How to launch a brand successfully: insights from the Ehrenberg-Bass Institute
Stephen WhitesideWarc
Successfully launching a new brand is one of the toughest challenges in marketing.
New-product failure rates – of course – vary by industry, but a telling example comes from research firm Nielsen, which found that only 24% of the 60,000 offerings introduced into Western Europe's fast-moving consumer goods sector in a two-year period were still available 12 months after first hitting store shelves.
And during a recent Warc webinar, Jenni Romaniuk – a Research Professor at the Ehrenberg-Bass Institute for Marketing Science, part of...