Why the best product, on its own, isn't enough to win
The best product often loses to whoever decides what it gets judged on. What mousetraps, the Palm Pilot and Swatch teach us.
Author
Filippo Vizianello
Co-founder of Project Mantra
Looks after brand identity, projects, and client relationships. Writes about the category mistakes of big brands.
Articles by Filippo Vizianello (2)
How to name a new market category
One word decides who you'll be compared with for years. Where lasting category names come from, and why your brand name shouldn't be one.