Build It, Code It, Test It, Film It: Industrial Content Marketing

Posted by Ola Jachtorowicz on May 12, 2016 1:03:26 PM

When you think of General Electric, what enters your mind? The shine of a lightbulb? The high torque density of laminated salient pole rotors? Or a glowing, hopeful feeling about the ingenuity of the human mind?

If it’s the third option, you’ve been touched by GE’s brand halo. Perhaps a visual even appeared as the halo did its work: pristine wind turbines or young engineers literally catching lightning in a bottle.

Traditionally, the brand halo effect describes how a positive experience with one product can increase purchases of unrelated products from the same brand. Apple is a classic example. The 2005 success of the iPod led to a 27% increase in Apple computer, software, and service sales, despite marketing focusing on the iPod alone.

Here’s the thing: it’s no longer necessary to purchase a product for the brand halo to work its magic, and industrial companies should pay attention. In the price-sensitive and cut-throat markets in which many industrial companies compete, a positive brand halo could be the difference between being a leader and a laggard.

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Topics: Brand Insights, Innovation, Manufacturing/Industrial, Competitive Strategy

New White Paper: Competitive Pricing Intelligence

Posted by Fuld + Company on May 3, 2016 2:36:52 PM

Creating an intelligence gathering and analysis process for your organization’s pricing function is essential for sound competitive strategy. Failure to gather and assess this intelligence can lead to pricing strategies that are out of sync with market expectations.

Our latest white paper outlines legal and ethical considerations that must guide how intelligence is gathered on competitor prices, the advantages of continuous intelligence gathering, and how one client leveraged competitive intelligence to raise prices without losing customers or provoking a competitor response. 

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Topics: Competitive Intelligence, Sales Force Effectiveness, Fuld + Company, Market Analysis, Product Positioning, Competitive Strategy

Upcoming Event: Ken Sawka speaking at Professional Pricing Society Conference

Posted by Fuld + Company on Apr 7, 2016 10:18:46 AM

Join us at this year's Professional Pricing Society: Spring Pricing Workshops and Conference, May 3-6 in Chicago, to learn how competitive intelligence can help organizations make strategic pricing decisions.

Ken Sawka, CEO + President will outline how CI supports pricing strategy by providing insight into competitor product differentiation, value propositions, pricing, and messaging as well as customer needs and preferences.

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Topics: Competitive Intelligence, Events, Financial Services, Competitive Strategy

New Video: About Customer Analytics

Posted by Fuld + Company on Apr 4, 2016 12:29:52 PM

A sustained competitive advantage depends on more than assessing competitors and anticipating disruption. Every business, whether B2B or B2C, can benefit from a better understanding of existing and potential customers through quantitative analysis. Insights derived from customer data allow companies to prioritize relationships with high-value customers or capture previously overlooked customer segments.

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Topics: Fuld + Company, Market Analysis, Competitive Strategy

Developing R&D Strategy for Industrial Goods

Posted by Fuld + Company on Mar 31, 2016 4:48:40 PM

For companies developing an R&D strategy in industrial goods and infrastructure, competitive intelligence provides unique insights into competitors’ existing and potential R&D interest, capabilities, technology bets, and expected outcomes. Comparing rival R&D strategies to market needs and expectations provides a reality check on the feasibility and potential value of your future R&D programs. 

Strategic planning integrated with competitive and market intelligence can:

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Topics: Competitive Intelligence, Product Roadmap, Fuld + Company, Manufacturing/Industrial, Market Analysis, Merger and Acquisition, Competitive Strategy

Defending Market Share in Pharma

Posted by Fuld + Company on Mar 18, 2016 9:49:49 AM

Pharmaceutical firms frequently need to defend their market position against rivals’ competitive strategy. Threats to leading therapies can come in many forms:

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Topics: Competitive Intelligence, Fuld + Company, Pharma, Healthcare, Life Cycle Management, Life Sciences, Competitive Strategy

Launching a New Product with Confidence

Posted by Fuld + Company on Mar 14, 2016 10:00:08 AM

For companies planning a new product launch, market and competitive insights can test assumptions about product launch impact and expectations, measure market potential, and anticipate and model competitor response.

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Topics: Product Roadmap, Fuld + Company, Market Analysis, Product Positioning, Competitive Strategy

The Rise of Mobile Healthcare Payments

Posted by Tess Fagan on Mar 9, 2016 10:07:12 AM

2016 has been dubbed the year of mobile payments. From Venmo to Samsung Pay, the phone is replacing the wallet. Spending money, whether to buy a latte or to split a check, has never been easier. 2016 is also the year many legislative healthcare reforms solidify their effect, modernizing everything from how hospitals store records to which models we use to fund health care.

The changing nature of health care is fueling innovation. Tech companies and start-ups are beginning to develop payment solutions to meet the evolving needs of healthcare payers and providers, driven in part by legislation but also by rapidly accelerating consumerization trends. Just in time: enjoying how simple it's become to pay for everything else, consumers are growing frustrated by the difficulty of navigating healthcare payments. Healthcare providers who make the switch to electronic payments early can gain a competitive edge.

The race to become the leading payment system for the healthcare industry is on.

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Topics: Innovation, Market Analysis, Technology/Telecomm, Healthcare, Industry Convergence, Competitive Strategy

New Video: What is Strategic Planning?

Posted by Fuld + Company on Mar 4, 2016 11:17:03 AM

Effective intelligence gathering depends on a well-articulated strategic plan.

Implementing strategy means setting goals and outlining tactics, but that can't happen without first defining optimal competitive positioning. 

Ken Sawka, CEO + President, discusses the nature of strategic planning with Tarun Mehra, Principal, Market Insights, in our latest video, pointing out the link between an accurate assessment of the external environment and a sustainable competitive advantage:

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Topics: War Games, Fuld + Company, Scenario Analysis, Competitive Strategy

Meeting Emerging Competitive Threats Head On

Posted by Fuld + Company on Feb 29, 2016 3:50:55 PM

For companies needing to understand, and potentially neutralize, an emerging competitive threat, sound competitive intelligence (CI) lays the foundation for unbiased strategic advice.

CI clarifies the nature and severity of the challenge so that you can develop actionable contingency plans and counter-measures to dampen the impact of the emerging threat before it fully materializes.  

Emerging competitive threats can take many forms:

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Topics: Competitive Intelligence, Fuld + Company, Innovation, Market Analysis, Scenario Analysis, Competitive Strategy

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