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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An Overview of Think Short
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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An Overview of Think Short
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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An Overview of Think Short
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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An Overview of Think Short
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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An Overview of Think Short
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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An Overview of Think Short
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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An Overview of Think Short
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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An Overview of Think Short
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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An Overview of Think Short
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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An Overview of Think Short
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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An Overview of Think Short
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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An Overview of Think Short
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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An Overview of Think Short
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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An Overview of Think Short
� 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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An Overview of Think Short
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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An Overview of Think Short
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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An Overview of Think Short
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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An Overview of Think Short
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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An Overview of Think Short
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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An Overview of Think Short
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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An Overview of Think Short
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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An Overview of Think Short
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].