You are viewing Aaker on Brands blog posts from September, 2012 (4 total). You can also view all blog posts.

The Melt: A Fast Food Brand that Connects

Restaurants are interesting to me, particularly because there is frequent innovation-based differentiation driving emerging subcategories and strong brands with a lot of energy. In restaurants, there are a lot of levers to pull and there are significant customer engagement possibilities. A lot can be learned from restaurant brands that are hitting a home run.

A fast food brand located in San Francisco, The Melt, caught my eye because it not only has a differentiated offering but also has the opportunity to connect with customers in different ways.

The Melt has a simple menu that harkens back to the days of grandma’s fixing lunches of tomato soup and grilled cheese sandwiches. There are five kinds of cheese, each with a matched bread, five soups, interesting drinks such as Izze Sparking Pomegranate, five desserts including a Chocolate Marshmallow S-more’s Melt, and a breakfast menu that includes Steel Cut Maple Raisin Oatmeal and Banana Maple Waffles. It is the only restaurant…

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September 26, 2012  •  Permalink

Democrats Finally Get a Framing Win with "Vouchercare"

Democrats always seem to lose the all-important discussion framing battle. But with “vouchercare,” they’ve finally won one.

“Vouchercare” describes the republican approach to the reform of Medicare. It frames the discussion around the concept that a fixed price voucher will be given to retired people who must then accept the risk that the insurance industry might price coverage higher than the voucher or, worse, will not insure them at all. It frames the discussion making “vouchers” front and center. Republicans must defend the vouchers instead of discussing the limitations that their approach is intended to address.

The label “vouchercare” has (ironically) been defined by republicans, which makes their effort to reframe harder. The concept “care” as in “Obamacare” implies the essence of a medical insurance program. And “vouchers” are defined by the long-term republican position on education reform. The basic idea is that if parents are given vouchers…

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September 19, 2012  •  Permalink

10 Steps to Building a Successful Brand Portfolio Strategy

Creating effective brand portfolio strategies is one of the most difficult and critical challenges facing today’s executives. Too often, the family of brands generates customer confusion, inefficiencies, mixed opportunities, and misallocation of resource rather than supporting each other and the brand’s underlying strategy. Gathered from my book, Brand Portfolio Strategy, here are 10 guidelines that point toward the creation of a cohesive, effective, well-defined brand portfolio strategy.

1. Make sure that each brand has a well-defined role or set of roles to play in each product-market context that it is expected to contribute. Each brand needs to be actively managed in order to be successful within that role. In particular, brand building resources should be allocated on the basis of these roles and not based on the sales and profits they are currently generating. For example,…

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September 12, 2012  •  Permalink

What is a Business Strategy?

A key ingredient to success is to have a clear, realizable, impactful business strategy. But what is a business strategy? I developed my view for part of my book, Strategic Market Management (updated edition coming soon), and I deduced that four dimensions define it. The first concerns where you should compete, and the remaining three concern how you should compete.

The first dimension concerns the product-market investment strategy, the scope of the business and the dynamics and resource priorities within that scope. Which products should be offered, and which segments should be targeted? Which should get aggressive investment to enter or grow, which should get minimal investment, and which should be milked, exited or avoided? Where should growth come from? Options include bringing existing products to new markets (market expansion), bringing new products…

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September 5, 2012  •  Permalink