The most innovative company in 2007

El reportaje es de Consumer Goods Technology

“Our biggest focus is on the consumer, who is front of mind in everything we do — in marketing, in product development, and as a corporation. We try and turn consumer insights into needs. We start with the consumer and keep them involved throughout our entire product development process.”

Las palabras son de Jeff Rogers, director of portfolio marketing for Crayola

¿De qué se ocupa una companía innovadora?

“The biggest change in innovation then was that we had often started our development with a technology, rather than starting with the consumer need and then identifying or developing a solution through technology, as we do now,” Rogers explains. “Our innovation journey is now part of everything we do — beyond the product — like creatively reaching busy Moms with our marketing. We have a unique space within the kids’ world in that we’re multi-functional. We combine chemistry, design, mechanical and electronic capabilities, and these drive our unique and proprietary innovation.”

¿Cuál es el resultado?

Crayola creates not only new products, but new product categories. “You have to be very comfortable dealing with what I call ‘white space,’ creating something totally new to the world,” Rogers says. “For example, the ‘no mess’ business we created with Color Wonder in 2000. That had never been done before. Then three years ago we created Color Explosion for the older kids, which is also based on a marker and paper system, but with unexpected and surprising results when they react together. With Crayola Outdoors, we created a sidewalk chalk and paint with our chemical technology, and created a whole new selling season — in summer.”

Aquí el sitio web de Crayola

¿Cuántas veces leyó marketing, consumer need y nuevos productos en el texto? (de eso se trata)