Will your new brand or product catch on? It all depends on whether you’re a ‘high-fidelity’ brand or a ‘convenience; brand. You can be either, and indeed should be one or the other, but not both. That’s the central message of this business bestseller on the role of technology in branding and innovation from business writer, Kevin Maney, The Trade-Off.

The theory is simple – in our accelerated experiential economy, consumers perceive and make choices in terms of two key dimensions – experience and convenience. (more…)

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