OPINION: Make yourself crystal clear

While companies are driven constantly to come up with new products, simply creating demand does not yield the same results as guiding an innovation programme based on critical consumer insight. Media consumption patterns are changing in a fundamental way. The rise of online media players from tradit...

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Bibliographic Details
Published inBrand Strategy p. 13
Main Author McDowell, Matt
Format Newsletter Trade Publication Article
LanguageEnglish
Published London Centaur Communications Limited 23.02.2009
Centaur Media USA Inc. (A member of Centaur Plc Group)
Subjects
Brands
Changes
Consumer behavior
Consumer electronics industry
Consumers
HDTV
High definition television
Innovations
Market strategy
Media
Television broadcasting
Television broadcasting industry
Trends
United Kingdom
Japan
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Summary:While companies are driven constantly to come up with new products, simply creating demand does not yield the same results as guiding an innovation programme based on critical consumer insight. Media consumption patterns are changing in a fundamental way. The rise of online media players from traditional TV channels is an example. The future of new ways of watching content - not just optical discs and TV broadcasts - relies on further innovation in this area to make sure that the viewing experience is as high quality as possible. The innovation within the electronics sphere is currently outstripping the actual use of the technology. The challenge is to explain your technology clearly in a way that they will understand. All brand communications should explain the proposition simply.
ISSN:0965-9390