Effective messaging is vital to consumer product success. A brand's message is carried throughout its advertising, packaging, online, and promotional campaigns. Marketers must choose their words and imagery carefully and stay focused on compelling central themes to break through the noise and create a defensible position.

With Affinnova's IDDEA, consumer product companies can explore an exhaustive range of variant combinations across insights, benefits, reasons to believe, brand imagery, even brand trademarks and taglines. The message that survives through the evolutionary consumer vetting process is the one that resonates most with a target market. It can then serve as the foundation of a creative brief that synchronizes all of the brand's communications.

Whether creating the initial positioning for a new brand, re-invigorating a classic brand, or restaging a muddled brand position, IDDEA can provide breakthrough clarity to the process.