Do successful innovations always have to be disruptive and revolutionary? When is evolutionary development the better strategy? How do I know as a brand manager that it is the right time for giving a truly innovative idea of the R&D team a go? Trend studies and market analyses can provide orientation but not a clear indication whether to opt for Go! or No Go! So what should we do?

  • Identify the particular in the general. Only the interactive comparison of global trends and market dynamics and specific consumer insights in the target groups allows to assess the potential and risks of new initiatives. Which trends have already reached my target groups? How does a relevant trend manifest itself in the attitude and behavior of my consumers and users?
  • Combine the internal and external perspective. No product or service is used in a social or societal vacuum. The development of the “illuminant” category (no consumer calls these products like this, by the way) clearly shows that technical possibilities (of LEDs), external influence factors (such as legal issues) and individual preferences and needs (e.g. “warm” light) are closely intertwined. LED technology leads to many positive results – small consumption of electricity, longer lifespan, new qualities and formats of lighting. However, consumers might not be interested in all technological advantages and long for the “good old lightbulb” which has been decided to be discontinued. And some attributes consumers demand can hardly be realised by R&D. The dialogue between marketing and research, innovation and continuity, technology and needs, consumer and producer is needed.
  • Consider consumers to be learning beings. Companies, brands and products change. Same holds true for your consumers. They transfer their learning experiences from one sphere of life to the other. Positive experiences with a product or store, an eCommerce platform or app automatically affects other consumption areas. Needs don’t stop at the border of a product category. The experts of feel this „expectation transfer“ to be the driving mechanism behind the spread of global trends. The knowledge and experience base of consumers changes everyday. And will do so even faster and faster in future – given the increasing importance of social media. The universal remedy of „emotionalising” or “rejuvenating” a brand does not help at all. Instead, brand managers have to listen attentively to their target groups and truly understand what they have already learnt, understood and expect. We are more than happy to assist you in this challenging task!