Building a Nimble Innovation Pipeline
The Approach
To identify key cultural shifts that can inspire long-term innovation, we look for inspiration at the nexus of consumer, culture and category macro trends. We’ll dive into smart secondary research, take a look at syntax and visual codes and cues in the category … and talk to true experts in the space – star bartenders, master distillers and writers in the beverage industry. From there, we develop what we call “dig sites” – macro platforms that are the springboard for a lively day-long Ideation Sprint. The group will build out ideas together and identify the ones with the most energy — which The Sound then optimizes and scrappily pressure tests with consumers.
The Impact
Having such a nimble, iterative approach to innovation leads to ideas that can quickly proceed to creative and product development briefing. Additionally, including a multi-functional team in our Ideation Sprints ensures that the ideas have buy-in … and are based in reality, when you start including representatives from research and development. Along with a slew of inspiring concepts, a new strategic process emerged — one that sets a foundation for the future of innovation at the company that all employees can rally around.
Case Studies
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Humanizing Big Data
Humanising and bringing big data to life in a vast country such as India is often a long and expensive process — but not as challenging as predicting the direction of this fast-growing economy.
Read MoreBreakthrough Innovation
With that, one of the pioneer brands in the kombucha space needed help seeing into the future. To grow the category, and define what the gut health space has the potential to become, it needed to first reimagine its portfolio strategy—from product centric, to needs driven—and then craft its pipeline for success.
Read MoreRefreshing a Brand
After a decade of chasing every beverage trend that came around, a stalwart elixir brand of the 90s found itself on tough times — completely unsure of what it stood for (with the lagging sales to match) and without any sort of clear path forward for the future.
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