Among my favorite Seinfeld episodes was that of "The Soup Nazi". As you might recall the story, The Soup Nazi Elaine from his soup kitchen with his announcement of "banned No soup for you!" While the Seinfeld clan attraction to the Soup Nazi extraordinary taste can have soup, the episode offers marketers a compelling recipe.
In her brilliant book "Different," has indicated that Youngme Moon in a mature market, has features that are not highly relevantprovide the customer with little incremental value. It offers the concept of differentiation strategies through reverse and hostile brands. "
While the soup Nazis rate was surprisingly good, the service was appalling. I do not claim that our customers start insulting customers any time soon, but will it be the lesson from Soup Nazi learned. Disrupters understand the need to find the separation, even if it does not provide services and benefits offered by the competition. Southwest Airoffers no amenities, but does offer free baggage allowance. Where United and Delta say yes, Southwest says no, and vice versa.
Menchi and similar SB yogurt shops have exploded on the scene. Eat all the yogurt you want and we will not be there for you. By the way, you want to spend about a third more than you would otherwise. The model is onerous for our waistline, but inspiring to our business sensibilities. Tart yogurt flavors are particularly hot, as the opposite of the offerwhat we have been conditioned to expect, so sweet is Ying Yang is tart.
For a good laugh with clients, I have occasionally sent out despair.com calendar. A parody of overused motivational posters, they have similar pictures, things like "Consulting, see: Why is a solution when it is said to prolong the problem?" The calendars are popular because they are funny, but also because it is a shock to our senses. When ordering the calendar, you will receive an e-mail to the effectnot bother to call us.
As different as can be to require that the marketer in complete contradiction to the marketplace. The IPAD is revolutionary, but no USB ports and other goodies. Apple is unapologetic as consumers to understand intuitively a compromise.
We are the things we can not have drag, and therefore a possible strategy in the value is taken away ". To suggest that your product or service only to a select group of clients increases its value. If customers ask usExecutive coaching to do, say no (it is not our core competence), which makes our strategic planning services worth more. The customers know that something really good to receive, they may have to give something back.
While I am not encouraging you read this go negative, I am proposing that we need more on creating provocative products and brands that are not only innovative and different, to think, however, contrary to our thoughts. That may also cut benefits that weOf course these are necessary, but can only be redundant. I wonder if George would for the vanilla latte or caramel tart go?
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