Steve Nollau is the co-owner of Brädo Creative Insight, a strategic marketing research agency and consultancy he runs with his best friend in St. Louis, Missouri.
Brädo’s success, Steve Nollau says, is directly attributable to the non-traditional nature of its research processes. “What we deal in is creative insight,” he explains. “And what better way to manifest a creative insight than to be able to actually see, in physical format that idea is. And that’s what the Innovation Lab provides us – that [was] simply not possible before.”
The Brädo Innovation LabÔ is a one-of-a-kind, mobile facility equipped with everything needed to promote innovation and create prototypes. It uses everything from low-fidelity materials such as clay or pipe cleaners, to state-of-the-art equipment like 3D printers, laser cutters, modeling software and food extruders to facilitate front-end innovation.
Innovation is central to the Brädo philosophy. Most attempts at innovation are driven by a reaction to a company’s competition, which Brädo calls “limping into innovation.” That can be a good starting point, and sometimes even produce good ideas, but more often than not the results are less than optimal. The solution is insight, and charging into innovation. Brands that understand what consumer values and needs really are, are the ones that are going to win.
Steve Nollau has many years of experience in advertising, marketing and brand strategy. He also understands front line marketing and customer engagement.