UK’s Brand Potential Forms Innovation JV
November 5 2020
UK-based branding and innovation agency Brand Potential has partnered with structural and sustainable design consultancy Touch to launch HALO, a joint venture focused on insight and innovation and promising to help clients with sustainable pack and product innovation.
The JV promises fast innovation – from ideation and collection of insight through to conception in eight weeks. The two firms are already longstanding partners, with a decade of collaboration behind them, and HALO combines their skills: Brand Potential’s insights expertise, which will help to align brand positioning and purpose, and generate ideas; and Touch’s experience in turning this into packaging and supply chain solutions.
The partners cite recent research which suggests more than half of all British consumers do not mind paying more for products that are good for the environment. HALO’s model looks at four key perspectives: the Consumer, building on and nudging current behaviour; the Category – using pack format and semiotic cues to signpost positive intentions; the Company – incorporating its financial criteria alongside the broader business purpose and sustainability agenda; and the Community, looking for a positive impact on supply chain, customers, consumers, partners and stakeholders.
Brand Potential CEO Mary Say (pictured) comments: ‘When it comes to sustainable innovation, there can be a disconnect between the corporate sustainability agenda and consumer expectations and behaviours. Sustainability is no longer a ‘nice to do’ but has become mission critical as a result of consumer expectations, changing regulations and retailer demands. To be successful, sustainable innovation has to fit the needs and motivations of consumers and support the wider brand purpose’. Guy Harrison, Chairman of Touch, adds: ‘This collaboration with Brand Potential is all about identifying what matters to consumers, communities and companies. And then delivering ideas that work technically, creatively and sustainably’.
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