The food marketing literature provides many examples of associations and implicit tensions that marketers need to be aware of. For example, a brand that positions its product as healthy and tasty may find it difficult to gain a foothold in the market because consumers tend to associate good tasting foods with low health scores and …
Rachio, a small Denver-based company, developed and sold innovative technology for digitizing home sprinkler systems. Rachio’s “Smart Sprinkler Controller” enabled homeowners to reduce water use by up to 50 percent by using detailed weather reports to automatically adjust irrigation. Homeowners can also easily control their irrigation systems from their smartphone through the Rachio app. Rachio …