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Building a Nimble Innovation Pipeline

The Challenge

In the face of past struggles to sustainably fill a global innovation pipeline with fresh, genuinely breakthrough ideas, the leadership team from a driven, iconic spirits company enlisted us to help them transform their company-wide approach. They see themselves at their best when pushing their boundaries, and we were tasked with setting a strategic, inspiring approach to innovation — and then to fill that pipeline with big, revolutionary, brand-catapulting ideas.

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

Keep Reading

Understanding Tween Snacking Moments

To help an iconic ice-pop brand explore the form and function of ice-pops for tweens & parents, to inform innovation and be more relevant in tween afternoon snacking moments.

Read More

Gatorade: Connecting Brand and Consumer

One of the best ways to practice empathy is to actually experience it with your target. Gatorade signed up to do just that. They wanted to get out of the office and into their consumer segments’ everyday lives... and to really take a walk “in their shoes.”

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Understanding the Target Audience

A leading sports drink brand wanted to build empathy and brand loyalty by learning how to articulate the differences between its target segments. It wanted to debunk any myths or stereotypes associated with those segments, and then teach their team how to get into those different mindsets.

Read More
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The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below. 

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Stay Up To Date

The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below.

Subscribe
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