Branding Strategy Insider helps marketing oriented leaders and professionals like you build and define brand value. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Anton, a marketing major/future marketer from Manila, Philippines who has this question about brand architecture strategy.
“Would you like to steer the ship?” is a question I used to hear in the Merchant Marine.
As most of you know, Sharper Image, home of innovative products like the Razor scooter, the robotic dog, the Ionic Breeze, the StressEraser and the R2-D2 interactive droid, filed for Chapter 11 bankruptcy. What remains is an important lesson.
It can cost a fortune for a company to pioneer a new category of product or service. Digital cameras, for example. Or satellite radio. Or Internet grocery service.
