ALIGNING INNOVATION AND BRAND STRATEGY
Value creation insurance.
How do you ensure that every dollar spent on product development is strategically driven to increase revenue, enhance or protect margins, reduce selling costs and cost of capital, and make cash flows more reliable over time? When product development portfolios are finely tuned for maximum brand building, those are the benefits that the resulting brand equity provides.
This is exactly what the Strategic Harmony® process does. Regardless of organizational silos, its collaborative framework and metrics create a shared view of ideal customer experience across marketing, product management, product development decision-makers and technical teams. That means the same hierarchy of customer needs and competitive imperatives drive both message strategy and prioritization of product development and service enhancement initiatives.
Identifying and prioritizing innovation opportunities. At every intersection of a product line and target market segment lie a set of attributes – drivers of brand choice (or “drivers of vendor preference” for some B2B marketers) – on which customers differentiate brands and offerings when making a purchase decision. At each intersection are value-creating opportunities to optimize product and service innovations. These opportunities are not just “nice to have,” but are foundational to sustained competitive advantage, maximizing innovation ROI and leading markets in demanding times. Innovation-brand alignment reveals more of these opportunities and clarifies the paths to seizing them, keeping the voice of the customer at the center of decisions on which products to make and not make, which features to include, and what services or service enhancements to deliver.