short - the fear of missing outfomofearofmissingout.com/wp-content/uploads/2011/... · brands,...

Think Short

Raising Waves of Enthusiastic Demand

Dan

Herman

Competitive Advantages

www.DanHerman.com

Foreword: An overview of Think Short

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An Overview of Think Short

Dan HermanDan HermanDan HermanDan Herman, PhD, PhD, PhD, PhD

CEO, Competitive Advantages Ltd.CEO, Competitive Advantages Ltd.CEO, Competitive Advantages Ltd.CEO, Competitive Advantages Ltd.

Think Short brings you a long overdue revolution in business know-how: an

integrative and comprehensive method for developing, branding and marketing

innovations designated to arouse immediate consumer enthusiasm and to achieve

rapid market penetration and a vast (alas, relatively short) success.

Conventional marketing and branding are 'Think Long'. They postulate that both

marketing strategy and brands must, without exception, be long term. Long term

thinking in business is definitely necessary. Notwithstanding, short meteoric hit-

like successes have become a major form of marketing success in recent years in a

wide range of product and service categories. They enter the market unexpectedly

attracting enormous attention, raise a wave of enthusiasm swiftly achieving an

uncommonly high market share and a huge sales volume, only to exit the market

without leaving a trace (or be reduced to insignificance) after a short life span in

the category's traditional standards.

Examples abound: the Hummer, Crocs, Tamaguchi, Unplugged music, The Da Vinci

Code, The Secret, Frequency Medicine, trust funds specializing in Biotech

companies and even management methods such as TQM, professions like

Mediation, and start-up companies having an 'exit' strategy. I am sure that you have

heard various unrelated explanations to the transience of some of the brands listed

above, but I'd like to put it to you that there's a common phenomenon which unites

them all.

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Some of the current great successes as I am writing these lines also seem to exhibit

similar characteristics: Gillete Fusion, Webkinz, the iPhone, energy drinks, hybrid

cars, to name but a few.

Call them fads, crazes or hits; their periods of success are more than enough to

make their marketers very wealthy. They are now widespread in many more

categories than ever before, marking a new era in marketing. "We are all in the

fashion business now" said marketing guru Seth Godin. I agree wholeheartedly.

Nielsen data published recently reveal that the life expectancy of new products

and of new brands introduced into diverse market categories worldwide is

shortening. Nielsen commentators regard this as an ailment we need to remedy.

Wrong. This is a new reality, here to stay, that we need to adapt to.

Why is this happening?

There are two driving forces, on both sides of supply and demand, reinvigorating

one another and jointly shaping this new reality.

The nature of competition has changed. In today's world of marketing, the

competition is global and intense. Barriers to entry in many markets are lower than

ever, markets are volatile and market shares shift constantly among players.

Launching a ceaseless succession of innovations has become the weapon of choice

for competitors. The 'dark side' of innovation, rarely discussed, is the fact that the

inflow of new products and brands mounting retail shelves constantly push older

products and brands out of the market.

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Consumers have changed, as well. Contemporary consumers are drunk with

possibilities. Choices are everywhere, and everything seems very much within

reach. They want it all, or conversely, don't want to miss out on anything. Consumer

behavior worldwide is often driven by a new and very powerful motivation: The

Fear of Missing Out or in short, FoMO.

Consumers now live very changeful lives in almost every aspect of their existence.

They are accustomed to change and to incessant newness. There is an

unprecedented consumer readiness and willingness to try new products and

brands that erode brand loyalty. Realistically speaking, we already live in the Post-

Customer-Loyalty Era.

Longing for the long term

Meanwhile, conventional 'think long' marketing and branding, still has customer

loyalty as its holy grail. The prevailing fantasy is still 'Customers for Life' and an

'everlasting' market success like the ones Coca-Cola, McDonald's and IBM used to

enjoy in the good old days. But those days are gone (ask Coca-Cola, McDonald's and

IBM). Companies succeed nowadays by turning on consumers time after time with

innovative products (right, Apple?) Consequently, conventional marketing and

branding, its approach, concepts, vocabulary and tools, no longer equip marketers

to deal with today's and tomorrow's markets and consumers.

While certain aspects of management, branding and marketing require long term

thinking, it's time to think short as well because it makes better business sense to

do so.

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Resourceful marketers have already begun shifting their focus to the short term,

however until recently without a guiding theory and an appropriate method. No

wonder marketing innovations fail as often as they do.

Brief new world

The Think Short approach and toolkit presented here was developed to be used by

marketers compelled to pull one (different) rabbit after another from their hat, so

to speak, and to be true magicians succeeding at it for the duration of their careers.

I started developing the Think Short method in 1996 following my discovery of the

Fear of Missing Out. I realized that the major shift in consumer behavior that was

already underway and its inevitable consequences necessitated a new paradigm

and method of branding and marketing. Thus, this methodology is the fruit of a

research and development effort that took the better of more than a dozen years.

The theoretical foundations are based on numerous research projects, mostly

qualitative, carried out by my team, as well as on state of the art research findings

of my colleagues in the fields of psychology, innovation, marketing and branding.

The methods were tested rigorously in real life consulting work in the service of

marketers in several countries and across many categories.

The Think Short methodology provides specialized tools for creating, launching and

managing diverse innovative 'marketables' (products, services, projects, retail

concepts, entertainment venues, etc'), specified to penetrate the market rapidly

and become sweeping successes in terms of sales, revenues and profits. The Think

Short methodology includes innovative concepts, models, work processes and

methods for devising competitive strategy moves, developing new concepts and

products, go to market plans and branding.

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Innovations and desire

Conventional marketing and branding recommend keeping your brands long-term

and innovating with short-term products. However marketers find out that

consumers often do not 'buy it'. Unless the competition is very dormant, new

products under old brands do not seem all that new (isn't it so, Microsoft?) Given

the psychology of today's consumer, it is more effective sales-wise to launch new

products under new brand concepts, strategies and symbolizations (names, logos,

etc'.) You can also use brand architectures which combine long and short term

brands, I'll touch upon that later. Does it make financial sense? You bet it does! I'll

get to that.

At the core of the method is a new type of brands: Short-Term Brands (STB). Short-

Term Brands are planned to gain fast momentum, inspire enthusiasm among their

target audiences and lead to high demand, active participation and/or support,

according to their respective nature. Conventional long-term brands are desired if

they are trustworthy. Short-Term Brands are desired when they are exciting.

Take for (an admittedly unobvious) example, president Obama when he was

running for the nomination of the Democratic Party. Senator Clinton was already

running a presidential campaign, i.e., attempting to build a long term brand. She

was trying to inspire trust. Conversely, Senator Obama was spreading enthusiasm,

taking advantage of the benefits of short term branding (in the short term

enthusiasm often wins over trust). The Obama campaign’s promise was thrilling:

you have a one-time opportunity to impact history by electing the first African-

American Presidential nominee ("Yes We Can", remember?) It was only after he

won the nomination, that voters began to give increasingly more weight to the

potentially long-term “President Obama” brand. Then his campaign masters moved

on to the next challenge: handling the transition from short-term brand “Candidate

Obama” to long-term brand “President Obama”.

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Similarly to the case of aspiring leaders or other types of stars and celebrities, real

estate projects naturally built for the long term are in fact short-term brands. They

need to arouse enthusiasm, become popular and in high demand, rapidly and for a

limited period of time until they are populated.

Enthusiastic desire is typically cyclical. When enthusiastic desire is realized, after a

brief period of euphoria our ever present desire-to-desire awakens and we refocus

our attention on a new object of desire, a new STB.

Think Short - Strategically

Normally a Short Term Brand's success is far greater yet relatively short-lived in

comparison to traditional long-term brands. The meaning of "short" varies by

category from days or weeks (e.g. exhibitions, concert tours) to months (e.g. toys,

the populating of residential projects) to several years (e.g. electronic products,

vehicle models).

When properly managed, Short-Term Brands are extremely profitable. A succession

of short-term brands can result over time in a significantly higher average market

share and market price than a long-term brand would have achieved in the same

market (looking at your 'average market share' over time instead of at your

assumed-to-be-stable 'market share', is one of the many differences between Think

Short and Think Long marketing).

In the past, strategic business thinking was considered to be long-term by nature,

while short-term thinking had a dubious reputation (belittled as being merely

'tactical'). Not anymore. In a book published recently, titled: Fast Strategy: How

strategic agility will help you stay ahead of the game, INSEAD professor Yves Doz

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and co-author Mikko Kosonen, a former senior Nokia executive, say the best way to

keep an edge over competitors as well as seizes new opportunities is by making

the most of what they call ‘strategic agility’. John Hagel, perhaps best known for his

book The Only Sustainable Edge and one of the leading strategic thinkers for

decades, advises executives to implement a 'FAST' approach to strategy. This

approach urges executives to think and operate simultaneously on two time

horizons: one horizon takes a five to ten year view of the business and the second

horizon zooms in to a six to twelve month view of the business. The one to five year

horizon cherished by conventional business strategists actually receives very little

attention in Hagel's FAST approach. Looks like I am in good company.

The Think Short paradigm postulates a new relationship between a 'background'

long-term marketing & branding strategy, and a 'foreground' central short-term

focus of marketing and branding strategy and action. Certain unmistakably

strategic objectives can only be achieved using short-term brands.

How does it work?

The field of product and service innovation normally focuses its attention almost

exclusively on the innovative product or service. Our analysis of tens of cases of

successful innovation indicates that this approch is misleading. Successful

innovations are congruent systems consisting of four crucial elements which co-

create the intended result and must all be of the appropriate kind:

I. product

II. timing

III. branding

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IV. marketing.

The Think Short methodology helps create such systems and addresses all four

factors. I call this approach: Systemic Successful Innovation.

Following are in brief the required characteristics of the four elements.

I. The right type of product

According to our analysis, rapidly succeeding new products typically have

certain common characteristics (The Market Hit Formula):

1. The new product is 80% based on a "proven formula" which was

proven successful many times in the past and thus answers

consumers' basic product expectations, and promises a quick and

seamless adjustment and adoption. Think of a new videogame that

follows the same operating logic as preceding popular games which

enables users' immidiate and intuitive play and enjoyment.

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2. The innovation weights only 20% in the product. Authorities on

innovation are often interested in disruptive innovations; however

such leaping inventions rarely take the market by storm. Normally,

they require a lengthy period of consumer familiarizing and

adjusting. Alternatively, the Think Short method advocates 'MEI -

Minimal Effective Innovations' that are much easier to digest.

3. Furthermore, the innovative elements in the new product cater to

one of the following two families of human motivations (I tag them

jointly: the Renewal Motivations.) They are characterized by

temporary, short term, fulfillments and therefore drive consumers to

buy new products and brands relentlessly:

- The Regenerating Motivations that must be satisfied with a

new product and even a new brand each time, e.g. the desire

to experience acuity of the senses, emotional intensity,

liveliness, refreshment and recreation, newness, discovery,

adventure and the joy of play, the desire-to-desire, the will to

attract attention and the wish to be socially synchronized, up-

to-date and 'with it'.

- The Unsatisfiable Motivations that normally can only be

fulfilled in fantasy, such as the desire for eternal youth and

an everlasting knockout figure, instant metamorphoses and

behavioral transformations, boundless sex appeal, fateful

romantic encounters, eminence and total domination.

Conventional branding and marketing that endeavors to achieve

customer loyalty by creating long term trustworthy brands and by

applying long term consistent marketing strategies, cater in fact only

to the Continuity Motivations of consumers namely: safety,

certainty, familiarity and comfort. Marketers often misuse

conventional branding and marketing in vain attempting to cater to

consumers' renewal motivations. They overlook the fact that

methods designed to build loyalty can hardly be expected to be

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useful in providing short-term satisfactions, but it is evident.

Conventional branding and marketing therefore neglect a huge

potential that the Think Short methodology strives to maximize.

4. The product's innovation is also designed to contain a viral element

which compells consumers to tell others about the brand and so

spurs conversations among target audience. The element must be

either "cool" at the time of launching, "wow" - evoke appreciation,

even wonderment, by its design, sophistication or performance, or

"twist" - arouse an intense emotional response (i.e. surprise,

puzzlement, embarrassment) to something unpredictable,

unconventional, mysterious, weird or hilarious. The viral element

provides the buyer with a secondary social benefit.

5. Lastly, in the best of cases the innovation differentiates the product

by offering the buyer an 'Off-Core" benefit. "Core benefits" are the

benefits that consumers already expect to receive from a product

like yours. This is the list of "what's important to the consumer." Off-

core benefits are benefits which are relevant and important to the

consumer buy not associated normally with your market catgory.

Off-core benefits surprise the consumer, contribute to the virality of

the product and tend to puzzle and paralize competitors, at least for

a while.

Do you know these people which when asked what they would like

to drink answer with "anything" or "whatever"? Well, Out Of The Box

company in Singapore, launched two twin brands of soft beverages

labeled "Whatever" and "Anything". The drinks have a unique

packaging concept: no way of telling what flavor is contained in the

can. The "Anything" range of drinks are gassy and come in flavors

like cola, apple, lemon and root beer while the "Whatever" range are

non-gassy in different tea flavors like lemon tea, apple tea and peach

tea. The fun of it is that you never know which flavor you are going

to get. The response of the market was overwhelming: more than 3.5

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million cans of Anything and Whatever were within the first month

after launch.

Anything and Whatever are soft drinks in cans and all the flavors are

well known and popular. That's the 80% proven formula. The 20%

of innovation, the surprise factor, caters to renewal motivations such

as the need to have new experiences and the need to attract

attention (when you tell the story or serve your friends the brand). It

has a Twist viral factor, and it is Off-Core: not a benefit you'd expect

in the soft drinks category.

II. The right timing

There are basically three alternative types of right timing to launch a Short-

Term Brand:

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1. A ripe 'replacement cycle': when there are indications that the latest

successful product and perhaps brand, in the category, no longer

quite excites consumers.

2. Seasonal: in many product and service categories, a certain time of

the year is the habitual time to lanch new products and brands.

3. Situational: sometimes market circumstances weaken established

players, changes in consumers' beliefs, preferences and resulting

emotions - these and other new situations open up opportunites.

III. The right sort of branding

The brand promise of a short-term brand is formulated based on the

innovation elements in the product and the fresh new possibilities and

benefits they offer customers. It follows that the promise of benefit must be

related to the specific regenerating or unsatisfiable motivation which the

new product caters to. The viral cool, wow or twist element and the off-core

differentiation factor are also entwined.

The major aim is evoking customers' entusiasm. The principles of the Think

Short methodology not only direct the formulation of the brand promise (i.e.

strategy) but also the shaping of the presenting style. The presenting style

is being fashioned using insights into the psychological processes at work in

seduction and infatuation: the fast arousal of enthusiastic desire. The Brand

Drama method which I developed can help you create a feel-appeal for your

STB.

IV. The right kind of marketing

The marketing aspect of the system includes the general marketing

approach, the choice of price and distribution channels and the

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management of the STB's lifecycle. The marketing approach of the Think

Short methodology is named Electrifying Marketing to counterpoint it with

the prevalent Satisfying Marketing whose aim is to keep the customer

satisfied. My 10 principles of Electrifying Marketing are beyond the scope of

this overview however three directives helpful in arousing fast consumer

enthusiasm are worth mentioning here:

1. Be unexpected, surprise.

Joe Boxer has been using cheeky humor that you would hardly

expect from a brand of underwear, to differentiate itself. When they

sponsored a tour of comedian Eddie Izzard, tickets were sold

together with a pair of underpants. The explanation: Izzard is so

funny that you risk wetting yourself and might need a pair of fresh

underpants with you.

2. Play games.

The marketers of Harry Potter were not hesitant to cause buyers

discomfort (an absolute 'No-No' of Satisfying Marketing) when they

launched new books in the series at midnight causing fans to wait in

long queues outside bookstores.

3. Arouse powerful emotions.

The Axe brand of men's grooming products uses shockingly sexist,

although humorous, advertising. One of their billboards at the

entrance to a tunnel depicts a woman's legs spread open to both

sides.

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The Think Short basic innovation model:

"Currenting Competencies"

The Think Short basic innovation model incites creativity by positioning one versus

the other, the competencies of the company on one hand and the current potential

turn-on's or 'flammabilities' (a flammability is an unconscious aptness to become

enthusiastic about something) of the target consumers on the other. The innovation

process is lead by the question: how can we use the company's capabilities

(including released latent ones) to create a new offering that will excite these

consumers NOW? This is the challenge and that's why the model is called

"Currenting Competencies" (creating an innovative current application of the

company's capabilities). It is also possible to develop strategically new

competencies in order to enable the company to capitalize on opportunities

created by current and foreseeable potential consumer flammabilities.

Before the creative process can take off, we need to identify the company's

competencies and to redefine them in broader manner than their manifestation to

date. Furthermore, we need to diagnose the consumers' flammabilities. There are

three major origins of consumer flammability:

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� Trends, fads, and fashions

� Shared events or circumstances having powerful emotional impact

� Current widespread perceptions, beliefs and values, beneath the surface

and taken as absolutes ignoring their impermanence.

Our original consumer research method, the ForeSearch, offers unprecedented

capabilities that make this challenging mission achievable.

The Think Short process

The theoretical models, analytical tools, research methods, work processes and

structured workshops of the Think Short methodology, facilitate the creation of

systemic successful innovations. Let me outline briefly some of the major phases of

a typical Think Short project, and their respective contribution to the resulting

innovative system:

Phase 1, often referred to as the Opportunity Scan (O-Scan)

Identifying, mapping and characterizing market opportunities to develop and

launch new products and brands. These opportunities are concepts created based

on current consumer flammabilities that would rapidly penetrate the market and

gain wide acceptance. Think Short's original ForeSearch qualitative consumer

research method is employed to determine what can potentially turn on consumers

at the given time and in the certain market. Moreover, it provides invaluable input

to all aspects of the product's developing, launch timing, branding and marketing

process which includes:

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1. Exact elements of the "proven formula" which are essential for rapid consumer

adoption and satisfaction.

2. List of products and brands, in any category, that currently satisfy the liveliness,

regenerating and unsatisfiable motivations of your target consumers and

precise diagnosis of the satisfying factors in these products. The diagnosis "X-

ray" the underlying subconscious cognitive-motivational constructs, enabling

us to predict potential future desires.

3. Current product attributes, in any product category, which the target customers

perceive as cool, wow or twist.

4. Potential off-core differentiating elements.

5. Attraction and rejection factors that your target consumers react to in

competing products and brands.

6. Assessment of consumers' readiness at the given time to try a new product and

brand and become enthusiastic about it.

The ForeSearch method applies the Infatuation Model which is part of the Think

Short paradigm's theoretical base. The model depicts and explains processes of fast

arousal of intense and powerful desire. Moreover, it assists in constructing systems

designated to achieve such an emotional response.

The ForeSearch method often complemented with statistical surveys (face-to-face,

phone, web), supplies important estimates on every detected flammability: its

geography and psychography (who are the people that have the flammability and

where are they), the most highly flammable circle and the potential for spreading,

the strength and essentialness of the potential desire, the ease of arousing it, etc.

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The ForeSearch method can be used together with trend spotting and cool hunting

methods, however such practice is usually redundant. ForeSearch even has some

definitive advantages over these methods:

� It makes possible the detection of flammabilities that have not

evolved into trends for lack of stimulus. I.e. you can discover

opportunities the other methods miss.

� It permits a much earlier discerning of opportunities, which gives

you an advantage over competitors and lessens the pressure of

competition.

� It allows you to be more proactive and more creative in pursuing

opportunities because consumer flammability is a market

opportunity in its most embryonic state.

Phase 2

Leading methodical ideation, invention and product development processes based

on the ForeSearch insights in which savvy Think Short innovation, marketing and

branding professionals work together with the product experts, to conceive and

characterize in detail a new product concept. I named this process Just-on-Desire

Innovation.

Phase 3

Developing brand architecture and then creating a short-term brand strategy

through a result-focused structured workshop. The workshop is based on the Brand

Drama approach which utilizes principles and applied tools of drama to create

brands exerting immediate and powerful feel-appeal. A lucid 'creative brief'' is

produced for the marketing communication - both online and offline - agencies

working with the company (oftentimes they are actively involved in this phase).

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Phase 4

Developing a comprehensive, innovative Think Short type communications,

marketing and sales plan putting to work the principles of Electrifying Marketing,

the kind of marketing which turns consumers into enthusiasts.

Phase 5

Deciding on the best time to launch the new product.

Phase 6

Designing the brand's life cycle monitoring, control and managing system in order

to allow for correct real time decisions and schedule activities and moves.

A new understanding of opportunities

The prevalent metaphor for opportunity in conventional marketing is a void waiting

to be filled. The Think Short paradigm sees opportunities in situations which can be

used as a 'raw material' for creation, for innovation. To clarify this new perspective

let's look at simple example. An Australian toy designer has created a surprise hit

with a doll of Bernard Madoff which went on display at the New York Toy Fair in

February '09. The Smash-Me Bernie figurine wore a devil's red suit, carried a trident

and came with a golden hammer for smashing the doll into pieces. Not surprisingly,

Smash-me Bernie attracted worldwide media interest without spending a dime on

advertising. The doll is manufactured by Mini-Me ModelWorks. The initial price of

Smash-me Bernie was close to $100. It then went up to $150 when demand

became huge. As of this writing, it is being sold online for about $40 at

www.smashmebernie.com.

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This new understanding of opportunity leads to a new conceptualization of "market

potential". Conventional Think Long marketing and branding refer to "market

potential" as something already existing out there ("How many consumers are

willing to buy the product?") Think Short conceives it more dynamically as

something not yet in existence which nevertheless can be created ("how many

consumers can we enthuse with this product & brand concept?") This perspective

usually reveals a much larger group which is the real potential, provided it is

handled expertly.

While conventional Think Long branding views the process of brand creation as

erecting a building, floor after floor, Think Short sees the launch of STB's as starting

a fire in a field of dry brush.

The Think Short consulting network

The Think Short network is a global alliance of expert consultancies, offering

marketers innovative services, and enabling them to repeatedly create and launch

products and other marketables that are planned for rapid market penetration. The

Think Short network is unique in the consulting world in its approach and promise

to clients. The Think Short consulting network implements Think Short's

methodology's proprietary innovation model and NPD (New Product Development)

process as well as marketing and branding methods which are specifically designed

to complement the innovation revolution and to greatly improve the probability of

innovations' market success. All network consultancies work under my license and

in close collaboration with the headquarters team and with Dr. Herman personally.

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The Think Short network specializes in such marketables as:

� New products, seasonal products, new models / product versions

� Luxury limited editions

� New services

� New technologies

� Residential, commercial and public real-estate projects

� Research and development projects.

� Campaigns (Political, Social etc.) and reforms

� New entertainment venues (restaurants, bars, cafes etc.)

� New movies, TV programs or temporary TV channels

� New web formats and web/mobile applications

� Aspiring celebrities, media and entertainment stars and candidates for

political leadership positions

� New shows / albums / tours

� Events / conferences / exhibitions / festivals …

� Business and other processes (e.g. M&A)

� Pop-up stores, pop-up everything

� Startup companies (having EXIT strategies).

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AAAAbout Dr. Dan Hermanbout Dr. Dan Hermanbout Dr. Dan Hermanbout Dr. Dan Herman Dr. Dan Herman is a world renowned authority on consumer behavior, competitive

strategy, innovation, marketing and branding - applied in integration. He has

extensive business, managerial and consulting experience. Dr. Herman is the CEO

of Competitive Advantages - Strategy Consulting.

Dr. Herman is a keen observer and researcher of human behavior and markets as

well as a prolific creator of innovative concepts, models and methods in his fields

of expertise. He is sought after as a keynote lecturer and workshop/seminar leader.

He is also frequently interviewed in the media worldwide, wherever he is active.

Dr. Herman has written numerous articles, textbook chapters and e-books. His

books have been published in several countries and languages. His recent book,

Outsmart the MBA Clones: The Alternative Guide to Competitive Strategy, Marketing

and Branding is available from Amazon.com.

Among the many organizations and brands Dr. Herman and his team have worked

with are: Coca-Cola, IBM, Roche Pharmaceuticals, Motorola, Comverse, The Olympic

Organizations, Europcar, H. Stern, Starkist Tuna, and other notable global brands.

The list also includes numerous local leading companies in various countries in the

fields of: banking and wealth management, insurance, R&D on-demand services, hi-

tech, telecommunications and cellular communication, health services, food and

beverages, toiletries and cosmetics, fashion, fitness, public transportation, car

rental and leasing, car dealership, hotels, retail chains, online casinos, national

lotteries, community centers and several non-profit organizations, government

agencies and political parties.

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AAAAboutboutboutbout Competitive AdvantagesCompetitive AdvantagesCompetitive AdvantagesCompetitive Advantages

Competitive Advantages - Strategy Consulting is a highly trained and specialized

task force led by Dr. Dan Herman, operating globally to help companies develop a

unique attractiveness to their markets for achieving long term competitive

advantages as well as fast short term market successes. The company specializes in

driving excited buyer desire and strong demand.

Competitive Advantages is unique among strategy consulting firms in the

following:

� It caters to its clients' short term success needs alongside their long term

goals and objectives by helping them develop and launch new products and

service specifically and expertly destined to become market hits.

� It creates integrated solutions which combine competitive strategy, product

and business model innovation, branding, multilevel and multichannel

marketing, and customer experience management.

� It is committed to supplying clients with highly creative and frequently

groundbreaking solutions, which always have very profound and justifiable

rationales.

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Interested in Think Short?Interested in Think Short?Interested in Think Short?Interested in Think Short?

Would you like to join the Think Short

consulting network?

Are you the owner or CEO of a marketing, innovation or branding consultancy?

Would you like to represent the network in your area and apply the methods for the

benefit of your clients?

Please contact Dr. Dan Herman directly at: [email protected].

Would you like to invite Dr. Herman to speak

on Think Short at your organization's

event? Would you like to organize a Think

Short training workshop?

Dr. Herman's keynotes and other lectures as well as his training workshops are

adapted to the concerns and interests of the specific audience and to the

requirements of the organizers.

Please write to us at: [email protected].

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