Blue ocean strategy
DefinitionBrand Strategy
Blue ocean strategy
Escaping head-to-head competition by redefining the offer until the market has no direct rival - creating uncontested 'blue' water instead of fighting in the bloody red. Built on value innovation: raise and create what buyers value, eliminate and reduce what the industry over-serves. Inspiring as a lens, rare as an outcome.
Evidence from the library
Blueprint for Brand Growth - be meaningfully different to more peoplePrinciple"Blanding" describes how early DTC brands converged on the same pastel colours, serif type and elevated-mission tone because machine learning rewarded that formula.WarningA famous brand grows at the fringes - new entrants, lapsed users, light buyersPrincipleThe distinctiveness test for any brand experience: could a competitor have offered this same experience?PrincipleBrand creates value through cheaper acquisition, more value per customer, and a moatPrinciple
Put it to work
Source
Marketing Definitions
W. Chan Kim and Renee Mauborgne, Blue Ocean Strategy (2005)
More from this source
DefinitionMarket penetrationDefinitionMental availabilityDefinitionPhysical availabilityDefinitionBrand salienceDefinitionCategory entry points (CEPs)DefinitionDistinctive brand assetsDefinitionBrand equityDefinitionBrand positioningDefinitionBrand architectureDefinitionBrand awarenessDefinitionMarket shareDefinitionFuture demand