Brand New: Solving the Innovation Paradox -- How Great Brands Invent and Launch New Products, Services, and Business Models

By Michael Maddock, Paul B. Brown

A strategic blueprint for successful new product development and implementation

Brand New provides a clear road map to creating successful new products using a revolutionary innovation process. Author Mike Maddock has used his firm's innovation process to create and launch what is now CBS Sports Online, patent a new billing experience for AT&T, create the McDonald's Snack Wrap, and launch Precision Farming for Case New Holland, among others. Innovative and truly visionary, this book teaches other companies how they can maximize performance and revenue.

* Presents an overarching strategy for creating and introducing new products effectively
* Written by innovation thought leaders, with clients including SC Johnson, Allstate, Philips, Johnson & Johnson, McDonald's, Kellogg's, Sears, and many more
* Reveals a step-by-step blueprint for a disciplined, replicable process that employs a mix of creativity and science to successfully introduce new products

Creative and intelligent, Brand New equips today's businesses to develop a well-defined process for introducing new products efficiently?make that process a reality.
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