Fish&Friends – External Analysis

“Value innovation places equal emphasis on value and innovation. Value without innovation tends to focus on value creation on an incremental scale, something that improves value but is not sufficient to make you stand out in the marketplace. Innovation without value tends to be technology-driven, market pioneering, or futuristic, often shooting beyond what buyers are ready to accept and pay for. In this sense, it is important to distinguish between value innovation as opposed to technology innovation and market pioneering.”

W. Chan Kim, Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant

InnoVe is working on the case of Fish&Friends. Starting from a wide range analysis of consumers’ attitude, potential target and positioning, our main achievement is to find the right balance between value and innovation to better exploit company’s potentialities.


You will discover more about our work on the 21st of April and, in the meantime, our presentation of yesterday is avaiable on the following attachment:

Fish & Friends – InnoVE




10 Ogilvy Advertising Secrets that Still Work in 2017


Advertising Secret #1. Research

Ogilvy once said, “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”

Advertising Secret #2. Headlines with Immediate Impact

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

Advertising Secret #3. Images First

Most readers look at the photograph first. If you put it in the middle of the page, the reader will start by looking in the middle. Then her eye must go up to read the headline; this doesn’t work, because people have a habit of scanning downwards. However, suppose a few readers do read the headline after seeing the photograph below it. After that, you require them to jump down past the photograph which they have already seen. Not bloody likely.”

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