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The rapid shift to digital-first lifestyles has disrupted traditional financial services, forcing companies to rethink their approach to branding. Todays customers expect financial brands to deliver deeply personalized, seamless digital experiences at every touchpoint, consistently reinforcing what they stand for.
Joining us is returning guest, Carmel Dibner, who is a principal and co-owner at Applied Marketing Science (AMS), where she has helped companies uncover critical customer insights to improve products, services, and customer experiences.Before moving to consulting she was in brand management at Unilever.
Enter Rumi Cosmetiques , a brand that aced the eCommerce game by doing precisely this. Spoiler alert: it worked wonders, demonstrating that when you align your brands digital strategy with your users expectations, you achieve incredible results. Branding also received a fresh coat of paint. Ready to uncover their secrets?
Its a whole other challenge to identify brand-new products to offer. The difficulties you face from going to 0 to 1understanding your customer, identifying what will differentiate your product, building early versions of that product, and actually finding customers to use it? Its one thing to iterate on an existing product.
The routine nature of digital banking, including boring interface design, complex language, confusing navigation, hidden fees and formal attitude, can feel tedious and uninspiring, further reducing the desire for meaningful interactions with financial brands. Wheres the brand identity?
For more: Lennybot | Podcast | Courses | Hiring | Swag Subscribe now Annual subscribers get a free year of Perplexity Pro, Notion, Superhuman, Linear, and Granola , along with access to the entire 5-year back catalog and a thriving members-only Slack community.
The Evolution of Product Management Product management as a discipline has a rich history dating back to the 1930s when it emerged as “brand management” at Procter & Gamble. In what ways has your approach to product management evolved over the course of your career?
As one of the newest entrants in the Connected TV advertising space thats rapidly growing, they seek to build unique value propositions that differentiate Netflix from other ad-supported streaming services. Growth Product Manager Careerist (2023): Launched a new IT course from scratch, reaching 98% of the revenue goal (~$80,000).
The company believed focusing their energy on one brand would help them compete more effectively. They decided to keep both brands and reframe their marketing. Like the Snickers/Milky Way example, are there ways you could better differentiate your product by focusing on the specific job it does for customers?
Of course, creative flair comes in handy, but much of what makes an interface intuitive, inclusive, and visually pleasing can absolutely be learned. Use additional visual cues to differentiate interface elements. Similarly, in the bottom navigation, a subtle colour change is being used to differentiate the selected icon from others.
Source: The Financial Brand / MMA Banks around the world rolled out AI-powered personalization features in 2024. Source: Capgemini, Shaping the AI-enabled customer experience for financial services Of course, the transition was not without challenges. Banks had to address customer trust and security concerns around AI.
” Of course, it’s more complicated than just checking boxes on a question list. How will you differentiate from these? Where do you stand on your brand? Do you have a name, a logo, and have you thought about brand positioning? Do you have a name, a logo, and have you thought about brand positioning?
You wouldn’t expect to find a Brand Studio at every tech startup, but then again, we’ve always enjoyed doing things a little bit differently. And lately, they’ve been quite busy with our brand refresh project. In this episode of Inside Intercom, we chat with some of the team behind the brand: Scott Smith , Creative Director.
What do we learn from the best brand activation examples? Brand activation is about driving product growth by connecting emotionally with people on a personal level. In this article, we take a deep dive into the concept of brand activation and go over 13 great examples that will inspire you to create your activation strategy.
The better we understand our customers, the better we can meet their needs, and the more we can differentiate our product from the competitors. These gaps allow us to differentiate our products and services from our competitors’. Of course not. This understanding, over time, becomes a competitive advantage. It’s not real.
While I do recommend that you schedule the reviews well in advance, you should, of course, not wait for the next review if there are new developments that need to be urgently discussed. Is your product still sufficiently differentiated and does it still stand out from competing offerings? Are there new market entrants?
Whenever you create a brand-new product or make bigger changes to an existing one, you will benefit from creating and validating a new product strategy. Do they offer an opportunity to innovate, add, remove, or enhance features, or create a brand-new product? Timeboxed Strategizing. Do they impact your product?
So what is it about these SaaS sales reps that differentiates them from the rest? consumers who receive branded SMS texts go on to make direct purchases. If you’re interested in building a reliable and repeatable sales funnel for your SaaS business, sign up for the Startup Sales Success course.
How to differentiate and build a competitive advantage that you can sustain and defend over time Photo by Pavel Danilyuk from Pexels Creating your product strategy is hard work. Public domain photo via Wikimedia They use the example of the Saturn car created by General Motors as a separate brand in the 80s.
Of course, product teams need to develop and ship new features. Whether it’s to stay competitive, differentiated, or solve for what they believe are their customers’ needs, some companies get locked into a cycle of feature FOMO – fear of missing out – that ends up stalling product innovation. Measure What Matters.
Mojo, he says, can be a valuable differentiator in your marketing, and that, in this day and age, is something very much worth fighting for. In this episode, we sat down with Doug to chat about embracing the mojo and creating a brand strategy that connects with the audience and stands out from the crowd. We know brands with mojo.
Differentiation becomes all the more important when products and services are indistinguishable — this is a process that begins with a story. How do you differentiate a soap’s messaging? They wanted to know how far away they were from shipping the feature and see if they needed to course-correct.
Brand Value & Competitive Differentiation Every technology company touts the benefit of their platform and the seamless product integration, yet products are largely managed and marketed in silos. A market strategy does just that. The Bottom Line on Market Strategy vs. Product Strategies Here’s the bottom line.
And ultimately, it will undercut the brand equity that Ford has as the leader in pick up trucks. There may be a market there, but at that price point, there isn’t any loyalty to the bigger brand, and that isn’t in Ford’s best interest. Swinging back to smartphones. Final note.
Put another way: Your personal brand is more important than ever. And if you are the product, why not manage your personal brand like a product? The key is to create long-term extensibility for your brand. Of course, to ensure you’re intelligently reacting to market changes, you continually have to be in the market.
According to one Microsoft Global State of Customer Service report , 90% of consumers surveyed said that customer service is an important factor in their choice of, and loyalty to, a brand, while nearly two-thirds (58%) would sever their relationship with a business due to poor customer service.
You don’t need to reinvent the wheel to make your brand stand out. Find the thing that gets you excited about your brand and learn how to articulate it as a story. One sure sign of a key brand is if the vast majority of your lead generation is from inbound, organic results. Can you augment those tools with integrations?
Following a significant project to better define our target customer segments, we now have clear, differentiated goals for each of those segments – as well as a deeper understanding of each segment’s needs and behaviors – to align our marketing strategy and activities around. Brand awareness. How big is the audience? Reducing churn.
Still, how users react to your brand strategy lies relatively out of your hands. Words, logos, brand colours just trigger things – their power resides in associations. Previous experience with a specific brand deeply influences the way people perceive it. Let’s jump into branding research! Takeaways on branding research.
We talk about product parity or brand parity when a brand’s product offers exactly the same functionality as competing products. Product parity also limits your marketing and branding strategies. In fact, the only differentiator you can use to stand out from competing parity products is price.
That credibility is often what differentiates you in the end. It’ll tarnish our brand.” Competitive Differentiation The lead story here is not a feature comparison matrix. It was easy for salespeople to understand, internalize and repeat in their own communication style. Our sales numbers backed it up! It seems cheesy.”
So naturally this is where companies are trying to compete and earn our loyalty: by offering differentiated experiences across our connected (and offline) lives, and by using data to better understand our complex relationships with the products we love. So how do you chart a different course? Our loyalty must be earned.
You can find the first part here: Case study: what’s wrong with Soundcloud and what opportunity it misses I will be exploring how differentiating the content can: Allow a highly tailored experience across different areas of the product Help Soundcloud catch strategic opportunities while playing with their own strengths.
Joining us is returning guest, Carmel Dibner, who is a principal and co-owner at Applied Marketing Science (AMS), where she has helped companies uncover critical customer insights to improve products, services, and customer experiences.Before moving to consulting she was in brand management at Unilever.
When it comes to branding, it’s relatively easy for a skilled designer to create compelling logic to make a series of colors make sense together. We wanted to expand as far as we could while being reasonably sure that users could differentiate these segments from one another. But isn’t color subjective? Yes and no.
Failure Point #3 – No clear differentiation in the market. One final consideration is how your product may differentiate in your own product portfolio. Coca-Cola C2 was a costly lesson in product differentiation within a portfolio. Register for one of our courses or find out more here.
Developing the MVE is not possible without good differentiation and positioning strategies either. What's more, the quality of user experience may be the key differentiator that set your product apart from its rivals. If you're an established brand, your users will have far greater expectations.
Market All business messengers had become homogenised, we needed to differentiate. Customers Mature brands want deep visual customisation, so that Messenger feels native to their business. And, as we built, we continuously referred back to it, to ensure we hadn’t veered off course. Our visual design needed modernization.
Of course, we’ve been travelling to and through the AsiaPac region regularly over the past few years and have always been astonished by how big the market opportunity is – and how quickly the product community is growing and maturing to meet that opportunity. Janna Bastow’s post on ditching your product roadmap timeline went viral.
Product differentiation and positioning are important aspects of strategic product management because they allow you to build a product that meets the needs of the right customers in the right market and stand out from the crowd. Market research, differentiation, and positioning are necessary to prepare for the product launch.
In today’s episode of Intercom on Product, Paul Adams , our SVP of Product, and I reflect on our own shortcomings as we scale – and the makings of a much-needed course correction. And that’s totally fine, of course. And then, after all that, you get to decide where you want to differentiate.
Google’s fun, multi-colored brand and simple search bar was a breath of fresh air. Initial use from brand appeal boosted Google’s data sets. Initial use from brand appeal boosted Google’s data sets. Such differentiation applies to any combo of Google fans or prospects. Qualitative. Data Ranges.
They decided to differentiate between meditators (who have learned Isha’s core meditation practice) and non-meditators (who have not). Pendo allows you to create in-app pop-ups like this one that match the look and feel of your brand. You can read all about how Dan and his team set up Pendo to automate recruiting (in about an hour!)
Smartphone providers, such as Android, use a penetration pricing strategy to win new customers and create loyalty to the brand. This pricing strategy works most effectively when there is little product differentiation. Of course, this strategy poses risks to companies as well. An improved inventory turnover rate.
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