As CEO, there’s nothing more exciting than launching a product — whether it’s a brand new offering or extension to an established line. Yet, no matter how innovative the concept, exhilaration can quickly turn to disappointment if your company’s branding strategy and rollout don’t ladder up to the same level.
All too often, companies fail to have a clear overall vision of how their new product fits into their existing brand story and how they plan to communicate that message to end-users. Once the launch hype settles, they inevitably find the new product isn’t resonating with their target audience and the result is lower than projected sales.
