Young Marketers Elite 2013 - Assignment 6.1 - Phuong Vi
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Young Marketers Elite 2013 - Assignment 6.1 - Phuong Vi

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Brand Innovation

Brand Innovation

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Young Marketers Elite 2013 - Assignment 6.1 - Phuong Vi Young Marketers Elite 2013 - Assignment 6.1 - Phuong Vi Presentation Transcript

  • BRAND
  • Definition Consumer insight Brand stewardship Brand innovation Brand Brand activation communication IS: The process of harnessing creative ideas to meet business needs & consumer needs FOR: Better quality & engagement with consumers “….if branding is about finding the match between who you are as a company and what your customer really values, it is the perfect basis for successful innovation….”
  • Channel Mix Communication B.I Mix Product Packaging Process Pricing “…Innovation strategy that uses the promise of the brand as a springboard….”
  • Case study I want to stay young with my children baby care INNOVATION - Product : baby care  healthy essentials (reach a boarder target consumer) - Process : same skin function for adult as well - Pricing : affordable - Packaging : usually sell with “mom & baby” package - Channel : supermarket, health-care center,… - Communication: as soft as your baby skin
  • Idea Feasibility Capability What to do Can do? Make sure Launch Prepare Launching Evaluation Roll–out contender Recommendation key word: INTEGRATION Process insight exploring possibility concept connecting & framing innovation focusing practically
  • See clues from everywhere Process How much innovation you can handle? Don’t fall in love with an idea too soon Are you going after new or established consumers? Be scrappy Are you satisfy a new or an old consumer need? Obsess over execution
  • Joy & Happiness Interesting & Meaningful we we insight How about Sadness & Lost? concept We need 1 more button! innovation Idea Research on consumer need  What to do: new button Case apply Feasibility Quantify the need Capability Concept test Launch Prepare (prototype) Launching Evaluation: (Qual & Quan) Roll–out contender Recommendation from user
  • NGUYỄN PHƯƠNG VI