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Product Design and Development

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Recorded: October 26, 2023

With: Brian Briskey, Senior Director of Strategic Consulting

Product Leaders team up to solve the biggest threat to product innovation – VUCA!

  • VUCA is creating more noise, that leads to insufficient data, which distracts attention, ruins focus, and frustrates efforts to sift through weak signals of consumer demand.
  • VUCA is creating more dynamism, that negates or outdates models, which leads to poor conclusions, weakens decision making, and damages confidence needed for strategic alignment across the organization.

 Hear innovation experts in your industry articulate the symptoms of VUCA which you must immediately recognize to know if you have it truly bad (and can’t afford to make any more excuses), followed by two novel approaches they discovered to help overcome those challenges – starting with a practical first step you can do immediately.

 Join us to assess your situation and follow along as we walkthrough the steps to resolve VUCA!

     

    Host:

    Dolores Oreskovich

    Dolores Oreskovich

    Assoc. Director, Head Consumer Sensory Insights

    Nestle Health Science

    Kris Wright

    Kris Wright

    V.P, Research & Operations

    InsightsNow

    Brian Briskey

    Brian Briskey

    Senior Director Strategic Consulting

    InsightsNow

    Dave Lundahl

    Dave Lundahl

    CEO

    InsightsNow

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    Recording Date: Thursday, August 17   

    With: Greg Stucky, Chief Research Officer

    Share your questions about this webinar here

    70% of brand extensions fail to survive their first two years on the market. This high failure rate is most often associated with the brand missing its brand fingerprint. Either it was positioned too far away from current brand equity, or it the product itself didn’t deliver on the sensory brand fingerprint and clearly deliver an authentic experience.

    What cues tell you it’s a genuine Nutella, Reese’s or Pringles brand?

    A sensory brand fingerprint is a clear definition of the implicit benefits and associated sensory cues which make consumers intuitively “know” that a product is an authentic branded product.   The sensory cues associated with the brand become its signature and are the foundation of all products in a line. This core sensory profile is critical to build into all line extensions for the brand to gain implicit recognition. Clearly articulating the sensorial fingerprint within the product strategy assures alignment with the brand strategy.

      

    You will learn:

    • Learn what best communicates the sensory-brand fingerprint within your team.
    • See how a sensory-brand fingerprint can integrate with your product strategy to better fit category and go-to-market strategies.
    • Learn how to best fix gaps between sensory cues, design, messaging and communications, design, imagery, and packaging.

    Presenter:

    Greg Stucky

    Greg Stucky

    Chief Research Officer

    InsightsNow Inc.

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