Why innovative businesses need a brand change agenda

Robert Davis

Explains the reasons why brands need to implement a brand change agenda and provides steps that they should take in order to do so successfully.

As B-to-B marketing capabilities commoditize, the brand reemerges as a critical driver of success.

Creating effective advertising for businesses driven by product innovation can be a challenge. For years, many in the advertising industry have operated with a fixed mindset that "our innovative solution will sell itself." Luckily, those days are almost over. Senior marketers today have transformed their organizations to focus on understanding and influencing the buyer's journey. They commonly do this with journey maps — visualizations of the process that a person goes through to accomplish a goal. Anywhere a pain point emerges marks a spot where a...

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