No Matter What Change Looks Like, Know Your Next Move.
Webinar: Incrementality through innovation
Did you know that 80% of all innovations are not incremental to either their parent brand or the category and 25% of new products actually shrink the brand franchise when they are launched? So, how can you increase the incremental impact of your innovations?
Consumer disloyalty is the new normal
A whopping 46% of consumers tell us they are more likely to try new brands than they were five years ago; a clear signal to a trend we should expect to intensify. Yet we see few signs that adjustments have been made to marketing initiatives or innovation pipelines to match these numbers.