Using The Jobs Theory To Innovate Brands
February 19, 20184 min
Today’s marketers are bombarded with directives about what to look for when gathering customer insights.
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Brand Innovation - Page 14 of 21 - 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.
Brand Innovation: Why So Many Projects Fail
December 5, 20174 min
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.
How Brands Can Deliver Smart Innovations Faster
November 29, 20172 min
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.
The Role Of Brand Recognition In Innovation
November 13, 20173 min
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.
Brand Innovation: 5 Rules For Failure
November 8, 20177 min
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.