1. Setting the Playing Field: The Myth of the Underdog Expectation
Why is there an unrealistic expectation from an underdog? The underdog enters the marketplace alongside large and small players, aiming to carve out and own its space. The key question is: where in the overall space does it want to operate? Should it compete with its equals or take on the giants in their own game? This requires courage, and it is the kind of brand that audiences like to follow and engage with.
Case Study: Kcal
Kcal, a healthy fast food chain in the UAE, entered a market dominated by well-established international fast food brands. Instead of competing directly, Kcal positioned itself in the niche market of health-conscious consumers. By focusing on high-quality, nutritious meals and transparent calorie information, Kcal attracted a loyal customer base that valued health over convenience.
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2. Aligning the Three Key Critical Areas
Once the new entrant brand understands the expectations of its audience, how does it deliver on its promise consistently? For the brand owner, before launching their service or product, aligning three areas is crucial: Delivery Expectation, Brand Promise, and Financial Resources. If there is slack in any of these areas, the brand may struggle to take off and soar. Clearly establishing these core areas before launching is paramount.
Case Study: Mumzworld
Mumzworld, an online retailer for mother and child products, meticulously aligned its brand promise with its delivery expectations and financial resources. By focusing on a wide range of high-quality products, excellent customer service, and a user-friendly website, Mumzworld quickly became a trusted name among parents in the UAE. Their strategic funding rounds ensured they had the financial backing to support their growth.
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3. When Things Don’t Go as Planned
What happens when the brand doesn’t deliver on its promise? Here, I refer to inadvertent instances, not intentional ones. Being authentic, apologetic, and taking steps to rectify the situation is what people truly appreciate.
Case Study: Deliveroo UAE
Deliveroo faced significant backlash when there were delays and issues with deliveries. Instead of staying silent, Deliveroo took proactive measures by communicating transparently with customers, offering compensation, and improving their logistics to prevent future issues. This approach helped them maintain trust and loyalty among their customers.
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