Marketers sometimes make the mistake of forgetting how important the care, support and constant review of their product or service offering(s) is to their Brand’s success. The market place is littered with Brands that were not given this respect and as a result lost market share and business to new or existing Brands that had the improvements consumers were looking for.
A Brand’s success should always be measured against its competition and critical reviews should be held periodically to ensure that the Brand is maintaining its performance in the market place. The iPhone success is a classic case of what can happen to a Brand and a category when a Brand does not innovate. Blackberry was the dominant mobile phone for years until Apple introduced the iPhone. Overnight it made Blackberry the “Has- been” product. Read More