A new model for launching new products

As three in four new product launches currently fail within a year, Bray Leino’s new comms model suggests how the traditional approach can evolve to de-risk the launch process.

Hosted by The Grocer, Bray Leino invited marketers from leading food and drink brands to discuss this hypothesis. That discussion is the basis for this paper.

Is the new model relevant for every type of business? What can established brands learn from the new wave of agile start-ups? And how are new channels and platforms being used to reach influencers and build cultural traction?

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