INNOVATION is one of those words that has many different meanings, and encompasses many different activities.

Fresh Strategy takes the time to determine what it means to each of our clients, and customizes and executes plans that focus on delivering the right solution.  Fresh Strategy weaves information about customer targets, the external marketplace and internal capabilities to address a variety of innovation questions.

White space identification:  Using a combination of existing and new research about competitors, current customer behavior and trends, we identify where unmet needs exist that fit with your competencies and vision.  

Ideation:  Once we identify the territories that offer the greatest opportunity, we tailor ideation sessions to draw out the best ideas from your team.

New product positioning:  Using a deep understanding of high-potential consumers, the competitive landscape and your internal capabilities, we identify the most compelling way to bring your new product idea to life.  

New product branding and Brand Stretch:  Leveraging existing and new research about your brand's equities and customers' expectations, we assess the best way to brand your new idea to ensure the tightest fit between the new idea's positioning and existing brand's equities.   We help you understand where your existing brands can stretch.  And help you understand when a new brand or sub-brand is needed.

Concept development:  Leveraging the foundations of positioning and branding, we develop complete concepts that guide your team how to most effectively communicate to build awareness and trial once you launch.

Pipeline strategy:  We help you understand how to sequence your many new ideas to maximize overall profit for your business.