The innovation advantage: How advantage can drift EP: 2/3
Watch podcast on YouTube: The innovation advantage: How advantage can drift
Incrementality ranges from -40% to +40% — even when share grows. Share gain doesn’t equal advantage.
In episode 2 of our innovation series we discuss:
· Why 50–80% price premiums can hold — if designed properly
· How 15–25% smaller packs shape trial without eroding value
· Why promotions should drive discovery, not dependency
· The channel choices that reinforce premium positioning
Incrementality isn’t luck. It’s architecture. When pack, price, promotion and channel are designed as behaviour shapers, not commercial…
The skinny
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