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Mikulski
Emilia Mikulska,
journalist Laba
Are you the best in your industry? That's not enough. These days, being the best is no longer enough to build long-term brand success. Strong competition and market dynamics mean that you can fall from the pedestal very quickly, so to win the battle for the customer, you can't just be the first - you have to be the only one who can do what you do.
We live in times of strong competition in most markets. Brands, products and ideas are competing for our attention. It would seem that everything has already been invented, said and sold. Is it still possible to create something new? Is it possible to find a niche, an untapped market need and satisfy it? During the webinar Brand Relevance Strategy: win the position of a market leader, Magdalena Wieczorek, Head of Marketing at Henkel Polska and our expert in the field of Brand Relevance armenia mobile phone numbers database proves that yes. Thanks to a consistently built BR strategy, you can not only build a position of a leader, but also create barriers for competition that will ensure your long-term success.
Apple, Lego, Amazon, Pixar, Netflix – these are brands operating in different markets, dealing with different areas. What do they have in common? They all seek new solutions in every aspect of their operations and revolutionize the market. By making bold, often risky decisions, these brands have created completely new categories for themselves – they have focused on Brand Relevance.
What is Brand Relevance strategy?
The Brand Relevance strategy is about introducing innovations and transforming the market, which change the way customers look at the purchase decision . Through an innovative approach, the brand creates a niche for itself, i.e. creates a completely new category. As a result, the competition is completely eliminated. The competing product will not be chosen by the customer not because it is not preferred, but because it is not considered at all, because it does not meet the requirements of the new category.
Related courses:
Marketing & PR
«Strategic Marketing»
Magdalena Wieczorek
Head of Marketing at Schwarzkopf Professional
Learn more
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Marketing & PR
«Marketing Director»
Kamila Cichocka
CMO Lead, Microsoft
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The consumer is at the heart of Brand Relevance. Why? Because the crowded marketplace means today’s consumer is an expert at ignoring the brands around them. However, if a brand becomes their favorite, a dedicated consumer will become its best ambassador. The consumer has to fall in love with the brand, which is why effective brands constantly seek new ways to engage, inspire, connect with their values, and draw them into their world.
The Four Foundations of Brand Relevance Strategy
Brand Relevance Index is a ranking created by the American research company Prophet. Every year, the company conducts a consumer study that shows which brands American consumers cannot imagine their daily lives without. Apple has been at the top of the list for years. Steve Jobs' company is undoubtedly a phenomenon in the field of Brand Relevance, which has created as many as five new categories in which it consistently reigns (iMac, iPhone, iPad, AirPods and Apple Watch).
Prophet points to four key foundations on which companies using the Brand Relevance strategy build their brands. These are:
customer-centricity;
pragmatism;
innovation;
inspiration.
The brands that represent each of the above models are presented in the graphic:
What are the characteristics of each Brand Relevance model?
#1. Customer-centric model
The customer-centric model is based on an obsessive interest in the consumer and their life. A perfect example is Netflix, which owes its success to its in-depth knowledge of consumer needs. Netflix's marketing specialists know exactly what consumers like to watch and how they do it. They also know that to win on the market, it is not enough to just listen to what the consumer says, you have to constantly test new solutions and learn, because customer preferences are constantly changing. That is why Netflix uses behavioral search engine algorithms and hyper-personalization of the offer, which adapts to the changing needs of customers.
