Photo: Duracell website.

Duracell has just launched a new battery.

Self-proclaimed as “the world’s most advanced alkaline battery,” please welcome Duracell Quantum.

Back in 2009, I wrote about Duracell Smart Power, and why I thought it was a strong brand positioning platform.  Judging from the company’s website, it seems that Duracell has abandoned this approach.

Innovation continues, though, with a new, red battery. Continue reading →