers » Blog Archive » Timeless brands make time for their customers Tue, 16 Oct 2007 19:40:09 +0000 http://tenayagroup.com/blog/2006/10/02/from-supply-chain-to-brand-chain/#comment-33094 [...] Making time for your customers also has a positive effect on the integrity of your brand chain. You goal is to manage your brand chain so there are no gaps between where the company/product ends and where the customer begins. (Those gaps exist in the marketing imagination; they don’t exist in the brand imagination.) [...] [...] Making time for your customers also has a positive effect on the integrity of your brand chain. You goal is to manage your brand chain so there are no gaps between where the company/product ends and where the customer begins. (Those gaps exist in the marketing imagination; they don’t exist in the brand imagination.) [...]

]]> By: Brian Phipps http://tenayagroup.com/blog/2006/10/02/from-supply-chain-to-brand-chain/comment-page-1/#comment-32398 Brian Phipps Fri, 05 Oct 2007 18:38:08 +0000 http://tenayagroup.com/blog/2006/10/02/from-supply-chain-to-brand-chain/#comment-32398 You can see bits and pieces of a brand chain approach in various companies, but nothing yet (as far as I know) that rises to the level of a coherent, integrated program. That would require companies to operate in a deep customer context that most aren't (yet) ready for. Apple comes closer to this than Microsoft. IKEA has made some brand chain steps in helping customers assemble its furniture by including tools, detailed yet simple instructions, and also by putting most instructions online in an easy-to-use index. Brand chains require holistic strategies, which as yet are few and far between. In wine, Mondavi has been a leader in pushing the brand chain from the bottle to lifestyle dimensions. Biodynamic winemakers (such as Robert Sinskey) are creating deeper contexts in cultivation, and in Sinskey's case, food pairing, that can take the brand chain to new levels. Their challenge is to create social contexts that value these innovations. You can see bits and pieces of a brand chain approach in various companies, but nothing yet (as far as I know) that rises to the level of a coherent, integrated program. That would require companies to operate in a deep customer context that most aren’t (yet) ready for. Apple comes closer to this than Microsoft. IKEA has made some brand chain steps in helping customers assemble its furniture by including tools, detailed yet simple instructions, and also by putting most instructions online in an easy-to-use index. Brand chains require holistic strategies, which as yet are few and far between.

In wine, Mondavi has been a leader in pushing the brand chain from the bottle to lifestyle dimensions. Biodynamic winemakers (such as Robert Sinskey) are creating deeper contexts in cultivation, and in Sinskey’s case, food pairing, that can take the brand chain to new levels. Their challenge is to create social contexts that value these innovations.

]]> By: william http://tenayagroup.com/blog/2006/10/02/from-supply-chain-to-brand-chain/comment-page-1/#comment-32155 william Tue, 02 Oct 2007 14:07:50 +0000 http://tenayagroup.com/blog/2006/10/02/from-supply-chain-to-brand-chain/#comment-32155 Do you have any examples of brand chains, The wine industry is of specific interest Do you have any examples of brand chains,
The wine industry is of specific interest

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