New product introductions and sales promotions are often the activities where businesses risk losing the most. To failproof them we dive deep into the innerworkings of the brand to unearth its most promising values that we combine with our interdisciplinary insights around customer truths and competitive landscape. We then convert our findings into relevant and convincing value propositions and the most appropriate campaign architectures, oriented at either trial generation and long-term brand vitality, or short-term sales, new customer acquisition and brand salience. In doing so, we ensure long-term sustainability of the new brands and help the established ones to boost their sales to match set financial goals.