Innovation. Ideas. Insight.

Innovation & Quality > Brand Loyalty

In Insight on April 1, 2008 at 2:40 pm

Good post by Grant McCracken today. He highlights the story of internal fighting at Motorola in the wake of the wild success of the Razr, and Motorola’s failure to keep that momentum.

Even the very best companies struggle with the new realities of the marketplace where category dominance can last for years, or even months, rather than decades.  Consumer loyalty has shifted from brands to less ownable concepts like quality or innovation. Sure brands like BMW or Coach or Apple can claim those attributes, but they don’t have a monopoly on them. Success comes from constantly delighting the consumer with the unexpected. Unexpected experiences, products and messages.


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