http://tenayagroup.com/blog Brian Phipps on next-generation brands: Tue, 25 Oct 2011 15:28:29 +0000 hourly 1 http://wordpress.org/?v= http://tenayagroup.com/blog/new-brand-models-versus-old-brand-models/comment-page-1/#comment-4622 Brands Create Customers » Blog Archive » Value-based brands — Part I: Overview Thu, 07 Dec 2006 01:10:52 +0000 http://tenayagroup.com/blog/new-brand-models-versus-old-brand-models/#comment-4622 [...] 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/new-brand-models-versus-old-brand-models/comment-page-1/#comment-3170 Brands Create Customers » Blog Archive » How brands can prevent low-end disruption Wed, 25 Oct 2006 17:05:38 +0000 http://tenayagroup.com/blog/new-brand-models-versus-old-brand-models/#comment-3170 [...] 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. [...]

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