What does your brand need to give up today?

It’s easy to add things. Put in this additional message. Add this new feature. We will figure out how the market can bear the cost of this. We will put a new spin to this, they will think it’s a real improvement. We should add this additional line, it will convince them. 

You keep adding and adding, not knowing when to subtract.

Perhaps your brand can do better at giving up something. Say less. Add less. Remove. Don't insert.

Simple. But not easy. Seriously, what can your brand give up today?

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Where does your brand live?

Go to any busy coffee shop and you will see the fruit seller amongst all the food sold there. Not far away, perhaps a satay stall, usually at night. The lottery seller strolls through selling you hope for a future by the beach. 

Walk to a number forecast outlet (4D), you will likely see illegal DVD sellers, bean curd drink seller and sometimes pisang goreng right at its door step. Occasionally, a fortune teller. 

But notice, the fortune tellers there don't do very well. You see good fortune tellers don't live outside 4D outlets. The good ones are tucked somewhere between rocks, or in housing areas where you are referred by an aunt's cousin's whose swollen toe was cured by the collective licks from the resident house flies whose previous lives were shamans in Mongolia. The not so accurate fortune tellers are convenient. The good ones? They live somewhere else.

Every business has an ecosystem it lives in. The way you define it will open up new opportunities. How have you defined your brand’s ecosystem?

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Are you furthering brand loyalty?

Those who have been doing business with you for the longest time - for example, the young girl who used your bank since her first job 18 years ago, upgraded her credit card a few times, taken a few home loans with you. In that time she got married, have kids, bought her home, and a few properties for investment. You “witnessed” her life in her transactions with you. Have you treated her relationship with you as transactional? Why do you deserve her loyalty? She is coveted by your competitors.

The same can be said for a lot of brands. The person who has been using your concentrated washing powder for the past 20 years, the guy who has been drinking your milk since he was in college and the grandmother who has been using your medicated oil on all her 15 grandchildren. You get the idea.

Question is – how have you furthered the brand loyalty? How have you rewarded this loyalty?

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How have you made it convenient for your customers?

I go to a petrol station near my neighbourhood. As a petrol consumer, I can be segmented into what you call “a brand loyalist.” The loyalist that fills up only with the preferred brand and unless it is an emergency would never go to another brand. And I always go to the one near my home.

The owner of this petrol kiosk somehow feels that every pump must have a “red” which is the most expensive variant in its repertoire. Of all the variants, the yellow a (RON 95) is the cheapest, and then the green (RON 97), then red. If you use the 80:20 rule, you can almost predict that 80% of the drivers will buy into the yellow and the remaining 20% split between the green and red.

Now, why would a petrol kiosk inconvenience its consumers by choosing to have a red at every pump thus limiting the number of yellow and green pumps? So you have 50% red and the remaining 50% split between the yellow and the green at all available pumps. Now, you have 80% of your customers coming into your kiosk that has less than the ratio expected for convenience.

Initially, I thought perhaps that’s how the company has dictated the retailers do. But casual observation of other stations shows that they are almost always just yellow and green. So, now I go to the other two which are just as accessible. At least I won’t be inconvenienced to wait for my turn and wait for the correct side of the pump to fill up.

Question is this, how have you inconvenienced your customers to do business with you?

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Whose courage have you honoured today?

Those who live in PJ and KL would know the famous chicken rice shop opposite the highway from Saint Ignatius Church. Yes, that one. There is also a famous bak kut teh (BKT) shop there too. Before Chinese New Year, we went there for bak kut teh (BKT) and walked by a new chicken rice shop, the one tucked between these two shops. Now, one would wonder – why would this uncle open a chicken rice shop next to one that is so famous? Can one survive? Anyway, the uncle asked us if we were having chicken rice, we were very adamant about having BKT that day. So, we politely declined and he suggested that the next time to come over to try his offerings. We said, OK.

We went there the week after. We were there to honour his bravery. Think about this, if someone offered you to open a shop there doing what he is doing now, would you do it? I won’t. But I admire his courage.

What brave thing have you done for your brand today?

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