It’s the new era of marketing. Market Invention is the process of creating and maintaining market dominance by leveraging insight, purpose, position, and experience to establish, grow, and maintain customer and company value. For years, we’ve been hearing about the death of the ad industry. Whether work is done at an agency or internally, the […]
Public Relations and Market Invention
“We need public relations!” We hear this command frequently from big and small organizations across the country. However, we promptly question what exactly they’re seeking. Every organization needs a smart PR strategy, but most don’t know exactly how.
Video and Market Invention
You’ve probably heard of Market Invention, the strategic process of creating new markets through a shift in audience, category, channel, or branding. It’s the discipline behind disruption, and it rests on good communication. That’s where video comes in.
Web Design and Market Invention
Web designers are the architects that create the visual elements of the site, the stuff the user sees. Web developers create the functionality that works in the background. When working together, the two disciplines deliver a seamless, clean experience that ignites a buyer’s interest.
Design and Market Invention
Understanding how to use—or not use—design archetypes is at the core of a well-planned Market Invention strategy. Market Invention can use a shift in brand imaging or messaging to pivot into a new market and target unreached customers.
Digital Media and Market Invention
But before you rush off to the first digital media strategist you can find, consider this: does good digital media marketing really mean just matching the trends of the day? Or, since those trends will always be shifting and evolving, might there be some underlying strategy at the base of all that (very important) surface-level stuff?
Five Lessons From the Growing Artisan Economy
We hear a lot about the artisan economy. It’s a movement towards personalized, hand-made, small-scale production that has been gaining lots of momentum in the US. So much momentum, in fact, that artisans are taking a measurable chip out of mid-sized manufacturers. According to the Inter-American Development Bank, if the artisan economy were a country, it would have the fourth largest economy in the world. While larger sized businesses obviously cannot compete with some aspects of the artisan economy, they can certainly reflect on some of the principles that are propelling artisan growth and apply them to their own organizations.
Nonni's Biscotti owns its Market, but will it stay in first place?
Before Nonni’s came out with its first gourmet cookies in 1988, few Americans had a clue what a biscotti was. But the company presented its simple, crunchy cookies as a classier, healthier alternative to traditional American cookies, and biscotti soon became a national trend.
Social Media and Market Invention
Most businesses are still struggling with how social media strategy has changed the marketing landscape. Honestly, so are most marketing firms. If you look at the average company’s social media presence, they aren’t employing this new technology nearly as well as they could be.
From Advertising to Market Invention
If you’re tired of being stuck at second or third place in your sector, fighting tooth and nail with tired marketing ploys, it might be time to start thinking about Market Invention.
Managing Crisis Communication with Market Invention
Every failure represents an opportunity for improvement. Great crisis management & communication can be step one in reinventing a business or reimagining a market. They can point to an area of your game that needs improvement, force you into new positioning, or even send you back to the drawing board.
Market Research and Market Invention
Most market research aims to find opportunities to grab a bigger slice of the proverbial pie. It’s a mindset – a competitive tactic – that’s been around for well over a century. Lots of companies and marketing firms use this strategy, some with pretty good results. So why do we take a different approach?
Branding and Market Invention
Market disruption is a powerful thing, and so is product differentiation. They’re both important in brand creation, but they aren’t the end goals. We think there’s a better, more integrated way of looking at what makes a powerful brand. It’s at the root of market disruption, product differentiation, and all those other buzzwords that indicate successful companies: market invention.
Portland, Oregon: A Growing U.S. Market of Invention
Portland, Oregon has promptly become one of America’s most alluring and fastest-growing cities. According to the U.S. Census, the Rose City is growing at clip of 1.36 percent per year. Known for its unmatched lifestyle, food, and drink, the city is also notorious for its creative weirdness. Yes, “Keep Portland Weird” is not only a cute motto, but a way of life.
How A Corporate Crisis Leads To Market Invention
In the past year, several companies have seen their previously respected reputations, staff morale, and overall profits severely dwindle as a result of a damning crisis that hit their business. However, a crisis should be seen as a learning lesson and opportunity to change, improve and invent.
An Empire from a Waffle Iron
We take it for granted that athletic shoes aren’t just for athletics. They’re perfectly acceptable at cafes, concerts, and the runways of Milan. There’s a whole not-so-sub subculture dedicated to collecting, customizing, and reviewing fashion-forward sneakers. But it wasn’t always this way.
This week's market inventions: Healthcare, self-driving trucks, and more
Healthcare reinvention, self-driving trucks, homeless vending machines and Arizona’s first beer barley industry all made an appearance this month as examples of how to reinvent your market.
Three Market Invention Trends for the Legal Industry
The traditional operation model for legal services is antiquated. Historically, the market has tolerated rampant inefficiency and low value for price. Lawyers typically don’t score high on the “benefit to society” scoreboard, either. But modern consumers want change: there is a growing demand for legal firms that engage with clients and operate with speed, accuracy, and convenience. And consumers want this efficiency at a much lower cost.
Market Invention Techniques for Realtors
Only a few years ago, many people believed that most Millennials would never be homeowners.