Zune struggled to capture even one-eighth of the iPod's market share. Why did Zune, backed by the Microsoft tech juggernaut, fail to find its foothold? Simple: product planning.
Startups fail for a lot of reasons: a lack of money (duh), poor marketing, a pivot gone awry, legal challenges. But another, different reason tops the list year after year.
Having captivated boys with its 'Star Wars' figures, the toy company is turning to Disney Princesses and the launch of its first animated movie to arrest a five-quarter slump in sales of its toys for girls.
In the consumer-products industry there is clearly the need for a solid product in order to produce solid sales, but there is a tremendously greater need for a brand once you grow beyond a certain point.