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Building success for Established Businesses and Knowing the Key Success Factors
To succeed requires the kind of commitment and dedication that many established businesses are simply not willing to make. When they are, there are two things that we've found that make the difference:
Looking at an established brand -- sometimes you remember all the reasons it was great, but you can't remember why it would be great if it were launched today. Established brands need to define what makes them great today and tomorrow if they want to drive continued growth. Understanding where growth will come from is key. It is remarkable how many businesses set growth or other goals without having clear knowledge about where this growth will be sourced from - new consumers vs increased usage from current consumers for example. We've found some of our larger clients, particularly in the packaged goods sectors, have developed very sophisticated mechanisms for tracking the growth and opportunities for growth of their brands. This kind of information is invaluable, and a significant competitive advantage. Finally, the need for constant innovation has permeated nearly every consumer category. Brand lifecycles are shorter - and the companies that can get it right more often are winning. |
"We bring new life to brands" is how we describe the
success we've achieved building established brands
like Canon and EAS. Brands that led their category
but faced tremendous competitive challenges. Part
of our success lies in bringing "challenger brand"
thinking to even the most established brands. We've
cut our teeth launching brands that have grown to
become established businesses, brands like mike's
hard lemonade and Kenneth Cole. Knowing what it
takes to launch a brand goes a long way to understanding
how valuable existing business and equity
can be, and how hard your competitors will fight to
take it away from you.