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Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
Products And Brands Values Mortierbrigade
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Products And Brands Values Mortierbrigade

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How to create a strong brand? Start with a strong product! A presentation by Mortierbrigade on Innovation Day 06

How to create a strong brand? Start with a strong product! A presentation by Mortierbrigade on Innovation Day 06

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  • 1. PRODUCTS & BRANDS VERHAERTINNOVATIONDAY – OCTOBER 20th, 2006 www.mastersininnovation.com PRODUCTS & BRANDS David Pas en Joost van de Loo info@productbrigade.com www.productbrigade.com Commercially confidence – This presentation contains ideas and information which are proprietary of PRODUCTBRIGADE, it is given in confidence. You are authorized to open and view the electronic copy of this document and to print a single copy. Otherwise, the material may not in whole or in part be copied, stored electronically or communicated to third parties without prior agreement of PRODUCTBRIGADE. www.mastersininnovation.com 20.10.2006 Slide 1
  • 2. PRODUCTS & BRANDS who are we www.mastersininnovation.com productbrigade is a hybrid group of people, from different backgrounds (advertising, design, architecture, technical development), assembled to create new inspiring products 20.10.2006 Slide 2
  • 3. PRODUCTS & BRANDS who are we www.mastersininnovation.com productbrigade is an exclusive alliance between productplus (verhaert group) and mortierbrigade 20.10.2006 Slide 3
  • 4. PRODUCTS & BRANDS today's agenda www.mastersininnovation.com the virtues of soft innovation 20.10.2006 Slide 4
  • 5. PRODUCTS & BRANDS www.mastersininnovation.com many brands have a product centric approach to innovation 20.10.2006 Slide 5
  • 6. PRODUCTS & BRANDS www.mastersininnovation.com The quietest Vacuum Cleaner 20.10.2006 Slide 6
  • 7. PRODUCTS & BRANDS www.mastersininnovation.com Mercedes introduces its new S500. And it has eight airbags... 20.10.2006 Slide 7
  • 8. PRODUCTS & BRANDS www.mastersininnovation.com 7UP, now 100 % Natural 20.10.2006 Slide 8
  • 9. PRODUCTS & BRANDS a product centric www.mastersininnovation.com approach to innovation 20.10.2006 Slide 9
  • 10. PRODUCTS & BRANDS take for example the Swiffer www.mastersininnovation.com 20.10.2006 Slide 10
  • 11. PRODUCTS & BRANDS R&D www.mastersininnovation.com – electrostatic charge attracts soil into the cloth – deep ridges trap and hold dirt in place – launch: 1999 20.10.2006 Slide 11
  • 12. PRODUCTS & BRANDS www.mastersininnovation.com brand – promise: “Clean your floors without all the hassles of the mop, bucket, broom and dustpan” – USP: “Making small cleanups easy” 20.10.2006 Slide 12
  • 13. PRODUCTS & BRANDS www.mastersininnovation.com 20.10.2006 Slide 13
  • 14. PRODUCTS & BRANDS www.mastersininnovation.com improve and extend 20.10.2006 Slide 14
  • 15. PRODUCTS & BRANDS www.mastersininnovation.com and this works fine for Swiffer – 75% share of US quick-clean market 20.10.2006 Slide 15
  • 16. PRODUCTS & BRANDS www.mastersininnovation.com in spite of all the copycats 20.10.2006 Slide 16
  • 17. PRODUCTS & BRANDS but.... www.mastersininnovation.com new products fail more often – “In consumer products industry, upwards of 85 percent of new products fail after a couple of years in the market” - Forrester Research 20.10.2006 Slide 17
  • 18. PRODUCTS & BRANDS but.... www.mastersininnovation.com innovation life cycles are getting shorter – “Turnaround time on knock-offs is now measured in a few scant months” - BrandChannel 20.10.2006 Slide 18
  • 19. PRODUCTS & BRANDS but.... www.mastersininnovation.com and advertising is having less impact – 37% of all advertising is waisted – 69% of consumers are interested in products to skip or block marketing and advertising 20.10.2006 Slide 19
  • 20. PRODUCTS & BRANDS but.... www.mastersininnovation.com the world has changed 20.10.2006 Slide 20
  • 21. PRODUCTS & BRANDS but.... www.mastersininnovation.com a new media landscape – too much clutter – too much noise – too many channels – too much spam – customers want to participate 20.10.2006 Slide 21
  • 22. PRODUCTS & BRANDS but.... www.mastersininnovation.com creators have much better tools 20.10.2006 Slide 22
  • 23. PRODUCTS & BRANDS but.... technology has advanced www.mastersininnovation.com – more and more patents limit freedom for innovation – bar for truly revolutionary innovation is getting higher 20.10.2006 Slide 23
  • 24. PRODUCTS & BRANDS but.... so companies are struggling www.mastersininnovation.com – stakeholders resist innovation – R&D doesn't pay off – big ad spending doesn't pay off 20.10.2006 Slide 24
  • 25. PRODUCTS & BRANDS but they still need remarkable products www.mastersininnovation.com 20.10.2006 Slide 25
  • 26. PRODUCTS & BRANDS products that can transform the market products that change the way we consume www.mastersininnovation.com 20.10.2006 Slide 26
  • 27. PRODUCTS & BRANDS a solution www.mastersininnovation.com 20.10.2006 Slide 27
  • 28. PRODUCTS & BRANDS a solution soft innovation www.mastersininnovation.com •couple your product with a feature that the consumer might be attracted to •design products that change the way we experience consumption •focus on emotional values : design matters, styling matters, extra's matter •coherence between products and brand values 20.10.2006 Slide 28
  • 29. PRODUCTS & BRANDS www.mastersininnovation.com soft innovation is experience centric 20.10.2006 Slide 29
  • 30. PRODUCTS & BRANDS soft innovation soft innovation can be about small gadgets www.mastersininnovation.com chopsticks for kids 20.10.2006 Slide 30
  • 31. PRODUCTS & BRANDS soft innovation soft innovation can be about small gadgets www.mastersininnovation.com Ben & Jerry's pint lock 20.10.2006 Slide 31
  • 32. PRODUCTS & BRANDS soft innovation soft innovation can be about limited editions www.mastersininnovation.com to create authenticity VW Beetle styling art 20.10.2006 Slide 32
  • 33. PRODUCTS & BRANDS soft innovation soft innovation can be about consumer www.mastersininnovation.com interaction to empower the experience personalised bank card 20.10.2006 Slide 33
  • 34. PRODUCTS & BRANDS soft innovation soft innovation can be about consumer www.mastersininnovation.com interaction Nokia silence booth 20.10.2006 Slide 34
  • 35. PRODUCTS & BRANDS soft innovation soft innovation can be about new product www.mastersininnovation.com categories to increase the experience Nike watches 20.10.2006 Slide 35
  • 36. PRODUCTS & BRANDS soft innovation soft innovation can be about partnerships www.mastersininnovation.com Tiense suiker & Douwe Egberts 20.10.2006 Slide 36
  • 37. PRODUCTS & BRANDS soft innovation soft innovation can be about partnerships www.mastersininnovation.com Nike & Ipod nano 20.10.2006 Slide 37
  • 38. PRODUCTS & BRANDS soft innovation soft innovation can be about a new experience www.mastersininnovation.com Preva Xsport portable espresso maker 20.10.2006 Slide 38
  • 39. PRODUCTS & BRANDS soft innovation soft innovation can be applied on machines, www.mastersininnovation.com terminals,... ATM's, vending machines, information terminals can create an experience and communicate your brand 20.10.2006 Slide 39
  • 40. PRODUCTS & BRANDS soft innovation soft innovation can be applied on machines, www.mastersininnovation.com terminals,... ATM's, vending machines, information terminals can create an experience and communicate your brand 20.10.2006 Slide 40
  • 41. PRODUCTS & BRANDS why why should my company also invest in soft www.mastersininnovation.com innovation 20.10.2006 Slide 41
  • 42. PRODUCTS & BRANDS why 1. soft innovation can build bridges between www.mastersininnovation.com marketing and R&D 20.10.2006 Slide 42
  • 43. PRODUCTS & BRANDS why R&D thinks... www.mastersininnovation.com communication is • not about their products • only about emotions • expensive • overpromising 20.10.2006 Slide 43
  • 44. PRODUCTS & BRANDS why but... www.mastersininnovation.com communication can be about innovation 20.10.2006 Slide 44
  • 45. PRODUCTS & BRANDS why communication versus R&D investment ratio www.mastersininnovation.com from 3:1 ratio to 1,3:1 20.10.2006 Slide 45
  • 46. PRODUCTS & BRANDS why marketing thinks... www.mastersininnovation.com R&D is • not consumer oriented • too slow • very expensive • not sexy 20.10.2006 Slide 46
  • 47. PRODUCTS & BRANDS why but... www.mastersininnovation.com Seth Godin :“innovation is cheaper than advertising that interrupts you for things you don’t want” 20.10.2006 Slide 47
  • 48. PRODUCTS & BRANDS why 2. soft innovation communicates the brand www.mastersininnovation.com values soft innovation is a valid route to expand your portfolio with products that communicate your brand values 20.10.2006 Slide 48
  • 49. PRODUCTS & BRANDS why 3. soft innovation has more effect www.mastersininnovation.com differentiation strictly based on functional product features often leads to poor customer perception 20.10.2006 Slide 49
  • 50. PRODUCTS & BRANDS why 4. soft innovation is effective www.mastersininnovation.com but when you get it fast and with limited resources to the market, other can also... breakthrough platform derivate time-to-market 5-7 years 1-3 years 6-18 months technical risk high medium low market risk high medium low 20.10.2006 Slide 50
  • 51. PRODUCTS & BRANDS why so....productportfolio needs to be a good mix of www.mastersininnovation.com innovation levels (hard- en soft innovation) 20.10.2006 Slide 51
  • 52. PRODUCTS & BRANDS why and....it only works if its a unique expression of www.mastersininnovation.com your brand values 20.10.2006 Slide 52
  • 53. PRODUCTS & BRANDS why 5. drive soft innovation yourself www.mastersininnovation.com you don't have to be a scientist or a wacky creative 20.10.2006 Slide 53
  • 54. PRODUCTS & BRANDS productbrigade www.mastersininnovation.com 20.10.2006 Slide 54
  • 55. PRODUCTS & BRANDS productbrigade product innovation www.mastersininnovation.com improving the user experience of existing product product creation generating ideas for totally new product solutions 20.10.2006 Slide 55
  • 56. PRODUCTS & BRANDS www.mastersininnovation.com 20.10.2006 Slide 56
  • 57. PRODUCTS & BRANDS productbrigade product brief www.mastersininnovation.com • product architecture and functional description • visuals, dummy • cost/benefit projection • feasibility check and risk analysis 20.10.2006 Slide 57
  • 58. PRODUCTS & BRANDS example www.mastersininnovation.com 20.10.2006 Slide 58
  • 59. PRODUCTS & BRANDS conclusion www.mastersininnovation.com the virtues of soft Innovation – brand-supporting – good cost-benefit ratio – high perceived differentiation – fast to market 20.10.2006 Slide 59
  • 60. PRODUCTS & BRANDS www.mastersininnovation.com Verhaert New Products & Services nv Hogenakkerhoekstraat 21 9150 Kruibeke Belgium Tel +32 (0)3 250 19 00 Fax +32 (0)3 254 10 08 www.verhaert.com info@verhaert.com www.mastersininnovation.com 20.10.2006 Slide 60

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