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
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 ability to vacuum and steam clean at the same ...
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
This post was originally written by Katie Konrath. 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 ...
18 Things Highly Creative People Do Differently
Last week 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 inclination for left- ...
What To Do About Identical Products
What To Do About Identical 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 same. At first we thought that ...
How Do You Know if You Need An Innovation Partner?
How Do You Know if You Need An Innovation Partner?
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 different packaging forms. Now the meaning ...