It’s a common story: company is born, brand is unleashed, key customer groups whose needs aren’t being met elsewhere are targeted and before too long word of mouth spreads. It’s a beautiful moment and something that all entrepreneurs dream of.
But that’s just the beginning. With success comes increased pressure. Venture capitalists and the company board become more heavily involved, expectations are set even higher and new management teams come in to take the brand to the next level.
When compromises are made the direction of the business is altered which means the original target audience may well lose interest. That’s when Read full story ›
Source: Marketing Week
Industry News
