I recently read The 22 Immutable Laws of Branding by Al Ries...phenomenal book that I highly recommend. One of the laws he makes a case for is the Law of Expansion, noting that the more diluted your brand becomes (the more products or services you have assigned to that brand), the more confused the public gets. Take Chevrolet for example...multiple car lines all the way from the Corvette to the Cobalt. And in the example Ries gives, he offers the evidence that because Chevy has extended its product line from cost-conscious to high-end with multiple variations in between, it has diminished the Chevrolet brand. Over the short run, adding product lines and multiple revenue streams to your business may earn you more money in the next few months or years, but in the long run you risk losing market share and brand dilution in the minds of your potential customers.
Ries provides an interesting example from Levi Strauss. In an effort to establish a wider market, Levi's began producing different cuts like baggy, zippered and wide-leg jeans to the point in which they had 27 different cuts. But their efforts failed them, this dilution of their message caused them to lose 12% of the denim jeans market over a seven year period.
Ries also points out that as consumers, we tend to assign one name to each product, we don't worry about the megabrand (Chevrolet) and all the sub-brands that fall under it (Cobalt, Corvette, Equinox, Malibu...). Further, we don't assign names consistently, we also tend to use the name that best captures the essence of the product. The Cobalt owner will say "I drive a Chevy." The Corvette owner will say, "I drive a 'Vette."
Interesting isn't it?
This begs the question: What is the essence of the brand "Chiropractic?" And what are you doing with your business with that brand? Do you think how Chiropractic is being branded through individual offices throughout the world will set us up for long-term sustainability and increased market share? Would love to hear your thoughts...
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Brian,
ReplyDeleteI agree that the current disparate presentation of chiropractic to the public is the biggest factor in the largest issue facing the profession, how to effectively and consistently attract new patients. Here are my thoughts on branding:
http://chirounity.com/9/chiropractic-the-brand/
We can sit in the sidelines and watch others lead the paradigm shift, or get our act together and take a leadership role.
Be well,
Herb
I completely agree. However, it does no good to tell this to a chiropractor who doesn't even know what vitalism is, and who has never studied and doesn't understand the 33 Principles of chiropractic or what the true goals of a program of chiropractic care are. It is also pointless to say this if he/she doesn't know how to find the primary levels that need attention and be specific with his/her adjustments. Plus, most chiropractors I have ever met have no idea how often to see someone or why, so they just do "what everyone else does." And, in the absence of a way to simply and effectively supply and teach this, the dilution will continue. That is why it is so crucial to keep working to return the curriculi to the most important stuff, and to encourage as many students and chiros as possible to attend vitalistic seminars and programs. What you have said is true; but simply NOT DOING things other than adjusting does not make you a principled chiropractor. All of the additional stuff is simply a symptom of a MUCH bigger problem.
ReplyDeleteIn a perfect world, all Chiropractors would agree that Chiropractic is the detection and correction of the vertebral subluxation. And our profession would come together and combine our efforts to educate the masses that subluxations diminish a body's ability to express the innate intelligence that exists within each one of us. If we could just do that much - brand Chiropractic first, and worry about our indiviudal offices second - then we would be a stronger, more organized profession. And that would help us to reach, educate and serve so many millions more.
ReplyDeleteThink of it in terms of McDonald's. Each franchise owner makes the decision whether or not to have a play zone for children, an outdoor eating area, drink machines that customers can access on their own, etc. But the french fries and chicken nuggets are the same whether you are in Manhattan, Los Angeles, Paris or London. The overall brand is what people think of first, and it's why so many millions continue to eat their food.
A united profession, professing one common purpose, would set us apart from all other professions and allow us to truly brand Chiropractic. Patients would know what to expect from every Chiropractor, but would choose, based on their personal preferences, which office / doctor was the best fit for them.
Dr. Cathy Wendland-Colby