. . . Best Viewed Full Screen . . . . . . . . . . . . . . . . . Introduction to Brand Equilibrium . . . . An insight into a common threat for brands within highly competitive, yet well established, sectors BrandTao The way of brands
What is Equilibrium? - A condition in which all acting influences are cancelled out by others.
The Brand Equilibrium Insight When all the brand competitors use the same objectives, tools and operation methods, the result is equilibrium.
Equilibrium: An insight story for brands Brand Equilibrium: When consumers can’t perceive or articulate a significant difference between competing brands Products Customer Service Brand Positioning Retail Environment
Equilibrium demonstrated within the mobile network sector Core Operational Functions: ‘Hard to develop, but possible to replicate’ Network Coverage Network Data Speed Handsets Tariffs Customer Rewards Customer Service Hypothesis: Within 3-12 months, any temporary advantage is cancelled out by competitors replicating benefits Marketing : ‘Mature markets see rapidly replicated competitive actions, dulling difference or advantage’ Homogenous Objectives Similar Brand Positioning Levers produce little change Traffic Light Failure Green KPI’s = no change Trap of Gravity Repeat same again Standard KPI’s match Hypothesis: Within 3-12 months, any temporary advantage is cancelled out by competitors replicating benefits Core competitors become stratified into a Corporate Oligarchy: ‘Gaining market share becomes rare’ Vodafone EE 3 O2 80%+ of a market becomes controlled by the big 3-5 brands; e.g. banking, multi-channel TV, broadband, energy and mobile
The solution The solution is committing to a different path. Defining a different ambition for your brand and using original insight, a unique strategy, innovative products and by not trying to match your Competitors or appeal to every consumer. Having a brand conviction for a different, distinctive and sustainably better way. Products Customer Service Brand Positioning Retail Environment
Breaking Brand Equilibrium Advantage starts when a brand does things differently.
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