It is no secret that introducing new innovative products and solutions is challenging, and we all know that it’s people’s nature to hold on to the past and avoid what’s new and unknown. Yet innovation is rapidly becoming the lifeblood of the global economy.
Let’s take a look at what strategies Apple, DSM, and TenCate have used to promote their innovative products.
Apple is known for bringing new revolutionary products to the market that seem to be instant hits. However, it wasn’t always like that. When Apple introduced the iPhone in 2007, journalists and business consultants predicted that iPhone would end up nowhere.
“Steve Job’s brilliant job with the PR and the media’s love of convergence will make an iPhone a must have for some early adopters and elites. But shortly after the launch the initial hype will wear off and Steve will move on to the next project at Apple.” wrote, brand consultant Laura Ries in March 2007. (more…)