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The customary three- to four-year cycle of brand building is just too slow in today's environment for anything other than a major re-stage or new product launch.It is generally no longer feasible to engage in the traditional 10-step process that begins with focus groups, in-depth quantitative research, development and research of a concept statement; is followed by mass production of the concept,

The customary three- to four-year cycle of brand building is just too slow in today's environment for anything other than a major re-stage or new product launch.

It is generally no longer feasible to engage in the traditional 10-step process that begins with focus groups, in-depth quantitative research, development and research of a concept statement; is followed by mass production of the concept, development of creative strategy, consumer communications and marketing programs, and cu

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