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Value Creation - Branding Strategy Insider

20 Ways To Kill Dull Products

When Nielsen analyzed over 3,400 new consumer product introductions launched in the U.S. market in 2012, it found just 14 managed to generate at least $50 million in sales in their first year and sustain that momentum into their second. Out of some 17,000 new products launched since 2008, just 62 of them have had that kind of success.

Brand Strategy For Lasting Value

Every brand manager would like to believe that the world will love their brand. Given how much time, energy and experience they pour into trying to make that happen, that seems like a reasonable hope. But, as Douglas Van Praet observes in a recent Fast Company article, consumers are far from inclined to feel that way. “The human truth is no one wants to connect emotionally to your brand … People want to be [led]...

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