Our work is based on a complete and comprehensive methodology that complements the innovation
revolution, enabling successful marketing innovation, time and again. The methodology is a
psychologically sound and sophisticated toolbox for arousing consumers
The NPD, Branding and Marketing Methodology
for the Innovation Revolution
There is no doubt that the rules for success have dramatically changed and still continue to do so.
Our highly competitive markets and fickle consumers drive us to launch a ceaseless succession of
innovations: new products, services, marketing initiatives, business models, retail formats,
projects, campaigns, events and many more. We need to do it expertly and to succeed at it
repeatedly. However, until recently, we did not have a method to achieve such predictable results
for our innovations (especially in cases where our innovation is far from being
Adding the Second Missing Half
of Branding and Marketing Method
There are two important categories of human needs, two modes of motivation and behavior tendencies.
The first one includes such needs as safety, stability, control, continuity and familiarity. One of
the manifestations of this group of needs is consumers' adhering to habits and traditions. The
second group consists of such needs as liveliness, renewal, discovery, play, adventure and
temptation. Seeking novelty and change, even keeping in-sync with fugacious fashions, fads and
trends, are expressions of this group. Consumers of today require a constant supply of new products
and brands to satisfy this second family of needs.
Traditional marketing and branding, characterized by a long term perspective and considering
customer loyalty as an ultimate goal, naturally cater to consumers' first group of needs. The
relevance of traditional marketing's tenets and methods to the second group is clearly doubtful.
Marketers have been plying to the second group of consumer needs while lacking proper theory and
method. The THINK SHORT methodology's major aim is to remedy this situation. The THINK SHORT
methodology provides the second missing half of branding and marketing theory and
The NPD, Branding and Marketing Approach
for the Post-Customer-Loyalty Era
Contemporary consumers are drunk with possibilities. Choices are everywhere, and everything seems
very much within reach. They want it all, or conversely, don't want to miss out on anything.
Consumer behavior worldwide is often driven by a new and very powerful motivation: The Fear of
Missing Out or in short, FoMO. There is an unprecedented consumer readiness and willingness to try
new products and brands that erode brand loyalty. Realistically speaking, we already live in the
Post-Customer-Loyalty Era. THINK SHORT is the first and only NPD, marketing and branding
methodology equipping marketers with tools to deal effectively with this new market reality and
flourish in it.
THINK SHORT – Strategically
In the past, strategic business thinking was considered to be long-term by nature, while short-term
thinking had a dubious reputation. Not anymore.
The THINK SHORT methodology postulates a new relationship between a 'background' long-term
marketing & branding strategy, and a 'foreground' central short-term focus of marketing and
branding strategy and action.
An Overview of THINK SHORT Specialized Models and Tools
The “What's Next?” process - Developing the next market success
"O-Scan" - The Opportunity Scan method
Contextual Segmentation: A new way to understand markets
The Infatuation Model: How consumers 'discover' their preferred brands?
ForeSearch: A consumer research method for identifying potential desires
Just-on-Desire Innovation: A method for developing innovations that fly
The Market Hit Formula: Shaping immediately appealing product concepts
Short-Term Branding : A comprehensive method
Just-on-Desire Branding: Creating instant 'feel-appeal' brands
Intangible Instrumentality: Providing value beyond the product
Brand Drama: A method for creating powerful, creative approaches
Electrifying Marketing: Marketing that excites rather than merely satisfies.
To contact Dan Herman, call our office
at +972 3 643-6186
or e-mail us at: firstname.lastname@example.org
What the critics say:
If you are a seasoned
marketer, this book is different from another you have read. Herman's fresh thinking about
competitive advantage, marketing, customer segmentation, differentiation and branding will
challenge your thinking.
It is worth every penny of its cover
Partial clients list
Dan works with some of the
strongest brands, both global and local:
IBM, Roche Pharmaceuticals, Motorola, Starkist Tuna, Comverse,
The Olympic Comittee, Europcar, H. Stern, Verint, Starhome, Syneron, Apple,
F.C. Spartak Moskva, Celio,
The Jerusalem Post, Zim, Dell,
AB.LV (Aizkraukles Bank), Suxuki
Chrysler, Smak (Ekaterinburg)
We are seeking representation around the globe, offering attractive business opportunities of
Contact us at: