There are many different brand models.
But there are common characteristics that distinguish ALL great (different) health and healthy lifestyle brands from others. They see their world, and that of their customers, differently. Which lets them think and do different things – to challenge conventions, hypothesize alternatives and explore new possibilities.
Based on principles of Blue Ocean Strategy, a proven framework for guiding companies to create new and uncontested market space, these include:
• looking across alternative industries, knowing that their products and services compete with companies outside their traditional market
• looking across strategic groups within industries, based on customers’ decision-making practices
• looking across different buyer (customer) groups, knowing there are those directly and indirectly involved in purchase decisions
• looking across complementary products and services, to break free from accepted boundaries of competitive offerings
• looking across the spectrum of functional or emotional appeals to buyers, to create new bases of appeal
• look across time, to shape (rather than adapt to) external trends over time
Are you one of these great brands?