Branding & Innovation: An Outsider's Perspective

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Jeff Campbell, Chairman, Chairman’s Round Table - San Diego, Former CEO, Burger King

• Seizing opportunities to innovate and manufacture brandlike equity
• How to create a unique position for your products and services
• Discussing some examples of commodity branding strategies that can be successfully implemented in the energy storage industry and lessons learned
• Thoughts on “the new branding”
• The “innovator’s Dilemma” and how to tackle it

Published in: Business, Technology
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Branding & Innovation: An Outsider's Perspective

  1. 1. Branding & Innovation: An Outsider’s Perspective Jeff Campbell
  2. 2. As the Drill Instructor explained…
  3. 6. A “learning organization” After Action Review (Post-Mortem) - Immediately after a completed test or initiative… - “Lessons Learned”… - How will we act differently going forward?
  4. 7. The “New” Branding
  5. 8. Can commodity products be successfully branded?
  6. 9. (probably)
  7. 10. Getting Inside the Customer’s Head: 1. Talk to them… 2. Listen to them… 3. Co-develop with them…
  8. 11. Your “Angle of Attack”: 1. New product/new feature 2. “Plus 1” feature 3. Bundling 4. Downstream benefits 5. Better product delivery/ reliability 6. Hidden Differentiators 7. Look outside your industry
  9. 14. 1. Fast shipping 2. Accurate order fulfillment 3. Amazing inventory management 4. Better margins (!)
  10. 16. The Innovator’s Dilemma (Clayton Christensen)
  11. 17. Once Current Technology (1953)
  12. 18. Disruptive Technology (1954)
  13. 19. Solving for Innovation in an established company: 1. Be organizationally creative… 2. Beware of mixed messaging in incentive structures… 3. Become an investor in a disruptive player… 4. Collaborate with customers…

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