At all times watch for unmet needs and unserved market segments A
branding success opportunity may await you if you can fill a hole in the market. See the sidebar on DOS For Dummies for a prime example. How DOS For Dummies launched A Reference for the Rest of Us Way back in 1987, when computerese was a foreign language and computer manuals were practically impossible to understand, an enterprising author overheard a frustrated customer wish for a simple how-to book that explained the DOS operating system. According to lore, he said, Something like DOS For...
Branding
by Bill Chiaravalle and Barbara Findlay Schenck 111 River St. Hoboken, NJ 07030-5774 Copyright 2007 by Wiley Publishing, Inc., Indianapolis, Indiana Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written...