Is your approach to innovation fatally flawed?
Innovation is the life blood of future brand health. Yet there are a lot of tensions to be managed around potential brand dilution versus extending into new brand territories to deliver growth. Innovation is not easy and the failure rates are high.
We believe that how businesses build and test brand innovations is inherently flawed. Yet companies keep employing the same thinking over and over again. We have identified what is going wrong and built an approach that guarantees the creation of strong brand equity strategies and immensely persuasive innovations.