Creating Breakthrough Products: Innovation from Product Planning to Program Approval

Chapter 4. The Core of a Successful Brand Strategy: Breakthrough Products and Services

At the core of any brand strategy is the successful experience of using a product or service. Identity, advertising, and distribution cannot correct the failure of a product to perform as expected. Thus, as discussed in this chapter, all members of product development teams must understand and participate in brand development. Consumers purchase breakthrough products to support their lifestyle values. They also identify with companies that represent values compatible with their own. Developing successful product brand begins with understanding your customers' values and connecting that awareness to the broader goals of your company's values. Those values are ...