Innovation: brand it or lose it

Branding can help an organisation own an innovation, create and dominate a new subcategory and enhance the perceived effectiveness of the organisation.

Innovation: brand it or lose it

David AakerProphet Brand Strategy

Innovation is increasingly at the centre of the strategy and the DNA of most firms, from HP's 'Invent' to Toshiba's 'Leading Innovation' to Toyota's 'Moving Forward' to Cargill's 'Nourishing...

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