Branding and Disruptive Innovation: Owning Game-Changing Subcategories
ISBN: 9789357465496
256 pages
Exclusively distributed by Atlantic Publisher & Distributors
For more information write to us at: acadmktg@wiley.com
Description
THE ONLY WAY TO GROW (with rare exceptions) is the disruptive innovation where “must haves” defining game-changing subcategories deliver new or markedly superior customer experiences or brand relationships. Branding, which holds the key to success of this growth strategy, is often underused or neglected. There are four branding jobs – to become the exemplar brand , position new subcategory, scale the customer base, and provide barriers to competitors. Case studies show how to implement this strategy in the fast-moving digital age. The alternative, “ my brand is better than your brand” competition, almost never generates growth and is not so fun.
Preface
Prologue: Market Disruption Role Models
Chapter 1 The Only Way to Grow
A Game-Changing Subcategory
Subcategories
Brand-Preference Competition
Brand Leadership Competition
What Are “Must-Haves”?
Parity “Must-Haves” That Negate “Reasons Not to Buy”
Higher Level “Must-Haves” Versus Supporting “Must-Haves”
Finding “Must-Haves”
Evaluating “Must-Haves”
Transformational/Substantial versus Incremental Innovation
The Exemplar Brand
The Committed Core Customer Base
Barriers to Competitors
Playing Defense
Seizing the Opportunity
When the Subcategory Matures
The Digital Age
The “Digital Lite” or “Digital Free” Case Studies
Going Forward
Chapter 2 The Payoff
Online Retail
Computers
Apple
Automobiles
Chrysler Minivan
Services
Reliance Jio
Enterprise Rent-A-Car
Retail
DMart
Uniqlo
Sephora
Packaged Goods
Chobani
Homely
Digital Case Studies
Unified Payments Interface
Takeaways
Subcategory Competition Pays Off
Evidence of Game-Changing Subcategories on Financial Return
R&D and Stock Return
Differentiation Affects Performance
The Next Step
Chapter 3 Digital Disruption: Six Keys to Airbnb’s Success
The Airbnb Story
Entrepreneur Hosts
Guests Looking for Adventure with a Homey Feel
An Outstanding Visual and Functional Interface Experience
Scaling to Become the Most Relevant Option
Outstanding Leadership
Call It Luck, or Call It Timing
Airbnb versus Uber
Airbnb Learnings
Chapter 4 Digital Disruption: E-Commerce
Amazon’s Superpowers
Product Scope
Low Prices
Customer Reviews
1-Click
Prime
Subscribe and Save
Personalization
The Amazon Magic
Adapting to India
Dualing Market Leaders
Beyond Amazon
Strategies That Win against Amazon
Establish Subcategory Credibility
Create a Simpler Choice Set
Build a Brand Community
Share a Higher Purpose
Have a Personal Touch
Be the Feisty Underdog
Position as the Alternative to Storefronts
Challenges for New E-Commerce Brands
Chapter 5 Digital Disruption: The Internet of Things
Alexa
The Connected Car
Tesla
The Self-Driving Car
New Retail Experiences
AmazonGo
Future Group
Hema
Starbucks
The Pervasiveness of IoT
Smart Homes
Smart Hotels
Smart Wearables
Smart Medicine
Smart Cities
Smart Farming
Smart Manufacturing
Smart B2B Offerings
Smart Energy
The Power of IoT
IoT Business Opportunism
Chapter 6 Building Loyalty through Digital Communication: Stories, Communities, and Personalization
Digital Communication That Spreads, Influences, and Creates Intimacy with Stories
Use Signature Stories
Online Brand Communities
How Brand Communities Provide Value
Different Community Types
Offering-Focused Brand Communities
“Beyond the Offering” Shared-Interest Communities
What Brand Community?
Personalization That Creates a Relationship
Enabling Technologies Create Subcategory Opportunities
Chapter 7 Finding New “Must-Haves”
Offering-Driven Ideas
A Failed Idea
Customer/Market-Driven Ideas
Customer Frustrations and Annoyances
Find the Core Motivation
Find New Unintended Applications
Consider Noncustomers
Develop a Shared Interest Brand Community
Create or Energize a Higher Purpose
Market Trends
From Where to How
Ethnographic Research—A Route to Uncover Unmet Needs
Ideas from Beyond Target Customers
Customer Partnering in Concept Generation
The Evaluation of the “Must-have” and New Subcategory
Chapter 8 Evaluating Potential “Must-Haves”
The Cheapest Car Ever Made—Tata Nano
The Evaluation Task
The Rosy-Picture Bias
The Gloomy-Picture Bias
A Portfolio of Concepts
Chapter 9 The Exemplar Role and Managing “Must-Haves”
Become the Subcategory Brand Exemplar
Managing the “Must-Haves”
Identify and Prioritize
Execute
Using “Must-Haves” to Frame the Game-Changing Subcategory
Enhance “Must-Haves”
Communicate the “Must-Haves” with Stories
Leverage the “Must-Haves”
Add New “Must-Haves”
A “Must-Have” Personality—The Case for Humor
A “Must-Have” Social or Environmental Program
Chapter 10 Creating Barriers: Sustaining the “Must-Haves”
Muji—The “No-Brand” Brand
Creating Barriers
Committed Customer Base
Exemplar Brand Associations with Substance and Breadth
Execution—Delivering on the Promise Every Time
Trust
Branded Innovations
Brand Communities
Visibility/Energy
A Moving Target
Playing Defense
Implications
Chapter 11 Twenty Takeaways
Game-Changing Subcategories—The Only Way to Grow
The Digital Factor—Driving or Enabling Game-Changing Subcategories
Acknowledgments
About the Authors
Index
End Notes