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Welcome to Calle & Company New Product Development
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Calle & Company Proven Solutions Problem solving breakthroughs in Business performance Creativity Consumer driven innovation Corporate worth Brand relevancy Product positioning Product differentiation Product sales Career development Calle & Company fueled the rapid-growth consumer euphoria that characterized the birth of the consumer products industry by identifying and populating many of today's most influential consumer product categories with their first breakthrough new products - opening the door and paving the way for all who followed. Today, a consumer products industry in the midst of an unprecedented consumer crisis, economic turbulence and price-driven commoditization provides Calle & Company an even greater opportunity and responsibility to make consumer markets more interesting and less driven by the lowest common denominators. Our mission is to work with business leaders in diverse organizations and positions of management to create the deepest understanding of their industry, markets and consumers with new to the world knowledge that informs with skill and passion. Our partnership makes the world a special place where learning is an intense interactive engagement beyond simple skills, tools or knowledge. From this, judgment develops that is the foundation for leadership in a challenging, rapidly changing world. |
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Calle & Company is the most successful new products development company in the consumer packaged goods industry. More
corporations now manage brands invented or reinvented by Calle & Company than any other single entity in the consumer
packaged goods industry. If you think Calle & Company hasn't worked on one of your brands you'd better think again. The
consumer product industry's first and foremost thought leader, Calle & Company will enable you to amass several careers
worth of experience in far less than a lifetime. Calle & Company was first to differentiate consumer products in emerging
CPG categories with highly differentiating "product-based" marketing solutions based on Abstract Dimensions®
rather than short-lived budget shrinking media and promotion strategies. A pioneer in broadcast television, Calle
& Company founder Martin Calle relaunched CBS Television inventing the concept of "air time" to make "commercial"
television relevant to advertisers and manufacturers. The concept of air time made "commercial television" and television
networks possible. Skeptical manufacturers who purchased air time gave Martin Calle their products and prototypes to create
the first television ads. Martin Calle filled "air time" by creating the first product positioning strategies that
uniquely differentiated products. In doing so, Martin Calle's highly creative, product-based selling solutions populated air
waves and emerging categories with the first successful new products. David Ogilvy was among Martin Calle's first clients. "If
you want to sit up here with the big boys, you'd better learn how to smoke" convinced Ogilvy to try television advertising
for the very first time. Ogilvy later wrote Ogilvy On Advertising.