Articles on Innovation

Our thoughts on innovation, creativity and the Voice of the Customer.

Bissell Symphony and Superior Clean: A Video and Case Study
Bissell Symphony and Superior Clean: A Video and Case Study
Product Naming to Capture Superior Clean When Bissell needed a name to get their new floor cleaner the attention it deserved, they turned to Ideas To Go. Because their product is unique in its ...
Stop Making Your Consumers Yawn—Develop Compelling Claims
Stop Making Your Consumers Yawn—Develop Compelling Claims
Your customers have seen it all. They’re getting thousands of media images every day.  There are more and more commercials and ads telling them why THIS product is just what they need, want and can't ...
Why Less Is More When It Comes To Claims
Why Less Is More When It Comes To Claims
The Danger of Over-selling Got a hot new product hitting the market? Are you looking for great positioning and claims to convince your consumers that it’s the perfect solution to their unmet needs? ...
HuffPost: 18 Things Highly Creative People Do Differently
HuffPost: 18 Things Highly Creative People Do Differently
Creative Characteristics The Huffington Post published an interesting article on the characteristics and traits of creative people. While we can agree that there's more to creativity than an ...
What To Do About Identical Products
What To Do About Identical Products
How To Differentiate Similar Products  We had a client come to us shortly after an acquisition with an interesting challenge. The company ended up with three products that are pretty much exactly the ...
How Do You Know if You Need An Innovation Partner?
How Do You Know if You Need An Innovation Partner?
When to Partner with an Innovation Agency Once upon a time, "innovation" was reserved only for new product development. It was a buzz word marketers applied to everything from product extensions to ...