BrandDefense

Lumena’s BrandDefense was inspired by the concept of High Energy Defense – an innovative defensive laser that is considered to be the future of national defense. BrandDefense has some similarities to BrandMap, our core Brand Planning product, but it is specifically tailored to a unique and critical time in a brand’s life – when your brand is faced with a major competitive entry that threatens to shake-up the industry and your market position. Lumena has deep experience, in multiple industries, building defense plans to combat major competitive entries. These times require intense thinking and organization from within, and importantly, openness to be more aggressive and even try things that were not on your agenda.  Defending your business in the face of a new entrant is marketing science. It starts with a team dedicated to the defense plan, it is about being agile, developing various response strategies, and acquiring information on the street fast, so you know  which one to deploy.

Our experience shows us that not only will a well put together Defense Plan protect your business in the face of a major competitive entry, but you will do things that aggressively drive results and simply make your business stronger. While time of competitive entry can seem like a threat, with the right defense plan, it will become a time of opportunity. A strong defense plan will give employees confidence in the companies longevity, and can become a focal point around which employees can rally and share passion. While the focus of the plan is on the competitive entrant, an industry shake-up means you have to expect that all players will be changing their tactics, possibly investing more in marketing and sales, and understanding these competitive moves is key as well.

A written defense plan that, like our BrandMap product, is a Brand Plan with both Marketing and Organizational implications.

1. A plan that is financially based, showing an acceptable ROI over the ‘do nothing’ scenario.
2. A recommendation for how to structure a Defense team, and how to communicate the plans and ongoing progress to the organization both for understanding of the situation, and to engage all employees in the solution.
3. An ongoing method for competitive information gathering and reporting, that includes i) customer research on customers who have left your company; and ii) a process that engages all employees to play a role in competitive intelligence gathering on not only the new entrant, but all key players in the category.