Identifying Success Opportunities
Identifying opportunities with our proprietary
Opportunity Scan (O-Scan) methodology is our way of smartly spotting,
inventing and mapping success opportunities for your company and brands.
Typical O-Scan results direct you precisely and specifically to opportunities
in new markets, new customers, new consumption options and contexts,
new trends, new products and services, new delivery channels, new business
models and more.
This method serves two purposes, strategic
and tactic. Strategically, we use it to discover opportunities to create
a new winning strategy for double-digit growth combined with a long-term
differentiation for your company or brand in order to achieve an unfair
competitive advantage. Tactically, the O-Scan lets us run periodic "Opportunity
Patrols" for our especially innovative clients, and feed their marketing
team regularly with opportunity leads, and marketing hits development
support.
On the way to TNT – The Next Thing
O-Scan is a central tool in our revolutionary process of strategy creation
named What's Next? This new process for successful Advantagizing (strategizing
for competitive advantage) has four stages:
1. What is happening now?
(In short: What's Now?)
2. What's possible?
3. What's feasible and profitable?
4. What's next?
The question at the heart of the new process is: What's possible?
In our experience, setting goals is much more inspired and far-reaching
when it's done further along, after we've mapped the opportunities.
How does O-Scan work?
O-Scan is a systematic scanning and analysis of the opportunities
available to the company or brand at a given moment. The methodical
search progresses through five concentric circles, from the external
to the internal, which we call CCMCU.
What's behind this?
C – Context
C – Consumers
M – Market
C – Competition
U – Us
"Us" is not the internal circle because of megalomania or egocentrism.
The simple reason is that all of this is intended to allow us to examine
ourselves, to identify opportunities open to us, and to create an advantage
for us over our competitors.
We examine these five circles in two
motions. The inward movement, which we call Zoom In, is intended
to help us understand what's happening right now. That's the first
stage, which is called "What's
now?" The outward movement, which we call, Zoom
Out, is part of the second stage, "What's possible?"
For the mission of searching for opportunities in each of the five
circles, the O-Scan methodology provides tools for both the inward
and the outward motions. The tools for Zoom In are research and analytic
tools, because they should be able to inform us about "What's now?" The
tools for Zoom Out are creative and inventive tools, because they
are the means for discovering "What's possible?"
The O-Scan methodology for identifying new and promising success
opportunities is used in the following consulting packages and
processes:
Guaranteed Result Marathons:
Developing a unique brand strategy with powerful appeal
Structured Intensive Consulting Processes:
Opportunity Scan
and of course, in Full-Scale
Consulting Projects.
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Differentiating & Advantagizing
Advantagizing means strategizing for competitive
advantage. Advantagizing is our proprietary process resulting
in "unfair" advantages for your company and
your brands. Differentiation is always a pre-condition
for achieving such advantage. You must do something differently from
your competitors to provide certain consumers with a good reason for
preferring you. Only the things that you do differently from your competitors
comprise your competitive
strategy.
The differentiation we're after is the kind that is not imitated by
consumers even after decades of great success.
How does it work?
The backbone of Advantagizing is the What's
Next? Process for strategy
creation. When designing your strategy, you have to integrate three
points of view: a strategy for a competitive advantage, a business model,
and a brand concept. The first will guarantee your edge, the second your
profitability, and the third your attraction for the consumer. We believe
in an integrative approach to strategy. We call the result the Unique
Success Formula (USF) of your company, which taken as a whole, achieves
differentiation.
The Unique Success Formula (USF) answers two main
questions:
1. In which unique way are you (by means of your products
and services) going to be part of the lifestyle of your target customers,
and what unique role will you fill in their world?
2. What future
that won't be possible without you will you make possible for your
clients, as individuals and as a society?
Off-Core Differentiation
Successful differentiation has two defining characteristics: it
is not imitated by your competitors, and it brings you unmistakable
success with consumers. It may sound like a contradiction to most
experienced marketers, nevertheless there is one simple
and wonderful secret we've discovered that makes it possible: to differentiate
Off-Core.
In order to create a differentiation that won't be imitated,
you have to think beyond the core benefits that are already (or even
potentially) considered important
in your market and category– in an innovative consumer-oriented way. While
core benefits are often imitated by competitors at nano-speed, immediately
becoming the new market standard, evidently off-core benefits are less
obvious to the observer as success drivers, and are also very personal
in their nature. As a result they are subject to many fewer imitation
attempts – which
does not downgrade their effectiveness – on the contrary.
The Advantagizing approach is used in the following consulting
packages and processes:
Guaranteed Result Marathons:
What is our competitive advantage? (C-level)
What is our strategic differentiation? (C-level)
Structured Intensive Consulting Processes:
Development of your company's differentiation and competitive advantage
and of course, in Full-Scale Consulting
Projects.
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Creating Market Hits
The Systematic and expert creation of hits (products, services, entertainment
venues, events, campaigns, …) is made possible by our revolutionary Marketing
Hits Formula and our pioneering methodology for creating Short
Term Brands (STB). Every Short Term Brand is designed to be
a marketing hit. Hits are by nature relatively short-term huge successes.
They are replaced at a certain frequency with new hits, to form
over time a winning average market share, higher than your traditional
market share, which is based on long-term brands.
How does it work?
STBs – Intense yet Short- lived Successes
Short Term Brands (STBs) are not long-term brands that
failed. Rather they are short-lived successes based on unsatisfiable
or regenerating motivations, FoMO, the cycle of desire, the psychology
of seduction, and other critical current factors in psychology.
STBs exploit (in the positive sense of the word) opportunities for success. Marketing hits deliver very high peaks of success and are very profitable. So despite the fact that these successes are short-lived, evidently, when measured serially, experience shows that the mean market share results may reach unprecedented heights.
Marketing Hits branding is based on four rules that make up the Marketing
Hits' Formula (with its surprising principle of Low Innovation):
1.
The product, service, or event has to be based 80 percent on a previously
successful “recipe”.
2. Approximately 20 percent should constitute the innovation factor.
3. The product's “new” factor should cater to at least one unsatisfiable
or regenerating motivation.
4. The “new” factor in your product should contain an element of cool, wow, or twist, which will constitute its viral engine.
Electrifying Marketing
Since STBs are short-lived by definition, the time-tables of
their market penetration must be much more condensed than
they with long-term branding. In other words, their penetration should
be very, very quick.
Ten Electrifying Marketing principles allow us to achieve speedy market
penetration for short-term brands.
1. High quality product or service
2. A differentiated benefit
3. Delivery of a strong sensual or emotional experience.
4. A rule-shattering, convention-breaking, routine-shaking, marketing-competitive
behavior
5. A secret or mysterious element
6. Deliberate limitations on availability or access to
your product or service
7. Active consumer involvement
8. A "viral" element.
9. Elements of fun and entertainment
10. Manipulations, jokes, surprises, off-guard games etc.
Upon developing your next marketing hit, you will also be given creativity "recipes" to
use in order to keep future ongoing marketing hit successes
coming again and again!
"Marketing Hits" branding is used in the following consulting packages
and processes:
Guaranteed Result Marathons:
Developing a concept for the company's next market hit product or service
Structured Intensive Consulting Processes:
Development of your company's next big market hit
and of course, in Full-Scale Consulting
Projects.
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Branding
"Just-on-Desire"
Just-on-Desire is our proprietary process for creating powerful brands
that have a strong feel-appeal and click instantly with their target
buyers. We use it to create long-term, emotionally significant brands
that offer consumers so much more than the product or service benefits
in thrmselves. It can be applied to corporate brands as well as to
product or service brands of all sorts. We also use it to create short-term
brands - marketing hits.
How does it work?
Working Backwards - Reaching Goals
Consider the cause and effect branding logic: branding affects consumer
psychology, consumer psychology affects consumer behavior, and consumer
behavior achieves marketing goals – got it? Good. Now, pick it up in
your hands, and… yes, turn it backwards.
What do you have now?
What you have is our winning logic of brand strategy development.
It is Backward Analysis from the marketing goals all
the way to the branding means.
Let us explain.
It's just like solving a maze riddle with three optional paths (Leo
the lion is hungry – which path will lead him to his prey?) With our
pen we start our course from the prey's end and go backwards towards
the entrance – where we automatically arrive at the correct solution.
In this case we start by laying out our marketing goals in measurable
parameters – i.e.,
we depict our desired outcome. Then we define the consumer goal-behavior needed
to realize our marketing goals (what do they need to do that they
are not already doing?) We use our specialized tools (e.g., our
consumer research method – the ForeSearch) to analyze
their current behavior and the motivations governing it and to understand
what psychological processes they must undergo in order to embrace
the desired goal-behavior. Finally, we construct from our available
arsenal of branding means, an expertly designed system of psychological
goal-behavior triggers and facilitators.
We need to be clear about one thing: this is no Hocus Pocus manipulation!
It will work only if there is potentially a good reason for the consumer
to desire the product or service. Therefore, Just-on-Desire branding
is a process that we often perform prior to - or during – a process of
product / service development or organization structuring / re-structuring,
and not post factum.
Just-on-Desire is an orderly process built of 10 structured steps:
Our proprietary methodology of crafting brand strategies is
your “yellow brick road” to an irresistible brand.
1. The marketing scenario: your marketing strategy
in a nutshell – your
marketing strategy in just 4 sentences!
2. What kind of brand are you
about to develop? Some basic choices and definitions
3. The 'Ripeness
of Will' analysis: are your target consumers ready for what you are
about to offer them?
4. Understanding your target consumers' motivation
in the ‘before’ situation i.e., before they are exposed to
your branding efforts
5. Characterizing the required brand’s promise: type of motivation,
instrumentality, branding level
6. Bringing out and examining optional
promises – a lay-out of what you are going to offer your
target consumers
7. Choosing the brand’s promise – that is – the ‘Brand Strategy’ – choose
the best optional promise
8. The ‘before & after analysis’: What kind
of mental shift is necessary in order to achieve the desired psychological
change?
9. Diagnosing the consumers’ psychological and communications
accessibility – including barrier analysis
10. Choosing the presentation style or – the ‘Branding Strategy’
Fascination; lure; craving. An irresistible purchase. That’s what we'll
be going for when we develop your winning brand!
The "Just on Desire" branding approach is used in
the following consulting packages and processes:
Guaranteed Result Marathons:
Developing a unique brand strategy with powerful appeal
Structured Intensive Consulting Processes:
Development of your brand's added value beyond the benefits of the
product/service and its Feel-Appeal
and of course, in Full-Scale
Consulting Projects.
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