10 Updates

How Long Does It Take To Create A Brand?

Apr 21 2014, 8:34pm CDT | by

It depends on whether you are a pioneer or a colonizer, in our opinion. If you are a pioneer, it may take a great deal of time, as branding is about innovation—the development of unique product...

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13 weeks ago

How Long Does It Take To Create A Brand?

Apr 21 2014, 8:34pm CDT | by

It depends on whether you are a pioneer or a colonizer, in our opinion.

If you are a pioneer, it may take a great deal of time, as branding is about innovation—the development of unique product offerings that deliver better value to consumers than traditional products.

That’s certainly a lengthy process, as it is about starting a new trend. It requires a great deal of vision and foresight to identify genuine consumer needs; a lengthy period of experimentation to get the value proposition that addresses those needs effectively; and a great deal of imagination and resources to fuel WOM and buzz for the product proposition.

By contrast, if you are a colonizer, branding may take a short time — as it is about merchandising, advertising and scaling up on a value proposition that marginally modifies a pioneering product proposition. Ie, capitalizing and riding someone’s trend.

It took Apple a great deal of deal of time to develop the iPhone and the iPad because they are innovative products. They offer unique value to consumers, as they incorporate a number of distinct advantages over competitive products at the time they were launched.

That’s why they started a new industry trend.

But it took Samsung Electronics less than two years to ride this trend, according to a company executive testifying in an on-going legal dispute with Apple, and as reported in the Wall Street Journal.

The Korean smartphone-maker’s market share increased from 10% in 2010 to 30% by 2010, thanks to“a strategic shift” in early 2011, according to the same executive–scaling-up, merchandising and advertising products similar to Apple’s.

“So Samsung worked with retailers to create spaces allocated specifically for Samsung products and placed advertisements year round, instead of only around product launches,” writes Daisuke Wakabayashi. “By the end of 2012, Samsung was the best recognized and most preferred brand in the US.”

Microsoft had to spend a little more time to capitalize on Apple’s products by developing the Surface 2 and marketing it in its Windows Stores at Best Buy stores, as discussed in a previous piece.

It took Fage and Titan Foods more than ten years to introduce Greek yogurt, an innovative product, to the US market  – a strain-type of yogurt that didn’t have that watery taste of traditional yogurt sold in American supermarkets.

But it took less than five years for Chobani to conquer the US market by scaling up and merchandising, as we discussed in another piece.

The Bottom Line: In the short-term, it is better to be a colonizer rather than a pioneer. But what happens in the long term, when the colony becomes too crowded?

By that time, pioneers will have already started a new trend-setting brand, while colonizers will be left to fight with each other for a saturated market.

 
Update
10

6 weeks ago

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KUALA LUMPUR: About RM47 million of contributions in the Teachers Provident Fund (KWSG) still remain unclaimed, the Dewan ...
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Update
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6 weeks ago

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Update
6

6 weeks ago

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Jun 8 2014 1:11am CDT | Source: Business Times Malaysia

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Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
5

6 weeks ago

Girl, 9, awarded RM2.78m compensation for medical negligence

Jun 6 2014 4:56am CDT | Source: Business Times Malaysia

Government Weekly Cabinet Meeting
KUALA LUMPUR: A nine-year-old girl who suffered brain damage during her birth at a government hospital was awarded over RM2.78 million in compensat ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
4

6 weeks ago

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Jun 5 2014 11:52pm CDT | Source: Business Times Malaysia

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Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
3

6 weeks ago

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Update
2

6 weeks ago

Najib launches loan scheme for Ramadan traders

Jun 4 2014 10:24pm CDT | Source: Business Times Malaysia

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Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
1

6 weeks ago

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Jun 4 2014 4:49am CDT | Source: Business Times Malaysia

PETALING JAYA: A group of 20 Petaling Jaya residents held a meeting with the Human Rights Commission of Malaysia (Suhakam) over their objection against the proposed RM2.2 billion Kinrara Damansara S ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 

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