Why brands need to "flip the fundamentals"

This event report shows how brands can benefit from "flipping" conventions, based on examples including IKEA, Google and Mini.

Why brands need to "flip the fundamentals"

Geoffrey PrecourtWarc

"The easiest way to measure the maturity of a category is to simply count the number of products in it," insists Youngme Moon, the Donald K. David Professor of Business Administration and Senior Associate Dean for Strategy and Innovation at Harvard Business School.

"It's just what happens to successful categories. And, again, the reason it's problematic is because this is also the point at which, for most regular consumers, it all starts to feel the same."

And the result of that trend? "They start to tune out."

In a keynote...

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