We reinvent the traditional customer value proposition. We apply ourselves to challenges and opportunities in the fields of marketing strategy and innovation. We deliver solutions, processes and talent development that create and preserve sustainable advantage and profit growth.

Marketing Strategy
Marketing strategy is the process of connecting customer needs with profit growth. We work collaboratively with our clients to challenge the conventional wisdom on both ends of this spectrum. We focus on the fundamentals: segmenting and identifying core targets, developing a deep understanding of target needs, refining the strategic positioning, and defining a compelling brand promise, value proposition and architecture.

We also bring clarity to the complex topics of today’s dynamic business environment. These issues range from enhancing insights with alternative research methods to agency reconstruction to environmental sustainability. These topics require the deep expertise to analyze complex problems in a way that provides clarity and connects customer needs with profit growth.

Across all of these activities, our goal remains the same. We create a roadmap of specific activities (resource and organizational allocations) designed to create and preserve strategic advantage and profit growth.

Innovation
Innovation is a process - not a flash of brilliance. It is the art and science of creating new connections between customer needs and profit growth.  Our proven processes for the “fuzzy front end” of innovation help our clients identify and build opportunities that create and preserve strategic advantage and profit growth. We also help our clients to build and institutionalize an innovation capability internally.

Successful innovations are the result of the careful orchestration between creative and analytic thinking. Our process is a highly structured, carefully orchestrated approach that systematically incorporates several proven principles:

• demand-based strategic assessment of the areas in which to innovate
• growth platforms based on sources of strategic and economic advantage
• strict economic and strategic opportunity mapping to prioritize and validate platforms and opportunities
• carefully structured ideation with creative and subject matter experts in a stimulating environment
• robust qualitative and quantitative validation that assesses the likelihood of creating strategic advantage and profit growth
• inspired business cases that present the opportunity in a way that can be measured against other priorities and that help the organization visualize its success

Whether we use this approach to identify and build opportunities or to build and institutionalize an innovation capability, the result is the same – a robust pipeline of business opportunities that create and preserve strategic advantage and profit growth.