There’s a point at which new product development can destroy more value than it creates. Innovation for the sake of revenue just degrades the equity that the core brand has built up… In the end, customers like you and me max out on “new and improved,” and we just stop buying.
Graham Button looks at product overload in Over-Branding Kills Profits and Scares Off Consumers. Too many brands, he argues, have gone down the road of coming up with new products for the sake of it rather than in the name of solving a problem or serving a need. …
Yes.
Notes
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