Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

You Must Have Innovative and Reliable Products

Without an innovative and reliable product, all the best logo designs and unique selling propositions are for naught. A company must continue to innovate and not sacrifice reliability to stand out in the marketplace. That's why product development, as an initiative, is so vitally important and generally a key element of any marketing effort.

There are endless examples of product-driven companies. Certainly, the auto manufacturers come to mind as well as Apple Computer and the pharmaceutical industry. Innovation was clearly the case when the first airline shuttle service was started by Eastern Airlines—underlining reliability—something to this day only the shuttle services in the airline industry ...