What modern brands can learn from Häagen-Dazs

As anything scales too effectively - from fashion to restaurants to music - the market opens for more non-scalable alternatives. Once Starbucks opens on every block, many of us crave the artisanal coffee shop. Once our favorite Italian restaurant becomes a chain of three, we grow tired of it. Why? First, so much of what we buy and do is tied up in ... See more

As Mark Bonchek highlights in his widely popular Harvard essay:“Companies that successfully market and sell innovation are able to shift how people think not only about their product, but about themselves, the market, and the world. Don’t sell a product, sell a whole new way of thinking.”