Strategy

What should the overall product strategy be? The main question during this stage is to determine whether the same path should be prusued, or a new path should be followed. We commonly break down this in evolution or revolution.

Evolution: enhance the specific branding of the product into new marketplaces or product shifts.

Revolution: an entirely new launch or complete product branding overhaul. Very little from previous efforts remains.

Evolution is appropriate for an existing brand that has experienced success in the past. This success formula can often be applied to a new brand with outstanding results.

The revolution concept should be used with a solid product or service offering that has not yet experienced success in the marketplace. Changing brand image can often bring success in these situations.