Our Views

According to our “Brand Dilution” study, more than half of companies are introducing products every quarter — at least. As a result, frontline teams are getting too much product information at once and struggling to keep up. These customer-facing representatives are being asked to familiarize themselves with new information every 90 days — and embrace the next wave of new information just as quickly. Whether the change is in product offerings, services, or promotions and campaigns, frequent disruptions like this

In our last post, we focused on how things would change for your brand in 2020. Now the time is here to start launching all your key initiatives for the year. Trade shows, sales kickoffs, and dealer conventions are upon us and it is time to show them your new stuff. How has this gone in the past? Have all the launches been successful, or have you had to go back and figure out why your new programs never got

Your brand is guaranteed to go through changes in 2020.  You’re probably already working on some of those changes now.  You’ll launch new products or services, new campaigns or new promotions in the new year.  You might even unveil a brand makeover or acquire another company. No matter what form that change takes, you will ask your customers to embrace new messages and new promises. While most of these are exciting (if not a little daunting) initiatives, it can be

It’s rare for most traditional manufacturing businesses to have a true product breakthrough and offer something that sets itself apart. The majority of these companies are selling similar product offerings at comparable prices. And while some of these products might have different features, the core is essentially the same. Think of it this way: One dishwasher brand might offer an additional rinse cycle or be quieter than the dishwasher the competition is selling, but in essence, both still do what

The beauty of large organizations is the number of products and services they can launch in any given time frame. But the leaders of initiatives often find themselves competing for mindshare.   In some cases, they’ll go through the traditional company process to release information, which might involve training and internal communications. But sometimes they get so desperate to gain traction on their own initiatives that they go rogue. And when that happens, it becomes something like the Wild West.

When it comes to making high-consideration purchases, customers often get lost in the endless number of choices. When they’re purchasing a big-ticket item like an automobile, an appliance, flooring, or other home improvement items, competing products often look the same and tout similar features and benefits.   These expensive purchases aren’t everyday ones for most consumers, so they might be unfamiliar with the brands, the products, or the market in general. The stress of researching a new product, compounded with