A number of new products are introduced every year and 95% of new products introduced fail according to Cincinnati research agency AcuPoll. Established brands in the market often time introduce a new product outside of their category and it can hurt them. Sometimes timing is the problem, sometimes quality is the problem, but I’m going to discuss the companies that veer too far away from their expertise and stretch their brand too far so that it doesn’t fit with their brand image. I’ve recently been reading “The 22 Immutable Laws of Branding,” written by Al and Laura Ries, and have discovered many useful marketing tactics for brands to follow.
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