Big Picture Strategy

Index

• 3M, innovation, 53
• 6Bs. See Brand unit of analysis, Bodies, Business Category, Beliefs, Behavior, Benchmarks

• A
• Acquisition
  • acquisition-retention tipping points, identification, 15
  • activities, 15
  • cost, calculation, 213–214
  • retention
    • contrast, 125–126
    • relationship, 16
• Activity-based costing (ABC) analysis, 211
• Adoption, 21
• Aided awareness, 177
• AirPods, launch, 96
• Amazon
  • customer experience focus, 36
  • viewership war, 40
• Amazon Prime
  • fee-based program, 123
  • streaming war, 165–166
• Analysis, strategic units, 53, 59
• Apple
  • brand expansion strategy, 32
  • brand switching programs, 175
  • Samsung
    • strategy, 164–165
    • targeting, 207
  • slogan, 152
  • strategy, 7
• Arm & Hammer
  • baking soda, usage (increase), 167
  • brand expansion strategy, 32
  • volume strategies, 35
• Attention-grabbing (attribute development/promotion criteria), 162
  • messaging, 134
• Attributes, development/promotion criteria, 162–163
• Attrition rate (metric), 207
• Audi, luxury (association), 51
• Authority, 169
  • persuasion principle, 89–91
• Awareness. See Top-of-mind awareness
  • establishment, 184
  • objectives, focus, 184
  • types, 177
• Awareness, attitude, and usage (AAU) studies, 209

• B
• Barclays Bank, category development strategy usage, 26
• Basic awareness (aided awareness), 177
• BDI. See Brand development index
• Behaviors, 2, 157
  • behavioral communications, 177–178
  • brand commitment, 40–41
  • brand expansion, 35
  • brand switching, 44
  • category development, 30–31
  • choice, 20–22
  • customer behavior objectives, strategic quadrants (relationship), ...