Another tool for business model creation
After noting Rudy van der Blom’s slick tool for aligning elements of a business model (see here) I’d be remiss if I didn’t point brand builders to the more ambitious BMDESIGNER tool now in early beta. BMDESIGNER is affiliated with Alex Osterwalder’s Business Model Generation process.
You can sign up for BMDESIGNER and see some sample business models already created, or do some creating yourself.
Brand models and business models
Why should brand builders concern themselves with business models? The answer is simple: every business model contains a brand model, either implicit or explicit. If the brand model is weak, or flawed, the business will be weak, and/or the processes for creating customers will be flawed. This means that brand builders must be part of the business model team. Otherwise, there’s a good chance that the resulting business model will run into structural customer problems downstream.
What the brand model does
The brand model connects the business model with the customer model, ensuring that business growth will be strategic. The key philosophy behind this process is, “Grow the customer, grow the brand, grow the business.”
The brand model/business model connection—as I see it—is one of value co-creation and collaboration between the business and its customers, where the brand becomes a core tool of innovation.
But, all this is getting waaay ahead of myself. These are all full topics for coming posts.
