Focused Innovation Case Study

Brand Innovation Into New Categories


SITUATION: Leader in large, stagnant category fighting lower priced competitors. Sought help with new product strategy and idea generation.


RESULTS: Edgewood's research, analysis and "focused ideation" process developed platforms for leveraging brand equities in ways that extended client into entirely new forms and categories:

• Developed/launched dozens of successful new products

• Generated over $100 million in new business

• New Products now 25% of total company sales and profit