We Must Be Wary of Making Big Marketing Mistakes
Al Ries explains in depth why we cannot ignore the mistakes of marketing history – the key repeating pattern stemming from the fact that “it is hard to see the forest, but it is easy to see the trees.” Big companies that continue to grow their portfolio under the same brand name fail… for example, Kodak. On the other hand when brands take the risk to continue to grow via different brand names like, for instance Macintosh and iPod, they see great success. As marketers, we need to keep our eyes open wide to the evolving world around us. The biggest winners in every category are usually startups and that is because they are more willing to take chances.
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