Innovations ideas for the iconic WD-40 brand

1. CL
AS
WD-40 MASTER BRAND ARCHITECTURE & SI
FI
ED
PORTFOLIO INNOVATION MAP Created by Lee “Chappy” Chapman, 2011
Objective: Create new product ideas for WD-40, extending the brand’s equities into new
product adjacencies and categories.
Brand Strategy: WD-40...”WITHOUT DIFFICULTY. FORTIFIED.”
Purpose: Provide structure and context for my innovation ideas 1-50.
1 Years 5
Experience
Phase 1 Phase 2 Phase 3
Degree of Disruption, Differentiation & Innovation
HOME & HOUSE CARE DIY, TRADE & INDUSTRIAL ACTIVITY & RECREATION
Commodification
WD-40 HOME: “Wipe Dry”: WD-40 DIY: WD-40 MOTORS:
1. WD-40 Sponge 21.WD-40 Squeaky Home Fix 41.WD-40 Motor/Engine Tonics
2. WD-40 Wipes 22.WD-40 Squeaky Wheel Disc WD-40 GOLF:
3. WD-40 Refillable Mop 23. WD-40 Extreme Weather 42.WD-40 Spikes, Towel, Grips
4. WD-40 Anti-Static Rags 24. WD-40 Paint Primer WD-40 HUNTING & FISHING:
5. WD-40 Degrease Soap 25.WD-40 Endurance Formula 43.WD-40 Whisper Spray
6. WD-40 Fuse Box Vaporizer 26.WD-40 Tape, Sealant WD-40 MARINA:
WD-40 AUTO & GARAGE: 27.WD-40 Insulation 44.WD-40 Aqua Lock
Present 7. WD-40 Garage/Shop Mop 28.WD-40 Premix Concrete WD-40 CAMPING:
8. WD-40 “Easy Off” Yard Tools 29.WD-40 Floor Tiles 45.WD-40 Survival Equipment
9. WD-40 Driveway Wash 30.WD-40 Putty WD-40 GRILLING & FIREPLACE:
MULTI-OCCASION, 10.WD-40 “Easy Turn” Car Lock 31.WD-40 Lube Gun & Spray 46.WD-40 Clean Up & Safety
USER, SUFACE, BENEFIT 11.WD-40 Auto Parts 32.WD-40 Digital Oil Meter WD-40 GARDENING:
SPRAYS 12.WD-40 Engine Fluids & Oils 33.WD-40 Serum, Concentrate 47.WD-40 Apron/Carabiners
13.WD-40 Engine AC Magnet 34.WD-40 Work Mat WD-40 LIGHT AVIATION:
WD-40 Variants WD-40 TOOLS & ACCESSORIES: WD-40 TRADE: 48.WD-40 Flight Instrument Safety
• Smart Straw 14.WD-40 “Easy Off” Fasteners 35.WD-40 Squeaky Floor Fix WD-40 4X4:
• Big Blast Can 15.WD-40 Document/Paper Spray 36.WD-40 Home Siding 49.WD-40 Snorkel
• 1-Gallon 16.WD-40 Touch Up Crayon 37.WD-40 Retail Kiosk WD-40 PRO WORK GEAR:
• 3 oz Handy Can 17.WD-40 Zipper Butter 38.WD-40-Proof PC Notebook 50.WD-40 CO-BRAND
• Trigger Pro 18.WD-40 & STANLEY TOOLS 39.WD-40 Backpack Unit
• No-Mess Pen 19.WD-40 Electronics Purifier WD-40 COMMERCIAL:
20.WD-40 Natural/Green 40.WeatherDefender Service
Brand Elasticity: Lubricate, Clean, Protect, Penetrate, Displace Water