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What we do

At LATERAL we understand your business ambitions ... and your constraints.
We provide support, inspiration and extra brainpower to help you win your marketing and innovation challenges.

We specialize in :

Marketing strategy

We help grow your business and your brands.

From Strategy to Activation guidelines ...

  • Market Mapping and Segmentation Strategy
  • Growth Plans
  • War Games
  • Brand Strategy and Positioning
  • Portfolio Strategy and Brand Architecture
  • Brand Stretch
  • Brand Experience and Mix Development
  • Target Definition and Portrait
  • 360° Marketing Plan

Innovation strategy

We help imagine and build the future of your categories and markets

From Renovation to Reinvention...

  • 360° Innovation Strategies
  • Innovation Opportunity Platforms
  • New Product and Services Development
  • New Retail Concepts
  • Co-creation
  • Innovation Process Audit and Optimization


Insight is the way to successful and future- proofed strategies.

Playing with different insight sources, combining them, widens perspectives and stimulates thinking.

  • Consumer / shopper / customer insight
  • Expert or Creative Insight
  • Staff insight / staff audit
  • Market or Category Decoding
  • Cultural insight
  • Trends

A few project examples

Fine-tuning a single Europe-wide positioning for the leading European dating services provider, working with the different brands and markets.

Defining the positioning of a major international travel retail store across Europe, Americas, and AsiaPac.

Pinning down the positioning of an innovative start-up for “connected” brands and venues.

Crafting the positioning and mix guidelines for a major mall project in the South of France.

Exploring black South African women’s definition and usages around beauty and beautiful skin.

Unveiling and bringing to life the consumer targets of two iconic softdrinks brands.

Travelling medium and long haul to observe, explore and reinvent inflight shopping experience.

Diving into customers’ journey and experience to revamp a drugstore skincare brand’s customer relationship program.

Sketching the future relationship program for future and new parents, across digital and offline channels.

Experimenting with hairdressers to understand and reveal the potential of a breakthrough innovation.

Working with design and trends’ scouts and maker teams across the globe to imagine the future of handcare.

Filling the pipeline of short and medium term NPD for alcoholic and non-alcoholic brands.

Stretching a major frozen foods company into the chilled aisle.

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