Comments on: Netflix versus Blockbuster — Branding Challenge http://www.integratedbrand.com/236/netflix-versus-blockbuster-branding-challenge/ Where brand leaders meet Wed, 07 Jan 2009 10:21:59 +0000 http://wordpress.org/?v=2.6.3 By: jent http://www.integratedbrand.com/236/netflix-versus-blockbuster-branding-challenge/#comment-595 jent Fri, 10 Aug 2007 00:25:58 +0000 http://www.integratedbrand.com/67/netflix-versus-blockbuster-branding-challenge/#comment-595 Yeah, it's really about thinking about what role Netflix plays in the hearts and minds of consumers and then delivering more of that through easier access, more selection, etc. When all they're trying to do is stay one step ahead of Blockbuster, they will fail. Sad, but true. I, for one, love Netflix and hate Blockbuster, but Blockbuster tooks some risks and figured out what role even their retail stores played in a digital world - and now they're going to the next level. Watch out Netflix. Yeah, it’s really about thinking about what role Netflix plays in the hearts and minds of consumers and then delivering more of that through easier access, more selection, etc. When all they’re trying to do is stay one step ahead of Blockbuster, they will fail. Sad, but true. I, for one, love Netflix and hate Blockbuster, but Blockbuster tooks some risks and figured out what role even their retail stores played in a digital world - and now they’re going to the next level. Watch out Netflix.

]]> By: Admin http://www.integratedbrand.com/236/netflix-versus-blockbuster-branding-challenge/#comment-594 Admin Mon, 30 Jul 2007 16:31:02 +0000 http://www.integratedbrand.com/67/netflix-versus-blockbuster-branding-challenge/#comment-594 Have them license Zagat's advanced search technology so you can browse for movies based on more criteria at once (beyond what's there now); maybe even promote together somehow, as Dinner and a Movie (i know, dinner is out and the movie is in, but this is just meant to be a springboard). Home drive in movie if they deliver. -Lisa Fernow Have them license Zagat’s advanced search technology so you can browse for movies based on more criteria at once (beyond what’s there now); maybe even promote together somehow, as Dinner and a Movie (i know, dinner is out and the movie is in, but this is just meant to be a springboard). Home drive in movie if they deliver.

-Lisa Fernow

]]> By: hometask http://www.integratedbrand.com/236/netflix-versus-blockbuster-branding-challenge/#comment-593 hometask Tue, 24 Jul 2007 16:43:39 +0000 http://www.integratedbrand.com/67/netflix-versus-blockbuster-branding-challenge/#comment-593 Dear IB, I am not sure that there is anything wrong with the Netflix brand. I know in our household, Blockbuster represents the dark side - mainly because of the horrific customer service that seems to be common place within the stores. And, of course because Netflix gives us what we want, when we want it for a fair price. We are moderate users so they make a profit on our membership which we are totally fine with. One of the things that Netflix may consider is that competition is good so they don’t want to crush the dark side but rather just stay a step ahead. I think they are doing well at this and I would not give away all the fees they are collecting from customers like us that would be happy to pay even more if they could continue to create more value for us. With that, of course I have some suggestions... Netflixs likely needs to look at changing their cost model to a postage type model. In other words, if you are a power user then you will pay a little more to cover the cost of the postage and distribution. Netflix could consider a cap that would begin engaging the additional fee on top of their monthly fee as option for how to implement this. Lots of ideas that I am sure they have already thought of. Additionally, I would suggest they consider the option of offering their services for free. Yes! For free. They have the one commodity that many other brands need, consumer eyeball time. Assuming their eventually go to a downloadable membership version (which by the way seems like it was likely their plan all along - they have just been waiting for the market to catch up to their ability), then they should be able to pretty easily integrate some common sense commercials into the download process that would mean the movie is essencially sponsored by some product or company. I don't think that most people would mind watching something like that knowing they enabled the movie night. They may even consider two membership options. One being a sponsored option for free or very inexpensive and the other a commercial free option that would of course cost more. I am not foolish enough to think that everyone has to offer everything for free but I have learned that asking the question, "what would we do if we were forced to offer our services for free," is an educational process for any company. It forces all of us to think through other possible revenue streams. None of this will be new to the people at Netflix. They would not have the model they have if they didn’t have a forethinking team. Regards, Jerrod Jerrod Sessler CEO 206.387.7090 cell jerrod@hometask.com HomeTask.com HomeTask Support Center 1800 SW 152nd St., Suite 100 Seattle, Washington 98166 Office: 206.763.6800 Fax: 206.763.6883 Who do you know that would make a great HomeTask handyman? Dear IB,
I am not sure that there is anything wrong with the Netflix brand. I know in our household, Blockbuster represents the dark side - mainly because of the horrific customer service that seems to be common place within the stores. And, of course because Netflix gives us what we want, when we want it for a fair price. We are moderate users so they make a profit on our membership which we are totally fine with.

One of the things that Netflix may consider is that competition is good so they don’t want to crush the dark side but rather just stay a step ahead. I think they are doing well at this and I would not give away all the fees they are collecting from customers like us that would be happy to pay even more if they could continue to create more value for us.

With that, of course I have some suggestions…
Netflixs likely needs to look at changing their cost model to a postage type model. In other words, if you are a power user then you will pay a little more to cover the cost of the postage and distribution. Netflix could consider a cap that would begin engaging the additional fee on top of their monthly fee as option for how to implement this. Lots of ideas that I am sure they have already thought of.

Additionally, I would suggest they consider the option of offering their services for free. Yes! For free. They have the one commodity that many other brands need, consumer eyeball time. Assuming their eventually go to a downloadable membership version (which by the way seems like it was likely their plan all along - they have just been waiting for the market to catch up to their ability), then they should be able to pretty easily integrate some common sense commercials into the download process that would mean the movie is essencially sponsored by some product or company. I don’t think that most people would mind watching something like that knowing they enabled the movie night. They may even consider two membership options. One being a sponsored option for free or very inexpensive and the other a commercial free option that would of course cost more.

I am not foolish enough to think that everyone has to offer everything for free but I have learned that asking the question, “what would we do if we were forced to offer our services for free,” is an educational process for any company. It forces all of us to think through other possible revenue streams. None of this will be new to the people at Netflix. They would not have the model they have if they didn’t have a forethinking team.

Regards,
Jerrod

Jerrod Sessler
CEO
206.387.7090 cell
jerrod@hometask.com
HomeTask.com
HomeTask Support Center

1800 SW 152nd St., Suite 100
Seattle, Washington 98166
Office: 206.763.6800
Fax: 206.763.6883

Who do you know that would make a great HomeTask handyman?

]]>