Fit-based Innovation® is Keen’s unique “brand stretch” process, designed to identify and prioritize the categories where brands have consumer-permission to extend.
Managers are under increasing pressure to drive top-line growth, leading to greater investments in innovation efforts. Yet despite all of the resources and time spent on innovation, estimates suggest that 75% to 80% of new products and services fail. Even when new products and services are launched with an existing brand name, the majority still fail.
One core reason for this trend has been identified in a long and persuasive stream of academic research on “brand stretch” – simply put, this research shows that “brand fit” must be a core consideration in evaluating product and service innovation initiatives.
Grounded in the latest empirical academic evidence, Keen’s disciplined approach to brand stretch – Fit-based Innovation – is designed to provide the structure and tools necessary to identify new product and service ideas with the highest probability of success.