Beyond product innovation
Adam FrenchAntedote
Commercial innovation in brand communication, promotion, packaging or product reworking can be more effective than new product development.
The first response for a brand challenged with growth is to develop new products or services. This has led to many success stories and is an important part of any innovation strategy, however this approach comes at a cost. Launching new products is expensive, can dilute or damage your brand proposition, can cannibalise existing SKUs, and does not always result in a stronger trade or consumer story. By only responding to a growth challenge with NPD,...