Sign that a product/service is ripe for disruption: when brand equity is rising faster than non-brand equity. Hmm, how do you measure that?
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public companies have intangibles like this on their balance sheets, especially after acquisitions. Could use this as an indicator.
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. I was thinking of Apple Pencil. Pure brand equity bs. Both Microsoft and Android have had better stylus solutions for a while
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uh, isn't the whole point of great positioning (which apple does have) that you don't ever face this problem? a la ries and the creneau
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That's for the customer. Not the competitor intent on disrupting and looking past halo effect of brand to actual vulnerability
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if you build it, will they come? History is littered with alternatives of this kind that failed to connect.


