According to Levitt, why should companies continue to innovate and develop products? "Discontinuous innovation" is a marketing term referring to a completely new method to satisfy consumer needs. For example, airplanes replaced trains to satisfy consumer travel needs or CDs replaced cassette tapes. Why are businesses more apt to be victimized by discontinuous innovation?

Plus here's a few more questions derived from Dimensions of Brand Personality.

Aaker suggests some brands have personalities consisting of five human characteristics. Why would a company want to develop human-like brand personalities? Can you think of a brand not mentioned in this article that consists of the 5 human characteristics? Describe the characteristics and the overall personality of the brand. Do you think the brand personality of your product would transfer to other cultures? What are the implications of cultural brand personality transfer to marketers?