New Business Strategy: Commercializing Your Own Products
Why shouldn't ad agencies or design firms launch their own brands?
In a recent post I mention the opportunity to partner with upstart technology companies as a new business play. This month's Fast Company article titled "Selling Soap. Literally" shows how
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At this point in my career I’d really like to achieve a more balance revenue model w/ billable hours, company products and teaching/coaching.
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We have been having several conversations lately around the shared ideal: marketing according to a consumer’s worldview. It is about tapping into a consumer’s lifestyle, how they want to be perceived, and helping make that perception become a reality. It is part of the evolution that has seen brand owners recognize that their own brand attributes shouldn’t be placed at the centre of the story they are trying to tell.
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The biggest vulnerability of not commercializing research is that the “product” will not be ready to produce in production quantities in production environments and this will result in delays, during which many resources will be wasted fighting fires and implementing change orders, which Toyota says, “always compromise both product and process integrity” (this is a warning to scientists and managers who are only concerned about functionality, which itself can be compromised by poor manufacturability).
Selling a product or service online means doing the math of time and money. You can manage your own store, which can take more time in both setup and management. Selling through a third-party site, on the other hand, is usually easier.
When Coca-Cola acquired Vitaminwater for $4.1 billion in 2007, it wasn’t for the breakthrough electrolyte-drink technology. It paid for breakthrough marketing, and that epiphany rippled through Adland. Why shouldn’t agencies launch their own brands rather than solely focus on other people’s prodcts? Consultancy PSFK recently invited Fast Company writer Danielle Sacks to moderate a panel featuring four creative chiefs running what PSFK calls New Idea Agencies.
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At this point in my career I’d really like to achieve a more balance revenue model w/ billable hours, company products and teaching/coaching. Prestigious firms like Behance, IDEO, Coudal and a few others are revered in the creative community, not only for their creativity, but also for their ability to communicate to a wide audience.
There is an adage that you have to spend money to make money. When your plan is to sell a product or service online, this is very often the case. Your decision over what online sales system to use will often determine how much time and money you will spend managing your store.
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Interesting post. I’ve been trying to get my own ‘product’ off the ground since January. It’s tough, especially for a one-woman shop and the economy in such miserable condition. Putting the money at potential risk is quite simply risky.
At this point in my career I’d really like to achieve a more balance revenue model w/ billable hours, company products and teaching/coaching. Prestigious firms like Behance, IDEO, Coudal and a few others are revered in the creative community, not only for their creativity, but also for their ability to communicate to a wide audience.