PRODUCTS & BRANDS


                               VERHAERTINNOVATIONDAY – OCTOBER 20th, 2006
www.mastersininnovation.com
...
PRODUCTS & BRANDS


                              who are we
www.mastersininnovation.com




                             ...
PRODUCTS & BRANDS


                              who are we
www.mastersininnovation.com




                             ...
PRODUCTS & BRANDS


                              today's agenda
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                         ...
PRODUCTS & BRANDS
www.mastersininnovation.com




                              many brands have a
                       ...
PRODUCTS & BRANDS
www.mastersininnovation.com




                                         The quietest Vacuum Cleaner



...
PRODUCTS & BRANDS
www.mastersininnovation.com




                                                  Mercedes introduces it...
PRODUCTS & BRANDS
www.mastersininnovation.com




                                                  7UP, now 100 % Natural...
PRODUCTS & BRANDS




                                                  a product centric
www.mastersininnovation.com




...
PRODUCTS & BRANDS


                              take for example the Swiffer
www.mastersininnovation.com




           ...
PRODUCTS & BRANDS




                                  R&D
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                              ...
PRODUCTS & BRANDS
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                                   brand
                               ...
PRODUCTS & BRANDS
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                                                  20.10.2006   Slide 13
PRODUCTS & BRANDS
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                                 improve and extend




                ...
PRODUCTS & BRANDS
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                              and this works fine for Swiffer
          ...
PRODUCTS & BRANDS
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                              in spite of all the copycats




         ...
PRODUCTS & BRANDS


                              but....
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                              ne...
PRODUCTS & BRANDS


                              but....
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                              in...
PRODUCTS & BRANDS


                              but....
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                              an...
PRODUCTS & BRANDS


                              but....
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                              th...
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                               but....
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                              a...
PRODUCTS & BRANDS


                              but....
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                              cr...
PRODUCTS & BRANDS


                              but....
                              technology has advanced
www.master...
PRODUCTS & BRANDS


                              but....
                              so companies are struggling
www.ma...
PRODUCTS & BRANDS




                              but they still need remarkable products
www.mastersininnovation.com


...
PRODUCTS & BRANDS




                              products that can transform the market
                              p...
PRODUCTS & BRANDS


                              a solution
www.mastersininnovation.com




                             ...
PRODUCTS & BRANDS


                              a solution
                              soft innovation
www.mastersinin...
PRODUCTS & BRANDS
www.mastersininnovation.com




                                                  soft innovation is
   ...
PRODUCTS & BRANDS


                              soft innovation
                              soft innovation can be abo...
PRODUCTS & BRANDS


                              soft innovation
                              soft innovation can be abo...
PRODUCTS & BRANDS


                              soft innovation
                              soft innovation can be abo...
PRODUCTS & BRANDS


                              soft innovation
                              soft innovation can be abo...
PRODUCTS & BRANDS


                              soft innovation
                              soft innovation can be abo...
PRODUCTS & BRANDS


                              soft innovation
                              soft innovation can be abo...
PRODUCTS & BRANDS


                              soft innovation
                              soft innovation can be abo...
PRODUCTS & BRANDS


                              soft innovation
                              soft innovation can be abo...
PRODUCTS & BRANDS


                              soft innovation
                              soft innovation can be abo...
PRODUCTS & BRANDS


                              soft innovation
                              soft innovation can be app...
PRODUCTS & BRANDS


                              soft innovation
                              soft innovation can be app...
PRODUCTS & BRANDS


                              why
                              why should my company also invest in s...
PRODUCTS & BRANDS


                              why
                              1. soft innovation can build bridges b...
PRODUCTS & BRANDS


                              why
                              R&D thinks...
www.mastersininnovation....
PRODUCTS & BRANDS


                              why
                              but...
www.mastersininnovation.com



...
PRODUCTS & BRANDS


                              why
                              communication versus R&D investment ra...
PRODUCTS & BRANDS


                              why
                              marketing thinks...
www.mastersininnov...
PRODUCTS & BRANDS


                              why
                              but...
www.mastersininnovation.com



...
PRODUCTS & BRANDS


                              why
                              2. soft innovation communicates the br...
PRODUCTS & BRANDS


                              why
                              3. soft innovation has more effect
www...
PRODUCTS & BRANDS


                              why
                              4. soft innovation is effective
www.ma...
PRODUCTS & BRANDS


                              why
                              so....productportfolio needs to be a g...
PRODUCTS & BRANDS


                              why
                              and....it only works if its a unique e...
PRODUCTS & BRANDS


                              why
                              5. drive soft innovation yourself
www....
PRODUCTS & BRANDS


                              productbrigade
www.mastersininnovation.com




                         ...
PRODUCTS & BRANDS


                              productbrigade
                              product innovation
www.mast...
PRODUCTS & BRANDS
www.mastersininnovation.com




                                                  20.10.2006   Slide 56
PRODUCTS & BRANDS


                              productbrigade
                              product brief
www.mastersin...
PRODUCTS & BRANDS


                              example
www.mastersininnovation.com




                                ...
PRODUCTS & BRANDS


                              conclusion
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                             ...
PRODUCTS & BRANDS
www.mastersininnovation.com




                                                                  Verhae...
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Products And Brands Values Mortierbrigade

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How to create a strong brand? Start with a strong product! A presentation by Mortierbrigade on Innovation Day 06

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Products And Brands Values Mortierbrigade

  1. 1. PRODUCTS & BRANDS VERHAERTINNOVATIONDAY – OCTOBER 20th, 2006 www.mastersininnovation.com PRODUCTS & BRANDS David Pas en Joost van de Loo info@productbrigade.com www.productbrigade.com Commercially confidence – This presentation contains ideas and information which are proprietary of PRODUCTBRIGADE, it is given in confidence. You are authorized to open and view the electronic copy of this document and to print a single copy. Otherwise, the material may not in whole or in part be copied, stored electronically or communicated to third parties without prior agreement of PRODUCTBRIGADE. www.mastersininnovation.com 20.10.2006 Slide 1
  2. 2. PRODUCTS & BRANDS who are we www.mastersininnovation.com productbrigade is a hybrid group of people, from different backgrounds (advertising, design, architecture, technical development), assembled to create new inspiring products 20.10.2006 Slide 2
  3. 3. PRODUCTS & BRANDS who are we www.mastersininnovation.com productbrigade is an exclusive alliance between productplus (verhaert group) and mortierbrigade 20.10.2006 Slide 3
  4. 4. PRODUCTS & BRANDS today's agenda www.mastersininnovation.com the virtues of soft innovation 20.10.2006 Slide 4
  5. 5. PRODUCTS & BRANDS www.mastersininnovation.com many brands have a product centric approach to innovation 20.10.2006 Slide 5
  6. 6. PRODUCTS & BRANDS www.mastersininnovation.com The quietest Vacuum Cleaner 20.10.2006 Slide 6
  7. 7. PRODUCTS & BRANDS www.mastersininnovation.com Mercedes introduces its new S500. And it has eight airbags... 20.10.2006 Slide 7
  8. 8. PRODUCTS & BRANDS www.mastersininnovation.com 7UP, now 100 % Natural 20.10.2006 Slide 8
  9. 9. PRODUCTS & BRANDS a product centric www.mastersininnovation.com approach to innovation 20.10.2006 Slide 9
  10. 10. PRODUCTS & BRANDS take for example the Swiffer www.mastersininnovation.com 20.10.2006 Slide 10
  11. 11. PRODUCTS & BRANDS R&D www.mastersininnovation.com – electrostatic charge attracts soil into the cloth – deep ridges trap and hold dirt in place – launch: 1999 20.10.2006 Slide 11
  12. 12. PRODUCTS & BRANDS www.mastersininnovation.com brand – promise: “Clean your floors without all the hassles of the mop, bucket, broom and dustpan” – USP: “Making small cleanups easy” 20.10.2006 Slide 12
  13. 13. PRODUCTS & BRANDS www.mastersininnovation.com 20.10.2006 Slide 13
  14. 14. PRODUCTS & BRANDS www.mastersininnovation.com improve and extend 20.10.2006 Slide 14
  15. 15. PRODUCTS & BRANDS www.mastersininnovation.com and this works fine for Swiffer – 75% share of US quick-clean market 20.10.2006 Slide 15
  16. 16. PRODUCTS & BRANDS www.mastersininnovation.com in spite of all the copycats 20.10.2006 Slide 16
  17. 17. PRODUCTS & BRANDS but.... www.mastersininnovation.com new products fail more often – “In consumer products industry, upwards of 85 percent of new products fail after a couple of years in the market” - Forrester Research 20.10.2006 Slide 17
  18. 18. PRODUCTS & BRANDS but.... www.mastersininnovation.com innovation life cycles are getting shorter – “Turnaround time on knock-offs is now measured in a few scant months” - BrandChannel 20.10.2006 Slide 18
  19. 19. PRODUCTS & BRANDS but.... www.mastersininnovation.com and advertising is having less impact – 37% of all advertising is waisted – 69% of consumers are interested in products to skip or block marketing and advertising 20.10.2006 Slide 19
  20. 20. PRODUCTS & BRANDS but.... www.mastersininnovation.com the world has changed 20.10.2006 Slide 20
  21. 21. PRODUCTS & BRANDS but.... www.mastersininnovation.com a new media landscape – too much clutter – too much noise – too many channels – too much spam – customers want to participate 20.10.2006 Slide 21
  22. 22. PRODUCTS & BRANDS but.... www.mastersininnovation.com creators have much better tools 20.10.2006 Slide 22
  23. 23. PRODUCTS & BRANDS but.... technology has advanced www.mastersininnovation.com – more and more patents limit freedom for innovation – bar for truly revolutionary innovation is getting higher 20.10.2006 Slide 23
  24. 24. PRODUCTS & BRANDS but.... so companies are struggling www.mastersininnovation.com – stakeholders resist innovation – R&D doesn't pay off – big ad spending doesn't pay off 20.10.2006 Slide 24
  25. 25. PRODUCTS & BRANDS but they still need remarkable products www.mastersininnovation.com 20.10.2006 Slide 25
  26. 26. PRODUCTS & BRANDS products that can transform the market products that change the way we consume www.mastersininnovation.com 20.10.2006 Slide 26
  27. 27. PRODUCTS & BRANDS a solution www.mastersininnovation.com 20.10.2006 Slide 27
  28. 28. PRODUCTS & BRANDS a solution soft innovation www.mastersininnovation.com •couple your product with a feature that the consumer might be attracted to •design products that change the way we experience consumption •focus on emotional values : design matters, styling matters, extra's matter •coherence between products and brand values 20.10.2006 Slide 28
  29. 29. PRODUCTS & BRANDS www.mastersininnovation.com soft innovation is experience centric 20.10.2006 Slide 29
  30. 30. PRODUCTS & BRANDS soft innovation soft innovation can be about small gadgets www.mastersininnovation.com chopsticks for kids 20.10.2006 Slide 30
  31. 31. PRODUCTS & BRANDS soft innovation soft innovation can be about small gadgets www.mastersininnovation.com Ben & Jerry's pint lock 20.10.2006 Slide 31
  32. 32. PRODUCTS & BRANDS soft innovation soft innovation can be about limited editions www.mastersininnovation.com to create authenticity VW Beetle styling art 20.10.2006 Slide 32
  33. 33. PRODUCTS & BRANDS soft innovation soft innovation can be about consumer www.mastersininnovation.com interaction to empower the experience personalised bank card 20.10.2006 Slide 33
  34. 34. PRODUCTS & BRANDS soft innovation soft innovation can be about consumer www.mastersininnovation.com interaction Nokia silence booth 20.10.2006 Slide 34
  35. 35. PRODUCTS & BRANDS soft innovation soft innovation can be about new product www.mastersininnovation.com categories to increase the experience Nike watches 20.10.2006 Slide 35
  36. 36. PRODUCTS & BRANDS soft innovation soft innovation can be about partnerships www.mastersininnovation.com Tiense suiker & Douwe Egberts 20.10.2006 Slide 36
  37. 37. PRODUCTS & BRANDS soft innovation soft innovation can be about partnerships www.mastersininnovation.com Nike & Ipod nano 20.10.2006 Slide 37
  38. 38. PRODUCTS & BRANDS soft innovation soft innovation can be about a new experience www.mastersininnovation.com Preva Xsport portable espresso maker 20.10.2006 Slide 38
  39. 39. PRODUCTS & BRANDS soft innovation soft innovation can be applied on machines, www.mastersininnovation.com terminals,... ATM's, vending machines, information terminals can create an experience and communicate your brand 20.10.2006 Slide 39
  40. 40. PRODUCTS & BRANDS soft innovation soft innovation can be applied on machines, www.mastersininnovation.com terminals,... ATM's, vending machines, information terminals can create an experience and communicate your brand 20.10.2006 Slide 40
  41. 41. PRODUCTS & BRANDS why why should my company also invest in soft www.mastersininnovation.com innovation 20.10.2006 Slide 41
  42. 42. PRODUCTS & BRANDS why 1. soft innovation can build bridges between www.mastersininnovation.com marketing and R&D 20.10.2006 Slide 42
  43. 43. PRODUCTS & BRANDS why R&D thinks... www.mastersininnovation.com communication is • not about their products • only about emotions • expensive • overpromising 20.10.2006 Slide 43
  44. 44. PRODUCTS & BRANDS why but... www.mastersininnovation.com communication can be about innovation 20.10.2006 Slide 44
  45. 45. PRODUCTS & BRANDS why communication versus R&D investment ratio www.mastersininnovation.com from 3:1 ratio to 1,3:1 20.10.2006 Slide 45
  46. 46. PRODUCTS & BRANDS why marketing thinks... www.mastersininnovation.com R&D is • not consumer oriented • too slow • very expensive • not sexy 20.10.2006 Slide 46
  47. 47. PRODUCTS & BRANDS why but... www.mastersininnovation.com Seth Godin :“innovation is cheaper than advertising that interrupts you for things you don’t want” 20.10.2006 Slide 47
  48. 48. PRODUCTS & BRANDS why 2. soft innovation communicates the brand www.mastersininnovation.com values soft innovation is a valid route to expand your portfolio with products that communicate your brand values 20.10.2006 Slide 48
  49. 49. PRODUCTS & BRANDS why 3. soft innovation has more effect www.mastersininnovation.com differentiation strictly based on functional product features often leads to poor customer perception 20.10.2006 Slide 49
  50. 50. PRODUCTS & BRANDS why 4. soft innovation is effective www.mastersininnovation.com but when you get it fast and with limited resources to the market, other can also... breakthrough platform derivate time-to-market 5-7 years 1-3 years 6-18 months technical risk high medium low market risk high medium low 20.10.2006 Slide 50
  51. 51. PRODUCTS & BRANDS why so....productportfolio needs to be a good mix of www.mastersininnovation.com innovation levels (hard- en soft innovation) 20.10.2006 Slide 51
  52. 52. PRODUCTS & BRANDS why and....it only works if its a unique expression of www.mastersininnovation.com your brand values 20.10.2006 Slide 52
  53. 53. PRODUCTS & BRANDS why 5. drive soft innovation yourself www.mastersininnovation.com you don't have to be a scientist or a wacky creative 20.10.2006 Slide 53
  54. 54. PRODUCTS & BRANDS productbrigade www.mastersininnovation.com 20.10.2006 Slide 54
  55. 55. PRODUCTS & BRANDS productbrigade product innovation www.mastersininnovation.com improving the user experience of existing product product creation generating ideas for totally new product solutions 20.10.2006 Slide 55
  56. 56. PRODUCTS & BRANDS www.mastersininnovation.com 20.10.2006 Slide 56
  57. 57. PRODUCTS & BRANDS productbrigade product brief www.mastersininnovation.com • product architecture and functional description • visuals, dummy • cost/benefit projection • feasibility check and risk analysis 20.10.2006 Slide 57
  58. 58. PRODUCTS & BRANDS example www.mastersininnovation.com 20.10.2006 Slide 58
  59. 59. PRODUCTS & BRANDS conclusion www.mastersininnovation.com the virtues of soft Innovation – brand-supporting – good cost-benefit ratio – high perceived differentiation – fast to market 20.10.2006 Slide 59
  60. 60. PRODUCTS & BRANDS www.mastersininnovation.com Verhaert New Products & Services nv Hogenakkerhoekstraat 21 9150 Kruibeke Belgium Tel +32 (0)3 250 19 00 Fax +32 (0)3 254 10 08 www.verhaert.com info@verhaert.com www.mastersininnovation.com 20.10.2006 Slide 60

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