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Brand Clout

Brand Clout

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Published by Kris

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Published by: Kris on Nov 07, 2008
Copyright:Attribution Non-commercial


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In the fast paced world of 21 century economics, even change haschanged. The only way to keep afloat these days is to truly abide bythe old Darwinian adage, adapt or die.David C. Flynn shows how one organization can continually morphand still be the most recognizable household name by building upbrand in this time of chaos.
The Big Idea
he Big Idea
Published by BusinessSummaries, Building 3005 Unit 258, 4440 NW 73rd Ave, Miami, Florida 33166©2006 BusinessSummaries All rights reserved. No part of this summary may be reproduced or transmittedin any form or by any means, electronic, photocopying, or otherwise, without prior notice of BusinessSummaries.com
About the Author 
bout the Author
Dennis C. Flynn
ennis C. Flynn
 As the Founder of The Sonar Group,Dennis is an experiencedmanagement leader, marketer andcommunications professional withdecades of experience in corporate,agency, academic and entrepreneurialenvironments. He brings two decades'experience in business and brandstrategy, marketing andcommunications.For the past eight years, Dennis hasbeen consulting with emerging growthand enterprise-level B2B companiesand investors as Founder/CEO of TheSonar Group, and acts as a boardadvisor to several companies.Previously, he was with Sanchez,Lonchar & Flynn, a brandcommunications & design firm he co-founded. He led Saatchi & Saatchi'sCorporate Communications Group for several years and prior to that heldsenior management positions at J.Walter Thompson and BBDO/West.He has also held senior corporatesales and brand managementpositions with Beatrice/Swift Foods inNew York and Chicago.
Brand Clout
rand Clout
Maintaining Relevance &Profitability Amidst Constant Change
aintaining Relevance &Profitability Amidst Constant Change
David C. Flynn
Cameo Publications
Date of Publication:
No. of Pages:
0974414956144 page
Shift HappensUnderstanding Your Business Model
To say that we lived in a fast-paced world has become passé. People andcompanies are caught in a perpetual state of motion, and for businesses, it becomesa choice of keeping the pace or becoming defunct. Because of the constantchanges the marketplace goes through, companies are faced with the complex andunique challenge of applying fundamental principles to the newer and moreintimidating market arena.Technology has changed almost everything we know about products. Not only has itaffected the ways a consumer perceives, evaluates, and buys a product, but it hasalso begun to change ways companies buys, makes, sells and delivers its productsor solutions. A business model is the ultimate departure point for any future changes or plans withregard to a company. Thusly, it should be flexible enough to be able to withstand aconsiderable amount of revision as times demand. This allows for a certain amountof morphing on the part of an organization, keeping its brand relevant in a changinglandscape.Five Key Components of a Business Model:Only by understanding the five key components of your business model will you beable to skillfully manipulate it to meet all your customer/client needs, despitewhatever changes may happen in your environment.Not knowing your business model leaves you vulnerable. You will not be able torespond to changes as quickly or as wellThe five components are:
Target Audience
- Your specific group of customers. Who are these people, andwhat are their needs and issues? How are they motivated?
- How will your company earn money?
Profit Protection (Strategic Control Points)
- How will you protect your positionfrom competitors?
- What does your portfolio contain today? What are you providing your customers with? How does your portfolio change over time?
- How are you defining your brand? What is its personality, as a person, as aproduct, and as an organization?
Shift HappensUnderstanding Your Business Model
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Brand Clout by Dennis C. Flynn
rand Clout by Dennis C. Flynn
Anticipating Shift
The Sonar Model
Component Definitions of the Sonar Model
The Sonar Model® is a tool for guiding a company through an evaluation of their current business model. This model helps to see the future, in the sense that it allowsa company to clearly see where it's headed, and thus design a business model withthe goal of the future in mind.It is not a strategic planning process, but rather a template for strategic thinking.What's the difference, you say? The author quotes Henry Mintzberg's 1994 obituaryfor strategic planning: “Planning always as been about analysis - about breakingdown a goal or set of intentions into steps, formalizing those steps so they can beimplemented almost automatically, and articulating the anticipated consequences or results of each strep. Strategic thinking, in contrast, is about synthesis. It involvesintuition and creativity. The outcome of strategic thinking is an integratedperspective of the enterprise, a not-too-precisely articulated vision of the direction.”While strategic planning assumes that the world will hold still as you implement theplan, that the planners can detach themselves from its implementation, and that allplans should be formalized, strategic thinking allows for the dynamism so needed inthis day and age.The sonar Model is a tool and catalyst that will enable companies to:
Evaluate and reconfigure assets for more powerful businessoutcomes from a current and future customer perspective
Develop new perspectives on existing and upcoming alliance opportunities
Create increased leverage of brand options for competitive advantage
Create a process for evaluating and identifying technologies that are and willbe critical in achieving competitive advantage
Market share
  An evaluation of how a company or business has performed in the marketplaceversus its competitors.
Solution Share
 An evaluation of a company's ability to provide a combination of goods and servicesthat satisfy a company's/customer's needs beyond a specific product or service.
Opportunity Share
 A reference for competing within an as yet undefined or emerging futuremarketplace. This is what helps to define a flexible business model.
Anticipating Shift
The Sonar Model
Component Definitions of the Sonar Model
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Brand Clout by Dennis C. Flynn
rand Clout by Dennis C. Flynn

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