Achieving clear-cut product superiority in a category is the surest way to build brand share, engender customer loyalty, and boost profitability. Better products tend to command higher prices and be more responsive to advertising investments.
Since consumers’ tastes evolve over time, fashion and style trends affect every industry (clothing, shoes, automobiles, foods, cellphones, washing machines, beverages, etc.), even though the rate of change varies greatly by industry. Competitive actions can redefine a product category in a matter of months. That’s why product testing and optimization must be viewed as a strategic, ongoing activity.