POV
A Guide to Graceful Brand Stretch
To innovate on shorter timelines and smaller budgets, try brand stretch—LPK’s strategy to extend into adjacencies.
Go Farther
Far faster
Tap the full potential of your business by extending into adjacent innovation opportunities: new categories, consumers and channels that are well within reach.
Go Farther
Far faster.
Tap the full potential of your business by extending into adjacent innovation opportunities: new categories, consumers and channels that are well within reach.
Adjacent Space Innovation
Every business is hungry for growth. Yet for brands in mature, flat and competitive markets, it has never been harder to come by. The harsh reality is that most innovation efforts fail because they’re too slow, expensive or risky. But within closer reach are fast, cost-effective adjacent innovation opportunities, which often go unnoticed.
We think of these as residing in the “Overlooked Middle”—and it’s often the best place to innovate, extend your brand and grow.
We think of these as residing in the “Overlooked Middle”—and it’s often the best place to innovate, extend your brand and grow.
Adjacent Space Innovation
Every business is hungry for growth. Yet for brands in mature, flat and competitive markets, it has never been harder to come by. The harsh reality is that most innovation efforts fail because they’re too slow, expensive or risky. But within closer reach are fast, cost-effective adjacent innovation opportunities, which often go unnoticed.
We think of these as residing in the “Overlooked Middle”—and it’s often the best place to innovate, extend your brand and grow.
We think of these as residing in the “Overlooked Middle”—and it’s often the best place to innovate, extend your brand and grow.
The Overlooked Middle
Instead of leaping to high-risk, disruptive innovation, or sticking to low-reward optimization of your core business, tap adjacent opportunities to extend your brand and grow.
Where to Play?
How to Win?
How to Win?
All too often, brand extension into adjacent spaces is overlooked, despite its ability to deliver sustainable growth without big investment or change. The winning formula for conquering adjacent spaces starts by tapping the potential of your brand’s extendable equity and unleashing your organization’s long-overlooked assets.
We help you evaluate where to play, giving way to an adjacent innovation strategy that’s primed for growth.
ADJACENT INNOVATION LEVERS:
We help you evaluate where to play, giving way to an adjacent innovation strategy that’s primed for growth.
ADJACENT INNOVATION LEVERS:
- Enter Adjacent Categories
- Reach Adjacent Consumers
- Extend into Adjacent Geographic Markets
- Extend into Adjacent Channels
- Expand Along the Value Chain
Can You? Could You? Should You?
Can You? Could You? Should You?
Establish your brand’s
extendable equity.
Discover adjacent
opportunities.
Prioritize high-potential
opportunities.
Establish your
brand’s extendable
equity.
brand’s extendable
equity.
Discover
adjacent opportunities.
adjacent opportunities.
Prioritize
high-potential opportunities.
high-potential opportunities.
As an innovator, you know there will always be more great ideas than you can pursue. At LPK, we help you ask the right questions to prioritize the adjacent innovation opportunities with the greatest gains for your innovation portfolio, then allocate the proper resources to achieve them.
Get our Adjacent Innovation Guide, Primed & Ready
Download our free, actionable guide on how to successfully grow your brand by conquering overlooked adjacent spaces.
Get our Adjacent Innovation Guide, Primed & Ready
Download our free, actionable guide on how to successfully grow your brand by conquering overlooked adjacent spaces.
I need to...
Use existing assets to win adjacencies.
ADJACENT SPACES
GROWTH WORKSHOP
In our Adjacent Spaces Growth Workshop, together we’ll build an innovation pipeline that unleashes your overlooked assets and under-leveraged technologies to conquer adjacent spaces quickly. You’ll come away with an innovation strategy for effectively extending your brand into new adjacencies—be it adjacent channels, adjacent consumers or adjacent categories
Perspectives on Innovation
POV
Reality Check: Prove Real Demand Early & In the Wild
Unlike traditional validation methods, Proto-Selling helps innovators and brand-builders prove viability early on, putting real concepts in front of real people in real retail environments.
POV
Pivot Quick: A Tool to Adapt & Advance Your Innovation Pipeline
To navigate the shifts of the pandemic, Nick Partridge and Jen Dusold offer a tool to help you quickly prioritize, adapt and advance the right projects for right now.
