If you ask enough people what a brand is some will say it's a logo or a product, some will say a mark of quality, or a promise of an experience. Eventually, if you dig deep enough, people start to talk about a set of values, or even a belief system. A logo and a product are only the tip of the iceberg—what lies beneath all brands is a vision and a degree of faith in that vision.
Jean Noel Kapferer puts it in his book Strategic Brand Management: "Brands are rejuvenated by new products matching new needs, not by advertising."
Jean Noel Kapferer puts it in his book Strategic Brand Management: "Brands are rejuvenated by new products matching new needs, not by advertising."
Häagen-Dazs and Ben & Jerry's grew the luxury, adult ice-cream category by investing heavily ahead of the curve. Kellogg's launched Nutrigrain to bring us breakfast in a bar. Red Bull and Gatorade brought us energy drinks. So the question is, if brands can claim category ownership through innovation, why don't we see established brands innovating more successfully?'
Well the short answer is that innovation is easy when all you have is faith. Once you have a successful business with real profits, developing new competencies is risky and expensive. It takes a long time, drains resources away from the core business, and risks the brand's reputation.
incremental changes. steve jobs rejected all 1000 ideas and got only 3 ideas working on
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