I was driving past a Volkswagen dealer during a 15-hour drive from Miami to New Orleans when my 9- and 10-year-old kids excitedly pointed out the old Beetle that was parked alongside a row of brand-new models. Ah, yes, I said, a clear case of brand reinforcement through product differentiation: The odd thing stands out. At another point in the trip, their $8 headsets broke at the plug. We analyzed this as a case of defective design, probably the result of poor cost analysis.
Treat Everything as a Case Study
Even broken headphones, useless gas pumps, and James Bond movies.
January 30, 2013
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.