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Real brand evolution

The Copernicus MZine: "Darwin Must Be Rolling Over in His Grave
The Corporate Version of Natural Selection is Not Brand Evolution...

There comes a time in every brand's life when management has to make some significant strategic changes to propel it into the future. Most call this process "brand evolution." Unfortunately, many companies seem to be confusing superficial tactical changes, which more often than not simply mirror what a successful competitor is doing, with real brand evolution. We tackle the topic in this edition of The Copernicus Mzine.

Real brand evolution—the kind Harvard Business School cases and Wall Street Journal articles are written about—is based on understanding what customer problems are out there that players in the industry have ignored and you can solve profitably.

Instead of shifting its focus to higher income shoppers, is there some problem, besides having tight budgets, its core group of lower income customers have that Wal-Mart could solve? Same goes for higher income customers—what do they need besides great buys on soap and fashionable clothing (which, let's face it, they're more likely to buy at Target, a department store, or catalog than at Wal-Mart)? These are the kind of questions companies like IBM, Intel, and ExxonMobil all asked themselves before truly evolving their brands in new marketing directions and how the "fittest" survive."

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posted by Jen @ 8:41 am