Mastering chaos comes at a cost

Powell, Dick; Seymour, Richard
October 2004
Brand Strategy;Oct2004, Issue 186, p14
Trade Publication
This article presents information on consumers and brand. The product is the direct link between the consumer and the brand. By contrast, in the world of durable products, there is a far greater reliance upon the product to do the communicating, through its appearance and character, the product, not the brand is king. There's an unhealthy obsession prevalent in many large Fast Moving Consumer Goods corporations, asking people what they might want, with a view to trying to deliver it. It's just not possible to be a master of chaos by checking every incy-wincy detail with consumers. For a manufacturing industry the production line is the heart that pumps the lifeblood around the system. No line, no product. No product, no profit. No amount of sassy branding and smart advertising can compensate if one can't make and deliver the right product at the right price.


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