Cost approximately $100,000
There are many examples of successful new products and services which were innovative when they were introduced but no longer exist today. They lost momentum due to lack of attention. That’s why we developed CenterGreen.
Step One – Talk to the thought leaders in your company
Buy in and ownership of a process begins with listening to the people who have to execute the outcome. We meet with your thought leaders individually and encourage them to bring ideas out of their file cabinets and their minds and allow us to craft them so that every idea is clearly articulated.
Step Two – Form Ideas into “Promises”
Promises are the claims (pragmatic, emotional, psychological) that will get the brand relevant and leapfrog the competition. We articulate them as statements with benefits followed by a reason why. At this juncture the only pragmatics we apply are to eliminate anything that violates the rules of science, is a bald face lie, or would never fit with your corporate culture. Here is an example of a promise.
This new portfolio development process makes a marketing director’s life much easier, that’s because it deliver ideas that are 12, 24, and 36 months out that are clear enough for everyone in the organization to understand.
Promises are now built, discarded and embellished via a day of CenterStorm.
Step Three – Undertake a CenterStorm day
The CenterStorm day involves up to 9 members of the inter-disciplinary new product team and ideally occurs off-site.
1. We begin by defining objectives and listing the several new product promises .
2. The team now breaks into Triads (groups of three). Each is led by a CenterStorm leader. Each Triad's task is to expand or eliminate new product ideas. The Triad lasts one hour and is repeated three times, each with a new CenterStorm leader.
3. Between each session the full group reconvenes to discuss their conclusions, and to eliminate, embellish, or add to the list of promises.
4. The team is led to a consensus of 30 unique and compelling promises and next steps are clearly understood.
Step Four – Quantitatively Assess the Promises
A quantitative analysis is undertaken to understand which promises rise to the top, which are linked, and which are simply support for another idea. Sophisticated statistical analysis is conducted to understand not just what is working, but how to make it work better.
Deliverable
15 promises/claims that can focus the marketing, technical, and research organization on mid, short and long term brand portfolio goals. At least 2 of these ideas will represent leap frog initiatives that will get your brand out in front of competition.