Agency: Fallon London | Authors: Caroline Collinson-Jones |
Sony – Shoot. Eject. Play. Profit. How reinvesting in camcorders reaped rewards for Sony
INTRODUCTION
“Build a better mousetrap and the world will beat a path to your door.”
Or so Ralph Waldo Emerson proposed in 1889. The IPA Effectiveness Awards set out an alternative path to business success: that a better positioned, better promoted mousetrap will do better business, occasionally regardless of or even despite its innate product quality. (Stella Artois, for example, legendarily finishes bottom in premium lager taste tests).
Consumer electronics businesses are traditionally predisposed to the...