Why good concepts are strangled at birth
David Aaker
Companies need to assess innovations without prejudice, and with an acceptance of some risk, says David Aaker
One keyto winning the brand-relevance battle by creating new categories or subcategories is to evaluate and select the right concepts to develop. In doing so there is a risk that a concept with high potential is not funded or has its funding cut off. As a result a firm loses the opportunity to create a category or subcategory in which the firm could hold an ongoing advantage and a potential source of...