How to Build a Project Plan for an Ambiguous Innovation Challenge

thinking through a challenge

In my latest article for Fast Company, I walk through how to create a project plan when it’s not clear initially what to do. Excerpt below. If you’re in a leadership role, your team will often look to you for guidance on how to move forward when the right answers aren’t obvious. But judging from 20 years of experience working …

CPG Innovation in the News: Tyson, Cheese-It, Mich Ultra

Mich Ultra Infusions CPG Innovation

The latest in CPG innovation from around the industry… Tyson Any’tizers Chicken Chips Tyson’s latest line extension launched in late July. The new chicken chips are the latest snack to deliver the satisfying taste of chicken strips with the crunch of a chip. Tyson’s latest innovation is a good example of extending traditional meal items into snackable formats, as meal …

15 Brand Innovation Activities for Novel Ideas

small business innovation ideation

Quit brainstorming and start uncovering novel and useful new product and service ideas for your brand. Brainstorming stinks. While there are cases where a well-trained brainstorming expert can get a group to come up with something useful, for most people it’s a drag. Most attendees simply dread them. Especially when larger groups come together in corporate environments. The trick is …

How 3 Established Consumer Brands Unlocked New Growth

Arm Hammer Axe Tide Brand Logos

A marketing definition for frame of reference and three examples of consumer brands that expanded their domain. Includes a downloadable eBook pdf of case studies. How do they do it? Those big brands that dominate across multiple aisles. It’s hard enough to win in a single category, let alone enter adjacent categories and have success there, too. Many brands attempt …

Avoid Confusion, Write Better Concepts: Types of Marketing Claims

Woman Writing Concept

It seems there are many definitions of what a claim is. This article clears up the confusion by defining types of innovation and marketing claims so you can write better concepts. When it comes to developing innovation and marketing communications, one of the areas that seems to cause the most confusion is claims. And if you’ve ever been in a …

Market and Competitive Landscape Analysis: An Outline to Jumpstart Innovation

Competitive Landscape Analysis

Innovation projects should always start with a clear understanding of the landscape. Herein lies an outline for market and competitive landscape analysis to help you bring order to the ambiguous front end. Unlike many downstream or tactical marketing projects, upstream innovation challenges are notorious for their ambiguity. Before you can craft and execute new ideas, you need to set strategic …

5 Ways to Boost Your Concept Statement Testing Results

Rising Blue Bar Chart

When writing a concept statement for concept testing, marketers sometimes overlook important differences versus brand positioning. By following the guidelines in this article, you’ll recognize the difference and craft concepts with a better chance of winning. At some point every brand marketer has to position a brand, product or service. They learn the tried and true rules and brand positioning format, and …

50 Quick Marketing Tips to Provoke Your Thinking

Transparent glowing human brain

In this post, Kevin Namaky shares short but provocative marketing tips to spark ideas for improving your strategy, initiatives and projects. Some people always have their antennae up. They’re always looking for small things that give them an idea for something bigger. Maybe it’s something they saw someone else do. Maybe it’s something another company puts out there, possibly in …

Brand Architecture Revealed: What Exactly is it?

Female designer drawing architecture while standing

Marketers use the term brand architecture a lot these days. But, depending on the speaker or context, it can mean a number of different things. In this post, you’ll find an explanation of the most common ways the term is used and the differences between them. Brand architecture as a business or marketing term has become really vague. It seems more …