Keys To Innovation

Keys To Innovation

Group EFO Limited New Brands / Business Building

Our process is designed to develop the six telltale signs of success in your brand. Successful products, whether old or new, always have an meaningful point-of-difference that:

Our process is designed to develop the six telltale signs of success in your brand. Successful products, whether old or new, always have an meaningful point-of-difference that:

1 Customers can easily recognize.
Scotch-Brite

3M’s past research said ScotchBrite’s high ground positioning was to “make tough cleaning jobs easier.” But only when we enhanced this positioning with a new wave shaped product did consumers fully appreciate the promise at the key moment of point-of-purchase.

2 Addresses a real consumer need in a new or better way.

Hunt’s research said consumers wanted new, exciting pudding flavors. Instead, we offered the heavy user new, exciting varieties of their old favorites. We focused the news at new varieties of vanilla & chocolate, in a unique Pudding Pie form that was noticeably more appetizing on shelf.

Puddin' Pies
3 Strikes the right frame of reference.
The Hearty One

Banquet’s Extra Helping suffered from poor price value perception as the name, shelf placement & marketing strategy inadvertently positioned the Brand against its parent, Banquet frozen dinners, the category leader. When we repositioned Extra Helping as The Hearty One, it struck a competitive chord against the right frame-of-reference, Hungry Man.

4 Is apparent and consistent through the total presentation.

For the House of Seagrams, we uncovered the opportunity for a chocolate liqueur which licensed the Godiva Brand. This product’s high quality name, sleek package and smooth product delivery all work in unison to scream its indulgent positioning.

Godiva
5 Is built on “ownable” corporate or brand equity.
Snack Bars

We created snack bars based on a unique blend of Philadelphia Cheese capabilities, Post cereal technology and Kraft refrigerated distribution. The combination has insulated the entry’s indulgent, but wholesome positioning, as no competitor can match this creative mix of core competencies.

6 Above all, offers greater value.

Consumers consider 3M’s Tattoo Strips a great value, despite a 30% price premium. We created an overall positioning that attracts kids of all ages with all the fun, emotional appeal of “cool wearable tattoos”, while Moms appreciate the added value of its superior waterproof capabilities.

NexCare