Brand Relevance: Making Competitors Irrelevant

Abstract

Preface 1. Winning the Brand Relevance Battle. Cases: The Japanese Beer Industry and The U.S. Computer Industry. Gaining Brand Preference. The Brand Relevance Model. Creating New Categories or Subcategories. Levels of Relevance. The New Brand Challenge. The First-Mover Advantage. The Payoff. Creating New Categories or Subcategories Four Challenges. The Brand Relevance Model Versus Others. 2. Understanding Brand Relevance: Categorizing, Framing Consideration, and Measurement. Categorization. It's All About Framing. Consideration Set as a Screening Step. Measuring Relevance. 3. Changing the Retail Landscape. Cases: Muji. IKEA. Zara. H&M. Best Buy. Whole Foods Market. The Subway Story. Zappos. 4. Market Dynamics in the Automobile Industry. Cases: Toyota's Prius Hybrid. The Saturn Story. The Chrysler Minivan. Tata s Nano. Yugo. Enterprise Rent-A-Car. Zipcar. 5. The Food Industry Adapts. Cases: Fighting the Fat Battle. Nabisco Cookies. Dreyer s Slow Churned Ice Cream. P&G s Olestra. From Fat to Health. General Mills and the Health Trends. Healthy Choice. 6. Finding New Concepts. Case: Apple. Concept Generation. Sourcing Concepts. Prioritizing the Analysis. 7. Evaluation. Case: Segway's Human Transporter. Evaluation: Picking the Winners. Is There a Market Is the Opportunity Real? Can We Compete and Win? Does the Offering Have Legs? Beyond Go or No-Go A Portfolio of Concepts. 8. Defining the Category or Subcategory. Case: Salesforce.com. Defining a New Category or Subcategory. Functional Benefits Delivered by the Offering. Customer-Brand Relationship Beyond the Offering. Categories and Subcategories: Complex and Dynamic. Managing the Category or Subcategory. 9. Creating Barriers: Sustaining the Differentiation. Case: Yamaha Disklavier. Creating Barriers to Competition. Investment Barriers. Owning a Compelling Benefit or Benefits. Relationships with Customers. Link the Brand to the Category or Subcategory. 10. Maintaining Relevance in the Face of Market Dynamics. Case: Walmart Avoiding the Loss of Relevance. Product Category or Subcategory Relevance. Category or Subcategory Relevance Strategies. Energy Relevance. Gaining Relevance The Hyundai Case. 11. Innovative Organization. Case: GE. The Innovative Organization. Selective Opportunism. Dynamic Strategic Commitment. Organization-Wide Resource Allocation. Epilogue: The Yin and Yang of the Relevance Battle. Notes. Index.

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