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May 1, 2006 | Advertising Age | by Scott Bedbury. Great
brands like Nike and Starbucks have transcended the commodity nature of
their categories and become global brand leaders. Essential to both
brands is a nontraditional view toward marketing, particularly in the
area of consumer research, and a cultural commitment to risk taking and
the inevitable mistakes that happen through continuous innovation. For
these brands reinvention is not a one-time event but an ongoing
commitment. Here are four things to keep in mind as you consider ways to
reinvent your brand: 1. Study your competition above all else. 2. Test
your way into it. 3. Think in terms of current distribution. 4. Avoid
consumer_research  branding  risk-taking  incrementalism  innovation  reinvention  Nike  Starbucks  organizational_culture  brands  experimentation  trial_&_error  competition  distribution_channels 
january 2010 by jerryking
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