tag:blogger.com,1999:blog-895464872253809435.post5210096312812198525..comments2023-03-20T16:25:24.201+08:00Comments on - V I S I B L E -: The Disciplined Branddshawhttp://www.blogger.com/profile/10079905018000855876noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-895464872253809435.post-47811141188322193132009-12-30T01:24:47.971+08:002009-12-30T01:24:47.971+08:00@Laurenz: Thanks for your insightful commentary. (...@Laurenz: Thanks for your insightful commentary. (Glad to see someone's reading this thing!) You make good points about how companies need to be aligned with emerging consumer needs, and the increasing importance of having sustainability KPIs if an organization is serious about its future. <br /><br />The overriding impression I took away from spending 5 days at Monkey Mia was one of awe and respect for the dolphins as well as their human guardians of all these years. We were told that in the '70s and early '80s there were few restrictions on touching and feeding the dolphins. As a result, they were pawed and stroked and nauseum, and gorged themselves silly on all kinds of readily available food. Some dolphins died because they lost the ability to hunt for themselves.<br /><br />It must have taken a lot of Restraint (with a capital R) for the person-in-charge at that time to say "no more touching, no more indiscriminate feeding" -- almost certainly pissing off visitors and steeling themselves for a quiet season or two. Over time of course, people came around to see the wisdom of providing a natural habitat for visiting dolphins and and interacting with them in a respectful way.<br /><br />Brand management, like business strategy, is about making choices. It's not only about what you do -- but equally important, about what you don't do. <br /><br />For Monkey Mia to fly in the face of convention, to eschew what seemed to be the proven model for commercial success everywhere else in the world -- that must have taken something. (But you know, they probably weren't even thinging about the commercial imperative. They just felt they were doing the right thing.)<br /><br />This is why Monkey Mia, in my book, exemplifies the Disciplined Brand.dshawhttps://www.blogger.com/profile/10079905018000855876noreply@blogger.comtag:blogger.com,1999:blog-895464872253809435.post-6534513927150399712009-12-28T12:51:35.568+08:002009-12-28T12:51:35.568+08:00This is a very good comparison of two very differe...This is a very good comparison of two very different service approaches and - especially- different target group needs for the same type of 'service'. <br /> I think it is not a particularly discerning example for brand discipline but a much better example for emerging consumer needs and successful business models to cater to these needs and - on top of this- how an established business model should consider to change accordingly. <br /><br />I believe both models are earning the respective trust for their own way of conducting the service as of today. Some people do trust the Florida dolphin show for a very safe and easy way of getting especially their children in touch with dolphins while other will trust the Australian dolphin show for a very 'real' experience that is much more in line with their new set of values of preserving our environment and enabling an encounter with the animal world in a way that is safe for the animals and their respective needs.<br /><br />From a business point of view the traditional Florida model is still more profitable today, I suspect, but as you highlighted this business model will run out of steam fairly soon and needs to consider to learn from such new and successful models like the one in Australia. <br /><br />Not many companies have encountered such changing needs and adapted their services successfully. <br /><br />IBM is still the benchmark how a big global company can change from a less needed and commoditized product business (hardware/computer) to a more needed and more profitable IT service business.<br /><br />Look at Kodak and how they managed to destroy a successful brand by missing the changing needs of consumers to adapt to the digital world.<br /><br />Or another positive one for Dove which managed to grow a new truly global and powerful umbrella brand by riding on a new and emerging need of natural beauty ...<br /><br />Sustainability is a big, global emerging need that will effect many businesses. The issue is that most companies only pay lip service to it and equally many consumers do the same. It is chic to be part of the 'sustainability gang', but only if it does not effect your life too much.<br /><br />I am particularly keen to see how the Electro car battle will pan out. Yes, we all know that people around the world are much more concerned about the environment and yes, many people are likely to consider switching. But it still depends on how feasible the 'new and better' products and brands will be. And more importantly how much it will change your personal life and habits.<br /><br />Because still, the human being is a creature of habit and it only very slowly adapts to new services and products.<br /><br />Here is where trust comes in, if people trust that a new product/service or brand will take them along from where they are right now into a better and brighter future for everyone in small and manageable steps, they will more likely engage with such new offering.<br />Building this trust will be the true KPI for many companies&brands going forward into a world where sustainability will be a crucial part of their success.Laurenzhttps://www.blogger.com/profile/05030316293753905461noreply@blogger.com