Marketing and Research Consulting for a Brave New World
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Remember when the coffee brand mojo was with CPG brands like Folgers and Maxwell House? The route to addressing commoditization is not more features, it is establishing your brand as the expert on something much larger so people digitally seek you out.

Markets seem to evolve in one of two ways that imply very different strategies for launching new offerings: •    Market entrenchment •    Market reinvention Market entrenchment looks like this.  Someone creates an innovation that establishes a new market.  The second wave of “innovation” is comprised of a few differentiated nationally branded products, but really serves […]