7 January 2002

Does "New" Mean Improved?

Not always. New brand initiatives can imperil a company's existing brand relationships.

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
Customer bonds are a company's real equity, so companies should be cautious when making changes that may affect their customer relationships. Here are some strategies for determining if a new brand initiative will strengthen bonds -- or break them.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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