{"id":751,"date":"2012-10-19T09:29:33","date_gmt":"2012-10-19T02:29:33","guid":{"rendered":"http:\/\/fortuneindo.asikwap.com\/?p=751"},"modified":"2012-10-19T09:29:33","modified_gmt":"2012-10-19T02:29:33","slug":"know-your-brand-a-neat-winning-formula","status":"publish","type":"post","link":"https:\/\/foru.co.id\/id\/blog\/2012\/10\/19\/know-your-brand-a-neat-winning-formula\/","title":{"rendered":"Know Your Brand – A Neat Winning Formula"},"content":{"rendered":"

\"branding_blog_pic-282x282\"<\/a><\/span><\/p>\n

As you read that\u00a0John Lewis Partnership<\/a> has broken through the economic gloom with a 60% profit hike, you find yourself muttering, \u2018How do they do it?\u2019 It\u2019s not rhetorical, either; you\u2019re asking for real.<\/span><\/p>\n

You seek a formula \u2013 simple, neat, transferable \u2013 that could be unpicked from their success and adapted for your situation.<\/span><\/p>\n

The closer you look, though, the more it dawns that, if there is a formula, it a) isn\u2019t simple, b) isn\u2019t neat, and c) will be hanging in rags by the time it has been hauled across the marketing void to your tough sector, your tricky target, your mucked-about brand.<\/span><\/p>\n

The most obvious thing, of course, is that they\u2019re always knowingly understated: quiet, good taste everywhere, a home-from-home for the metro middle-class. Even those results were passed off with modesty \u2013 taking care not to raise future expectations too high. That kind of sotto voce everything is never going to work where you work.<\/span><\/p>\n

Then there\u2019s the patience. These guys come up with a staff-ownership model that stays out of fashion for decades \u2013 unexciting in the 60s, irrelevant in the \u2018loadsamoney\u2019 80s, failing to gain traction even in the supposedly \u2018caring 90s\u2019, but now catapulted into the zeitgeist, ever since the banks did their bit.<\/span><\/p>\n

If only you could wait that long for your \u2018deep brand\u2019 moment.<\/span>
\nIt\u2019s languor in the ads, too, lasting more than a minute, unveiling scene after crafted scene to connect the shopping dots of our shared national history. If Downton doesn\u2019t get you reaching for the Kleenex, good old John Lewis will. How do you extrapolate that to your brand\u2019s local radio slots?<\/span>
\nJust to complicate the issue, you note with mild satisfaction that one reason John Lewis could post a 60% jump was a moderate performance last year \u2013 but that\u2019s hardly a pointer to learn from.<\/span>
\n Having divined no magic formula, you start to fold the newspaper, when you spot another retail success headline: the Newcastle-based baker, Greggs, is branching out successfully overseas.<\/span>
\nHow does that work? How does this purveyor of \u2018strawberry-milkshake donuts\u2019, triple-chocolate muffins, and corned-beef pasties get to export products created specifically and unashamedly for the lethal British palate?<\/span>
\nWell that\u2019s the clever thing. Turns out they\u2019ve brokered a deal with the British Army, to get its savoury snacks into Naafi canteens abroad. It\u2019s what the regular soldiers crave and miss. As the Army spokesperson says: \u2018It\u2019s not about nutrition\u2019.<\/span>
\nFair enough: these fit young men, who might see active service in some of the world\u2019s nastiest places, have more pressing concerns than low-density-lipoprotein. Never mind health warnings, they want proper sausage rolls with proper reconstituted meat and proper, fat-filled pastry.<\/span>
\nTwo British success stories, you muse, yet neither provides that insight you need to look afresh at your brand. Well, not singly they don\u2019t, but take them together and that all changes, as you see the connecting thread: \u2018Know your market and be yourself.\u2019<\/span>
\nSo there it is, the reward for your scrutiny of the business pages. A formula of sorts: simple, neat and, as formulas go, not a bad one, either.<\/span>
\n <\/p>\n

By Helen Edwards<\/span><\/p>\n

Source: \u00a0http:\/\/helenedwards.marketingmagazine.co.uk<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

As you read that\u00a0John Lewis Partnership has broken through the economic gloom with a 60% profit hike, you find yourself muttering, \u2018How do they do it?\u2019 It\u2019s not rhetorical, either; you\u2019re asking for real. You seek a formula \u2013 simple, neat, transferable \u2013 that could be unpicked from their success and adapted for your situation. […]<\/p>\n","protected":false},"author":6,"featured_media":3734,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[92],"tags":[605,385,606,607,608,609,610,611,612,613],"class_list":["post-751","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-economic-gloom","tag-kleenex","tag-languor","tag-middle-class","tag-moderate-performance","tag-modesty","tag-radio-slots","tag-rags","tag-reason-john","tag-zeitgeist"],"acf":[],"_links":{"self":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/posts\/751"}],"collection":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/comments?post=751"}],"version-history":[{"count":0,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/posts\/751\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/media\/3734"}],"wp:attachment":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/media?parent=751"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/categories?post=751"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/tags?post=751"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}