|Agency: BDH / TBWA||Authors: Robert Gray and Peter Harris|
Brother – Big results from thinking small
Rapid developments in computer technology over the last 15 years have had big implications for companies manufacturing these products. Staying ahead of the competition requires constant evolution in every aspect of their business, from products and manufacturing to target markets and distribution channels.
When Brother's core products started becoming obsolete during the 1990s, the new product development they undertook moved them into a new market. Here they faced a new challenge to win market share against some strong and established competition....