Brand Innovation - Branding Strategy Insider

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.
3 Ways Marketing Innovators Can Embrace A.I.

Enterprises struggle with disruption. Their records of dealing with major disruptive technologies – such as the advent of the web, smartphone, and cloud – are generally not encouraging. Responses are often too narrow, reactive, and late. In our team’s close collaborations with the late Harvard Business School Professor Clayton Christensen and since we’ve seen a relatively small number of enterprises rise to the challenge and capture the upside of upheaval. It isn’t easy, but a...

How Marketing And R&D Can Work Together

Two functions within the firm, research and development and marketing, should be natural allies in facilitating the growth of the firm. Indeed, Peter Drucker stated that: “Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.” It is the role of Research and Development (R&D) to create long-term sources of cash flow by developing innovative,...

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