A Marketing Mokuso

mokuso /mohk-so/ - Meditation or meeting of the minds. This is an open forum about the world of marketing. Please feel free to visit, comment, or post.

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  • Wednesday, January 17, 2007
    Tim Dodge's Presentation on "Brand Focus"
    The American Marketing Association - Milwaukee Chapter held their January marketing luncheon at the Intercontinental Hotel with Tim Dodge as their guest speaker. It was a full house - the most I've seen at an AMA luncheon; undoubtedly encouraged by the always-engaging topic of "Brand Focus." Tim Dodge, president of Hanson Dodge Creative, gave a compelling, "unoriginal" presentation that will definitely mold my outlook on branding in the future. I write "unoriginal" only because he insisted that the presentation's material wasn't new - it was more of a collection of what he's learned from others. All in all, a fascinating lecture that I'll definitely put to use in the future.

    On that note, he spoke highly of a book entitled "From Good to Great" written by Jim Collins. In it, Collins talks a lot about branding but there was one point that Dodge went over that I found interesting: the "Hedgehog Concept". The Hedgehog Concept is an ideology in which companies really tune in to their brand. I've taken an excerpt from Collins' site:

    What are your 3 circles? The essential strategic difference between the good-to-great and comparison companies lay in two fundamental distinctions. First, the good-to-great companies founded their strategies on deep understanding along three key dimensions - what we came to call the three circles. Second, the good-to-great companies translated that understanding into a simple, crystalline concept that guided all their efforts - hence the term Hedgehog Concept.

    More precisely, a Hedgehog Concept is a simple, crystalline concept that flows from deep understanding about the intersection of the following three circles:

    1. What you can be the best in the world at (and, equally important, what you cannot be the best in the world at). This discerning standard goes far beyond core competence. Just because you possess a core competence doesn't necessarily mean you can be the best in the world at it. Conversely, what you can be the best at might not even be something in which you are currently engaged.

    2. What drives your economic engine. All the good-to-great companies attained piercing insight into how to most effectively generate sustained and robust cash flow and profitability. In particular, they discovered the single denominator - profit per x - that had the greatest impact on their economics. (It would be cash flow per x in the social sector.)

    3. What you are deeply passionate about. The good-to-great companies focused on those activities that ignited their passion. The idea here is not to stimulate passion but to discover what makes you passionate.

    I recommend you visit Collins' site to learn more about the Hedgehog Concept and all of his products & services. Also, if you're in the market for an agency, I encourage you to visit Hanson Dodge Creative's site - their culture exudes greatness with a passion for marketing. I for one would love to be a part of the team.*

    posted by Marketing Sensei @ 9:51 PM  
    • At 11:34 PM, Blogger Cooler Brian said…

      Whom would you say has a better grasp on the Hedgehog Concept: Sega Games or Sonic Drive-In?

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