Dr Dan Herman, Competitive Strategy, Innovation, Marketing, Branding

Methods

 

Our work is based on a complete and comprehensive methodology that complements the innovation revolution, enabling successful marketing innovation, time and again. The methodology is a psychologically sound and sophisticated toolbox for arousing consumers enthusiasm.

  

The NPD, Branding and Marketing Methodology  

for the Innovation Revolution  

 

There is no doubt that the rules for success have dramatically changed and still continue to do so. Our highly competitive markets and fickle consumers drive us to launch a ceaseless succession of innovations: new products, services, marketing initiatives, business models, retail formats, projects, campaigns, events and many more. We need to do it expertly and to succeed at it repeatedly. However, until recently, we did not have a method to achieve such predictable results for our innovations (especially in cases where our innovation is far from being world-shattering). 

 

Adding the Second Missing Half  

of Branding and Marketing Method 

 

There are two important categories of human needs, two modes of motivation and behavior tendencies. The first one includes such needs as safety, stability, control, continuity and familiarity. One of the manifestations of this group of needs is consumers' adhering to habits and traditions. The second group consists of such needs as liveliness, renewal, discovery, play, adventure and temptation. Seeking novelty and change, even keeping in-sync with fugacious fashions, fads and trends, are expressions of this group. Consumers of today require a constant supply of new products and brands to satisfy this second family of needs. 

 

Traditional marketing and branding, characterized by a long term perspective and considering customer loyalty as an ultimate goal, naturally cater to consumers' first group of needs. The relevance of traditional marketing's tenets and methods to the second group is clearly doubtful. Marketers have been plying to the second group of consumer needs while lacking proper theory and method. The THINK SHORT methodology's major aim is to remedy this situation. The THINK SHORT methodology provides the second missing half of branding and marketing theory and method. 

 

The NPD, Branding and Marketing Approach  

for the Post-Customer-Loyalty Era 

 

Contemporary consumers are drunk with possibilities. Choices are everywhere, and everything seems very much within reach. They want it all, or conversely, don't want to miss out on anything. Consumer behavior worldwide is often driven by a new and very powerful motivation: The Fear of Missing Out or in short, FoMO. There is an unprecedented consumer readiness and willingness to try new products and brands that erode brand loyalty. Realistically speaking, we already live in the Post-Customer-Loyalty Era. THINK SHORT is the first and only NPD, marketing and branding methodology equipping marketers with tools to deal effectively with this new market reality and flourish in it. 

 

THINK SHORT – Strategically 

 

In the past, strategic business thinking was considered to be long-term by nature, while short-term thinking had a dubious reputation. Not anymore.  

 

The THINK SHORT methodology postulates a new relationship between a 'background' long-term marketing & branding strategy, and a 'foreground' central short-term focus of marketing and branding strategy and action. 

 

An Overview of THINK SHORT Specialized Models and Tools 

 

  • The “What's Next?” process - Developing the next market success 
  • "O-Scan" - The Opportunity Scan method 
  • Contextual Segmentation: A new way to understand markets 
  • The Infatuation Model: How consumers 'discover' their preferred brands? 
  • ForeSearch: A consumer research method for identifying potential desires 
  • Just-on-Desire Innovation: A method for developing innovations that fly 
  • The Market Hit Formula: Shaping immediately appealing product concepts 
  • Short-Term Branding : A comprehensive method 
  • Just-on-Desire Branding: Creating instant 'feel-appeal' brands 
  • Intangible Instrumentality: Providing value beyond the product 
  • Brand Drama: A method for creating powerful, creative approaches 
  • Electrifying Marketing: Marketing that excites rather than merely satisfies.

 

 

To contact Dan Herman, call our office
at +972 3 643-6186
or e-mail us at:
 info@danherman.com 

Author of
קו הפרדה

 

What the critics say:

quotes  If you are a seasoned marketer, this book is different from another you have read. Herman's fresh thinking about competitive advantage, marketing, customer segmentation, differentiation and branding will challenge your thinking.
It is worth every penny of its cover price. quotes

Find it on amazon.com

 

Partial clients list
קו הפרדה

Dan works with some of the strongest brands, both global and local:

IBM, Roche Pharmaceuticals, Motorola, Starkist Tuna, Comverse, The Olympic Comittee, Europcar, H. Stern, Verint, Starhome, Syneron, Apple,
F.C. Spartak Moskva, Celio,
The Jerusalem Post, Zim, Dell,
AB.LV (Aizkraukles Bank), Suxuki
Chrysler, Smak (Ekaterinburg)

 


Strategic partnership

קו הפרדה

We are seeking representation around the globe, offering  attractive business opportunities of mutual cooperation.


Contact us at:

info@danherman.com