After two great days at the NLS Food Summit, I noticed something unique about the conversation. While many presentations centered on the obvious themes of social media marketing and health and wellness, there was an undercurrent to the conversation that was far more significant. It led me to realize there is a new benefit that winning brands are giving their consumers – a benefit that is transforming the way companies invent, market, and distribute products as well as how they engage their consumers.
Posts Tagged ‘new product development’
Building Life Saving Technology
Wednesday, April 14th, 2010Did you wash your hands before you ate? Really? What if I could tell whether you washed your hands, and if you used soap? This is one technology being investigated by Ron Pulvermacher, former president of the Wisconsin PDMA and owner of Matrix Product Development. It has important implications, particularly in the medical industry where germs can mean life or death for patients. (more…)
Achieving Trust and Transparency
Wednesday, April 7th, 2010In January, the PR firm Edelman reported “for the first time, trust and transparency are as important to corporate reputation as the quality of products and services.” This is important news for us in new product development. We all know that great brands are built on emotional benefits; and trust and transparency are emotional benefits that transcend every product category. While Edelman suggests there is some improvement in corporate trust after the record lows of 2009, products and brands can clearly differentiate themselves on trust.
How do we build trust and transparency into our new products, or rebuild them in our current brands? Maybe we can learn something from the first company I am profiling on evolveNPD.com, Organic Valley. (more…)
