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.