Marketing Technology and Advertising - Renovo Technology

What shall we do…?

It seems hard for we technologists to come to grips with the fact that more than half of the new gadgets, ideas, and cellular phone incarnations will quickly pass through the market, never to be heard from again.

Many ideas have a lot of entrepreneurial spirit behind them, and the voice of a 20-something techno-geek that simply “knows” that his product will change everything.

Tell that to the folks who brought you “Cocaine” energy drink.  Cocaine is a high-energy drink, containing three and a half times the amount of caffeine as Red Bull. It was pulled from U.S. shelves in 2007, after the FDA declared that its producers, Redux Beverages, were “illegally marketing their drink as an alternative to street drugs.”  The drink is still available, however, online, in Europe and even in select stores in the U.S. Despite the controversy.

Can you say Crystal Pepsi, New Coke, Lifesaver’s Soda, Coors Bottled Water, and on and on…

So when I read about things like Sotokolan, I can only pause and say, why?  (More on Marketing Profs here: http://bit.ly/9DZZFT)