Do Gaps in Marketing Theory Make New Brands Fail?

Bruce Tait

New brand launches still have a low success rate. This may be due to gaps in theory, rather than faulty testing or development procedures.

Do Gaps in Marketing Theory Make New Brands Fail?

Bruce Tait, Fallon Brand Consulting, explores new principles to guide he creation of new brands

There is perhaps no activity more vital to growing a company than the development and launch of successful new product offerings. However, the success rate of new products has been very disappointing, despite the use of increasingly sophisticated research and testing approaches. The new-product problems faced by marketers could be the result of gaps in new-brand theory, rather than faulty testing or implementation of new product launches. Maybe we have to re-evaluate the underlying principles...

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