Providing the tools to build brand share of heart: Gydget.com
| Published date | 18 July 2008 |
| Date | 18 July 2008 |
| DOI | https://doi.org/10.1108/10610420810887635 |
| Pages | 280-284 |
| Author | Dennis Pitta |
| Subject Matter | Marketing |
Case study
Providing the tools to build brand share of
heart: Gydget.com
Dennis Pitta
University of Baltimore, Baltimore, Maryland, USA
Abstract
Purpose – The purpose of this paper is to describe a practice that has implications for promoting new product innovations in a variety of industries. The
ultimate objective of product promotion is to build an emotional bond to the customer. The product featured in the case can aid companies in building
share of heart.
Design/methodology/approach – The case describes the development and targeting of a new software product, the gydget. It tracks the product
from the internal development process to its promotion and use by customers. The company, Gydget.com, is a real organization based in California,
USA. The author is indebted to several company representatives for insight into the firm’s operations.
Findings – The case describes how the company fine-tuned product benefits to exploit the communication potential of new personal webspaces.
Specifically, the company designed its product to exploit the viral marketing strategic process and followed that strategy to introduce it. In addition, it
demonstrates how gydgets can aid in the promotional phase of the new product development process as well as promotion in general. The product
makes viral marketing possible and can help companies develop emotional bonds to their customers. The case also provides information and a solid
action approach to increasing the effectiveness of product promotion.
Research limitations/implications – As in all case studies, the specific conditions found in one organization may not be found more generally in
others. Readers are cautioned that the conclusions drawn in the case may have limited applicability.
Practical implications – The case depicts a professional implementation of product development and market selection. Additionally, it describes the
value of viral marketing strategies and shows how its product can be used in viral marketing.
Originality/value – The case is a unique implementation of product development and promotion. It offers lessons that may be applied to other
companies faced with generating publicity in similarly competitive, consumer environments. Practitioners of one-to-one marketing know that mass
customization is the cornerstone of building relationships with individual customers. In that context, mass customization takes the form of
differentiating a product or service to fit a particular consumer’s needs more effectively than the original product. Ultimately,the value of any product
lies with the customer.The closer the product or service benefits match the needs of a specific individual, the higher the brand value for that person. The
one-to-one approach sharpens the focus and simplifies perceiving what mix of benefits customers will value. In general, as products are developed,
their benefits and the communication about those benefits are refined to meet the needs of the target audience. The development stage in a one-to-one
approach matches those needs precisely. One implication of the “perfect product” for developers is high acceptance by the consumer. In some cases,
the product or provider may gain some share of the consumer’s heart, the highest level of value.
Keywords Brands, Product development, Marketing, Communication, Emergent strategy, Communication technologies
Paper type Case study
Once a product under development approaches the
commercialization stage, firms must face the task of
promoting it to make it a success. Promotion expenses can
be so onerous that they mandate supreme care to insure
success and avoid potentially catastrophic waste. The typical
integrated marketing communica tions approach offers a
systematic way to get the right message to the right
customer in a way to spur interest and ultimately sales. As
marketers refine research methods to really listen to the voice
of the customer and structure the right kind of messages, the
process gets more accurate. Still, there are problems of
miscommunication or failure to generate excitement.
A potentially more successful strategy first requires learning
what customers really like; what captures a share of the hearts.
Then, marketers can develop product for consumers to
choose. The ultimate in perfect fit would be for customers to
develop or design the products themselves. If marketers
provide such perfect products, they may generate such a high
level of customer satisfaction that customers do the
promotion. That promotion may take the form of traditional
word-of-mout h advertisi ng.Itmayalsoexploitnew
technology and social networks to get the word out. That
activity comes under the category of “buzz marketing” or
“viral marketing”.
Traditional word-of-mouth advertising is attractive because
of its low cost and effectiveness. Word of mouth is economical
since media costs are not required. However, it is likely that
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/1061-0421.htm
Journal of Product & Brand Management
17/4 (2008) 280–284
qEmerald Group Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/10610420810887635]
280
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