Thursday Nov 21, 11:45 am - Main Stage
Struggling with high failure rates of new market introductions, despite initial successful testing? Marketing and R&D teams working in silos may be contributing to your challenges in product acceptability and liking.
Michelle Niedziela discusses how the mismatch between consumer’s brand expectations and product experiences impacts new market introductions. She explains how a better understanding of the synergistic perceptions of your brand and products can help you make better business decisions when it comes to product design and messaging.
Join Michelle and learn about the latest approaches and case studies, so you can ensure your brand and product are in harmony!
What the audience can learn:
The concept of brand harmony, and how a lack of it causes new market introductions to fail
Case studies, new approaches, and methodologies for a more insightful consumer understanding of synergistic effects
How to make better business decisions in terms of product design and messaging