Be sure you don’t miss any of the action: make sure you subscribe to receive future issues. Creative reviews are known to be one of the most fun, yet also most stressful meetings. Junior brand leaders often want to be included in these meetings. After all, many would-be brand managers dream of working on new ad campaigns. But once you’ve attended a …
Winning Product Concepts
Innovation is the lifeblood of any growing brand. But getting winning concept scores and passing testing hurdles is easier said than done. In this hands-on workshop course you will master the skills needed to write clear and compelling new product concepts that garner winning test scores, survive the internal gauntlet, deliver relevance for consumers, and have a sustaining impact in market.
When More Innovation is Bad For Business
In my latest article for Forbes, I explain how more innovation can actually hurt a business. Excerpt below. Innovation isn’t always a good thing. I know this seems counterintuitive. After all, who wouldn’t want to come up with something new? Innovation can help you take market share, enhance profitability or even create completely new markets to own. In fact, 75% of …
How to Build a Project Plan for an Ambiguous Innovation 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
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
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
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
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
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 …
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