What happens when you overlay SWOT analysis with an insights chart (for want of a better name)? Something I was doodling at the cafe as I tucked in to my brunch on a lazy Sunday morning. Probably not what you should be considering over a sunny weekend, but I felt the theory warranted articulation and sharing.Insights are obviously beyond facts or info, they are the "Sparks in the dark", "Eureka's" or "Flashes of genius" and the beauty is that when applied correctly, creating alliances across Company, Consumer, Culture and Category, you get a big fat bottom line to thank you for it.
One of the things I like about this approach is the opportunity to treat your company and your consumers as an Internal influence. Increasingly we are appreciating that consumers are your brand stakeholders as essentially a brand exists in the mind of its audience - a brand is the views, attitudes and opinions that individuals have about a company or product - so it important to recognise how a company and its customers converge. Never before has the relationship between customers and brands been so tangible.
One of the things I like about this approach is the opportunity to treat your company and your consumers as an Internal influence. Increasingly we are appreciating that consumers are your brand stakeholders as essentially a brand exists in the mind of its audience - a brand is the views, attitudes and opinions that individuals have about a company or product - so it important to recognise how a company and its customers converge. Never before has the relationship between customers and brands been so tangible.
Culture gives way for so many fabulous opportunities. We live in such a fragmented time amongst niche micro cultures, fads, fascinations, multi-cultures, technologies, movements in all directions. There's ample opportunity to pinpoint inspiring and emerging expressions and values that could be leveraged far enough to redefine a brands category (great example is the recent Tontine pillows campaign)
Lastly but not least there's Category. Perhaps wrongly or rightly associated with "Threats". You could argue that Category segmentation provides more positive opportunity but I quite like looking out for "threats". It find the opposites. And while we can better understand the 'why' behind a divers set of brands/products existing in a category, looking out for "threats" broadens the scope beyond what's on your doorstep to what may be round the corner on the other street. Its a great way of looking out for substitutes and gaps in the market while ever aware of the competition to work on ensuring your market difference and advantage.
Oh dear, I feel like a royal nerd. I should probably get out more... while I work on that, I hope the above was useful ;)
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