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A Structural Approach to Chaos ยป
June 9, 2004

12:10 pm | 0 recommendations | 2 comments

Finding Your Drivers

| posted by Magnus Hoij

In differentiating your product from your competitors, you need a solid brand. But are you building the right kind of brand?

In the recent issue of McKinsey Quarterly, the authors suggest that you need to find the "drivers" for the brand, i.e. features that are both important for the product or service and also different from what other brands are offering, rather than the "fool's gold," features that are only distinctive but not of any particular interest for the consumer or buyer.

Another useful approach might apply Kevin Roberts' love-respect access. It seems pretty obvious, doesn't it? But my guess is that far to many brands suffer from not being thought through properly.

Tags: Innovation, branding
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Recent Comments | 2 Total

June 9, 2004 at 4:16pm

johnmoore (from Brand Autopsy)
Heath, I love and respect Roberts' Love/Respect Axis. (For a detailed explanation and visual representation of his Love/Respect Axis, click here.) On the surface, this is "obvious" stuff, but Roberts' unique view of how brands merely fulfill needs while "Lovemarks" fulfill needs and desires is a brilliant way to look at branding. I wholeheartedly agree with his thinking on brands that emotionally connect with customers and forge "loyalty beyond reason" transcend from being just a brand. Now, do these brands become Lovemarks as Roberts contends? That's up for debate. What is not up for debate is that there is a place where few brands earn the right to evolve to. This is a revered place where love trumps respect in terms of how a consumer relates to a brand and a brand relates to a consumer. And his Love/Respect axis simplistically articulates this sweet spot. Heads up FC Now readers ... later on this month, a few reviews of Kevin Roberts' Lovemarks book will be posted on the CEOREAD blog. johnmoore BRAND AUTOPSY
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June 9, 2004 at 11:51pm

Phil Reichert
I am not convinced about brand (loyalty), lovemarks, etc. The concept seems nice enough but it plays too much into finding a fix that is ever lasting (time based). I think that we are focusing too much on the symptoms, icing on the cake. I believe that the market naturally destroys things that are built to last for eternity. The market constantly demands strong delivery of products and services. People have to do this day in day out and change their game plan accordingly. If they execute this (root cause) then it is likely you will have people love (symptom) your product/service/organisation. Just my 2c worth.
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