New Model Armoury

As three in four new product launches currently fail within a year, Bray Leino’s new comms model suggests how the traditional approach can evolve to de-risk the launch process.

We believe there’s a new model for NPD launch comms. This new model offers a more targeted, lower-risk route to proof of concept and trial, using engagement and authenticity as a precursor to a more traditional mass-media approach.

We invited marketers from leading food and drink brands to discuss this hypothesis. That discussion is the basis for this paper.

Is the new model relevant for every type of business? What can established brands learn from the new wave of agile start-ups? And how are new channels and platforms being used to reach influencers and build cultural traction?

Download our New Model Armoury now.

For more information on how Bray Leino can help your NPD, contact Austen Donnellan, Business Development Director.

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