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.

brand extensions, innovation, restaurants, failure, new concept, SmartBlog on Restaurants, test