Chapter 12 of “The Power Of Industrial Brands”, our latest free ebook, is published here today. Each Monday we will be publishing a new chapter on this blog which will be available for free download. As well as this, you can download each chapter as an audio podcast from our podcast site – The Market Research Podcast. Next week we will be publishing the final chapter in the series, followed by the book in it’s entirety two weeks later (for free, of course).
There are three causes of flagging brands; neglecting to promote the brand, competitive threats and a change in structural demand. The only way forward in the latter case is to innovate or move into new markets.
Innovation is something that all companies should be doing in order to stay healthy and, since this strategy needs time and money, it is better as a preventative measure than a cure for a brand which starts to flag in a changing market.
To download Chapter 12 click the link below:
To listen to the podcast, click here.