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J. EWALD, Optimization Group, Inc., 413 N. Connecticut, Royal Oak, MI 48067 and H. R. Moskowitz, Moskowitz Jacobs Inc., 1025 Westchester Ave., Ste. 400, White Plains, NY 10604-3522. The debate about whether brands have value is over. Mergers and acquisitions throughout the ‘90s and the resultant capitalization of brand goodwill established that brands have real financial value to their owners. A growing body of academic research has established that the root source of this value comes from the set of perceptions, beliefs, and trust that consumers put in these brands, validating that marketing communications and advertising has a role in the value creation process. If, however, a brandmark is consumer shorthand for a set of established attributes and beliefs, then what about new products? Must they conform to a set of brand principles? What about truly innovative new products? How can new-to-the-world innovation be introduced? And if today's premium on speed won't allow for the long-term brand-building of the past, what can be done to accelerate the acceptance of brands? What about too much choice or consumer demand for more and more value? Jeffrey Ewald will bring his extensive background in global advertising and brand-building together to allow a deeper understanding of how marketing and advertising are transforming new product development. This presentation will introduce the construct that conceptual brand development and product development must be intertwined at the earliest stages to achieve both short-term success and longer-term value creation.
Session 23, Accelerated new product development: Speed to market, doing more with less
2005 IFT Annual Meeting, July 15-20 - New Orleans, Louisiana |