This is an era of constant renewal. Renewal of opportunities made possible due to advancing technology, recycling and reusing, re-thinking our energy sources and use of resources and how and where we live. Every aspect of our lives is undergoing change and hence the brand – the product and service – is or should be constantly evolving in line with user’s needs. No product or service sits in the same marketing space it did ten years ago. Whether you sell fast moving consumer goods or dental services the expectations of your customers are changing. What the product does, how it suits the framework of my lifestyle, how it is ‘packaged’ or presented to me is all open for question. Giddyup views all strategic marketing projects as opportunities to consider innovation in the brand as being an essential ingredient of remaining competitive or becoming brand leader.
Jill Dixon has extensive experience in leading teams in Brand Innovation in the dairy, beverage and packaged goods industry. Together with expert partnering consultants in food technology and production, independent outsourced innovation teams can be a cost effective, time focused way of ensuring the business continues to concentrate on today’s marketing and sales while creating new and innovative products to drive the brand into the future.