Marketers in today's economy and business environment face steep challenges. Just a few years ago marketers were directed by management to "double the business" in the next five years. Now, we're all just trying to stay afloat and maintain where we were last year. The problem is, not only is the external environment making it a challenge, but the internal, corporate world each of us operates in adds an increased level of complexity to our day-to-day management of the business. Often times, the consumer's needs or desires are over-looked in order to meet near-term goals at the expense of bigger, longer-term opportunities.
Understanding how companies are pursuing growth in today's economy will help you grasp what you're up against – both externally and internally. Recognizing the strategies that can most impact your business, learning useful techniques for making your new product process more relevant and knowing how to assess each new product's potential will all aide in your ability to focus limited resources on the best opportunities.
Based on two independent, primary research studies, Barry Curewitz, Managing Partner of Whole-Brain Brand Expansion, will discuss these challenges and how to address them. From strategic to executional issues, an innovation paradigm will be explained that can generate long-term strategic growth and near-term goal achievement.
Learning Objectives:
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Understand the framework in which business growth is challenged – from internal and external sources.
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Identify easy, inexpensive ways to enhance the innovation process resulting in the identification of bigger and better opportunities.
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Understand the three key metrics to use when having consumers evaluate new product ideas.
Who Should Attend:
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Managers, Directors, and Business Leaders responsible for setting the strategic direction of a business as well as the managers responsible for the day-to-day execution of these growth strategies.
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While this program is geared for companies that manufacture and market consumer products, business leaders from all industries will take-away applicable insights.
About Barry Curewitz, Managing Partner
Barry Curewitz is WBBE's Managing Partner. He has more than 20 years of experience managing and growing brands for Fortune 100 consumer packaged goods companies. He held senior leadership positions at Johnson & Johnson, Warner-Lambert, Pfizer, Campbell Soup and Bic where he led domestic and global brands to achieve sustainable growth. An expert in innovation and new product development, he has created numerous new products for brands such as Prego, Splenda, Lenox, Lubriderm, Neosporin, e.p.t., Skil and Bic Shavers.
Before forming Whole-Brain Brand Expansion in 2005, he was president of Curewitz and Associates, a Philadelphia-based new product development company.
Curewitz holds B.S. and MBA degrees from the University of Tampa. He is an adjunct professor at Temple University's Fox School of Business and Management, and the LeBow College of Business at Drexel University teaching a variety of marketing courses on both the undergraduate and graduate levels. He is an active member in MENG, GPSEG, AMA and the PDMA; he has been published in Advertising Age, Chief Marketer, Marketing Daily, Marketing Management and MarketingProfs.
Curewitz can be reached at Barry@wbbe.biz.
