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- Build expertise in applying Insights and Breakthrough thinking in managing all New Product Development (NPD) projects
- Understand the five key steps to generating “Breakthrough” New Product Ideas
- Achieve a deeper understanding of the importance for building Brand Equity early in the life of a New Product’s introduction
- Become adept in identifying the Brand Essence and developing the Brand Architecture and Positioning statement
- Develop leadership skills in managing the cross-functional collaboration process to leverage the expert capabilities of all involved departments
- The Big Picture of New Products – Establishing a Breakthrough Environment
- Key Elements of "Breakthrough":
- Vision, Focus, Passion, Connections & Leadership
- Key Traits of NPD Leadership
- New Product Philosophy – Factors that Impact NPD Success:
- Uniqueness and/or Superior; Addresses an Important Consumer Need
- Consumer Insights Process Review
- The Five Key Steps for Successfully Generating New Product Ideas:
- Getting Focused:
- Developing "Action Statements" that Focus an Area of Exploration
- Brainstorming:
- Process and Execution Techniques
- Divergent Thinking:
- Used to Develop "Breakthrough Ideas" that are Different & Unexpected
- Four Pattern Breaking Approaches that Drive Deeper Thinking
- Converging & Clustering Ideas:
- Linking Ideas to Form "Core Concepts" & the "Idea Sheet"
- Developing Concept Boards:
- Purpose & Process for Development
- Brand Equity:
- What is it? and How is it Created?
- Cause-Effect Chain of Elements to Building Brand Equity
- The Brand Architecture Template:
- Features & Attributes – Functional Benefits – Emotional Benefits – Personality – Driving Beliefs – Essence
- Role of Positioning in New Products:
- Marketer’s Definition and Consumer’s Definition of Positioning
- Positioning Statement Details:
- Focusing your Target Audience
- Selecting your Frame-of-Reference
- Defining your Leverageable Point-of-Difference
- Choosing your Consumer End Benefit
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