THINK MARKETING

Watch Your Language

A catchy name or slogan can enhance marketing, branding and sales—but also confuse and offend BY WILLIAM SEIDEL We earthlings

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Market Research, or Marketing Research?

Knowing the difference is crucial for identifying your market and acting on it. Market research has a limited scope, studying only market and consumer behavior. Marketing research has a wide scope, studying the entire marketing process as well as the market itself.

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Creating Careful Chaos

Innovation isn’t invention; it’s often a necessary, welcome change in the way we do things. The strategy must balance the chaos of innovation with the stability of conformity. This is the most efficient, cost-effective path to successfully launch an innovative product.

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Evolutionary Vs. Revolutionary

Evolutionary and revolutionary product development define how companies improve existing products, introduce new products and innovate. Both approaches have their advantages and drawbacks.

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