A presentation that discussed about innovative brand, product, and services that are taken from Kotler's point of view, added with blue ocean strategy

1. Creating Innovative Brand,
Product, and Services
Daniel Judah

3. Goals of Innovation
Provides BETTER customer
value proposition

4. Brand
Innovation
Product
Values
Key
Processes
Key
Resources
Profit
Formula
Innovation :
• Key Resources : on how a firm
resources is used
• Brand : on how a firm is using
images, and messages as his
branding
• Product : on how the firm
creates the product
• Values : on how the firm
changes how the customer looks
at the company, and how the
company looks and itself
• Key Processes : on how the
company changes itself
• Profit formula : on how the
company gains the money /
monetization.

5. Innovation that bring values
directly to customer :
• Product or services innovation
• Key Processes
• Key Resources
Innovation that bring values
indirectly to customer :
• Brand innovation
• Values innovation
• Profit formula innovation

6. Incremental and Breakthrough
Innovation
Incremental Innovation Breakthrough Innovation
Usually done regularly Not done regularly
Add little values Add huge values
Reward is small Reward is huge
Carries no risk Carries bigger risks
Done as a response to competitors Done to beat the competitors, or to
expand to another field of business
Usually related to product Related to how customer value the
product as a whole, not only from its
features.

7. Construction Destruction
Construction :
• Creating new products
• Creating new services
• Creating new values
Destruction :
• Destruction of incumbent defense
• Destruction of innovator offense

8. • Stimulate internal staff to innovate
• No punishment, but rewarded
Training of Internal
Staff
• Look up for creative talents
• Human resource development actions
• Samsung
Bringing in creative
talents
• Open of ideas from the lower management
• Management actions
• Toyota
Senior Management
Involvement
• Question of confidentiality
Outsource Ideas • For hard to achieve creativity
How to Implant Innovation

9. Sources of Ideas
Internal
R & D
Employee
Suggestion
Business
Development
Department
External
Customers
Competitors
Suppliers /
Distributors
Technology

10. Customer as Sources of Ideas
Co-creation
• Invite customers
to participate in
developing new
products
• Provide the
tools
• Usually in B2B
business
• Boeing, Lego,
Harley Davidson
Lead user analysis
• Identify most
advanced
customers and
act on it.
Crowd sourcing
• Solicit ideas
from other
groups
• Uses of Internet
for crowd
sourcing.
• Fiat, Cisco.

11. Methods
Customer groups
Internet
Formal innovation
board
Identify
Problems
Usage
Expectation

12. Activator Browser Creator Developer Executor
Generation
Screening
Development and Testing
Strategy Dev.
Business
Analysis
Product
Development
Commercializ
ation

13. Blue Ocean Strategy and Innovation
Reduce
Values
Eliminate
Raise
Create
Reduce : what values must be put
under industrial standard, for
example prices, turn around
times, lag, etc.
Eliminate : what values that could
be eliminated that is prevalent in
industry
Create : what values that could be
created that is none in the
industry.
Raise : what values that could be
put over industrial standard, such
as quality, strength, etc.

14. Morphological Analysis
Objective
Attributes
Options
Evaluate
Objective : defines what is the
objective of the innovation.
Attributes : defines the
component attributes of the
object, for example speed, prices,
etc.
Options : defines what options
we have for the attributes, and
what options we would take for
such attributes.
Evaluate : Evaluate the final
product.

15. Other Methods
Lateral Marketing
• Displacing current product with the innovative products.
Visits
• Direct visit to gain ideas and new ways to solve problems
Brainstorming
• Problem solving that focus on getting no criticism when defining
ideas
Synetics
• Problem solving that focus on getting little information and then
expanding the scope of the problem

16. Benefit of Brand
• Higher price
• Better distribution
channel
• More
products/items
Brand
Characteristics
• Strong
• Innovative

17. Brand Characteristics
Identity
Name
Slogan
Logo
Other Elements
Image
Memorable
Meaningful
Likeable
Transferable
Adaptable
Protectable

18. Stages of
Brand
Recognition Bonding
Advantage
Performance
Relevance
Presence
Continuous Support
Actual Performance
Trial / Demo
Advertising

19. Future Present
Brand Asset
Valuator Model

20. Brand Asset
Valuator Model
Differentiation
Cultural
currency
Point of
difference
Relevance
Consideration
Trial
Esteem
Perception of
quality
Loyalty
Knowledge
Awareness
Customer
experience