Know-How Exchange : Student Questions

If chapter 1 is going to be about branding generally, and chapter 3 is going to be about Apple's brand, then chapter 2 might be about (a) brands in the category prior to Apple's introduction, (b) the main problem the Apple brand had to address, and/or (3) consumers' attitudes toward and awareness of the category (and thus the environment in which the brand would be launched).

Focus chapter 2 on the means, rather than on the end.

You do this by thinking about the following sentences ...

Brands acquire their ______ by ____________________.
Conversely, it's a brand's ______________________ to _____________________ that _________________ and that ultimately leads to _____________________.

Once you've thought about these sentences your goal becomes that of filling in the gaps through your own research, efforts, and thinking.

You achieve that goal through your ability to critically analyze and examine the complex jigsaw puzzle that makes up:

1. the product's function, purpose, and future versions,
2. the competition in similar and related niches,
3. the overall customer need, and
4. the market situation as it has been, as it is,
and as it might be (in terms of demand, need, and possible use for new features, even if those features as yet have no apparent market value).

Once you've thought all this through you will have created (if you're prepare to do the work) a tangible and powerful brand position that's based on rock solid facts.

You then use that position to assess the implications, values, and possible outcomes of all these variables—both for the product and for the customer, and ultimately, for the company balance sheet.

True, I could just give you the answers.

But then you wouldn't learn anything, would you?

Besides, this way, we get to see if you've got the chops to think things through and then come back with a stronger set
of points on which to base more questions.

Cruel?

Perhaps.

But valuable in terms of an exercise for you and all students?

Hell, yes.