Mauborgne: Brand strength is determined entirely by price versus utility
Renée Mauborgne · Less competition, more creation with Renée Mauborgne · Apr 4, 2024 · at 11:17
INSEAD professor Renée Mauborgne discusses brand building versus value innovation with host Guy Raz.
0:00 / 0:20exact quote · 20.8s
720p mp4 · rendered on demand · StarZero watermark
“We would argue that your brand is determined by your price versus the utility that you offer. When my price versus utility that I offer is dramatic and I offer a leap in value at a reasonable price point, I automatically have brand, I Automatically get people doing word of mouth praise. I automatically get people giving me five stars.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Renée Mauborgne
Mauborgne: Benchmarking competitors drives industries into commoditization and imitation
“And one of the fundamental keys in Blue Ocean is that the more you focus on benchmarking your competition, we do that in an intent to stand out. But ironically, it helps us commoditize our own industry, and we end up in a continuous drive of imitation, driving…”
Mauborgne: Directing AI at productivity causes short-term job displacement
“As long as we're using technology, AI, and we direct it at productivity, which is important, and while there may be new jobs created in the medium to long term, usually disruption in the short to medium term, Starts to let even more people go.”
Mauborgne: Strategy Should Focus on Creating New Markets, Not Just Competing
“If you look at what strategy historically has always been, it's been about how do you compete, how do you analyze an existing industry, benchmark the competition within it, and position yourself in that industry in order to succeed. So that was the one half, a…”
Mauborgne: Established companies struggle more with Blue Ocean shifts due to loss aversion
“We see it as effective both in small companies and in large companies, and I would say for established companies, some of the old ways of thinking and humanness and the fear inside of it, overcoming that in an organization to make that shift is a little bit ha…”
Mauborgne: Successful Blue Ocean creators never outsource user research
“Most of the companies that create blue oceans, they never outsource their eyes. The power of directly observing, directly having conversations.”
Mauborgne: Unaddressed everyday frictions offer opportunities for non-disruptive markets
“What we don't realize, I think, often is how many problems that we take for granted that we think is just a part of life, something to put up with, that actually we can set about and start to address it to create a new market that doesn't disrupt anyone else.”