Nobody Reads A Concept: Packaging Must Sell Your Idea!

Ever wonder why so many new products fail after so much effort getting the concept exactly right, and pairing it with a great product?  While some failures can be traced to missed consumer concerns or business plan flaws, many simply result from poor marketing execution, such as failing to effectively communicate the concept.  It does not matter how good a concept is if the consumer never gets it; nobody reads a concept before making a purchase decision! 

Leveraging Innovation Summits as Ingenuity Catalysts

The bigger the company and the greater its internal resources, the easier it is to believe that “we have all the answers internally” when it comes to innovation and marketing ideas.  And many people rightly complain that some brainstorming sessions create heaps of undeveloped ideas that never go anywhere.  Yet two recent innovation summits that we were involved with have reminded us of the dramatic value that savvy, experienced outsiders with a fresh perspective can bring to a project in just a few days. Read our two brief case studies and learning for the future

Brands Through the Eyes of an "Outlaw" (and Other Archetypes)

Brands are finding the need to partner more than ever, from co-brands like Crest+Scope, to co-locations like Starbucks inside Target stores or Dunkin’ Donuts inside gas stations, to brand sponsorships like branded NASCAR vehicles, and even movie and media integrations like Coke and American Idol.  But just because brand demos or even equity attributes line up doesn’t make you the perfect mates; the brand personas can still mix like oil and water (i.e. Crisco and Aquafina). That’s why AcuPOLL developed a new technique to better understand brand archetypes.