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Member Roundtable: Brand Vulnerability
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Member Roundtable: Brand Vulnerability

How to use customer frustration to create something amazing.

4/22/2014
When: 4/22/2014
4:30 PM
Where: Canadian Direct Insurance Boardroom
750 Cambie Street
6th Floor
Vancouver, British Columbia  V6B 0A2
Canada
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Companies devote endless time, vast resources, and a tremendous amount of brainpower in an attempt to foster innovation. But innovation should be simple – identify a frustration and figure out how best to fix it.   

What do the following things have in common: e-readers, keyless entry, mobile payments?   

Answer: They are technological innovations that arose (at least in part) as a result of common frustrations--heavy backpacks, bulky key rings, forgotten wallets.

 

THIS Roundtable WILL EXPLORE THE CONCEPT OF BRAND VULNERABILITY SO YOU CAN:

  • identify immediate competitive vulnerabilities on which a brand/business can capitalize, particularly as a challenger brand
  • quantify the impact of the vulnerabilities in financial terms, articulating what the business risk will be if these vulnerabilities are not addressed
  • mitigate competitive risk and the likelihood of customer attrition immediately by helping to prioritize resources to address customer frustration and their specific areas of vulnerabilities

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Sales and Marketing Executives International, Inc.
PO Box 1390
Sumas, WA 98295 USA
312-893-0751

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