Chapter 4
Building Strong Brands
A Market-Driven Success
The Market Opportunity
Historically, most industries are product driven. Inventors discover new gadgets. R&D labs are pressured to find new cures for diseases. Scientists make incredible breakthroughs constantly in the fields of computer technology. Only the consumer-packaged goods companies have consistently demonstrated the discipline of letting market opportunities shape tomorrow’s products and services.
In reality, the development of a brand is not a linear process or step-by-step methodology. It starts with a multitude of different ideas that originate from the outside (marketplace) and the inside—for example, based on the vision, mission, and corporate values and/or a new product ...
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