http://tenayagroup.com/blog/2006/12/13/value-based-brands-part-ii-brand-innovation/ Brian Phipps on next-generation brands: Tue, 25 Oct 2011 15:28:29 +0000 hourly 1 http://wordpress.org/?v= http://tenayagroup.com/blog/2006/12/13/value-based-brands-part-ii-brand-innovation/comment-page-1/#comment-25450 Brands Create Customers » Blog Archive » As mass media dies, brands are born anew Tue, 14 Aug 2007 16:47:27 +0000 http://tenayagroup.com/blog/2006/12/13/value-based-brands-part-ii-brand-innovation/#comment-25450 [...] Revisit the brand mission. Your brand mission is to create the customers that will drive your business forward. Creating customers is a structured process of brand innovation that develops and delivers value customers can use. [...] [...] Revisit the brand mission. Your brand mission is to create the customers that will drive your business forward. Creating customers is a structured process of brand innovation that develops and delivers value customers can use. [...]

]]> http://tenayagroup.com/blog/2006/12/13/value-based-brands-part-ii-brand-innovation/comment-page-1/#comment-25448 Brands Create Customers » Blog Archive » How brands create high-performance customers Tue, 14 Aug 2007 16:40:42 +0000 http://tenayagroup.com/blog/2006/12/13/value-based-brands-part-ii-brand-innovation/#comment-25448 [...] What kind of approach should a brand follow to create high performance customers? In general, if you give them the opportunity, they will come to you. They want the tools to enhance the product, and the experience. When a brand is structured as an innovation platform, the elements of a program to cultivate high-performance customers often fall into place. These include: [...] [...] What kind of approach should a brand follow to create high performance customers? In general, if you give them the opportunity, they will come to you. They want the tools to enhance the product, and the experience. When a brand is structured as an innovation platform, the elements of a program to cultivate high-performance customers often fall into place. These include: [...]

]]> http://tenayagroup.com/blog/2006/12/13/value-based-brands-part-ii-brand-innovation/comment-page-1/#comment-25374 Brands Create Customers » Blog Archive » Customers advance the iPhone brand Mon, 13 Aug 2007 12:13:03 +0000 http://tenayagroup.com/blog/2006/12/13/value-based-brands-part-ii-brand-innovation/#comment-25374 [...] In previous posts I’ve said that a good way to define brand innovation is product potential X customer potential. Think of your customer as the exponential power of your brand—your brand to the nth power. Instead of merely “selling” to customers, you join with them to advance the product, and the brand. The customer exponent can create tremendous brand leverage. [...] [...] In previous posts I’ve said that a good way to define brand innovation is product potential X customer potential. Think of your customer as the exponential power of your brand—your brand to the nth power. Instead of merely “selling” to customers, you join with them to advance the product, and the brand. The customer exponent can create tremendous brand leverage. [...]

]]> http://tenayagroup.com/blog/2006/12/13/value-based-brands-part-ii-brand-innovation/comment-page-1/#comment-10313 Brands Create Customers » Blog Archive » How brands create customers: Part 1 Fri, 02 Mar 2007 02:09:42 +0000 http://tenayagroup.com/blog/2006/12/13/value-based-brands-part-ii-brand-innovation/#comment-10313 [...] Value-based brands (here and here, with more to come) [...] [...] Value-based brands (here and here, with more to come) [...]

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