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Building a brand is what can make or break a new product. Often what distinguishes a successful product from an also-ran is a brand that's credible and resonates with the marketplace.
We'll look at what makes for a successful brand, going beyond image to finding the true value of your product. Make your product stand out from the competition, be first in consumers' minds, and gain a loyal following of advocates and customers.
If branding is tricky, re-branding is even ******, because you need to create credibility for the new brand when you have the legacy of what's gone before. Drawing on a case study of a successful rebranding of one product group from one industry to another, while completely changing everything from look and feel to target audience, we'll look at ways to both brand your new product right and rebrand it for success when you're changing directions.
This presentation was delivered at ProductCamp Boston, May 4, 2013 by Christina Inge