Some products can be judged before you buy. Some only after. And some never. If you sell the third kind, you are not really selling a product. You are selling
Brand architecture sounds like a problem for conglomerates. It is actually the second product decision you make, made silently the day you name your second line, and reversing it later
A new logo does not give you a new brand. It gives you an old brand that customers can no longer find in their heads. The question is never whether
A vacuum-sealed box does not make meat fresher. It gives an Indian household a way to judge a quality it has no way of inspecting, and it moves meat out