First of all, Merry Christmas to everyone and oh yes fingers crossed for the New Year!
We’ve come to the end of the fourth quarter of #GuruChats and you know what it was absolutely amazing, especially because all of our wonderful guests and experts glistened the chat with their presence, perspectives and tips. We thought it’ll be best to dedicate the last chat of the year to brand wars. After all, what is a life without competition? Read on to learn interesting things about:
- What has been the epic brand battle of all time? Why?
- How do brands compete with one another?
- What can local brands capitalize on to compete with global brands?
- How are brands using technology to challenge their counterparts?
- Is social media taking the ‘battle of brands’ to another level? How?
- Emotions vs. logic: what works like magic in a brand war? Why?
- Is a continuous battle healthy for a brand’s creativity and innovation? Why or why not?
- What can brands lose if they get defeated in a battle?
- Why hasn’t any brand won a battle with Apple, Amazon or Google?
- Why do customers prefer one brand over another regardless of their battle?
- What’s your best tip for small business and startup brands to compete with larger ones?
Our Guests Of The Day
This #GuruChats was attended by Sue Jenkins, James Bowen, Jade Alberts, Brain Blender and Sabrina Cadini. I loved how Jenkins fills the air with humor and shared great examples. Bowen sums it all up in simple and compact tweets that are easy-to-grasp. Alberts shared a cute photo of him all dressed up for Christmas just before starting the discussion and adding valuable inputs. Good that Terry could make it in time for the chat to share his ideas. Last but not the least, Cadini shared interesting thoughts and advice on the topic.
The Battle Of Brands
Battle of brands or brand wars (some say) isn’t a new practice. It has been happening since the trend of state-owned monopolies ended and private businesses gained limelight. Today, there are thousands of global and local brands competing for a bigger market share within a specific industry and niche audience.
But let me clear that it isn’t a piece of cake to reap more customers and increase sales. Brands work exceptionally hard to gain a position that strengthens their presence in the market. In this #GuruChats, we not only discussed why and how brands battle, but also pondered over the impact of such a competition and lent out advice on how small businesses and startups can stand shoulder to shoulder with the giants.
A1 Depends on which category or industry or type of brand battles here are a few. I find each battle have their own unique stance and outcome. After all each brand has its own personality, thereby their own behavior. #GuruChats pic.twitter.com/EQYOXQTAb4
— Janil Jean (@JanilJean) December 20, 2017
How Do Brands Compete
There are several ways in which brands compete with each other, and in fact the scope has widened with the advent of the internet and rise of social media platforms such as Twitter, SnapChat and Facebook. The very basic way is to challenge one another with the 5 P’s of marketing that is product, price, promotion, place and people. Other than this, brands try to outdo their rivals by:
- Creating a seamless and memorable customer experience
- Using technology to execute their creative and innovative ideas
- Enhancing customer service with conversational commerce, for example
- Offering budget-friendly loyalty programs to recurring customers
- Following trends that their target market likes, appreciates and relates to
- Designing a user-experience interface that eases buyer’s journey
- Approaching influencers or brand ambassadors to outreach audiences
- Decorating the store and shop windows to entice and invite visitors
- Giving facilities like digital wallets and online money transfers
- Making eye-catching and trendy packaging to be shelved in shops
- Devising stories to tell them via visuals (images and videos)
- Optimizing web pages to rank higher in SERPs (for first ten results)
This list can go on. Sometimes brands come up with intriguing concepts that wow us and often makes the other say “Why didn’t I think of this?!” If you like the above-mentioned ideas, share them so small businesses and startups can learn.
Technology As Weapon For Brands Battle
The digital era would be incomplete without technology! The internet, for example, was the greatest invention of mankind I think. It has transformed the world of business, branding and marketing with 3 billion people around the world using it to search, learn and buy.
— Sue Jenkins (@LuckychairNews) December 20, 2017
From the time when sales persons knocked every door to spread a brand’s name to intruding commercials between the movies; we’ve come a long way as social media and inbound marketing strategies have been popularized. American fast food chain Wendy’s keeps having tussles with McDonalds, Burger King and Taco Bell on Twitter for example with its head on tweets and hashtags.
Other than this brands like Rolls Royce, Starbucks, Sephora, and Estée Lauder are using artificial intelligence, augmented reality, holograms, drones, and robots to stand out in the battle of brands.
Local Vs Global Brands
Well most of the times when we hear about battle of brands, it is mostly between global brands. Nevertheless, we cannot disregard the local brands who are actually competing with international branded products in many regions of the world.
— James Bowen (@jamesBowen2015) December 20, 2017
Bowen is right! The unique selling proposition that local brands have is the fact that they’re “local” and they address the needs of their communities. Thus, in order to compete with the local brands, the global brands embellish their products and marketing with local people, culture and language.
Often when you visit a countries like Malaysia or India, you will most likely want to eat from or buy from the local brands instead of going for the international restaurants or fashion brands. So I think it will be foolish to underestimate local brands in front of the global ones.
Emotions Vs Logic in Brand Wars
Whether it is a brand war or not, brands use emotions and logic to attract customers and evoke actions from them. The two can be used interchangeably or separately in advertisements for example. Whatever the brands use it all depends on the type of business, the nature of the product, the target audience, and the concept of branding and marketing. All these together determine whether emotions will influence the success of the brand or logic.
A6 People buy on emotion and if you can get past their logic you have a sale. That being said if you tap into their logic and gain their trust, you have a loyal customer #guruchats https://t.co/jAxgzVev3A
— Jade Alberts Consult (@Jade_A_Consult) December 20, 2017
While it is important to make people “feel” something, it is also a must to give them a reason or conviction so they are willing to buy the product of service, and provide a solution to them for a problem they’re facing. So brands need to be both emotional and rational. What do you think?
Brand Loyalty Overshadows Battles
Some brands like Apple, Amazon and Google have customers or rather fans I’d say who are loyal to these brands despite the battles that go around. In fact, it is very difficult for other brands to even stand shoulder to shoulder with these three because they’re highly innovative.
A9 Because its about Kool factor as they keep upping game before things become stale #GuruChats
— BrainBlender (@BrainBlenderTec) December 20, 2017
Samsung tries, so does Ali Baba and Yahoo! but they usually fail to grab the hearts of those who are mesmerized by the sleekness of Apple products, impressed by the quick delivery system of Amazon, and stunned by the fast speed of Google (search engine).
At times you can’t deny that there are different people who like different things in life. Why are brands preferred over others? Well, Cadini has answered it nicely.
A10: It's how a brand makes you feel, how it solves your problem, it it speaks your language and it speaks to you, people want a personal experience / interaction #GuruChats
— Sabrina Cadini (@SabrinaCadini) December 20, 2017
What Happens When Brands Lose The Battle?
When a brand is defeated in a battle, it doesn’t only lose its market share. Often times, the brand image is affected if they went out-of-board to win the battle and still couldn’t enjoy a victory.
A8 Market share but often its nxt battle as Its a war that will never be won unless there's an acquisition #GuruChats
— BrainBlender (@BrainBlenderTec) December 20, 2017
But at times, the results of some competitions have no negative effect on a brand. In fact, they receive sympathy and as far as the loyal fans are considered Jenkins says they “will not be shaken”.
Do you know of an epic brand battle? Share it with us.