“In a similar situation, I wouldn’t hesitate to call BrandEdge again. Nancy Helstab is insightful and resourceful. And she brings a fresh perspective.”

Peter Dodd, Senior Design Manager, Corporate Design Group, Nortel Technology

• Develop commercialization plan for new product
• Provide framework to assess market and profit potential

• Within three weeks, and working with teams in the U.K. and Canada, BrandEdge proposed a framework that enabled the group to clearly assess the product’s market potential – including market segmentation and market size, the competition and the trends. BrandEdge then worked with them to develop and assess a number of commercialization options.

• With BrandEdge’s input, the group was able to recommend – and substantiate – something they hadn’t expected, not to commercialize. This was a win for the group, because they reached this decision early in the development process, and within a highly compressed time frame. As a result, they saved Nortel significant development dollars and were able to re-deploy their staff to areas of higher potential. They also now had a framework that could be used to assess future product opportunities.