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Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
Tendensdagen 2010 Rudolf Rodenburg Design Bridge
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Tendensdagen 2010 Rudolf Rodenburg Design Bridge

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  • 1. Tendensdagen 2010 How to turn great ideas into profit generating brands Stockholm, 14 October 2010 by Rudolf Rodenburg rudolf.rodenburg@designbridge.com
  • 2. Contents About Design Bridge Innovation •What do I need it for •Two types of innovation •Examples of ideas that happened •Getting started Checklist The connection to the brand Summary 2
  • 3. 9
  • 4. Great ideas are simply not enough, you need to make them happen 13
  • 5. 14
  • 6. 15
  • 7. 16
  • 8. 17
  • 9. 18
  • 10. $$$ How to turn great ideas into profit generating brands $$$ 19
  • 11. What is innovation Finding new products or services that Thinking about consumers did not yet Creative something in know they needed thinking - a different way thinking outside the box A bridge between present and future Need is Striving Finding new subjective. to be solutions to an the first existing problem It is about want. 20
  • 12. What is innovation Light weight Doing things differently Surprising Something that Improved amazes employee engagement Something that does what I need, but had not been looking for. 21
  • 13. What is innovation “I had asked people what they wanted, If they would have said: A faster horse. ” Henry Ford 22
  • 14. 23
  • 15. Innovation – what do I need it for? Think in terms of benefits, rational and emotional: • Staying ‘one step ahead’ of my competitors • Be the category leader and disrupt / drive the market • Different usage occasion (new for your brand) • Raise brand awareness in existing & new markets 24
  • 16. Innovation – what do I need it for? Think in terms of benefits, rational and emotional: • Improved user experience • Emotional repositioning • Increase of market share & profitability • New target group 25
  • 17. Sustainability: A catalyst for breakthrough innovation rather than a barrier. “Pioneering brands will be ahead of their customers and show them how to make sustainable choices, in ways the consumer cannot yet articulate, doesn’t yet know or doesn’t understand.” Brand green:10 features for success’ Forum for the Future © Design Bridge 26
  • 18. Two types of innovation What type of innovation do you need? Incremental innovation • 90% of our clients. Quick win. • Turning existing assets into new revenue streams. • Low risk, known investment, substantial short-term rewards Disruptive innovation • Needs commitment • Creating new assets for long-term growth. • Higher risk, needs high investment for short, medium and long-term rewards 27
  • 19. Innovation audit What kind of innovation support do you need? • Commercial model and vision - what do you want innovation to do for you • Innovation culture: management, champions, budget, process • Existing assets - capability, technology, process, acquisitions • Brand landscapes: Global / local, channels, portfolio, competition Incremental Disruptive 28
  • 20. Examples of innovative brands 29
  • 21. Ideas that have happened - incremental 30
  • 22. a new mood Category breaking thinking: moving away from country of origin (rational) towards moment of use (emotional)
  • 23. a perfect setting Old perception of cider in general: bad image, for young people to get drunk. New perception: grown up, enjoyment, a new way of drinking cider. 80% market share in Denmark
  • 24. Kapiti Ice cream by design Fonterra Challenge Solution New Zealand In a market saturated by super-premium ice creams, ‘Ice cream by design’ epitomised this modern brand Ice cream Kapiti needed to standout from the crowd. Having that designed rather than prepared its ice creams. developed bespoke flavours for top restaurants, its aim Bespoke fabric designs were tailored for each flavour was to lead to create 33 and define a new approach to the ice cream category. © collection of ‘must-have’ fashion packs. a Design Bridge
  • 25. A new kind of message in a bottle Heineken WOBO (world bottle) Following a visit by Alfred Heineken to the Caribbean, he saw two problems: • beaches littered with bottles • a lack of affordable building materials. The WOBO became his vision to solve both the recycling and housing challenges that he had witnessed on the islands. 34
  • 26. Leveraging brands through strategic alliances Issues • Ambi Pur: creating inspiration • National Georgraphic: fight decrease of market penetration Benefits • National Geographic brings fragrances from pure and natural locations to Ambi Pur, giving them an endless source of natural inspiration • Ambi Pur brings National Geographic into households that would previously not connect with the brand. 35
  • 27. Ambi-Pur & National Geographic < 36
  • 28. Innovation – to start 37
  • 29. Innovation – getting started You’ll need to have in place: • Good strategy • Good brand • Good design • Good marketing 38
  • 30. Innovation – getting started Creative Culture A creative partner to create great ideas and help you Vision / Brand Highly manage them to success Understand the business, creative where are you heading. What role does your brand play in that and how does Commercially Technical it connect with your aware savvy consumers. Capabilities Use technical design knowledge as an opportunity for creativity rather than barrier to it. 39
  • 31. Checklist 40
  • 32. Check List - barriers Who stops great ideas from going to market? People who say this: • Innovation is not about research & processes, it is about people • Innovation is not about people, it is about research & process They need to work together • Consumers can’t tell you what they want in the future But they can tell you’re their problems • A good idea has to follow from an insight Well, sometimes a good idea is just waiting for the insight 41
  • 33. Check List - barriers Who stops great ideas from going to market? People who say this: • It can’t be done • It’s got to be a long and difficult way, it can’t be easy • Forget about the consumer for a while. Blue sky thinking • It is all about timing. • New things should be self explanatory 42
  • 34. Check List - team What skills do you need in a development team All aspect from your organisation: •Research •Marketing •Logistics •Production •Trade etc It is about: •Utilising skills •Finding solutions for barriers •Getting alternative opinions 43
  • 35. Check List – expect the unexpected Whatever it is you set out to do, it might not be where the answer is. 44
  • 36. Check List – Triple validation Consumer Do they see the benefit of our innovation? How will we create the emotional connection? Is anyone going to buy what we’ve come up with? Technical Can we produce it and what is the investment needed? Surprise: often less investment is needed than you would think. Speak with third party suppliers. Or: you may already have the expertise inhouse. Commercial Does it benefit our brand? Can we make a profit? 45
  • 37. Checklist – Future proof Branding Does it feed your existing brand? Will you need to create a new brand? How can your brand grow in future segments. Already think of that today. Intellectual property Can you own the idea or can it easily be copied? Is it a protectable shape? For example: The coke bottle, innovation around the cap of bottle, the way of opening the pack. 46
  • 38. larger than life A good example of ownable intellectual property. Can’t be copied. There is only one Mr. Lee. before
  • 39. Check List – The Consumer What is the big brand idea that your consumer will experience from all touchpoints? Will the consumer understand the benefit? Does the consumer want the benefit? Is there an emotional connection? 48
  • 40. The connection to the brand 49
  • 41. Feed, not Bleed FEEDING: Make sure that any innovation contributes toward the brand vision An innovation should enhance and reinforce the brand perception. BLEEDING: Confuses the consumer Pulling the brand into territory that the consumer does not see as part of the brandworld If the idea is good but it is a form of bleeding, consider creating a new brand or a strong sub brand with a clear and different positioning from the main brand. 50
  • 42. Feed, not Bleed The brand gives the judgement criteria for a go or no-go. If you feel your brand does not have these judgement criteria, speak with me. Good idea, but not on-brand? If you have a great idea but it would be a form of bleeding, consider creating a new brand or a strong sub brand with a clear and different positioning from the main brand. 51
  • 43. Example of good feeding 52
  • 44. Pernod Ricard: “Beefeater 24 is the biggest successful innovation in our portfolio” 53
  • 45. Beefeater Made in London Chivas Brothers Challenge Solution Global Beefeater had been neglected for several years and, as a Beefeater now exudes the spirit of ‘Authentic London’. Gin result, had lost its premium positioning in many global markets. In Spain, the second biggest gin market in the world, The brand’s image needed to reflect its rich provenance as the sales increased 14% in the first nine months and, in only London Gin still actually produced in London. the developing market of Russia, sales shot up by 37%! © Design Bridge 54
  • 46. Beefeater 24 Daring London Glamour Chivas Brothers Challenge Solution Global With a new super premium blend, Chivas Bros hoped to The big brand idea, “Daring London Glamour”, captures the Gin cement Beefeater’s place as the worlds leading gin brand. duality of London’s glamour and danger. Our name, 24, Having helped establish Beefeater Dry as the everyday long pays homage to the city’s 24 hr culture and the 24 hr drink, we needed to create a compelling story for the new offer. distillation. In all, an authentic, yet forward looking brand. 55 © Design Bridge
  • 47. In summary 56
  • 48. Take Aways Feed not Bleed Make sure that any innovation contributes toward the long term brand vision. “Just because you can make a fast buck...doesn’t mean you should” Triple validation: consumer + technical + commercial • Can we create demand, will they want it? • Can we deliver? • Can we make money? Innovation is not only about the silver bullet. It is much closer than you think it is. 57
  • 49. Follow Up Sveriges Marknadsförbund & Design Bridge Full day workshop in Q1-2011 Contents: • Innovation in practice – bring your own challenges to the table • Find out how innovation relates to your brand • Groups of 3-4 to work out your innovation opportunities Please register your interest with: Jan.Fager@svemarknad.se 58
  • 50. 59
  • 51. Thank you Intellectual property Please note that the contents of this document are for demonstration, comparison & review and may not be reproduced in any way. Confidentiality The contents of this proposal are strictly confidential between Design Bridge and the company to whom the proposal is addressed, and may not be shared with any other party without Design Bridge’s permission.

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