Brand Innovation for dummies (& busy people)

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The Brand Innovation 2 x 2. Top right for the win. …

The Brand Innovation 2 x 2. Top right for the win.
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Here's a quick 2 by 2 I built to hyper-simplify our philosophy towards brand work. If you're a brand owner today it's a good little exercise to take an honest look at your business and map where you think you sit today; then consider what it will take to spark a shift towards the top right quadrant.

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  • Top Right FTW
  • Weak brand,weak products = death.
  • Strong brand, poor products =
  • Bottom Left: shitty productsTop Left: mediocre/legacy/commodity productsBottom Right: good products you’ve never heard ofTop Right: case studies everyone references

Transcript

  • 1. Brand Innovation for dummies & particularly busy people
  • 2. Lipstick on a Pig BINGO! Certain Death Unrealized Potential Products / Services Brand Weak Strong WeakStrong
  • 3. Certain Death Signals // ugly balance sheet Solution // reset or exit
  • 4. Ctrl + Alt + Del
  • 5. Lipstick on a Pig Signals // advertising dependency  commoditization Solution // brand-led product innovation
  • 6. great brands can inspire great products.
  • 7. Unrealized Potential Signals // happy customers  awareness ceiling  untold story Solution // product-rooted brand innovation
  • 8. great products can inspire great brands.
  • 9. BINGO! Signals // advocacy  mass fandom Solution // N/A  proceed true to purpose
  • 10. remember Brand & Business are inextricably linked
  • 11. Lipstick on a Pig / advertising dependency / leaky bucket BINGO! / Customer advocacy / Cult following Certain Death / Ugly balance sheet / Desperation Unrealized Potential / Happy customers / Awareness ceiling, untold story BrandIdea Weak Strong WeakStrong Products / Services
  • 12. Sean Hazell / @shazell