February 19, 2016

There was a time when businesses could depend solely on the quality of their products to bring in new business. Success came from a company’s sole focus on delivering a dependable and highly functional product/service to the market.

Today, that’s simply not the case. The majority of large brands have become marketing machines, competing against each other's’ hype instead of being user-centric in the design of their products and services. Product differentiation has become a “me too” gimmick and is no longer viewed as the success factor in big business today.

But change is coming. Consumer habits and preferences are evolving for the products and services they use. For example, while shoppers used to browse in stores before deciding what to buy, Deloitte reports that more than 49 percent of consumers have researched which product before they even step into a store. The...read more

By Chuck Longanecker