Brand Challenge
Value given to the bottom line of the
stock price based on brand equity is enormous. Many books written on
"the brand" expound on this. Yet brands can take a hit, like
Enron and Anderson. They can be diluted like P & G,
or Miller Beer with over 80 brands competing for the same market, causing
general confusion among consumers. We have seen, in every major media,
the Coke brand become even more diluted, once more cannibalizing it's own
market and adding marketing costs - a brand management nightmare. We have
Coke, Diet Coke, Caffeine Free Diet Coke, Caffeine Free Coke, Cherry
Coke, Lemon Coke, Lemon Diet Coke, and the latest mix - Vanilla Coke -
brand management run amuck. What's refreshing is not Coke, but that major
brands can be challenged by the little guys.
A new company, Air Force Inc, is challenging billions of dollars
worth of brands by leapfrogging current technology. Their approach to
home dental care doesn’t use a tooth brush or floss. The appliance, called
Dental Air Force, power washes teeth. What brands does this little
company challenge? Giants like Oral-B – Dental Air Force is a brushless
system; Colgate and P & G - it uses, not a toothpaste, but a powdered
dental cleaner; J & J and Gore - it replaces flossing; Crest - it's a
system that whitens teeth; Teledyne Water Pik -
it's an irrigation system; Listerine and Scope - it's a mouth wash in the
truest sense of the word.
It's the little guy that creates whole
new markets and challenges billions of dollars worth of brands. For more
information call Air Force Inc at 616-399-8511 or visit www.dentalairforce.com
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Author is P.,
Piero D.D.S. practicing dentist and inventor of the Dental Air Force®,
(www.dentalairforce.com). His private practice and public talks are
dedicated to patient education. Contact Dr. Piero at
616-399-8511.
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