Professional Documents
Culture Documents
The spread of new idea from its source of invention or creation to its ultimate users or adopters.
Awareness- The consumer becomes aware of the innovation but lacks information about it. Interest-The consumer is stimulated to seek information about innovation. Evaluation-The consumer considers whether to try innovation Trial-The consumer tries the innovation to improve his or her estimate of its value. Adoption-The consumer decides to make full and regular use of the innovation.
Essential Questions
Why does the world need this brand? Who are the competitors near and far? How does this brand differ from competitors? Who are the customers for this brand? Who are NOT customers for this brand? What exactly is the product/service this brand will offer? What is the know-how of this brand? What is this brand NOT? Are the companys processes aligned behind the brand? Can employees articulate the answer to question one?
What Next
Dont overlook the role of Publicity. Dont overlook the role of word of mouth. Identify opinion leaders. Develop a seeding campaign.