Brand Growth : Insightful Communication OR Rapidfire Innovation ?

Innovation is the corporate buzz word of the decade, and the talk  cuts across all product categories/industries. Within packaged consumer goods the rate of NPD has never been higher, but the success rate of new products is still very low (less than 10% according to a WARC paper based on UK market data).

Marriott misses the mark, again.

Marriott International’s new  brand campaign running for over a year now succeeds in at least one thing. It answers the famous question : “Which half of advertising is wasted?”. In this case it is both the halves.