Every executive of a major company should have the experience of going to their company's web site and making a purchase. It might be easy if you know exactly what you want. But when pricing, features, and even internal branding becomes confusing, imagine where the business will go.
Perhaps there are reasons for maintaining and building a lot of brands within a brand. I can think of some pretty good examples of how Nike has "owned" certain markets with their brands: Nike Golf; Michael Jordan's shoes and clothing line, even Nike Golf for Women.
But when the product is a commodity, like what kind of cheese to buy, or deciding between the house brand and the name brand? Sometimes BRAND can actually hurt your awareness.
I am working on developing this presentation to explore how complex branding and deep siloing of market segments or vertical markets can kill the purchase decision. A few of the questions I hope to explore:
- If we make it hard for the consumer to find what they want will they keep trying beyond a few frustrating minutes?
- Does Best Buy do a better job of laying out the choices?
- What are the differentiating features in various computer brands when faced with the wall of choices? Price, screen size, processor preference and ram/hd configs are king.
- If we make things confusing within our own brand, how will the customer decide when even more options (other manufacturers) are brought into the mix.
- What will we lose by simplifying the choices?
@jmacofearth
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