Our Process For Success

1. The Input Phase

We study the marketing and research materials you provide to learn about your product, what you've done to date, your goals, capabilities, and obstacles to success.

We survey the category or categories in which you compete, looking for unique positions, unmet needs, and emerging needs.

2. Our Unique Creative Exploratory

We've developed a unique creative approach to new product development, which we call our Creative Exploratory. It has a strategic component, a concept-development component, and a name-generation component. We emphasize the component or components that are appropriate for each project.

3. Presentation

We present in a way that makes it easy for you to judge the quality of our work. Our presentation is organized by strategic positions, with concepts and/or names under each position. What we believe are the most persuasive concepts and working or final names will be presented as concept boards.

4. Evaluation

When requested, we attend and/or facilitate qualitative research sessions where we can optimize strategies, concepts and names. We can also arrange for quick and cost-effective online evaluation of concepts and names via opt-in email.

We prepare the work for quantitative testing and help you evaluate the results.

5. Bringing Ideas to Market

We can help you take the product to market to the extent you would like us to work along with you. We are also accustomed to stepping aside and letting your usual ad agency take over whenever you would like us to.

6. Success

It comes from the deft combination of strategic expertise, combined with creative excellence. The combination allows us to discover the most compelling positions and the most inviting ways to present the product to consumers – the ways that are most likely to score, meet your action standards, and succeed in the marketplace.