The GOP Needs a New Product, Not a New Brand
Harvard Business Review
MARCH 26, 2013
It's like the flailing companies in Ted Levitt's classic HBR article " Marketing Myopia " that err by thinking their job is to sell a product rather than satisfy a customer need. Lafley and Roger L. What most Republican leaders don't seem to have worked very hard at yet is figuring out what voters outside the GOP base need and want.
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