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Using The Value Proposition Canvas for New Product Development
The Value Proposition Canvas As we noted in an earlier article covering new product development, some 95% of new products across all categories are destined to fail. More often than not, this is because they fail to meet the customer’s needs. The

Brand purpose – all you need to know
Introduction This 5-minute article provides a clear definition of brand purpose, as well as explaining its importance in contemporary brand development. The article reveals how any organisation can develop its own brand purpose statement, and the issues that will determine

How to brief a market research agency – plus free briefing template
1. Introduction When it comes to briefing a market research agency, the quality of the information you provide is crucial. Quite simply, the better the information, the better the proposal – and the quicker you will receive it. This article

Product literature needs an urgent overhaul
Consumers aren’t engaging with marketing and product literature “Education is when you read the fine print. Experience is what you get if you don’t.” This quote from American folk singer and social activist Pete Seeger is accepted wisdom when it

B2B branding isn’t an option – its an absolute necessity
Introduction This article explores the importance of B2B branding, based on Brandspeak’s experience of working with 100’s of B2B clients over nearly 20 years. It starts by explaining why so many B2B organisations place little value on, nor investment in

Why new products fail
It is generally accepted that up to 95% of new products across all categories fail. Brandspeak is a new product development research consultancy that has helped bring 100’s of new products and services to market. As a result, we have

The new product development process – a best practice guide
Introduction It is commonly agreed that up to 95% of new products across all categories end in failure, whilst the figure for the grocery sector is estimated at between 70-80%. Brandspeak provides new product development workshops and research programmes for

Retail brands must change – or face terminal decline
This article The pandemic has had a fundamental effect on the retail landscape in the UK. In this article we take a closer look at: The ways in which COVID-19 has changed the behaviour of UK shoppers The implications for

Identifying customer personas
Brandspeak creates persona-based segmentation models for clients wishing to use them to inform the design of new propositions, marketing campaigns and customer experiences. What are customer personas? Customer personas are created by first identifying different clusters of common customer traits