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This was the advice of a general manager at P&G when I complained about banging my head against a brick wall in trying to get approval for a brand extension idea His point was that stamina, self-belief and determination were just as important as creativity and strategic thinking in getting an extension to market The Frappuccino team had to ght hard to persuade Schultz to stick with the idea, as he hated the rst product he tasted; he wanted to chuck it and the whole project down the drain However, he was impressed enough by the commitment of the team to start on the next tip
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Starbucks has the advantage of being able to experiment easily with an extension by trying it out on a small scale, as it did with Frappucccino at the end of 1994 in 12 Southern Californian stores Direct consumer feedback from this real in-use experience helped improve the product and give enough con dence for a full, national roll-out in April of the following year Consumer goods companies don t have the Starbucks summary luxury of having their own stores for testing extensions, but they can use regional tests to 1 Be ready to go round the innovation minimize the downside This takes up valuable loop several times time and does give competition the chance to 2 Think big, but start small see what you are doing, but at least the learning 3 Not everyone will share your enthuis based on in-market conditions close to real siasm: sell your idea life In the past these tests have been in parts 4 Experimentation is the best form of the UK, as was the case with big hits such as of research Bacardi Breezer In today s more international era the region in question might be a country
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Many people must dream of working in a place like Starbucks, where extensions such as Frappuccino are launched quickly and with minimal testing However, in most big companies the early life of a brand extension is much more risky Radical new ideas run the risk of innokill : being stamped to death by the results of premature and quantitatively based research Several tricks can be used to help you maximize your chances of avoiding this fate
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Work up your extension idea and explore it with colleagues, friends and consumers before you let the quantitative testers try and screen it Also, don t rely on a primitive line drawing, or even a written concept with no visual at all This risks consumers not fully understanding the idea, resulting in a low top box score, the percentage of people saying that they would de nitely buy the product Investing in a good visual and ideally a 3D prototype will pay off with better results and a bigger chance of survival After all, imagine having researched ABS brakes as brakes that go on and off or Post-it notes as rectangular bits of yellow paper you can stick and restick !
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Avoid using research like the drunk uses a lamppost: for support not illumination In the same way as judges on shows like Pop Idol have a nose for a hit, brand teams need to develop their own intuition and judgement Before doing quantitative concept research, you should have a clear point of view about the expected outcome This is a working hypothesis that can evolve when the results come out, but these should tell you how high is high , not whether the idea is good or bad Sometimes you have to be con dent enough about your own belief despite negative test results, especially when working on radical new ideas This was the case with the successful launch of Flower by Kenzo, which helped boost the brand s sales by 75 per cent in the rst six months of 2001 The chairman of parent company LVMH, Bernard Arnault, makes this point as follows:
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When a creative team believes in a product, you have to trust the team s gut instinct That is the case with a new perfume we launched this year: Flower by Kenzo We put it forward not because of the tests but because the team believed in it In the tests people did not know what to make if it the shape of the bottle is different, and its signature ower is a poppy, which has no scent (11)
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