avatar_48x48
Contact BSI
Derrick Daye
888.706.5489 Email us

Author Archive

New Product Ideation & Co-Creation

New Product Co-Creation Workshop

By

New Product Ideation and Co-Creation

When Nielsen analyzed over 3,400 new consumer product introductions launched in the U.S. market in 2012, it found just 14 managed to generate at least $50 million in sales in their first year and sustain that momentum into their second. Out of some 17,000 new products launched since 2008, just 62 of them have had that kind of success.

According to Taddy Hall, “Breakthrough Winners don’t rely on luck or genius. The hallmark of successful innovation is that they resolve struggles or fulfill aspirations; they perform jobs in consumers’ lives.”

With that in mind The Blake Project developed a unique workshop based approach to new product co-creation.

Business context: New product development is vital to maximizing brand value and building consistent market share. But it’s tough to do right. For every four new product ideas that enter development only one will succeed in the marketplace.

Success requirement: Framing new product opportunities and challenges around an insightful understanding of unmet consumer needs. The New Product Co-Creation Workshop provides a dynamic, real-time ‘framing’ where consumers visualize and articulate use, need, desire and core motivations.

What makes our process work where others fail? The Blake Project brings consumers into the ideation process and unites them with product designers, marketers, engineers and manufacturing experts. Through guided facilitation, in-person and in a unique workshop setting, we help consumers articulate the emotions, passions and real-life experiences that will define unmet needs and where new product opportunities have the greatest chance for success. Working with this shared vision, consumers and product experts co-create new product ideas based upon unmet consumer needs, manufacturing capabilities and brand fit.

The Blake Project’s New Product Co-Creation Process:

Read More
Brand Storytelling Brand Strategy Workshops

Brand Storytelling Strategy Workshop Series

By

Brand Storytelling Strategy Workshops

Today, brands play in an intensely competitive attention economy where human attention is the scarcest resource of all. Storytelling has emerged as the valued currency of this vital new marketplace for capturing customer hearts and minds. Neuroscience now backs up the long-held belief that story is the most powerful means of communicating a message. Savvy marketers understand this and are moving their customers through powerful brand stories.

The Brand Storytelling Strategy Workshop series integrates the latest innovations in story strategy and science to help your organization gain the clarity and confidence needed for your brand to build an advantage in the marketplace.

The Blake Project’s Brand Storytelling Workshops are a highly facilitated, consensus building experience. They are designed and delivered using an accelerated learning format that stimulates key stakeholder involvement and interaction. The Emotive Storytelling™ process guides strategy and design of powerful messaging and stories that drive engagement and emotional connection to your brand. Our extensive storytelling experience, storytelling science expertise and time proven insight combine to help your organization gain unique knowledge and take action using the newest advances in narrative communication and media psychology. Each workshop in the brand storytelling series is designed to incrementally build on each other from story line to story voice to story architecture. Individual workshops can also be selected as stand alone sessions that deliver value in their respective mission areas.

The Brand Storytelling Strategy Workshop Series is ideal for strategic brand initiatives that focus on market challenges, market opportunities and organizational change.

Read More
Brand Strategy Workshops Co-Creation

The Customer Experience Workshop

By

Customer Experience Workshop

The Blake Project offers a highly impactful and interactive brand strategy workshop that pairs the insights of customers and brand stakeholders for a day-long collaborative session where a unique, customer-valued and brand-centric customer experience is co-created.

The power of this workshop resides in the collaborative process. Working, imagining and creating together, customers interact with their company ‘peers’ to create the template for an enhanced experience that will build equity and value for both the brand and its customers.

Facilitated by the seasoned brand experts of The Blake Project, the workshop’s day begins with an opening “Discovery” session and then moves into “Co-Creation” experience design. The day concludes with a “Consensus” session where top ideas are prioritized and expanded on.

The Customer Experience Workshop is the logical next step after brand positioning, brand storytelling, brand voice and customer touchpoint design.

DISCOVERY: Guided imagery storytelling will help customers articulate what the current category experience looks like for them. Staying brand neutral, touch-points are confirmed and insight is built around the pain points and frustrations as well as the unmet customer needs, expectations and desires that are the core drivers of satisfaction. The sponsoring brand is then introduced and creative visualization techniques help customers articulate the sponsoring brand’s experience and compare it to the overall category experience.

CO-CREATION:  Utilizing agreed upon touchpoints and the sponsoring brand’s essence, promise and personality as a guideline for development, participants collaborate to co-create new, energized and valuable customer experiences.

CONSENSUS:  The day will end with a strategic session prioritizing and expanding on the ideas that offer the highest levels of user satisfaction and brand differentiation.

Ideal For:  Those marketers within the company responsible for brand management and brand experience, design and implementation.

Participants:  Ideally, 6-12 brand team participants and 10-16 customers attend The Customer Experience Workshop.

Deliverables: 

  • Shared buy-in and agreement on the brand experience ideas and concepts that will form the basis for a market-differentiating brand experience for the sponsoring brand.
  • An energized sense of purpose and direction that will add speed, precision and power to the implementation of the brand experience.
  • A comprehensive overview of findings.
  • The ability to ‘Wow’ your customers, not just satisfy them.

Timeframe: One full workshop day. Preparation and customer recruitment will take 2-3 weeks for The Blake Project.

Outcomes: Clarity and confidence in the strategic direction of your brand experience.

Learn about The Brand Positioning Strategy Co-Creation Workshop.

The Blake Project is a leading brand consultancy with a history of helping brands overcome high-stakes marketing challenges, create new value and build an advantage in the minds of those most important to your brands future. Customer Co-creation is a core competency.

Please email me, Derrick Daye for more about how The Customer Experience Workshop can benefit your brand.

Read More
Brand Strategy Workshops Co-Creation

Brand Strategy And Co-Creation Workshops

By

Co-Creation Brand Strategy Workshops

There’s clearly excitement in the research and advertising world when it comes to the social media power of online co-creation. In fact, over the past decade online crowdsourcing and communities have become an important concept in social media marketing. They’ve given consumers a direct voice into decision-making and have increased their engagement with the brand. In a world where advertising is now a “one-to-one-to-many” proposition, this is an important contribution.

Yet, there’s something fundamentally missing with today’s crowdsourcing and online communities.

There’s an artificial barrier that exists that’s similar to the way a two-way mirror separates consumers and clients in a focus group setting. There’s no real intimacy, no real sharing, no real listening. You view and study and interact from a distance. As a result, true collaboration is lacking — the kind of collaboration that’s only possible when people get together, in-person, and work together to create something of value that works for everyone.

Co-creation workshops open both hearts and minds to new possibilities
There is a very real, personal interaction that takes place in a co-creation workshop setting.

People begin to see the world through a different lens. The shared understanding that develops energizes the room. Trust is created. Customers openly share their problems and ideas as brand managers and brand designers enthusiastically look for solutions they know will work. This new found trust adds speed, power and precision to the process. People feel like they’re being listened to and taken seriously as equal partners.

Microsoft openly points to the eye-opening success they have had with in-person co-creation workshops. “Some of the most effective marketing solutions originate from real conversations with consumers” notes Andy Hart, Microsoft’s Vice President for advertising and online Europe.

What companies like Microsoft and others are finding is that collaborating with customers in a face-to-face environment makes great things happen, quickly.

Read More
Brand Strategy Workshops Brand Voice

The Brand Voice Workshop

By

Brand Voice Strategy Workshop

Brands, just like people, have a voice – the tone, manner and personality of communication that distinguishes one personality from another. Brand Voice is a more specific and highly useful tool for marketers to create and manage the unique personality of their brands over time.

In the clutter of the modern marketplace there are three essential hurdles all brands, large and small, must overcome with their audiences to enjoy competitive advantage:

Your brand must be heard.

Your brand must be recognized.

Your brand must be remembered.

The Blake Project, the brand consultancy behind Branding Strategy Insider, offers a one-day creative development workshop for corporate communication and marketing executives to develop the foundation of their unique brand voice to help everyone in the organization tell the brand’s story in a consistent and compelling manner.

More importantly, the brand must tell the right story. A story based in purpose and the shared values that shape the organization delivering on the brand’s promise. Aligned with the brand’s identity (who the brand is), brand voice establishes the distinctive personality of your brand that builds deep emotional connections with customers, employees, strategic partners and stakeholders. Brand voice is what you say and how you say it that will differentiate and resonate.

Through highly facilitated, interactive discussion and team exercises, participants will gain clarity, confidence and consensus in the strategic and creative decisions they will make in building the foundation of their brand voice.

Read More