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The Game Changers

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The Game Changers. Leveraging innovation to revolutionize the category

The Game Changers. Leveraging innovation to revolutionize the category

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The Game Changers The Game Changers Presentation Transcript

  • Game Changers Leveraging innovation to revolutionize the category Presented to P&G by
  • Introduction For some brands, product innovation goes well beyond functional improvements or simple extensions of the existing portfolio.
  • Introduction ese brands take advantage of the opportunities presented by innovations to re-define how their category is perceived by consumers. ey quite literally change the game…
  • e greatest advertisement in history
  • Apple Mac e game Before Macintosh, computer manufacturers spoke the jargon of ‘techies’ or businesspeople, the two groups they still thought of as their target audience.
  • Apple Mac e innovation Simple interface Nice design
  • Apple Mac e greatest advertisement in history How the game was changed Not simply a new computer, but a new way to think about computers
  • Apple Mac How the game was changed: Discovered/Created the lifestyle tech-user, more interested in personality and style than hard features or computing power
  • Apple Mac
  • Apple Mac iLife How the game was changed: ipod e “i” nomenclature is both ownable and representative of this iDVD focus on the customer and his life/ iphone needs. iphoto
  • Wii e game Videogames have always been the bogeyman of non-gamers (ie. Adults) as promoting violence, causing anti-social behavior, and contributing to obesity.
  • Wii e innovation Motion detection
  • Wii How the game was changed: Video games become a social activity and a fitness tool suitable for whole families (and even seniors)
  • Wii
  • Wii
  • Orbit e game Another bogeyman, this time of dentists and schoolteachers around the world, gum had always been seen as childish, bad for your teeth, and a bad habit in general.
  • Orbit e innovation Sugarfree gum
  • Orbit e innovation Wrigley’s did not invent sugarfree gum, but their Orbit brand best exemplifies how to capitalize on a game-changing innovation…
  • Orbit How the game was changed By introducing a constant stream of high-tech innovations, formats, and packaging solutions, Orbit becomes an essential component of oral hygiene for an adult audience.
  • Orbit
  • Orbit How the game was changed Functional, almost medical design cues and nomenclature. Borrowing heavily from the language of toothpastes. American dental association endorsement “just enough” high-tech
  • Nike e Game Sporting fashion brands (including market leader Adidas) focused on performance and features
  • Nike e innovation External-sponge sole A re-think of what performance really means
  • Nike How the game has changed Functional innovations have never been more than RTB for Nike’s real innovation, which was in communication (and manufacture). Like Macintosh, Nike pioneered the sneaker as lifestyle marker for a target demographic of winners which Nike itself defined.
  • Nike How the game has changed Products and product lines created based on lifestyles rather than performance Unique designs come to the forefront as personalization becomes a major trend.
  • Colgate Total e game e toothpaste category was becoming more and more specialized and confusing for consumers
  • Colgate Total e innovation An all-in-one toothpaste targeting the ‘big 3’; cavities, tarter, and gingivitis
  • Colgate Total How the game was changed It hasn’t. Except that Colgate now markets 2 lines of accessories/dental hygiene products. Regular Colgate and the more premium Colgate Total.
  • Simply Smooth e Game 35-40 million Americans have had to reduce or eliminate coffee from their diets because of acidity and stomach issues
  • Simply Smooth e innovation Low-acid instant coffee
  • Simply Smooth How the game has changed Stomach-friendly coffee Color palette gives it the appearance of a dietary supplement (ie. No dark, rich tones usually associated with coffee) or tea brand (associated with healthy digestion)
  • Gillette e Game A highly competitive category, disposable razors, nevertheless, were low involvement and driven purely on functional benefits or price.
  • Gillette e innovation More blades! (among other things)
  • Gillette How the game has changed e introduction of the shaving system with more blades, the lubraderm strip, non-slip handle and ergonomic design implied a highly effective, high-tech shaving apparatus.
  • How the game has changed Gillette e brand borrows heavily from many high-tech boy toys… Jet fighters and sexy women in communication Cool, powerful sounding names Sophisticated-sounding branded ingredients (lubraderm strip) Color coding and design cues Re-launching updates every few years…
  • Gillette How the game has changed All combine to make Gillette shaving systems look like the coolest thing any 10yr old boy could possibly find under his Christmas tree
  • Gillette A formula which has been followed closely by the competition… …making them play Gillette’s game rather than their own!
  • How not to change the game e potentially game changing Lite Beer from Miller was launched with nothing more than a light sounding name – which was quickly copied by every single competitor. (Bud Light, Coors Light, Michelob Light) To consumers, Light beer now just means watered down beer.
  • Who should be game-changing? Game changing is a tool for new brands to enter the market or for follower brands to shake up the market. It is not generally in the best interest of market leaders to change the game! For them, innovation should be co-opted into the existing game!
  • Wal-mart e Game Department stores have long been using economy of scale to put forward a value proposition.
  • Wal-mart e innovation: Global economy of scale
  • Wal-mart How the game was changed By incorporating E.O.S on such a global level, the retail landscape of America was completely re-shaped
  • Wal-mart How the game was changed Unable to compete in Wal-mart’s game, competitors must re-think and re-define what value means for their businesses
  • Wal-mart How the game was changed Now that it is market leader, Wal-mart’s many innovations are not introduced as game-changers, but as innovations which strengthen its positioning as the lowest cost alternative. Preventing other brands from under-cutting Wal-mart with their own innovations
  • But don’t worry market leaders… History has shown that many start-ups and upstarts will try to change the game through new innovations. When they fail (which most do) it is the market leaders that benefit! (Bud Light surpassed Miller Light in 1992)
  • Conclusion Changing the game means building a new language (visual and written) that competitors cannot simply adopt (ie. Lite beer or diet cola). ey must completely re-frame their own brand to stay relevant! Remember Understanding the audience Using ownable nomenclature and design Borrowing from other relevant categories
  • ank you! “ e true meaning of life is to plant trees under whose shade you do not expect to sit.” Nelson Henderson
  • ank you! Douglas Kaufman Head of Brand Strategies d.kaufman@cocoon-agency.com +420.224.815.985 www.cocoon-agency.com