- A Sea Change in Advertising - You Must Cut Out Waste to Reflect REAL Changes in the Market
Your prospective customer, who already owns a cell phone (for example) is filtering out all of the commercial messages because the need for that service is already stated (read: He/She already has a phone and provider). The communities of advertising agencies preach that the only way to get past these filters is to "entertain" and "engage" them. The problem is that their solution is pretty much a crapshoot and they fail more often then they succeed. If the recipe for successful entertainment were known and understood then Hollywood would never have a flop and TV networks would never have to create a new series let alone cancel one. - Measuring Your Potential to Steal Market Share
Your prospect's potential attachment to your brand can be measured and understood when you have a complete and clear understanding of the "meaning" that they assign to your brand. Uncovering that meaning is the first step in the process - understanding the implications of that meaning is the second step. - Smaller Budgets Need a Smarter Strategy
Brands that win with smaller marketing budgets get their messages through the SPAM filters by announcing to the prospective customers that the message is important enough to notice. Marketers scoff at the amateur and unsophisticated TV commercials paraded about by personal injury lawyers which start with an authoritative voice over corresponding type that says “Attention: Have you or anyone in your family been injured by…” We filter it out, pay no attention to it, unless a family member was just injured in the manner being discussed. When that is the case, the message gets through because it is about “our present condition.” - Advantages of a Branded House or a House of Brands
Generally speaking, creating a branded house is a more efficient model than being a house-of-brands because it allows for a more cost effective means for new product launches and brand extensions. However, executing the house of brands strategy successfully requires uncommon diligence and hard work. Both of these are scarce — and therefore very valuable. It is just plain easier to launch individual brands or to try to differentiate your “branded house” by the table stakes of your category because all these require is an understanding of yourself — not an anthropological understanding of your most coveted prospects. - Supermarket Brands Are In Real Trouble
What makes Wegmans so formidable? They learned their brand lessons well and are playing brand hardball. Borrowing on the specialty marketers like Whole Foods, Fresh Market and Bread & Circus, and the upscale brands of Four Seasons and Ritz Carleton, they recognized that brands that differentiated the customer enabled these brands to become destinations. They became a magnet for those seeking specialness, specialty, high quality foods, and experience - within a geographic area. When the shopper believed they were a more discriminating shopper (what we call a Brandface), these shoppers were willing to inconvenience themselves by traveling a greater distance to satiate that self-identifying need. They would also be willing to pay higher costs for that same self-identification. - All U.S. Automakers Share the Same NON-Brand
Old trite ideas like "the quality goes in before the name goes on" or "the heartbeat of America" does not resonate anymore because they no longer identify the customer; instead, they are about the manufacturer…making a claim that is today a table stake. Is GM any more American than Ford? Is the VW that is built in the U.S. any less a part of the American heartbeat than a Dodge? Is anyone building poor quality? Hardly.There is room for REAL brand. The kind of self-identification that once separated the FORD owner from the CHEVY owner is still viable. However, that sort of brand will require leadership from the BIG 3, and brand management that looks far beyond the current structure. To understand the problem, all one need do is ride down an American highway to notice that every car on the road today, regardless of manufacturer, looks like a Honda. - Making A Plan To Grow Your Market Share
If you do not infuse your brand, with this "customer essence," two things can happen and both of them are bad. They might never assign a real brand meaning to your product, in which case you have no other meaning beyond USP or category benefit, or they will fill the void with their own belief in which you do not have one brand but 100,000 brands. In both cases, changing their behavior and asking them to choose differently becomes almost impossible unless you lower the price point, which emphatically says, "this is a commodity, and we are the cheapest." - Technology Can Lose Sight of the Goal
Some “branding firms” and companies, for that matter, believe that branding is all about changing a logo, name, website - The Information Age Is A Dangerous Myth
The promise of the information age has fallen on deaf ears. Futurists have been touting our epoch as the age of information but your customers have other ideas.. - No Such Thing As An Immature Market
Lessons For New Entries
All brands must steal market share to survive. Even if you believe you are “first to market” with a new product or service or believe you have created a “new category” a brand will not survive unless it steals share. - Nation Building — We are More Careful With Consumer Brands
It is odd how most nations never spend the resources managing their brand that P&G does in selling disposable diapers and laundry detergent. - Emotion is the Engine of Brand Choice
Making advertising effective is more difficult today than ever before. To get TV viewers to give a precious second of their attention to a commercial message is beyond daunting — it’s nearly impossible. A commercial that fails to entertain, therefore, has very little chance of tearing a viewer away from a myriad of other distractions. - Your Marketing Strategy Is Failing You
If your brand does not command greater preference or produce increased margins then you do not have a brand — you have a business. - Advertising to Increase Market Share
All good advertising starts with a complete analysis of the market. That means considering the competition, the customer, and the advertiser. Completion of market analysis.... - An Inconvenient Truth — A Failure to Persuade
Stealing Share is in the persuasion business, make no mistake about it. - An Inconvenient Truth — A Failure to Persuade
Stealing Share is in the persuasion business, make no mistake about it. - The Two Immutable Share-Stealing Laws
Take this as an absolute: If you want your brand to steal market share, you must find a means to convince your competitors’ customers to change their minds and their purchasing behaviors. - The Time Is Right For Destinations To Grab Market Share
It has been more than three years since the bottom fell out of the destination and tourism industry, but many are hopeful that prospects are looking up. However, from a brand perspective, the fear is that the marketing of the Tourism industry will fall victim to the same trap, constantly fighting to attract tourists without any long- term solution as new and more enticing destinations enter into the category. - Republicans Have a Stronger Brand
Nowhere is brand more important, and more poorly used, than in the political arena. As a reflection of personal identity, brand should be the calling card of all political parties but instead; it has been reduced to a cult of personalities in U.S. politics. - Domestic Airlines Need a New Brand Idea
A basic tenet when stealing market share is not to follow the leader. Rather, it is of paramount importance to be different and better then the competition. Nowhere is that tenant more abused than in today’s airline industry. One embattled airline after another clambers to become the next “low cost” airline believing that "price" is the only means by which customers today can choose. - The Package Goods Category Is a Battleground
Packaged goods companies continue to fight for every drop of margin they can squeeze out of a crowded category. Traditionally, the brand was powered forward through product innovation, research and development. New advertising campaigns rolled out when product improvements warranted them. - The Four Camps Of Advertising Agencies
Who decides what constitutes great advertising strategy? Is it the brand that pays for it, the agency that creates it, the panel that judges it, or the market that buys into it? - Market Research: Change What You Currently Do
At Stealing Share™, we insist on conducting primary research for our clients because we understand the brand value of the nuances within the market place when developing brand strategies. We have yet to encounter a client with existing research worth the paper upon which it is printed. Research, as currently practiced, is stagnant, describing the market as it currently is, finding solutions and ideas that are already currently known. - Look for Clues and Learn from Success
What does the Ptolemaic theory have to do with the aggressive advertising that is created with the purpose of stealing market share? As it turns out, a great deal. - Is The Answer "Be Like Nike"
In the media crazy world in which we live, when Nike presents a new tag line, or Mr. Potato Head rises from pop culture purgatory to represent a modern version of the Jolly Green Giant, advertising becomes big news. In the dog-eat-dog world of fast food, the business community clamors to snatch small gems of marketing wisdom. - How to Win when you are Outspent
We Are All Outspent Most brands face daunting tasks in preparing marketing communications to steal market share. If you have unlimited budgets and are capable of out-spending the competitive set, your job is that much easier. For the rest of us, we have to learn how to win without the largest ad budgets and without dominating share of voice (SOV). - How To Build A Brand Strategy To Steal Market Share
Military metaphors work well for the field of marketing and advertising, and with great deference to the more serious conflict in Iran, we will look to both Napoleon and Sun Tzu for our foundation forstealing market share. - Brand Work Will Make Your Advertising Work Smarter
As a corporation, Stealing Share battles many misconceptions because we define ourselves as a brand development firm. Most companies confuse the idea of brand with the product name and only think about brand when they are launching or re- launching a product into the market. The misconception is that brand is something you consider and invest in only at the product’s germinal stage and is simply “managed” for the rest of the product’s life cycle. - A New Brand Does Not Mean A Name Change
Brand is important even when not changing your name.
If your goal is to grow your market share and your category is relatively mature then re-evaluating your brand is as important as your advertising messages. Eighty percent of our clients change their brand but never change the name of their product, service or company. The only other thing that changes is their bottom line. - Safety and Online Casinos
Most people get nervous the first time they transfer money through the Internet to gamble at an online casino.
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