La mayoría de los expertos en marcas son partidarios de un modelo basado en la innovación que dice que el éxito viene después de los avances tecnológicos que mejoran un producto. En su mayoría, las marcas luchan para obtener la atención de los consumidores en relación con un con…
Most branding experts belong to the "better mousetrap" school - an innovation-driven model that says success follows technological advances that improve product function. Most brands fight to win consumer mindshare around an established set of benefits. This approach doesn't exp…
Market innovation has long been dominated by the worldview of engineers and economists: build a better mousetrap and the world will take notice. But there's another important way to build new businesses: with innovative ideologies rather than innovative mousetraps. Consider Coca…
