Phase 02: Development
From Insights to Ideas
Development makes the transition from where to play to how to win with the generation, definition and articulation of the Idea Portfolio. The Idea Portfolio is an array of discrete and distinct new product or service ideas, each one represented as a fully-formed consumer-ready concept.
The elements of each idea will include the insight, the consumer profile, the equity, the benefit, the brand, the visual identity, the consumer experience, the design philosophy, the conceptual design, the brand portfolio, the retail strategy and the long-term product evolution. Each of the ideas will be immediately ready for qualitative assessment by both consumers and stakeholders.