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.
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.
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.
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 MoreA sausage company with flavor was born out of a desire to do things differently — using creativity and imagination to come up with unexpected combinations.
Read MoreAfter 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.
Read MoreWe are a global team of explorers, strategists and innovators dedicated to engaging brands with people. We don’t just tell you what is happening… we tell you why it matters and what you should do about it.
