9 Most Overused Buzzwords

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8. “Corporate DNA”

When pushing a new product into a market, companies often want to make that product or service part of their “corporate DNA” to associate a new idea with a company. Rather than force products and services down consumers’ throats, companies should focus their brand on what consumers actually want. Good branding is built on what people actually know about a company. For example, McDonalds, Coca-Cola, and Hershey’s are all successful companies because they have longstanding products that are known to consumers. When marketing a new product, they often research the market to find out if that new product is actually what consumers want. For these companies, their corporate DNA is actually built on products and services that are known to consumers. Good branding, the market need and not the company wanting to move in a particular direction determine a company’s “corporate DNA,”

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