|
There's never
been a tougher time for marketers to successfully communicate. The
traditional "Opportunity to See" has become "Opportunity to Share" - as
consumers have taken over the conversation. Who better to turn to this
month than David Aaker, the founder of the concept of "Brand Equity"
and Professor Emeritus at the Hass School of Business – for his five
challenges for marketing.
1.
Lead in Substantial or Transformational Innovation
The only way to grow is to keep digging for big value ideas. Toyota
Prius, iShares, Best Buy and others are among the best examples of this.
2.
Be Strategic, rather than Tactical
This is easier to say, harder to deliver on, but the best brands are
doing this through letting the marketing team lead Brand Strategy, and
focusing on clear KPI's. Both Coca-Cola and P&G in China lead the
way in this area.
3. Get Control of the
Silos
Whether it's a product group, a country or a functional group, silo
thinking is killing good marketing. IBM and P&G are both great
examples of this, and there's a link to a great Jim Stengel article here.
4. Inject Energy and
Involvement
While Brand Equity has generally been
declining for decades, brands which delivery energy, such as Apple,
Dove, Avon and others have been building momentum.
5. Elevate the Game
Tactically
When brands do have to get tactical, finding
ways to drive real innovation and thinking at this level, can have a
major 'halo' effect on the overall brand equity. Hyundai in the US is
one of the best examples of this.
To read the whole article, click here
|
