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Why Great Products Fail Without Market Engineering

1 day 1 hour ago

Each year, research firms such as CB Insights analyze why both startups and new products from mature companies fail. On average, about 80 percent of VC-backed startups fail (and those are the best of the startup world), and somewhere between 40 and 60 percent of new products launched by mature companies also fail. Invariably, the primary reason for failure is “no market need.” Take, for example, Gap’s “faded” jeans, launched in the early 2000s to tap...

Bruce Cleveland

Why Brand Loyalty Beats Customer Acquisition

1 day 23 hours ago

It is just astounding that after more than 35 years, some marketers are still using the flawed funnel approach to how advertising works. This is one reason that real, credible, data-supported brand management must be taught in business schools. For decades, we have known that using the funnel approach to advertising, in hopes of building brand loyalty, is a form of mismarketing on a major scale. Sadly, we learned from recent Wall Street Journal reporting...

Joan Kiddon