South Africa, Feb. 11 -- Product launches are usually exciting moments. But with the stakes so high, they're also nerve-wracking. When an innovation is a hit with consumers, an immediate boost in sales is just the beginning. A successful launch not only sparks short-term sales but also builds a brand's meaningful difference, helping it find new space and strengthen brand equity for long-term success.

But when a launch fails to take off, the consequences are far-reaching. It's not only revenue loss in the short term. There's also potential for lasting reputational damage. Sadly, such failures are common. Kantar's data indicates that almost two-thirds of new product launches are dead or dying by the end of their second year. Without proper...