Marketers Face The Paradox Of Quality
April 30, 20244 min
The paradox of quality is that the better our products get, the more they are alike.
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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.
How Fusing Opposites Creates Value For Brands
March 14, 20244 min
One of today’s biggest cultural dynamics is so ever-present that it is hiding in plain sight. It is the culture of Both-ism, or lifestyles populated by opposites. It’s a phenomenon of two minds about everything, with no merging or resolution. Rather, it is both at once.
How To Avoid The Fate Of Fad Products
November 22, 20233 min
A company with a truly great product – the InstaPot – is bankrupt.
3 Ways Marketing Innovators Can Embrace A.I.
October 25, 20238 min
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
July 12, 20234 min
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,...