so you want to try a new concept?

brand-as-business bit:  SmartBlog on Restaurants just published a piece of mine, “So You Want to Try a New Concept?”  In it, I layout the considerations in designing a test that will ensure you get the most learning and value out of it – including:

  • carefully evaluating your options before jumping to the most obvious
  • selecting a brand name and logo that supports your strategic intent; and
  • designing the test so you can fail cheaply and quickly.

Please take a gander at the article and let me know what you think.

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