We help build brands that have functional advantage and emotional connect; through leveraging the passion and creativity of your teams.
WHY DO 90% OF INNOVATIONS
FAIL TO MEET THEIR OBJECTIVES?
Because ‘insights’ are often retrofitted to products or ideas, and arise from the brand or category rather than the consumer’s life. Ideas are, therefore, superficial, easily replicable, and do not provide sustainable differentiation.
Paradoxically, markets are getting increasingly competitive. It becomes more difficult to innovate, but more imperative to. Functional advantage rules through technological breakthroughs and product features. But such are few and far in between, short-lived, and, most importantly, not consumer-perceptibly different. Emotional connect is neglected, Share-of-Voice drives market share, because there is no time for getting real insights but also a lack of knowhow for uncovering and leveraging them.