13 July 2006

In Search of the "Hero" Product

Companies continue their quest for the next hot offering that will somehow guarantee success for their organization. Are they building something that will last -- or just chasing rainbows?

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"
There's no easier way for a company to generate buzz than by launching new products. And Wall Street sure loves to hail businesses for their creativity and innovation. But is churning out one new offering after another really effective? What happens when every pizza chain decides to offer a stuffed-crust pizza and every cellphone maker develops a slim Razr clone?
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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