This morning I was struck by an insight! May be it's not the most revolutionary insight ever but I believe it is by a long margin the most important one for a new product launch.
Challenge everything!
Having been involved in a number of product launches the one thing that stands out as driving excellence was where competent people challenged every aspect of the pre launch and launch program.
People who truly understand market research methodology, people who understand brand development, people who understand drivers of behavior and buying processes and people who understand strategy and tactics!
I've witnessed one recent launch where the marketing strategy would not have stood up to insightful challenging and unfortunately that brand is now struggling to meet expectations! On the other hand I have also seen one brand launch where every aspect was challenged (primarily because the team was not following the conventional thinking!) and those challenged simply served to make the brand stronger and ultimately deliver beyond the expectations.
Friday, 29 October 2010
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