What is GROBRAND℠?

Brands make up the soul of a business enterprise. They represent the units of business performance, external engagement, internal orchestration and company reputation. As scale of the enterprise grows, brand strategy development turns into more of an egalitarian exercise where the edge is taken away from the value proposition and brand promise. Even if differentiation is achieved, it is perforce softened up by enforcing differentiation along multiple dimensions. GROBRAND℠ examines your organisation’s process for brand strategy development and assesses the level of “differentiation edge and primacy” along six criteria. In essence, GROBRAND℠ provides a strident and no-holds-barred assessment of the intensity and quality of differentiation that your “lighthouse brands” enjoy.

Brands make up the soul of a business enterprise. They represent the units of performance, external engagement, internal orchestration and company reputation. As scale grows, brand strategy development turns into more of an egalitarian exercise where the edge is taken away from the value proposition and brand promise. GROBRAND℠ examines your brand strategy development process and assesses the level of “differentiation edge and primacy” along six criteria. GROBRAND℠ provides a no-holds-barred assessment of the intensity and quality of differentiation of your “lighthouse brands”.

Brands make up the soul of a business enterprise. They represent the units of performance, external engagement, internal orchestration and company reputation. As scale grows, brand strategy development turns into more of an egalitarian exercise where the edge is taken away from the value proposition and brand promise. GROBRAND℠ examines your brand strategy development process and assesses the level of “differentiation edge and primacy” along six criteria. GROBRAND℠ provides a no-holds-barred assessment of the intensity and quality of differentiation of your “lighthouse brands”.

Brands make up the soul of a business enterprise. They represent the units of performance, external engagement, internal orchestration and company reputation. As scale grows, brand strategy development turns into more of an egalitarian exercise where the edge is taken away from the value proposition and brand promise. GROBRAND℠ examines your brand strategy development process and assesses the level of “differentiation edge and primacy” along six criteria. GROBRAND℠ provides a no-holds-barred assessment of the intensity and quality of differentiation of your “lighthouse brands”.

Why worry about “differentiation”? Why get GROBRAND℠?

While marketing literature has emphasised ad nauseam the importance of sharp differentiation, its implementation in real life can be described as patchy at best. Even in situations where brand strategies emphasise one primary dimension of differentiation, the extent of it is rarely pushed “beyond the limit”. Situations are exacerbated as brand scale rises and risk aversion sets in, thereby diluting the brand promise. For brands to acquire “lighthouse stature”, they need to “unbelong” – from their organisation setting, their portfolio setting, and their industry or competitive setting. Get GROBRAND℠ to move away from risk averse and low intensity approaches that serve only to round out and cool down your brands, and instead adopt approaches that add edge, intensity and sharp character to your brands.

While marketing literature has emphasised ad nauseam the importance of sharp differentiation, its implementation can be described as patchy. Situations are exacerbated as brand scale rises and risk aversion sets in. For brands to acquire “lighthouse stature”, they need to “unbelong” – from their organisation setting, their portfolio setting, and their industry or competitive setting. Get GROBRAND℠ to move away from risk-averse and low intensity approaches that serve only to round out and cool down your brands, and instead adopt approaches that add edge, intensity and sharp character.

While marketing literature has emphasised ad nauseam the importance of sharp differentiation, its implementation can be described as patchy. Situations are exacerbated as brand scale rises and risk aversion sets in. For brands to acquire “lighthouse stature”, they need to “unbelong” – from their organisation setting, their portfolio setting, and their industry or competitive setting. Get GROBRAND℠ to move away from risk-averse and low intensity approaches that serve only to round out and cool down your brands, and instead adopt approaches that add edge, intensity and sharp character.

While marketing literature has emphasised ad nauseam the importance of sharp differentiation, its implementation can be described as patchy. Situations are exacerbated as brand scale rises and risk aversion sets in. For brands to acquire “lighthouse stature”, they need to “unbelong” – from their organisation setting, their portfolio setting, and their industry or competitive setting. Get GROBRAND℠ to move away from risk-averse and low intensity approaches that serve only to round out and cool down your brands, and instead adopt approaches that add edge, intensity and sharp character.

Who will benefit from GROBRAND℠?

Chief executives and business heads are major beneficiaries of GROBRAND℠. Creation of lighthouse brands provides the leadership of organisations with performance, growth, identity, confidence and reputation. Brands with “differentiation edge and primacy” are rarely unseated and unsettled. Marketing heads benefit from the fact that GROBRAND℠ provides a stronger chance to promising brands to achieve “lighthouse status”. Sales heads benefit no doubt from the heightened performance promise and certainty. The most important beneficiaries of GROBRAND℠ are your customer franchise. Consumers benefit from the brand’s clearer communication and its promise of higher intensity, which, in turn, makes their decision making easier and allows them to identify closely with and draw inspiration from the brand.

Chief executives and business heads are major beneficiaries of GROBRAND℠. Creation of lighthouse brands rewards organisation’s leadership with performance, growth, identity, confidence and reputation. Marketing heads benefit as promising brands now go on to achieve “lighthouse status”. Sales heads benefit from raised performance promise and certainty. Most importantly, consumers benefit from the brand’s clearer communication and higher intensity, which makes their decision making easier, and allows them to identify closely with and draw inspiration from the brand.

Chief executives and business heads are major beneficiaries of GROBRAND℠. Creation of lighthouse brands rewards organisation’s leadership with performance, growth, identity, confidence and reputation. Marketing heads benefit as promising brands now go on to achieve “lighthouse status”. Sales heads benefit from raised performance promise and certainty. Most importantly, consumers benefit from the brand’s clearer communication and higher intensity, which makes their decision making easier, and allows them to identify closely with and draw inspiration from the brand.

Chief executives and business heads are major beneficiaries of GROBRAND℠. Creation of lighthouse brands rewards organisation’s leadership with performance, growth, identity, confidence and reputation. Marketing heads benefit as promising brands now go on to achieve “lighthouse status”. Sales heads benefit from raised performance promise and certainty. Most importantly, consumers benefit from the brand’s clearer communication and higher intensity, which makes their decision making easier, and allows them to identify closely with and draw inspiration from the brand.

Where (in which settings) should you get GROBRAND℠?

Get GROBRAND℠ to intensify your brand strategy development process when you are faced with any of the following five predicaments. First, “edgeless brands”: when your brands suffer from positioning that are overly rounded out. Second, “indistinct promise”: when your brands have positioning that are similar or identical to that of other members of the brand cohort. Third, “scale induced risk aversion”: when you notice that your brands tend to lose distinctiveness as their scale go up. Fourth, “moribund process”: when the process for brand strategy development is unremarkable and is lacking in intensity and brilliant ideas. Fifth, “extinguished promise”: when the majority of your promising brands fail to gain scale and relevance, falling well short of lighthouse status.

Get GROBRAND℠ when faced with any of the following five predicaments. First, “edgeless brands”: when brands suffer from overly rounded positioning. Second, “indistinct promise”: when brands have positioning similar to that of other members of the brand cohort. Third, “scale induced risk aversion”: when brands lose distinctiveness as their scale go up. Fourth, “moribund process”: when the brand strategy development process is unremarkable and lacking in intensity and brilliant ideas. Fifth, “extinguished promise”: when majority of promising brands fall well short of lighthouse status.

Get GROBRAND℠ when faced with any of the following five predicaments. First, “edgeless brands”: when brands suffer from overly rounded positioning. Second, “indistinct promise”: when brands have positioning similar to that of other members of the brand cohort. Third, “scale induced risk aversion”: when brands lose distinctiveness as their scale go up. Fourth, “moribund process”: when the brand strategy development process is unremarkable and lacking in intensity and brilliant ideas. Fifth, “extinguished promise”: when majority of promising brands fall well short of lighthouse status.

Get GROBRAND℠ when faced with any of the following five predicaments. First, “edgeless brands”: when brands suffer from overly rounded positioning. Second, “indistinct promise”: when brands have positioning similar to that of other members of the brand cohort. Third, “scale induced risk aversion”: when brands lose distinctiveness as their scale go up. Fourth, “moribund process”: when the brand strategy development process is unremarkable and lacking in intensity and brilliant ideas. Fifth, “extinguished promise”: when majority of promising brands fall well short of lighthouse status.

How does GROBRAND℠ work?

The design of GROBRAND℠ is based on our proprietary eight-part framework called ‘UNBELONG’. With GROBRAND℠, you undergo the four stages of ‘installation’, ‘engagement’, ‘analysis’ and ‘dissemination’ over ten weeks. To install GROBRAND℠, you identify the predicaments that necessitated product usage; provide data related to brand performance and strategy; identify brands that will be the subject of research; and nominate research respondents. GROBRAND℠ will then study the data, interact with research respondents, and analyse research data. The final output for leadership will include a quantitative assessment of the brand development process along the dimensions of the UNBELONG framework, supported by qualitative narration and examples from specific brand stories.

The design of GROBRAND℠ is based on our proprietary eight-part framework called ‘UNBELONG’. “Installation”, “engagement”, “analysis” and “dissemination” take place over ten weeks. To install GROBRAND℠, you provide relevant data; identify brands that will be the research subjects; and nominate research respondents. GROBRAND℠ interacts with the research respondents and analyses research data. The final output includes a quantitative assessment of brand strategy development process along the UNBELONG dimensions, supported by qualitative narration and brand examples.

The design of GROBRAND℠ is based on our proprietary eight-part framework called ‘UNBELONG’. “Installation”, “engagement”, “analysis” and “dissemination” take place over ten weeks. To install GROBRAND℠, you provide relevant data; identify brands that will be the research subjects; and nominate research respondents. GROBRAND℠ interacts with the research respondents and analyses research data. The final output includes a quantitative assessment of brand strategy development process along the UNBELONG dimensions, supported by qualitative narration and brand examples.

The design of GROBRAND℠ is based on our proprietary eight-part framework called ‘UNBELONG’. “Installation”, “engagement”, “analysis” and “dissemination” take place over ten weeks. To install GROBRAND℠, you provide relevant data; identify brands that will be the research subjects; and nominate research respondents. GROBRAND℠ interacts with the research respondents and analyses research data. The final output includes a quantitative assessment of brand strategy development process along the UNBELONG dimensions, supported by qualitative narration and brand examples.

When during the operating year should you get GROBRAND℠?

GROBRAND℠ is designed for biennial as well as episodic usage. GROBRAND℠ requires ten weeks to go through the ‘installing’, ‘engaging’, ‘analysing’ and ‘disseminating’ phases. When using GROBRAND℠ on a biennial cycle, we recommend usage during the fourth, second or third quarters. Usage during the fourth quarter benefits brand strategies to be developed in the coming year. Usage during the second and third quarters allows GROBRAND℠ to provide inputs that can rectify the process midway in the performance cycle, thereby strengthening the process of revising the brand marketing plan. We do not advise first quarter usage since the plan execution would have just begun. For episodic usage, we do not suggest a timing. Use GROBRAND℠ whenever you are faced with any of the five predicaments mentioned earlier.

GROBRAND℠ is designed for biennial as well as episodic usage. When using GROBRAND℠ on a biennial cycle, we recommend usage during the fourth, second or third quarters. Fourth quarter usage benefits brand strategies that are to be developed during the upcoming year. Second and third quarters usage allows GROBRAND℠ to rectify the process midway in the performance cycle. We do not advise usage during the first quarter since the plan execution would have just begun. For episodic usage, we do not suggest a timing. Use GROBRAND℠ whenever you face any of the five predicaments mentioned earlier.

GROBRAND℠ is designed for biennial as well as episodic usage. When using GROBRAND℠ on a biennial cycle, we recommend usage during the fourth, second or third quarters. Fourth quarter usage benefits brand strategies that are to be developed during the upcoming year. Second and third quarters usage allows GROBRAND℠ to rectify the process midway in the performance cycle. We do not advise usage during the first quarter since the plan execution would have just begun. For episodic usage, we do not suggest a timing. Use GROBRAND℠ whenever you face any of the five predicaments mentioned earlier.

GROBRAND℠ is designed for biennial as well as episodic usage. When using GROBRAND℠ on a biennial cycle, we recommend usage during the fourth, second or third quarters. Fourth quarter usage benefits brand strategies that are to be developed during the upcoming year. Second and third quarters usage allows GROBRAND℠ to rectify the process midway in the performance cycle. We do not advise usage during the first quarter since the plan execution would have just begun. For episodic usage, we do not suggest a timing. Use GROBRAND℠ whenever you face any of the five predicaments mentioned earlier.

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