FOR SUCCESSFUL INNOVATION, INNOVATE

The traditional innovation process has become like anything that's done over and over for a long period of time; it's gotten soft and tired, it's routine. It needs a shake up. Which is what our process is all about.

We've innovated innovation by applying new thinking to three consistent steps, regardless of whether we're inventing new products, super-charging a brand, or making sure a new product is ready to succeed on shelf.

Immerse. Create. Validate.

READY, SET, IMMERSE

When we say immerse, we mean it--we go deep, go wide, learn everything from every stakeholder.

We spend as much time as it takes to understand the company, from R&D up. This tells us what we can and can't do from the beginning; based on the company's indisputable realities.

Consumers are stakeholders too, so during the immersion phase, we engage and involve them with authentic, real world techniques to find out what they really want and need. We trade the one-way glass for interactions at work, at home, on shopping trips, during visits with friends--that's how you find out what rings the bell.


In the end, every stone has been turned over, every perspective from R&D to sales to management to the consumer has been taken into account. This process builds fully validated opportunity areas we call 360° PlatformsSM. Because to innovate well and right, a well-rounded foundation is critical.

 

 

TIME TO CREATE

Creation in the BrandJuice world is frenetic, electric, prodigious and all very well guided. We begin by creating a brainstorming strategy, based on what we learned during immersion. Then, we set the idea people loose on the project.

We use the Creativity Collective®, a hand-picked, exclusively-ours cadre of proven idea people--they're writers, art directors, film makers, brand strategy experts, marketing strategists and researchers, actors, chefs and entrepreneurs. They're smart, fast and of course, creative.

We don't stop there, though--we let consumers in on the act as well. Not in a focus group room, not online, in the real world. We gather groups of consumers together someplace out-of-the-ordinary and we coax the creative juices out.

Then, we look within--to employees--the very people who build the brand in a very literal sense. Not only do our employee sessions generate great ideas--they're surprisingly effective morale boosters.

By the time we've filtered the massive number of ideas and put flesh on the best, you'll have a wealth of opportunity--but which ones are the real deal?

LET'S VALIDATE

We make validation mean something tangible, actionable and very real world. And we've found, the more heat an idea is exposed to before it hits the shelves, the less there is to lose. So we expose concepts to the ultimate heat source--real consumers, in real buying situations, putting, not just their opinions, but their real dollars on the line.

Products and positioning concepts come off the page, and into the hands of shoppers, where they're examined, scrutinized and either bought in a very real sense, or left behind.

Our process, which we call Battle TestingSM, avoids the problems of many traditional testing methodologies, and gives you the confidence to launch the best possible ideas and kill anything that doesn't have an incredibly strong chance of survival. 90% innovation failure rate? Not for you.