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recensioni topoption Welcome to BrandSpark’s Insights & Ideas where we aim to inspire you to think in new ways about brand strategy, Shoppers Insights and innovation.

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Launching the Launch Pad!

Sep 23, 2015 by BrandSpark

Welcome to the first issue of BrandSpark’s Launch Pad e-newsletter.  At BrandSpark, we help CPG brands develop, launch and support new products.  In Launch Pad, we will draw upon the experts in our BrandSpark Custom research division, our Best New Product Awards, our BrandSpark Most Trusted Awards Programs, our new highly engaged Shopper Community platform – Shopper Army – and, of course, our industry-leading annual BrandSpark Canadian Shopper Study. In the inaugural issue of Launch Pad, we focus on new products — highlighting some innovative entries in the 2016 Best New Product Awards program, as well as  why it is so hard for brands to launch new products successfully. We also introduce our Chatbox interactive-engagement platform with members from our new Shopper Army, giving you specific insights into the ways your customers think and also letting you interact directly with them.




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Kim’s Corner: Top 5 New Products from the list of 2016 Best New Product Awards entries

Sep 23, 2015 by BrandSpark

Kim Diamond Senior Director, Best New Product Awards From Reese Snacksters to Cracker Barrel Special Reserve Cheese, these five 2016 Best New Product Awards are innovations that are attracting attention. Best New Product Awards (BNPA) for Canada are back and better than ever in their 13th year! They identify uniquely innovative products that stand as the best of the best in the highly competitive CPG market. As the BNPA’s senior program director, I get to work alongside the incredibly talented marketers behind these new products. I also get to peek at which products are gaining traction during the nomination process. And now, so do you! Each time in “Kim’s Corner,” I’ll be sharing some of the entries from among the BNPA nominees, focusing on products with interesting innovations. We thought it would be fun to see what Shopper Army members had to say by asking them for their honest opinions, both pro and con. And in two days, we received more than 200 takes on the five new products I selected for the first Kim’s Corner.  I also will share some of their responses.   We asked the Shopper Army to give us both the Pros and Cons… just to keep […]




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Welcome to the Shopper Army Chatbox

Sep 23, 2015 by BrandSpark

Mark Saffran Research & Operations Specialist, Shopper Army   We here at Shopper Army HQ are constantly striving to connect brands and consumers in new and exciting ways. From turning dreary one-sided focus groups into dynamic Rendezvous Missions, we believe that both parties can gain a deeper insight into the other through engaging in a direct dialogue. That’s why we’ve created CHATBOX. Every time we speak we’ll be bringing you responses from real Shopper Army members across Canada to your questions, as well as bringing to you the burning questions that consumers have on their minds.   Now it’s your turn! Want to reply to one of these questions? Please click here to respond directly to the Shopper Army with your thoughts. Of course, CHATBOX is a two way street and you can ask your very own questions. Ask your question in the survey and we’ll include the shoppers’ responses in the next CHATBOX.




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Even Great New Products Need Time To Find Their Market

Sep 23, 2015 by BrandSpark

Philip Scrutton Director, Consumer Insight Products may come out of the chute as BNPA winners, but their second and third years can be when marketers turn these hit innovations into long-term strong contributors to the top and bottom lines.   As innovation becomes increasingly important to achieving meaningful product and brand differentiation, and to maintaining price margins in the face of intense competition, the product life cycle is moving faster than ever. While brands are successfully introducing many consumer-resonant innovations (such as the 2015 Best New Product Awards [BNPA] winners), it is more difficult to find the resources to continue to give them the marketing support they need as they head into their second and third years of existence. Yet all but the biggest blockbuster products head into their second year with a majority of category shoppers who simply aren’t aware of the product yet. At just this approximate point in their cycle, the average BNPA finalist saw just 37 percent of its category shoppers aware of the product. This means that even a strong set of innovative products – most of them hand-picked by brands or the BNPA team as those with a good shot at earning a real-purchaser-based […]




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