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Sony Launches Sound Ideas for Smart Homes

Posted by Abi Grise
May 21, 2015 at 4:56 PM

retro_stereo2In the 1990s, stereos were designed for show. We stacked our amps, subwoofers, and control centers in our living rooms like an audio shrine with no shortage of bells and whistles. There were splashy rainbow equalizers and see-through plastic casings around our boom boxes. Audio was meant to be seen.

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Topics: Product Launch, Advertising Strategy

Innovative is as innovative does.

Posted by Mike Covert
May 14, 2015 at 4:44 PM

Fortune 1000 Turnover GraphConsider the word “innovative” for a moment. 

I hear many people describe innovative as a state of being or an attribute. Maybe they are correct, as we commonly see that word etched atop corporate-values plaques and resumes. 

I define innovative a little bit differently. The most successful companies and people prove to me that innovative is an active tense. It speaks to a commitment, a pursuit and now, more than ever, a will to win.

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Topics: Advertising Strategy, Innovation

You’ve Only Just Begun: An Open Letter to Apple

Posted by Eric Harris
May 8, 2015 at 4:05 PM

champagne_pop1Dear Apple,
Congratulations on the successful launch of your Apple Watch. With over 1 million preorders, it’s fair to say you guys knocked it out of the park. But don’t start taking a victory lap just yet. You still have a product to sell, and no matter how perfect your launch was, your team still needs to drive it home now that you’ve gone to market. 

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Topics: Advertising, New Product Launch, Launch Strategy, Apple Watch

Impulse Purchasing Is the New Normal

Posted by Anh Ta
April 23, 2015 at 1:47 PM

Signature | Impulse Purchasing Is the New NormalIn the past week I’ve made the following purchases: a condo based on a listing forwarded to me by my sister whose judgment and expertise I trust because she is a realtor; a pair of hiking shorts based on the image and price I saw in a banner ad; a tent based on a Facebook promo in my feed; and a slew of other Amazon Prime purchases that I can’t recall due to their lack of exceptionality.

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Topics: Brand Building, Brand Identity, Product Experience, Brand Awareness

Your Launch Team Is Bigger Than You Think

Posted by Mike Covert
April 16, 2015 at 4:07 PM

Puzzle_Pieces | Your Launch Team Is Bigger Than You ThinkIf you’re designing your product launch strategy with only the consumer in mind, you’re selling your brand short. Author and management expert Ken Blanchard noted “the greatest leaders mobilize others by coalescing people around a shared vision.”

Too many times in a product launch, each link in the value chain is working towards distinct, disparate goals rather than a cohesive vision that unites the team. The most successful product launches first identify all the stakeholders’ needs to create a shared purpose that engages the whole value chain.

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Topics: Brand Perception, Brand Strategy, Product Launch, Launch Strategy, Value Chain