New Products
Decision Analyst Inc.: Concept Testing and the “Uniqueness” Paradox
In this article Decision Analyst offers guidelines and best practices for improving new product concept testing.
Decision Analyst Inc.: New Products Sales Forecasting
In this article Decision Analyst examines the primary methods used in the forecasting of year-one sales.
MillerCoors’ Path from Idea to Commercialization in Launching Two New Brands
Scott Meek, director, brand innovations at MillerCoors, and Andrew Zrike, manager, new product innovations at MillerCoors, discussed MillerCoors’ journey from idea to commercialization in launching the brand’s newest beverages, Third Shift and Redd’s Apple Ale.
Chicago’s Startup Community: 1871
Elisa All, founder and CEO of 30Second Mobile, Justin Massa, founder and CEO of Food Genius, Erik Severinghaus, founder and CEO of SimpleRelevance, and Kevin Willer, CEO of 1871, discussed how Chicago-based 1871, a co-working center for digital startups, helps entrepreneurs like 30Second Mobile, Food Genius, and SimpleRelevance grow their businesses.
Chicago’s Startup Community: 30Second Mobile, Food Genius, SimpleRelevance
Elisa All, founder and CEO of 30Second Mobile, Justin Massa, founder and CEO of Food Genius, Erik Severinghaus, founder and CEO of SimpleRelevance, and Kevin Willer, CEO of 1871, discussed how Chicago-based 1871, a co-working center for digital startups, helps entrepreneurs like 30Second Mobile, Food Genius, and SimpleRelevance grow their businesses.
Taking a Deep Dive into Chicago’s Startup Community
Elisa All, founder and CEO of 30Second Mobile, Justin Massa, founder and CEO of Food Genius, Erik Severinghaus, founder and CEO of SimpleRelevance, and Kevin Willer, CEO of 1871, discussed how Chicago-based 1871, a co-working center for digital startups, helps entrepreneurs like 30Second Mobile, Food Genius, and SimpleRelevance grow their businesses.
Lytro Turns Ph.D. Concepts into Cocktail Conversations
Kira Wampler, vice president, marketing at Lytro, discussed how Lytro has crafted a compelling story about their new consumer light field camera through the use of social media and word of mouth.
Lytro Turns Ph.D. Concepts into Cocktail Conversations
Kira Wampler, vice president, marketing at Lytro, discussed how Lytro has crafted a compelling story about their new consumer light field camera through the use of social media and word-of-mouth.
adidas’ “The Return” Utilizes YouTube Mini-Documentary Film Series to Fulfill Dreams and Inspire Consumers
Lia Vakoutis, head of digital strategy, sport performance at adidas America, Inc., and Fidel Parente, senior vice president, managing director at Carat Santa Monica, discussed adidas’ mini-documentary YouTube film series, “The Return of D. Rose.”
DPAA: Consumer Packaged Goods Case Studies
DPAA provides case study highlights from multiple digital place-based campaigns for consumer packaged goods companies.
Clean Break: Monetizing Content in a Multi-Platform World
Brad Harrison, vice president, marketing at Energizer Household Products, and Stuart McLean, CEO at Content & Co., discussed how Schick raised awareness and fandom for the new Schick Hydro razor through an action water sports reality series called “Clean Break.”
Driving Innovation at Kraft
Barry Calpino, vice president, innovation at Kraft Foods, discussed how Kraft’s leadership made innovation a strategic priority and shared the story behind how the company has recently risen to a top-tier level of innovation performance in the CPG industry.
Driving Innovation at Kraft
Barry Calpino, vice president, innovation at Kraft Foods, discussed how Kraft’s leadership made innovation a strategic priority and shared the story behind how the company has recently risen to a top-tier level of innovation performance in the CPG industry.
Innovation in Brand Building at General Mills
Ami Anderson, director of marketing excellence, health partnerships and platforms at General Mills, discussed how the company is evolving its mindset, marketing, and structure to adapt to the changing marketplace and spur innovation.
Innovation in Brand Building at General Mills
Ami Anderson, director of marketing excellence, health partnerships and platforms at General Mills, discussed how the company is evolving its mindset, marketing, and structure to adapt to the changing marketplace and spur innovation.
Semprae: How to Market a Product You Can’t Talk About
Rachel Braun Scherl, founder of Semprae Laboratories, Inc., discussed the challenges in marketing Zestra, a female sexual health product, in a very limited and highly regulated environment.
Semprae: How to Market a Product You Can’t Talk About
Rachel Braun Scherl, founder of Semprae Laboratories, Inc., discussed the challenges in marketing Zestra, a female sexual health product, in a very limited and highly regulated environment.
Consolidated Edison: Consumer Insights Lead to Collaborative Energy-Efficient Campaign
Adrianne Ortizo, program manager, residential and small business solutions energy efficiency and demand management programs, Consolidated Edison, Inc., and Mei Shibata, chief strategy officer, ThinkEco, discussed the energy company’s promotion of smart air conditioning technology in New York City.
Consolidated Edison: Consumer Insights Lead to Collaborative Energy-Efficient Campaign
Adrianne Ortizo, program manager, residential and small business solutions energy efficiency and demand management programs, Consolidated Edison, Inc., and Mei Shibata, chief strategy officer, ThinkEco, discussed the energy company’s promotion of smart air conditioning technology in New York City.
Case Study: Purex’s ‘Shock and Awe’ at Walmart
Steven Decker, president, Zooka Creative, and Stephen Koven, director of marketing, Henkel Consumer Goods, Inc., shared a case study on the launch of Purex’s natural, crystal-based fabric softener.
