Professor of marketing, emeritus at Haas School of Business, David Aaker speaks to the importance of branding innovation

Says, Aaker, “If there’s one aspect to innovation that seems to be overlooked as the topic heats up with the media, in books, among educators, and as a strategic imperative for corporate leaders it’s this: How innovations should be branded.”

Taking note should be Google, who failed to protect the concept of “googling it,” which is now a household reference for the words “look-up” and/or search.

Reference: Branding Innovation

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