The Ford Edsel is considered as a business case study to explain why products flop. Ford's designers and marketers began development on the car in 1955, with the intent of creating an automobile tailored to the desires of the American people, as determined through seemingly endless polling. Ad men got to work thinking up thousands of names and testing them in focus groups with civilians and Ford execs, and even consulted the Pulitzer Prize-winning poet Marianne Moore for the perfect name … [Read more...] about Ford Edsel (Business)
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Reversing Brand Decay
As a brand consultant operating in Port Elizabeth for the last ten years, I have noticed brands go through the unfortunate condition I call "the slow fade". The slow fade is a condition whereby brands devalue themselves in order to compete with other companies. Most never realise that price is only one of the factors involved in gaining business and clients. During a consultation this week with a local Port Elizabeth walling company, the owner explained to me how they were cutting prices to … [Read more...] about Reversing Brand Decay
