Pardon our soapbox, but here's what we think is responsible for that 90% innovation fail rate--and how BrandJuice is turning that number around:
- Innovation is sequestered--it's a far too exclusive club. For an idea to make it, it needs to be created with and championed by each person and department that will have a hand in its success.
- The stagnant, funnel based model is plodding and inconsistent.Concepts are developed on paper and tested in artificial environments instead of the real world where consumers can really have a say. Internal teams are too worried about risk and process, there's too much pressure to get big quick, and finally, there's an addiction to quant models that make the uncertain seem clear, when there's still a lot of muddy water.
- The unfortunate result of all this is that manufacturers get hit with too many unforeseen problems once the product goes to market--problems that kill what might have been an amazing idea.
THE BRANDJUICE PHILOSOPHY: TO SELL AN IDEA, EVERYONE HAS TO BUY IT.
At BrandJuice, we create Ideas People Buy™. And when we say "people," what we mean is, "everyone." The Brand Manager, the R&D department, Sales, Management, the store buyer, and yes, finally, ultimately--the shopper in aisle 5.
These people and entities all want and need different things--and they're all crucial to the success of a product. So if any one link in the chain isn't involved, innovation fails. But when everyone's expertise, opinions, wants and needs are addressed, innovation can be the incredible growth vehicle it's always been meant to be.
So that's what we do. And we've come up with some really effective ways to make the whole process work. You can see it in our approach. You can read about how we can help you at any stage, from inventing new products to super-charging a brand, to being as sure as you can that a new product is ready to succeed on shelf. And of course, the proof is in our successes.
