Development of brand identity and value propositions for new products is critical to the P&G's success in the highly competitive consumer packaged goods industry. Traditional tools designed to support collaboration and idea generation were inefficient and often resulted in too few good ideas to effectively support new product introductions.
As a result, P&G deployed a new structured collaboration solution and included it as a key element of the P&G Innovation Gym. P&G’s product management teams use the solution to generate hundreds of ideas for brand identity packages, organize those ideas, and select a short list within just a few hours. In one particular case, P&G saw a 950% improvement in ideation productivity compared to traditional collaboration methods.
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This case study is sponsored by ThinkTank.