NeCSI Branding Innovation Model

Knowledge for innovation is created in an organization by two processes: 
  • explicit ↔ tacit ...transforming knowledge between explicit and tacit aspects
  • group ↔ individual ...communicating between group and individual levels 
The NeCSI model shows innovation as a 4-stage process.


An individual (for example, a brand manager or strategic planner) develops insight into consumer needs or a brand's competitive position. 


The individual works with a team (such as the brand marketing team or outside consultants) to transform that insight into a concept or prototype for a product or service.


The concept is redefined in different forms that fit the standards and meet the benchmarks of related groups (for example, a sales forecast for the finance group or a creative brief for the advertising group). The many forms fit together into a strategic plan. 


Individual specialists transform specific parts of the strategic plan into actions. For example, a creative director uses the creative brief to create an ad, or a pricing analyst uses the sales forecast data to set a market price. 

The Implementation affects the consumer and the brand in the market. This creates new conditions that lead to new insights for marketers. So, the cycle continues.

NeCSI Model for Innovation