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!
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?
Asensory brand fingerprintis 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.
After the fuzzy front end and defining a product design, commercialization steps become more agile with consumer behavior insights.
You now have a great product design explicitly and implicitly communicating benefits for a consumer target. How do you successfully sprint to the finish line?
This will be the subject for part 3 of our WebinarsNow series on research techniques for agile innovation.
We will address how to rapidly iterate to avoid three major pitfalls for innovation teams. The first is to rapidly learn through cost rationalization with a constant focus on the prize – maintaining the important cues that signal the benefits your brand will promise to target consumers. The second is to apply rapid, iterative behavioral techniques to validate pricing and how your consumer target will react. These techniques will address the importance of including the context of competitive sets to understand price sensitivity, and to ensure you do not alienate existing, and in fact gain new, brand fans as a result of your new product introduction. We will discuss how to integrate these techniques into learning sprints that are validated through various kinds of test market.
This third webinar will discuss consumer research approaches that uncover consumer insights regarding the areas of ingredients, packaging, pricing, and promotion.
The essential need for speed-to-market response in today’s consumer-driven marketplace has compelled a shift from traditional step-by-step development processes to innovation approaches that incorporate a lean mindset, design thinking, and rapid prototyping. But being lean and agile to support successful innovation efforts does not mean cutting corners, it means you are being smarter in getting to market faster with lower investment.
How do you do shift your research and innovation efforts to be agile, fast and affordable, while still effectively exploring, ideating and executing on your idea, product or service?
In this three-part series of WebinarsNow, you’ll learn about:
Agile approaches to innovation and how these differ from classical processes
Iterative, cooperative research
Case studies delving into these behavioral research approaches
Beyond Design – Commercialization Sprints (May 3)
Innovations in research methodology have been proven to help innovation teams more quickly know how to target, design and develop for a more rapid market response. Join us to be inspired to shift your mindset and revisit the way you drive your innovation pipeline to success.
See how you can accelerate successful innovations through behavioral research in this video.
