http://tenayagroup.com/blog Brian Phipps on next-generation brands: Sat, 13 Mar 2010 21:25:57 +0000 http://wordpress.org/?v=abc hourly 1 http://tenayagroup.com/blog/how-traditional-brand-methods-fall-short/comment-page-1/#comment-16973 Brands Create Customers » Blog Archive » Value-based brands — Part I: Overview Wed, 16 May 2007 14:56:30 +0000 http://tenayagroup.com/blog/how-traditional-brand-methods-fall-short/#comment-16973 [...] Most current (mainstream) brands employ the communication brand model. While this is the traditional approach, supported by a huge media infrastructure, it has serious shortfalls. In this post we’ll compare that model briefly with the value-based brand model. We’ll provide extended comparisons in later posts. For earlier discussions of how these two models compare, see here and here. [...] [...] Most current (mainstream) brands employ the communication brand model. While this is the traditional approach, supported by a huge media infrastructure, it has serious shortfalls. In this post we’ll compare that model briefly with the value-based brand model. We’ll provide extended comparisons in later posts. For earlier discussions of how these two models compare, see here and here. [...]

]]> http://tenayagroup.com/blog/how-traditional-brand-methods-fall-short/comment-page-1/#comment-9645 Brands Create Customers » Blog Archive » How brands create customers: Part 1 Mon, 19 Feb 2007 02:36:23 +0000 http://tenayagroup.com/blog/how-traditional-brand-methods-fall-short/#comment-9645 [...] Limits of traditional brand methods [...] [...] Limits of traditional brand methods [...]

]]> http://tenayagroup.com/blog/how-traditional-brand-methods-fall-short/comment-page-1/#comment-3169 Brands Create Customers » Blog Archive » How brands can prevent low-end disruption Wed, 25 Oct 2006 17:05:12 +0000 http://tenayagroup.com/blog/how-traditional-brand-methods-fall-short/#comment-3169 [...] Traditional brand approaches don’t really fend off disruptive innovation. Actually, they make it worse. I’ve cited the many weakness of traditional brand approaches in previous posts. See here and here. In a nutshell, the problem with traditional brand approaches is twofold: 1) they model brands as communications rather than value delivery platforms; and 2) their top-down broadcast methodology leads to passive, low-performance customers, who return little value back to the brand. The lack of two-way interaction creates a brand vacuum that disruptive products can exploit. [...] [...] Traditional brand approaches don’t really fend off disruptive innovation. Actually, they make it worse. I’ve cited the many weakness of traditional brand approaches in previous posts. See here and here. In a nutshell, the problem with traditional brand approaches is twofold: 1) they model brands as communications rather than value delivery platforms; and 2) their top-down broadcast methodology leads to passive, low-performance customers, who return little value back to the brand. The lack of two-way interaction creates a brand vacuum that disruptive products can exploit. [...]

]]> http://tenayagroup.com/blog/how-traditional-brand-methods-fall-short/comment-page-1/#comment-971 Brands Create Customers » Blog Archive » The shape of brands to come Mon, 19 Jun 2006 14:56:41 +0000 http://tenayagroup.com/blog/how-traditional-brand-methods-fall-short/#comment-971 [...] Without going into too much detail, this model has all the weaknesses of the conventional “command and control” brand approach. I’ve discussed those problems here. [...] [...] Without going into too much detail, this model has all the weaknesses of the conventional “command and control” brand approach. I’ve discussed those problems here. [...]

]]> http://tenayagroup.com/blog/how-traditional-brand-methods-fall-short/comment-page-1/#comment-762 Brands Create Customers » Blog Archive » Kraft wants your product ideas Mon, 05 Jun 2006 18:51:08 +0000 http://tenayagroup.com/blog/how-traditional-brand-methods-fall-short/#comment-762 [...] Open innovation and brand context Open innovation can benefit Kraft, but only in the right brand context. A lot will depend on Kraft’s ability to break from the pitfalls of traditional brand practice. Open innovation at Kraft is doomed if Kraft follows the antiquated “branding” approach in which brands are little more than stylized sales stimulants. That approach is what got Kraft into trouble in the first place. [...] [...] Open innovation and brand context Open innovation can benefit Kraft, but only in the right brand context. A lot will depend on Kraft’s ability to break from the pitfalls of traditional brand practice. Open innovation at Kraft is doomed if Kraft follows the antiquated “branding” approach in which brands are little more than stylized sales stimulants. That approach is what got Kraft into trouble in the first place. [...]

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