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Brand Innovation

When thinking about product and brand innovation – what seems to elude many executive leaders is that people do not buy products, they buy into meanings.

Brand Innovation

Brand Innovation: Why So Many Projects Fail

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Brand Innovation: Why So Many Projects Fail

I caught up recently with a favorite client from a few years ago. It was sad, but not surprising, to learn that a big innovation project they launched with great expectations had been quietly shelved. Consumers just didn’t understand the value and they stayed away in droves.

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Brand Innovation

How Brands Can Deliver Smart Innovations Faster

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How Brands Can Deliver Smart Innovations Faster

Everyone I meet that’s involved in product innovation today seems to have the same basic goal: to get really smart ideas to market faster.

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Brand Innovation

The Role Of Brand Recognition In Innovation

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The Role Of Brand Recognition In Innovation

Brands gain strength from the associations they build with consumers. But those same associations can work against brands when they look to introduce ideas that go too far beyond what consumers expect.

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Brand Innovation

Brand Innovation: 5 Rules For Failure

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Brand Innovation: 5 Rules For Failure

Vinko Bogataj doesn’t usually come to mind when savvy marketers think of influential business lessons. In fact, most of us don’t even know his name.

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Brand Innovation

Brand Innovation Drives New Retail Strategy

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Brand Innovation Drives New Retail Strategy

It’s not easy to be a retail brand these days. Every few weeks it seems there is yet another story about some major retailer either abandoning or downsizing multiple locations.

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