360 Insight For New Brand Development

Ben Wood
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Creating new brands and services is one of the most exciting and rewarding activities for clients and their partner agencies. Within the innovation/NBD process, research tends to intervene at set stages; typically to gather target consumer insights, evaluate and optimise potential ideas and select/validate a brand mix. Its active contribution to the creative development process is generally peripheral or uninspiring. (See Figures 1 and 2.)