operate against a principle of domain driven innovation based on benefit spaces
that vary by consumer segments. Innovation platforms which are focused on the
target benefit drive a robust pipeline of ideas and technologies that are differentiating
and have the highest potential to deliver a sustainable innovation strategy. They
also help define the right innovation mix to maximize the impact of each
initiative, create synergy across initiatives, and drive a well leveraged initiative
We develop and execute strategies for extending brands
and tapping into unmet consumer needs by a variety of methods which start with
a good strategy and end with best practice execution that may include
acquisitions, licensing, strategic alliances or joint ventures.
We use our Collaborative Innovation framework to develop
and execute strategies for identifying innovation platforms.
Understanding & Immersion
Establish Contract for Success
Problem Framing & Hypothesis
Build High-Performance, Collaborative Team Environment
Observation, Ideas & Insight
Map Category/Market Needs & Dynamics
Define Strategic Target
Identify Initial Solution
Create & Adapt Solution
Generate Market Prediction
Establish Market Experiment
Refine solution through Iterative Learning
We leverage five elements to maximize the outcome:
- Stakeholder Engagement - an iterative approach to solution creation
- Technology and Tools – a mix of technologies including video ethnography
- Entrepreneur Council - access to global network of entrepreneurs to identify, plus us or assess solutions
- Collaborative Workshop (CWE) - an open team environment to foster breakthrough thinking by leveraging our Collaborative Innovation Center (CIC)
- Strategic Partnerships - access to know-how and assets to create valuable solutions
|We use a Collaborative Workshop Environment (CWE) to foster creativity and entrepreneurship. We bring together internal constituents and external experts with our team to craft new concepts.
|adidas: Increasing Certainty Behind New Growth
adidas, a world leader in sportswear wanted to establish a foothold in a new sports category behind innovative product and sustainable package technologies. The opportunity raised serious challenges because adidas is not known to the target category. Such an entry was also expected to face serious competitive pressure in a global market dominated by well established iconic brands.
How we did it
A positive assessment was needed to encourage adidas to move forward with a strategic partnership to introduce the initiative globally. By collaborating with the strategic partnership team Valen designed and executed a quick turnaround plan to translate the initiative into full concepts, and validate the appeal and strength of the proposition in Europe via a proprietary Prediction Market model to assess the probability of market success.
In less than three weeks from project kickoff we confirmed that the initiative has a good potential to perform well with a significantly high probability for consumers to buy the adidas product instead of their usual brand. We also confirmed the absence of any issues related to brand fit by isolating and confirming the integrity of the lead brand equity Points of Difference. adidas leveraged the outcome by moving forward with a broader scope strategic partnership plan which encompassed new platforms to drive growth in completely new categories.