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  • 1. Thursday, October 20, 11
  • 2. INNOVATION 2Thursday, October 20, 11
  • 3. WHY IS INNOVATION SUCH A BUZZ WORD THESE DAYS?Because of parity and the increasing difficulty in growth through advertising 3Thursday, October 20, 11
  • 4. innovation generally refers to the creation of better or more effective products, processes, technologies, or ideas that are accepted by markets and society. 4Thursday, October 20, 11
  • 5. Innovation is not invention and does not always have to have a focus on the ‘new’but it should have a focus on ‘better’. Innovation can be marginal or radical. Itcan play a role in any part of the organization and brand offer. 5Thursday, October 20, 11
  • 6. Principles of cultural innovation are: understanding culture, embracingcollaboration and open idea exchange and not losing the concept when going to 6market.Thursday, October 20, 11
  • 7. CONTEXT def: the conditions and circumstances that are relevant to an event, fact, etc. 7Thursday, October 20, 11
  • 8. When much of innovation initiatives fail, how do you get people to embrace yourideas. A good starting point is understanding culture. 8Thursday, October 20, 11
  • 9. Cultural & social observation as the starting point for innovation 9Thursday, October 20, 11
  • 10. people will more easily convey through behavior and conversations the ideas that they are ready then when they are asked 10Thursday, October 20, 11
  • 11. life does not happen here 11Thursday, October 20, 11
  • 12. it happens here 12Thursday, October 20, 11
  • 13. and here 13Thursday, October 20, 11
  • 14. "Its really hard to design products by focus groups. A lot of times, people dont know what they want until you show it to them." Steve Jobs, BusinessWeek, May 25 1998 14Thursday, October 20, 11
  • 15. If you want to understand how a lion hunts,dont go to the zoo. Go to the jungle. 15Thursday, October 20, 11
  • 16. A collections of signals can point you to new behaviors and therefore new needs and opportunitiesbecause actions speak louder than words and because consumers will give hints as to what they aremissing, what they need and what they want. You just need to look, spot the patterns and identify the 16opportunities. “When we listen only to our own noise, we miss the signals that culture is sending us”.Thursday, October 20, 11
  • 17. People’s behavior in various aspects of life rather than product categories can collectively point to alarger social and cultural movement that can have explicit and implicit implications for brands as wellas inspirations for business. 17Thursday, October 20, 11
  • 18. observe how people are changing their behavior in all aspects of life to draw implications, inspiration and opportunities for innovation 18Thursday, October 20, 11
  • 19. SOME PRACTICAL EXAMPLES Navigating-Venus.com 19Thursday, October 20, 11
  • 20. FAQ: What do women really want 20Thursday, October 20, 11
  • 21. INDUSTRIES WHERE WOMEN ARE MISUNDERSTOOD 1 Investments (47 percent). 2 Cars (47 percent). 3 Banking (46 percent). 4 Life Insurance (44 percent). 5 Physicians (41 percent). 6 Car Insurance (39 percent). 7 Work Clothes (37 percent). 8 Hospitals (36 percent). 9 Personal Computers (34 percent). 10 Lodging (33 percent).Women globally have an economic power greater than India and China combined. Women accountfor over 60% of brand purchases and influence over 80%. 65% of American cars are bought by womenand 60% of women said that they would rather have a tooth pulled than visit a car dealership. Womencount, they need approaches, services, products and messages that are relevant yet they are 21misunderstoodThursday, October 20, 11
  • 22. Cultural insight into women and the implicationsfor brand and business: example of one trendThursday, October 20, 11
  • 23. Women have stopped seeking equality in every sense and have started to enjoy and to a large extend exploit their femininity and sexuality. Feminine charms and beauty itself carry significant social and oen economic clout and a shi towards what may seem as cliche definitions of womanhood can be seen a rational way to seek advantages in a world that clearly has not been able to place women on an equal footing with men. Woman are still seeking equal opportunity or sometimes changing the rules of the game in order to define and capitalize on new opportunities, yet if we did not win the equality fight, on some level we want some of the old perks of ‘being a girl’ back.Thursday, October 20, 11
  • 24. Princess Behavior & Hyper-femininityThursday, October 20, 11
  • 25. Trends in home decorationThursday, October 20, 11
  • 26. Leisure and entertainmentThursday, October 20, 11
  • 27. Motherhood and child rearingThursday, October 20, 11
  • 28. Work and careerThursday, October 20, 11
  • 29. Business and entrepreneurshipThursday, October 20, 11
  • 30. Success and earningThursday, October 20, 11
  • 31. Clothing consumptionThursday, October 20, 11
  • 32. Opinions and adviceThursday, October 20, 11
  • 33. Mass mediaThursday, October 20, 11
  • 34. Gender roles and expectationsThursday, October 20, 11
  • 35. a trend like this has many implications for new products and services, packaging, communication and general brand offer and some brands really get it right 35Thursday, October 20, 11
  • 36. Glamorizing technology 36Thursday, October 20, 11
  • 37. Luxury women’s panties by curatedsubscription: Panty By PostGlamorous convenience 37Thursday, October 20, 11
  • 38. Pink and cute beer 38Thursday, October 20, 11
  • 39. Old world clothing lines 39Thursday, October 20, 11
  • 40. e end of political correctness 40Thursday, October 20, 11
  • 41. From Poison to posh 41Thursday, October 20, 11
  • 42. 3 other emerging behavioral patternsThursday, October 20, 11
  • 43. Innovation in customer touch pointsThursday, October 20, 11
  • 44. Defining the bank of the futureThursday, October 20, 11
  • 45. Fitness bike 3.0Thursday, October 20, 11
  • 46. What a girl needsThursday, October 20, 11
  • 47. IN CONCLUSION is is only the beginning 47Thursday, October 20, 11
  • 48. observing in all aspects of life rather than just category behavior will hint towards patterns of the ideas and concepts that people are ready to embrace 48Thursday, October 20, 11
  • 49. creative concepts development for innovation and strategy happen within predetermined opportunity areas rather than just a creative exercise 49Thursday, October 20, 11
  • 50. there is no silver bullet for successful innovation but understanding cultural and social shis gives you a better starting place 50Thursday, October 20, 11
  • 51. if we listen to our own noise, we will miss the signals that culture is sending us 51Thursday, October 20, 11
  • 52. ank you 52Thursday, October 20, 11