Who Wins? Big or Small Brands?

No company sets out to fail, but few really plan on being number one in their field either. The reasons for this vary from brand to brand, but it almost always boils down to a lack of innovation.

In the past, well-known companies could rely upon a brand’s major awareness image in the market. They could count on having a large presence at various trade shows to present a dominant position in the market. Their ad campaigns and direct marketing programs could make leadership claims. And using these marketing tools used to be nearly enough to push a product into a crowded market space—such as proofing, scanning or software—and make it a success.