Martin Calle's Groups
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Best New Product Launc...
15 members
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Prototype Concepts
9 members
Martin Calle's Discussions
Ubiquitous 20th Century Brands That Will Disappear
Replied Mar. 17, 2008
Why are advertising social networks so dysfunctional?
Replied Feb. 16, 2008
Martin Calle's Page
Latest Activity
Art Directors. With wanna be or actual new product launch experience. Air your ware here. Graphic guidelines. Less is more. Let's see what's out there!
Profile Information
- Personal Site/Blog
- http://advertising-age.blogspot.com
- Interests
- Knowledge Creation. Products. Brands. All are like 10-speed bikes. Most have gears they've never used.
- About Me
- I prune people's thinking to promote new growth.
- Areas of Expertise
- I've made more brands more relevant in more categories than any other.
- Current Company
- Calle & Company
- Position
- Owner, Founder, CEO
- Position Responsibilities
- Calle & Company is the outsourced corporate entrepreneurial unit connected to Procter & Gamble and other leading consumer product companies charged with developing product and service businesses which have the potential to transform consumer lives. Our purpose is to identify and develop investment quality incremental new businesses that expand core business units into new segments, or create thriving new business units. We leverage core competencies (consumer understanding, brand building, marketing, innovation, go to market strength, and scale) to develop a pipeline of disruptive new businesses with our partners.
- Industry
- 33 SIC categories.
- Company Description
- Calle & Company is the consumer packaged good industry's leading innovation management, knowledge creation and business transformation company specializing in development of new product concepts, product-based problem-solving positioning strategies, revolutionary product and packaging design and product delivery systems.
- Company Website
- http://www.callecompany.com
- Work History
- I've always been connected and spent my time before and during college years working with and working for US business leaders, earning my masters in marketing, advertising, food science and chemical engineering R&D and manufacturing, product, packaging and delivery system design, strategy, market research, business development and sales at Procter & Gamble, The Coca-Cola Company, Johnson & Johnson, Warner-Lambert, Richardson-Vicks, BBDO, Doyle, Dane Bernbach, Young & Rubicam, Ogilvy & Mather, Leo Burnett, CBS Television.
- Graduation Year
- 1978
- Academic Institution
- Indiana University
- What Services Can You Offer Adgabber Members?
- The ammunition required to make any brand #1.
- What Services Are You Looking For From AdGabber Members?
- Great minds like a good think. I seek opportunities to discuss positioning statement/creative strategy problems and solutions. I like conversations with forward-thinking, outward-looking professionals. Impatient but understanding executives who want to get more business ahead faster, in larger steps.
What I Do.
I don't gather and measure knowledge. I leverage proven and proprietary consumer knowledge creation processes to create new knowledge that has never previously existed to be gathered and measured. This gives my clients a distinct advantage in markets, with consumers and over rivals operating with old data in the development of new product concepts and product positioning strategies.
Martin Calle's Blog
MADISON AVENUE
The problem with advertising today is that it has fallen to the level of the people who watch it, which is why we click through it.
Posted on February 19, 2008 at 3:22pm —
Birthdays
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© 2009 Created by Steve Hall
Comment Wall (23 comments)
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1) Technological Innovation which is why companies grow in fits and starts;
2) Product Design Innovation which more often than not is practiced simply to make the old look new - i.e. turning mops into Swiffers;
3) and the most underutilized and least understood Innovation - Perceptual Innovation leading to Perceptual Monopolies that enable companies to
A) Change consumer habits and practices;
B) Reverse the effects of mature product and category (or industry lifecycles - every company's challenge in fast track consumer packaged goods categories and automobiles);
C) And, if you're a company such as Starbucks or Home Depot desperately in the need - turn mature earnings companies back into rapid growth businesses.
This all speaks to c-level execs who are the leaders in charge of innovation driving the growth of their company. If you are interested in calling on the likes of CEO Howard Schultz at Starbucks about such matters - we should talk more. This is how business changes.
I would be interested in having a conversation about this idea of new business development and what opportunities may be available. Please message me back!
Cheers, Tom
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