August 2016
Beginner to intermediate
356 pages
7h 25m
Japanese
Content preview from リーンブランディング ―リーンスタートアップによるブランド構築
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
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10.1 リポジショニングと調査の力
いでしょうか？
ブランド拡張の失敗例は枚挙にいとまがありません。日用製品メーカーであるは
ずの
Colgate
が、冷凍食品を売り出したケースや、食品メーカーの
Frito Lay
がレモ
ネードを販売したケース、筆記具メーカーの
Bic
が下着を、チーズ味のお菓子ブラ
ンド
Cheetos
がリップクリームを、キャンディブランドの
Life Savers
がソーダを売
り出したケース。あなたは誰かと会う日に、脂っこい「あの」チートス味のリップク
リームを唇に塗りたいと思うでしょうか？
甘い飲み物が好きだとしても「あの」
Life
Savers
のキャンディと同じデザインのボトルから、炭酸飲料を飲みたいと思うでしょ
うか？
消費者はこれらの仮説通りには反応しませんでした。この本を通して私たち
が学んできたのは「仮説は検証されない限り危険」ということでしたね。
ブランド拡張が成功すれば、確かに収益性の高い新たな市場に参入することができ
ますが、既存顧客を混乱させ、ブランドが提供する全体的な価値に疑問を生じさせる
ことにもつなってしまうことを忘れないで下さい。
10.1.3
新たな製品機能の導入：手段
—
目的分析
多くの消費者の願望を満たす、新たな製品機能を導入することで、ブランドストー
リーが変化することがあります。願望が何かについてはすでに説明しました。それは
消費者を、「なりたい自分」へと連れて行くことで、製品という物理的な存在を超え
て購入を促す根本的な動機のことです。
新たな製品機能を導入する際は、それが消費者にもたらす真のメリットが何かをあ ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.