Business Innovation Insights (Collection), 2/e

2 Enable Your Stakeholders

In 2000, Amana, one of America’s oldest brands, had a difficult brand revival problem: The company had a quality product that no one seemed to notice. Several major retailers had dropped its appliances, and the company was on the verge of idling one of its plants. It had millions of dollars in consumer research done by leading agencies. After months spent isolating the cause of decline, Amana knew the problem was that its design did not capture consumers’ attention. It also discovered that its brand was virtually unknown to a new generation of buyers. Beyond that, it was unsure about how to move forward. John Herrington, the project leader and VP of marketing for Amana, summarized the problem by saying, “We had come ...