DY Works puts consumers and the product at the center of the equation as we believe this strategy is fundamental to a brand's success. There are several reasons why product and service issues are faced, and we have tried to answer the ones most commonly asked.
- My customer is not responding to my product or service
- This is generally a problem related to two main aspects – either a product or service which in not generating enough excitement or is slowly losing relevance. The Consumer HAS to be constantly excited. This can be achieved through branding and efforts to engage the customer with various touch points. DY Works supports its clients to enrich the meaning and vocabulary of the product or service and reach its audience in the most compelling manner.
- My customer does not “need” me
- This usually occurs when the company is not tracking its consumer’s sensibilities diligently. The company begins to lose relevance and the consumer often finds relevance elsewhere, and not necessarily with competitive products. E.g. Kodak, the market leader in photography did not adequately see the impact of mobile phone cameras, and was not quick enough to act and offer relevant solutions to its loyal customer base, lost tremendous equity and value in the bargain.
- My product or service experiences very few repeat purchases
- This is usually associated to perceived value in the eyes of the purchaser. The consumer is willing to pay the price of gold for brass – but will not even pay the price of brass for gold; developing key perceptions are critical. DY Works helps you in creating, and influencing both expectations and perceptions of the company.
- My product or service is not salient enough
- This occurs usually when there are skewed spends in communication – too much money on advertising – and too little on the product saliency or alternately too much money on packaging and too little on other companying or communication (many cosmetic company’s are a victim of this). DY Works helps you achieve a fine balance in all aspects of the company through effective branding.
- How do I manage my of the product or service as a brand?
- Increasingly with shorter company cycles and both employee as also agency attrition – brand dilution occurs rapidly. Brand management support is now being sought as an outsourced service. DY Works offers company neutral and media neutral custodial and management services that are customized to company or client needs.
- How do I control communication efforts?
- Depending on the size of the communication spread there will be different solutions. However, a communication audit is the starting point to assess message coherence, medium cohesiveness and consistency over time. (DY Works often does this stage as a free service to its clients.) Through this process DY Works offers media and budget neutral solutions to the company.
- How do I maintain a consistent of the product or service message?
- This is amongst the biggest challenges that growing company’s face. With different partners managing different mediums – the original message goes through Chinese whispers – diluting brand impact successively. DY Works as a media and budget neutral partner appreciates this, and captures the company communication by creating a Brand Style ©. There is no easy way to counter this other than a strong focus, and rigor to ensure enforcement of the Brand Style©. Amul and Fedex are great examples of Brand Style, which not only leads to effective customer engagement but also saves considerable costs.
- What are brand custodial services?
- DY Works custodial services ensure that the key messaging and essence of the brand (service or product) is communicated with clarity and consistency to the consumer through all business strategy, advertising and marketing efforts, regardless of who manages your brand. How this message is communicated, is key in creating and maintaining perceptions of value and quality in the consumers mind.
- How do I manage a multi brand (product or service) strategy?
- Multi brand strategy is usually managed through three main approaches, the House of Branding, Branded House or A Hybrid. There are limitations in all. DY Works proposes solutions based on the individual client situation. This is a strategically important engagement.
- How do I make my corporate brand penetrate every aspect of my organization?
- Well established companies face this issue more often than the younger ones – which are more agile responsive and perhaps more manageable. Either way there is no taking away from the fact that leadership drives company penetration. DY Works fiercely believes there are no bad Soldiers - only bad Generals. DY Works has a well-tested Internal Corporate Branding Program, through which it captures and provides tools for leadership and management to communicate more effectively. This leads to higher motivation levels raising both productivity and service standards.
- How do I renew corporate vigor?
- Every corporation needs to be invigorated and refreshed sooner or later. Especially in these days of short company cycles and fickle consumer mindsets – the company needs to reinvent itself. However an important aspect often missed is the invigoration of the company team itself. DY Works helps them see the world through new eyes – with an experience of rejuvenating over 200 brands DY Works rejuvenates corporations setting them on a new growth trajectory.
- My product or service strategy is not working
- Usually there is no one reason for a strategy to be ineffective. DY Works with considerable experience in this area audits the approach and makes simple comparisons to demonstrate the status of the product or service. Based on the original intent we help the client arrive at the new approach or strategy. Please see company strategy above.
- How do I make my company and product or service relevant for the next 20 years?
- This is a relatively easy one, and can only occur by revisiting your company purpose or company vision. Once that is reviewed and re-laid – a new positioning will emerge ensuring consumer relevance for possibly even 100 years. Ex. Functional benefits will need to be converted to emotional ones, and emotional benefits be elevated into other aspects.
- How do I raise my service standards?
- Well established companies face this issue more often than the younger ones – which are more agile responsive and perhaps more manageable. Either way there is no taking away from the fact that leadership drives company penetration. DY Works has a well-tested Internal Corporate Branding Program, through which it captures and provides tools for leadership and management to communicate and increase efficiency more effectively. This leads to higher motivation levels raising both productivity and service standards.
- How do I raise my motivation standards?
- Well established companies face this issue more often than the younger ones – which are more agile responsive and perhaps more manageable. Either way there is no taking away from the fact that leadership drives company penetration. DY Works has a well-tested Internal Corporate Branding Program, through which it captures and provides tools for leadership and management to communicate and increase efficiency more effectively. This leads to higher motivation levels raising both productivity and service standards.
- How do I wipe out competition?
- This is a situation often faced by DY Works clients. The only answer is to make the competition irrelevant by setting high and unique standards for the company; Gillette does this most effectively. DY Works will assist you in establishing this first as an internal credo – and then lay a roadmap to the game changing strategy for your team.