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/the-new-brand-glossary/comment-page-1/#comment-25395 Brands Create Customers » Blog Archive » Brand APIs are where the action is Mon, 13 Aug 2007 21:16:20 +0000 http://tenayagroup.com/blog/?page_id=18#comment-25395 [...] In days gone by, brand programs were largely considered to be communication programs. That led to legions of look-alike, do-nothing brands that were locked in their labels. In 2006 and beyond, with competition from every quarter, a brand has to function as an application program that helps customers get where they want to go. The brand does so within a company’s overall Brand Operating System (Brand OS). (See our New Brand Glossary for more details.) The Brand OS consists of Brand Platforms, and these contain the many brand programs that I call Brand Applications. The Brand API is the multi-function portal that opens all these applications to customer interaction. [...] [...] In days gone by, brand programs were largely considered to be communication programs. That led to legions of look-alike, do-nothing brands that were locked in their labels. In 2006 and beyond, with competition from every quarter, a brand has to function as an application program that helps customers get where they want to go. The brand does so within a company’s overall Brand Operating System (Brand OS). (See our New Brand Glossary for more details.) The Brand OS consists of Brand Platforms, and these contain the many brand programs that I call Brand Applications. The Brand API is the multi-function portal that opens all these applications to customer interaction. [...]

]]> http://tenayagroup.com/blog/the-new-brand-glossary/comment-page-1/#comment-23215 Brands Create Customers » Blog Archive » Forward—or backward—for the 7-Eleven brand? Fri, 20 Jul 2007 02:00:54 +0000 http://tenayagroup.com/blog/?page_id=18#comment-23215 [...] And just to be clear on terms: Brand Imagination The quantum leap in thinking that separates value-rich brands from value-corrosive concepts. It’s the difference between iPod and “Internet appliance.” The former plugs into the customer; the latter plugs into a wall. [...] [...] And just to be clear on terms: Brand Imagination The quantum leap in thinking that separates value-rich brands from value-corrosive concepts. It’s the difference between iPod and “Internet appliance.” The former plugs into the customer; the latter plugs into a wall. [...]

]]> http://tenayagroup.com/blog/the-new-brand-glossary/comment-page-1/#comment-21490 Brands Create Customers » Blog Archive » Social sites change the game for brands Mon, 02 Jul 2007 16:07:27 +0000 http://tenayagroup.com/blog/?page_id=18#comment-21490 [...] “Brands as usual” is not the best approach. This will drown the brand in widget clutter. I’d suggest pushing the brand envelope to create a new foundation of brand context. You might start by rethinking brand strategy based on a new vision of brands: “Brands are tools that enable customers to interoperate with the universe. The genius of brands is that they have no limits. The value of brands is that through them, customers have no limits.” [...] [...] “Brands as usual” is not the best approach. This will drown the brand in widget clutter. I’d suggest pushing the brand envelope to create a new foundation of brand context. You might start by rethinking brand strategy based on a new vision of brands: “Brands are tools that enable customers to interoperate with the universe. The genius of brands is that they have no limits. The value of brands is that through them, customers have no limits.” [...]

]]> http://tenayagroup.com/blog/the-new-brand-glossary/comment-page-1/#comment-14228 Brands Create Customers » Blog Archive » Interaction design: the new key to brands Wed, 11 Apr 2007 03:19:50 +0000 http://tenayagroup.com/blog/?page_id=18#comment-14228 [...] Design the interfaces and interactions to grow a brand community (and/or value net) that also grows the brand [...] [...] Design the interfaces and interactions to grow a brand community (and/or value net) that also grows the brand [...]

]]> http://tenayagroup.com/blog/the-new-brand-glossary/comment-page-1/#comment-10312 Brands Create Customers » Blog Archive » How brands create customers: Part 1 Fri, 02 Mar 2007 01:57:08 +0000 http://tenayagroup.com/blog/?page_id=18#comment-10312 [...] Our New Brand Glossary defines many of the terms I use. I’ve added key new terms to the brand vocabulary, and I redefine many traditional terms. [...] [...] Our New Brand Glossary defines many of the terms I use. I’ve added key new terms to the brand vocabulary, and I redefine many traditional terms. [...]

]]> http://tenayagroup.com/blog/the-new-brand-glossary/comment-page-1/#comment-8494 Brands Create Customers » Blog Archive » Apple’s brand platform challenge for the iPhone Wed, 31 Jan 2007 00:36:33 +0000 http://tenayagroup.com/blog/?page_id=18#comment-8494 [...] Here’s how I define a brand platform (from our New Brand Glossary): Brand Platform [...] [...] Here’s how I define a brand platform (from our New Brand Glossary): Brand Platform [...]

]]> http://tenayagroup.com/blog/the-new-brand-glossary/comment-page-1/#comment-4610 Brands Create Customers » Blog Archive » Value-based brands — Part I: Overview Wed, 06 Dec 2006 20:00:05 +0000 http://tenayagroup.com/blog/?page_id=18#comment-4610 [...] As noted above, value-based brands are a distinct brand model. The brand model you chose dictates what your brand can accomplish, tactically and strategically. Here’s how we define “brand model” in our New Brand Glossary: Brand Model As critical as the business model. While the business model defines a company’s profit logic, the brand model defines a firm’s customer logic: the structure and meaning of the brand program, its internal and external engines, and how, when, where and why it creates and sustains customer value. [...] [...] As noted above, value-based brands are a distinct brand model. The brand model you chose dictates what your brand can accomplish, tactically and strategically. Here’s how we define “brand model” in our New Brand Glossary: Brand Model As critical as the business model. While the business model defines a company’s profit logic, the brand model defines a firm’s customer logic: the structure and meaning of the brand program, its internal and external engines, and how, when, where and why it creates and sustains customer value. [...]

]]> http://tenayagroup.com/blog/the-new-brand-glossary/comment-page-1/#comment-3247 Brands Create Customers » Blog Archive » Cocaine hits the street for users Sun, 29 Oct 2006 16:10:50 +0000 http://tenayagroup.com/blog/?page_id=18#comment-3247 [...] Looks more like a pseudo brand to me. From our New Brand Glossary: [...] [...] Looks more like a pseudo brand to me. From our New Brand Glossary: [...]

]]> http://tenayagroup.com/blog/the-new-brand-glossary/comment-page-1/#comment-2726 Brands Create Customers » Blog Archive » From supply chain to brand chain Mon, 02 Oct 2006 14:12:45 +0000 http://tenayagroup.com/blog/?page_id=18#comment-2726 [...] Here’s how I define the brand chain in our New Brand Glossary: Brand Chain The brand chain begins where the classic supply chain ends. While the supply chain is made up of value-adding inputs leading to the product, the brand chain begins with product development and heads toward the customer. Through brand platforms and programs it delivers multiple forms of downstream value. The brand chain consists of creative brand interactions between customer and company, customer and product, and between customers themselves. [...] [...] Here’s how I define the brand chain in our New Brand Glossary: Brand Chain The brand chain begins where the classic supply chain ends. While the supply chain is made up of value-adding inputs leading to the product, the brand chain begins with product development and heads toward the customer. Through brand platforms and programs it delivers multiple forms of downstream value. The brand chain consists of creative brand interactions between customer and company, customer and product, and between customers themselves. [...]

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