Chapter from: "Hidden in Plain Sight: How to Find and Execute Your Company's Next Big Growth Strategy"
Published by:
Harvard Business Publishing
Length: 22 pages
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Abstract
Brands are the principal means of connecting the strategy for innovation of growth of the firm with the ecosystem of consumer demand. The trick is harnessing the power of brands without allowing their power to limit a company's perspective. This chapter looks at the case of BMW to explore how companies can use the power of the brand to connect with customers, and to engage them and build a profitable business on the back of a strong portfolio and a precise understanding of demand and opportunities for the future. This chapter is excerpted from ‘Hidden in Plain Sight: How to Find and Execute Your Company's Next Big Growth Strategy'.
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Abstract
Brands are the principal means of connecting the strategy for innovation of growth of the firm with the ecosystem of consumer demand. The trick is harnessing the power of brands without allowing their power to limit a company's perspective. This chapter looks at the case of BMW to explore how companies can use the power of the brand to connect with customers, and to engage them and build a profitable business on the back of a strong portfolio and a precise understanding of demand and opportunities for the future. This chapter is excerpted from ‘Hidden in Plain Sight: How to Find and Execute Your Company's Next Big Growth Strategy'.