Innovation Strategy – If our articles on brand strategy and

If our articles on brand strategy and management interest you and you want to deepen your knowledge or that of your marketing teams or managers, we can provide you with customized training and development work. To create a groundbreaking and profitable business, you must dare to explore the benefits of “unthinkable” measures, such as eliminating certain features or targeting an unpopular type of customer. The Quip toothbrush isn’t complicated-“no unnecessary power or unnecessary modes,” according to its website-but it does some important functions exceptionally well: it encourages brushing for two full minutes and helps you change your bristles regularly. For years, the razor has been used primarily by stormers, and brands like Gillette and Schick have spent millions on heating elements and added an extra blade. We focus on sharing thought-provoking stories that advance the conversation about brand strategy and management and build a community of marketers. These stories are based on assumptions about how the industry works and what a company should look like in this market. When Dollar Shave Club launched its hassle-free razor, the razor giants initially rejected it; they couldn’t imagine that people would be happy with such a simple product. When designing and developing your business model, apply everything you know about innovation to your business, particularly how you produce, deliver and sell your offerings. Entrepreneurs don’t make the mistake of investing in it, but they often overlook the tremendous opportunities for innovation within the company. You should be proud of the commitments you’ve made, as these are the solutions that set your company and your brand apart from the competition. Be bold in your approach to the marketplace and your business model, and constantly ask yourself if your business is aligned with what really matters to your customers. BSI is a service of The Blake Project, a leading U.S. brand consulting firm that provides brand consulting services to marketers around the world. Your clients may not need all the features and capabilities that the industry thinks they should have for a long time. For the past few years, my colleagues and I have been looking for companies that exceed customer expectations at a lower cost, which we call costuming. That’s how the tradition around razor blades fell apart. Low-cost business models require constant discipline and prioritization.