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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

A Brand Innovator’s Guide To Ideation

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A Brand Innovator's Guide To Ideation

Before we work with clients to generate new ideas, we often show them an old AirTran Airways commercial that epitomizes the wrong way to brainstorm.

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Brand Innovation

Brands Must Redefine Their View Of Competition

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Brands Must Redefine Their View Of Competition

A few years ago, we were in a meeting with a consumer goods company talking about the way Trader Joe’s laid out its product displays. The conversation quickly turned into an assault on how inefficient the design was and how it was violating a number of product display rules that the rest of the industry had learned years ago.

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Brand Innovation

10 Obstacles To New Product Success

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10 Obstacles To New Product Success

Many obstacles can slow the spread of new products and services, we’ve identified ten of the most common and categorized them as obstacles to adoption and obstacles to use. Will they or do they impact your new offering?

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Brand Innovation

How Habits Create The Ultimate Brand Advantage

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How Habits Create The Ultimate Brand Advantage

MBAs are taught that a business is worth the sum of its future profits. This benchmark is how investors calculate the fair price of a company’s shares.

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Brand Innovation

Finding High-Potential Avenues For Brand Growth

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Finding High-Potential Avenues For Brand Growth

It’s not enough to have a strong vision or a single great idea. To successfully innovate—in a way that doesn’t mimic every other competitor—you need to see the range of opportunities open to you.

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