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Two thoughts. First, I always felt that a great idea is one you don't have to test. Second, building a category or subcategory especially a new one is powerful because such an approach is more likely to have credibility and relevance. My new book on brand relevance elaborates this point.
Commented Jan 23, 2011 on How To Identify A Brand-Building Winner at Branding Strategy Insider
How To Identify A Brand-Building Winner
Marketers are trained to believe insights are the foundations of brand strategy and powerful insights about the target customer yield strong brands. But what exactly constitutes an ‘insight’ and how do you recognize one when you see it? What makes one idea worthy of building a brand around an...
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Jan 23, 2011
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