One of the alarming statements Six-Point often hears from small-to-mid-sized companies — even the ones seeking aggressive growth — is that market research isn’t something they do. High-potential brands don’t achieve their potential unless they make informed decisions about their future. Making assumptions about the customer or the opportunity simply isn’t good enough. Your company can and should be doing market research right now, and it requires no formal budget. Six-Point creative strategist Tyler Leahy explains where to start.
Brands that rise to the top of their industry are the ones capable of operationalizing disruption. In the final installment of this six part series, creative strategist Tyler Leahy suggests healthy habits that hopeful disruptive brands should bake into the way they do business — spanning company culture, to goal-setting, to customer feedback, to operational analysis. These healthy habits require the entire company to operate with an entrepreneurial mentality. Becoming a disruptive brand requires a day-in, day-out commitment to innovation!
There are right and wrong ways to bring new ideas to market. Disruptive brands make substantial adjustments when they’re needed, but they do so carefully and strategically to minimize risk. Never bring a product to market without testing it in a familiar market, or without the confidence that product quality and consistency will not be an issue. In part five of this six part series, creative strategist Tyler Leahy explains how to bring your well-informed brand adjustments to market with strong returns.
Step three towards becoming an insurgent brand and a market disruptor, after you’ve researched your primary target customer and become a student of the industry, is to audit your own company. Everything you control that affects the value proposition of your product or service should be analyzed at this time — from the business plan to operations to brand identity, messaging, and product positioning. In part four of this six part series, creative strategist Tyler Leahy outlines how to audit your brand, your operations, and the customer experience effectively.
Your customers can tell you why they buy, but they can’t tell you how the industry landscape is changing, which conglomerates are entering the market to steal market share, or what the biggest threat is to your profit margin. To be an insurgent brand and a market disruptor, your company must be a student of the industry, all the time. Part three of this six part series by creative strategist Tyler Leahy focuses on how to observe the market and the competition once you have already done research to gain insights about your target customer.
The most disruptive brands win through insights. They are determined to understand their primary target customer better than the competition. They see the unseen. For your brand to have a truly differentiated value proposition, you must first understand the buyer — and it does require the restraint of focusing on one singular primary target customer.
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