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How to Build a Breakaway Brand
How ten companies, making products from drills to waffles, took good brands and made them much, much better -- By Al Ehrbar, Fortune Magazine
What do Gerber, Google, and Eggo have in common? They're all selling familiarity, trust, and quality—those intangible traits summed up by the word "brand." Right now that word is more important than ever before, because competitors are more instantly reactive and consumers more sophisticated than ever before. The Model T Ford was in production for 18 long years with little change; Sony's Cyber-shot digital cameras go out of production while the packaging is still crisp. And once upon a time shoppers pretty much believed the hype; these days Internet-powered bargain hunters are armed with accurate pricing and product information—and brutal in their search for value.
posted by Unknown @ Monday, October 31, 2005,
