Harvard Business Review: The Hazard of Having an “Accidental” Brand

T2C HBR Article: Accidental Brand

For every Intel that intentionally crafts its trajectory as a brand rather than as a mere product, there are dozens of brands such as LYCRA, KONI, and Dell that have developed a deep resonance with customers more by accident than strategic intent. A myopic focus on achieving superior functionality has left these companies blind to the broader nature of the value they deliver to customers.


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