In this article Clayton M. Christensen, Scott Cook and Taddy Hall talk about brand names and what they do for a company. Many companies believe creating a brand name is a lot of work because advertising is how to build a brand name. Advertising is expensive, not a way to build a brand name. The main theme of this article involves building a brand name through a job to be done. Instead of making a product, producing a brand name and trying to build that brand name through advertising one should make a product that fulfills a job to be done and build the brand accordingly.
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by in Harvard Business Review on December 01, 2005
