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Asia Brand Congress 2007: Of finding the ‘Blue Ocean’ in any business

Asia Brand Congress 2007: Of finding the ‘Blue Ocean’ in any business

Author | Jagadeesh Krishnamurthy | Thursday, Sep 27,2007 8:48 AM

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Asia Brand Congress 2007: Of finding the ‘Blue Ocean’ in any business

The 16th Asia Brand Congress 2007 began in Mumbai on September 26. The two-day event had some of the best brand managers in the world converging under the same roof to share their views and form opinions on the importance of branding. Going ahead with a theme of ‘Ensuring Brand Clarity and Consistency in Today’s Multi-Channel World’, speakers at the event ensured that most of the questions arising out of the topic were answered.

The morning session of the first day had Prof. Renee Mauborgne, celebrated author of ‘Blue Ocean Strategy’, explaining the importance of finding a blue ocean for any brand with tools and findings from her book, which has been co-authored with W Chan Kim. Urging brands to go where the profits and growth are, and where the competition isn’t with findings from across the world covering several industries, Mauborgne tried to present a gist of her book during her presentation.

Citing examples of great innovations that were failures, the professor expressed the need for brand managers to learn from the failures, and not be wary of them to chart the same route as competition. Mauborgne differentiated a Blue Ocean strategy from a Red Ocean strategy as follows:

Elaborating the strategy with the example of well-known orchestra head Andre Rieu, who created a new style and audience for his trade, the professor stressed on the benefits of creating a new space for the brand, rather than trying to gain some advantage over one’s competition in the same space.

The next session on ‘Consistent branding across all touch points to create emotional connection, brand loyalty and customer trust’ chaired by Hemant Sachdev, Group Director Marketing, Airtel, gave the audience an opportunity to understand how international brands like Lenovo and The Guardian newspaper maintain their branding.

Marc Sands, Director-Marketing, Guardian News and Media Ltd, talked on how the newspaper has been maintaining its brand name over the decades. Talking about the need for brand building, he went on explain how the newspaper, over the years, had associated with particular events and properties that stood for its values. RED OCEAN STRATEGY BLUE OCEAN STRATEGY Compete in existing market space Create uncontested market space Beat the competition Make the competition irrelevant Focus on existing customers Focus on non-customers Exploit existing demand Create and capture new demand Make the value-cost tradeoff (create greater value to customers at a higher cost or create reasonable value at a lower cost) Break the value-cost tradeoff (Seek greater value to customers and low cost simultaneously) Align the whole system of a firm’s activities with its strategic choice of differentiation or low cost Align the whole system of a firm’s activities in pursuit of differentiation and low cost.

Deepak Advani, Senior VP, E-Commerce and CMO, Lenovo USA, talked about how the company has been building and developing its brand around the world through its M&As. He stressed on the fact that “branding is a business issue and not just a marketing issue, and every broken promise at any touch point is a broken promise everywhere”.








RED OCEAN STRATEGY
BLUE OCEAN STRATEGY
Compete in existing market space
Create uncontested market space
Beat the competition
Make the competition irrelevant
Focus on existing customers
Focus on non-customers
Exploit existing demand
Create and capture new demand
Make the value-cost tradeoff (create greater value to customers at a higher cost or create reasonable value at a lower cost)
Break the value-cost tradeoff (Seek greater value to customers and low cost simultaneously)
Align the whole system of a firm’s activities with its strategic choice of differentiation or low cost
Align the whole system of a firm’s activities in pursuit of differentiation and low cost.
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