"The ground is littered with high-profile efforts that have, to be kind, underperformed--McDonald's salads, Aquafina Essentials and Atkins Bars, to name a few," points out Jayne Eastman, managing director for strategic brand growth consultancy Henry Rak Consulting Partners.
What's going wrong? Many companies make the core error of taking a "generic" approach to launches and marketing that's based on broadly expressed consumer attitudes about health and wellness, rather than on providing a specific solution based on actual behaviors, according to Eastman.
Marketing Daily
Thursday, September 4, 2008
Subscribe to:
Post Comments (Atom)
Posts
No comments:
Post a Comment