Brand Strategy

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Articles in April, 2004 issue of Brand Strategy

• Driving value through innovation: a senior panel of innovation experts share their thoughts with Brand Strategy on driving value and managing risk in new product development
• Lessons in transformation: Richard Eisermann explains how and why companies should transform themselves into an innovation-led organisation where design and technology provide the best user experience
  by Richard Eisermann
• Environmentally creative: Jeanie Bergin explains why organisations wanting successful innovations should embrace creative thinking and outlines where they should start: let the ideas flow
  by Jeanie Bergin
• Defining innovation
• If at first you don't succeed: ... fail, fail and fail again. Matt Haig outlines some classic new product development failures from smokeless cigarettes to WAP, and exhorts us to learn from others' mistakes
  by Matt Haig
• A promo too far: Edward Garner demonstrates why constant price promotion may fail to support your brand, white low-priced competitors see growth and loyalty
  by Edward Garner
• Brand compilations: Mark Sherrington, global marketing director at SAB Miller hasn't read Brands and Branding cover to cover, but says it's a useful compendium to dip into for those who know the theory but have forgotten to follow it
  by Mark Sherrington
• Tipping point marketing: Paul Marsden introduces new evidence that a three-point formula from business bible The Tipping Point can create an epidemic of demand for new products and services
  by Paul Marsden
• Emerging US trends: Mark Dickens argues that British retailers could learn from the growth of niche stores across the Atlantic that focus on home-making and lifestyling
  by Mark Dickens