Customising new brand development

Angela Pirrie, brands director at charteredbrands, provides two case studies to illustrate her contention that post-modern marketing practice encourages customisation in the way each NPD idea is approached.

Customising Newbrand Development

Angela Pirrie

Back in the closing decades of the last century, developing and launching a new product in the world of packaged goods marketing was generally undertaken only by large successful nationals and multinationals....