The HOW prematurelyfocuses ontools, systems andplatforms andfollowing iconicbrands’ constructs asmodels for success.
Starting with the WHYenables us to focus onthe human truth of thebrand relationship andcreate utility, serviceand value fo...
Innovation requires ashift in our mentalmodel from being thearchitects of brandstories to architects ofbrand relationships.
Build brandrelationships based ongiving, not receiving.Put consumer needsfirst, create a systemof unique brandedservice in...
Connect people basedon theirpassions, create valuethrough relevance, utility and authenticity.
Createunique, transformationalvalue by empoweringpeople. Disruptthe category.
Each of theseinnovative brandscould fit into any or allof these categories.They disruptedentrenched industriesby tapping i...
Each of theseinnovative brandscould fit into any or allof these categories.They disruptedentrenched industriesby tapping i...
Why aren't we innovating? digiday agency summit 2013
Why aren't we innovating? digiday agency summit 2013
Why aren't we innovating? digiday agency summit 2013
Why aren't we innovating? digiday agency summit 2013
Why aren't we innovating? digiday agency summit 2013
Why aren't we innovating? digiday agency summit 2013
Why aren't we innovating? digiday agency summit 2013
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Why aren't we innovating? digiday agency summit 2013

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We have become so focused on the latest tools, platforms and models of engagement - obsessing with the ‘how’ instead of the ‘why’ that we have lost our ability to truly innovate. We see countless briefs with the same mandate - “We need to create the next big thing…” and cited are examples from Apple, Nike, Coca-Cola, or Starbucks. At the heart of their success is a human truth, an experience that builds on a passion. We need to move away from thinking of ourselves as the architects of brand stories to the architects of brand relationships. If relationships are the new economy, then we have to change the way the game is played.

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Why aren't we innovating? digiday agency summit 2013

  1. 1. The HOW prematurelyfocuses ontools, systems andplatforms andfollowing iconicbrands’ constructs asmodels for success.
  2. 2. Starting with the WHYenables us to focus onthe human truth of thebrand relationship andcreate utility, serviceand value for theconsumer.
  3. 3. Innovation requires ashift in our mentalmodel from being thearchitects of brandstories to architects ofbrand relationships.
  4. 4. Build brandrelationships based ongiving, not receiving.Put consumer needsfirst, create a systemof unique brandedservice instead ofcomplicatedreward systems.
  5. 5. Connect people basedon theirpassions, create valuethrough relevance, utility and authenticity.
  6. 6. Createunique, transformationalvalue by empoweringpeople. Disruptthe category.
  7. 7. Each of theseinnovative brandscould fit into any or allof these categories.They disruptedentrenched industriesby tapping intoconsumerpassions, leveragingtechnology andreinventing.
  8. 8. Each of theseinnovative brandscould fit into any or allof these categories.They disruptedentrenched industriesby tapping intoconsumer passions,leveraging technologyand reinventing.

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