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Brand driven innovation 2010

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Description

a presentation that summarises the ideas behind brand driven innovation and provides a concrete 4 step plan for action, including many examples. Brand Driven Innovation is an approach to turn a deeply shared vision into meaningful new products and services. The presentation was created and held for a group of French insurance professionals.

Transcript

  1. 1. brand driven innovation turning vision into value WDHB Consulting Group | MACIF, MAIF and AMDM july 6 2010 | Erik Roscam Abbing
  2. 2. Bonjour!! Je m’appelle Et bienvenue à Hollande! Erik Roscam Abbing
  3. 3. agenda for today: what is brand driven innovation? and what can it do for your organisation? how do you make it happen? discussion
  4. 4. bien
  5. 5. let’s start with a question: why do you innovate? not how, not when, but why?
  6. 6. because it generates shareholder value to keep up with competition because of changing consumer needs because of a merger or take over because our market demands it of us to increase efficiency so we can cut prices because of changes in legislation to be able to present something new every year because there is a new technology available
  7. 7. these are all valid reasons to innovate. but they share two dangerous traits: 1: they are re-active, not pro-active 2: they are external, not internal image Courtesy of the Chicago Historical Society.
  8. 8. re-active innovation means you are running to keep up with change externally driven inovation means the outside world dictates where you go image Courtesy of the Chicago Historical Society.
  9. 9. we firmly believe in pro-active internally driven innovation
  10. 10. pro-active externally driven internally driven reactive
  11. 11. it means you grow based on a solid strategy and driven by your vision on your organisation, the market and your customer and a deep understanding of the value you can offer.
  12. 12. you need a lens that focusses and that focusses market your qualities to make them developments to help you relevant for your customer decide what’s relevant for you
  13. 13. and that is where branding comes in
  14. 14. but first a second question: what is branding to you?
  15. 15. branding is how we communicate our brand is our logo branding is about corporate identity branding is all about advertising our brand is defined by our values branding equals vision and mission our brand is our identity the brand is whatever our customer says we are our brand is our image
  16. 16. again, all valid concepts but, again I see 2 dangerous traits: 1: they are very passive 2: they are extrinsic, not intrinsic
  17. 17. Passive brands define values, identity, vision. But they don’t guide behaviour or action. Extrinsic brands are like icing on the cake. They don’t make the cake itself taste any better.
  18. 18. we firmly believe in brands that inspire action by tapping in to the intrinsic qualities of your organisation
  19. 19. intrinsic passive active extrinsic
  20. 20. This implies a brand that is understood by all your employees, that captures what’s unique about you, and of value to your customer, and helps you stay focussed on what’s relevant for you.
  21. 21. the lens you are looking for is your brand
  22. 22. a brand like this drives innovation proactively and from the inside because it defines the essence of who you want to be and how you aspire to create value for your stakeholders
  23. 23. brand driven innovation is branding innovation  fulfilling a brand’s promise through new products and services and infusing these new products and services with meaningful value
  24. 24. enough philosophy let’s get practical! how could brand driven innovation be implemented in your organisation? Auguste Rodin, le penseur
  25. 25. we would need four phases:
  26. 26. first we would strengthen your brand by rooting it firmly in the values and aspirations of your employees and customers.
  27. 27. then we would build an innovation strategy that fulfils the brand’s promise by pin-pointing opportunities to create unique value.
  28. 28. then we would build a design strategy that brings the brand to life and makes innovations meaningful.
  29. 29. then we would orchestrate all brand touch points, over all disciplines, over the entire customer journey.
  30. 30. 1. building a human centred brand
  31. 31. working with people to find a shared vision. inside your company….
  32. 32. and with your customers
  33. 33. to delve deep into how they live and experience your services
  34. 34. then: exploring patterns in the research data, to come to a brand story that clings
  35. 35. visualising patterns to create a vernacular that becomes part of the organisation’s daily dialogue
  36. 36. building a brand promise that inspires, guides and filters
  37. 37. building an innovation strategy
  38. 38. working with your marketing, R&D and sales teams to explore opportunities for innovation
  39. 39. courtesy NPK design in new products, services, markets, technologies or business models
  40. 40. and over the entire customer journey
  41. 41. visualising these opportunities and how they fulfil the brand’s promise
  42. 42. resulting in concrete guidelines for innovation
  43. 43. and even concrete concept directions
  44. 44. building a design strategy
  45. 45. working with internal and external design teams
  46. 46. and lead users
  47. 47. to create product and service design guidelines that inspire and guide, rather than limit
  48. 48. using the full depth design has to offer
  49. 49. and using all design disciplines to their maximum advantage
  50. 50. orchestrating touchpoints
  51. 51. Davis and Dunn, Building the brand driven business
  52. 52. The roll out: all disciplines in parallel, all based on the same vision managing the roll out of these strategies over all brand touch points
  53. 53. CONSUMER JOURNEYS Using consumer journeys to map future brand interactions A 6 STEP PROCESS FOR PERSONA BASED TOUCHPOINT ROADMAPPING Goal: to create brand interactions that are connected to the seasonal concept and that help build durable consumer relationships Purpose: brand engagement and call to action through touchpoint orchestration 2. This process will take 8 hours of your time | You will need a team of approximately 6 people | Make sure you bring a pack of post-its, a roll of paper, some markers, 5. glue, scissors, several personas, a photo camera, and of course gaffer tape 1. STEP 2 CURRENT 3. 6. CONSUMER JOUR- NEYS 4. STEP 5 BUILD RELA- TIONSHIPS STEP 3 ENRICH PER- STEP 6 TOUCHPOINT STEP 1 TOUCHPOINT SONAS STEP 4 CREATE ROADMAPPING MAPPING BRAND INTERACTION THEMES Create persona based con- sumer journeys by map- ping the personas along the Brainstorm on how to build touchpoints. Decide which a relationship with the en- Enrich personas through riched persona in such a Divide the personas and Write down all the Mexx touchpoints would be rele- creative exploration tech- way that it encompasses brainstorm in small groups touchpoints you can think vant for which persona and niques like storytelling, a the brand interaction theme on possible touchpoints to of, online and offline, now define the persona’s journey For each enriched persona, day in the (future) life of, of step 4. Write down all the fill the relationship circle. and in the future. (in time and space) along go through the consumer collaging techniques, story- phases in the relationship Use the upcoming seasonal those touchpoints. journey of step 2 and extrap- boards, future diary entries (pre-purchase, purchase concept as creative input. Map the touchpoints in the olate the (enriched) journey etc. Use the upcoming sea- and post-purchase) and Present the touchpoints to touchpoint circle, divided as experienced by the en- sonal concept as creative map them in a circle. each other in the form of a in pre-purchase, purchase riched persona into a brand input for these exercises. roadmap for the nearby fu- and post-purchase. interaction theme. ture (2-3 years ahead). making sure to create a compelling customer journey
  54. 54. and using service design as the main connecting theme
  55. 55. merci!!

Description

a presentation that summarises the ideas behind brand driven innovation and provides a concrete 4 step plan for action, including many examples. Brand Driven Innovation is an approach to turn a deeply shared vision into meaningful new products and services. The presentation was created and held for a group of French insurance professionals.

Transcript

  1. 1. brand driven innovation turning vision into value WDHB Consulting Group | MACIF, MAIF and AMDM july 6 2010 | Erik Roscam Abbing
  2. 2. Bonjour!! Je m’appelle Et bienvenue à Hollande! Erik Roscam Abbing
  3. 3. agenda for today: what is brand driven innovation? and what can it do for your organisation? how do you make it happen? discussion
  4. 4. bien
  5. 5. let’s start with a question: why do you innovate? not how, not when, but why?
  6. 6. because it generates shareholder value to keep up with competition because of changing consumer needs because of a merger or take over because our market demands it of us to increase efficiency so we can cut prices because of changes in legislation to be able to present something new every year because there is a new technology available
  7. 7. these are all valid reasons to innovate. but they share two dangerous traits: 1: they are re-active, not pro-active 2: they are external, not internal image Courtesy of the Chicago Historical Society.
  8. 8. re-active innovation means you are running to keep up with change externally driven inovation means the outside world dictates where you go image Courtesy of the Chicago Historical Society.
  9. 9. we firmly believe in pro-active internally driven innovation
  10. 10. pro-active externally driven internally driven reactive
  11. 11. it means you grow based on a solid strategy and driven by your vision on your organisation, the market and your customer and a deep understanding of the value you can offer.
  12. 12. you need a lens that focusses and that focusses market your qualities to make them developments to help you relevant for your customer decide what’s relevant for you
  13. 13. and that is where branding comes in
  14. 14. but first a second question: what is branding to you?
  15. 15. branding is how we communicate our brand is our logo branding is about corporate identity branding is all about advertising our brand is defined by our values branding equals vision and mission our brand is our identity the brand is whatever our customer says we are our brand is our image
  16. 16. again, all valid concepts but, again I see 2 dangerous traits: 1: they are very passive 2: they are extrinsic, not intrinsic
  17. 17. Passive brands define values, identity, vision. But they don’t guide behaviour or action. Extrinsic brands are like icing on the cake. They don’t make the cake itself taste any better.
  18. 18. we firmly believe in brands that inspire action by tapping in to the intrinsic qualities of your organisation
  19. 19. intrinsic passive active extrinsic
  20. 20. This implies a brand that is understood by all your employees, that captures what’s unique about you, and of value to your customer, and helps you stay focussed on what’s relevant for you.
  21. 21. the lens you are looking for is your brand
  22. 22. a brand like this drives innovation proactively and from the inside because it defines the essence of who you want to be and how you aspire to create value for your stakeholders
  23. 23. brand driven innovation is branding innovation  fulfilling a brand’s promise through new products and services and infusing these new products and services with meaningful value
  24. 24. enough philosophy let’s get practical! how could brand driven innovation be implemented in your organisation? Auguste Rodin, le penseur
  25. 25. we would need four phases:
  26. 26. first we would strengthen your brand by rooting it firmly in the values and aspirations of your employees and customers.
  27. 27. then we would build an innovation strategy that fulfils the brand’s promise by pin-pointing opportunities to create unique value.
  28. 28. then we would build a design strategy that brings the brand to life and makes innovations meaningful.
  29. 29. then we would orchestrate all brand touch points, over all disciplines, over the entire customer journey.
  30. 30. 1. building a human centred brand
  31. 31. working with people to find a shared vision. inside your company….
  32. 32. and with your customers
  33. 33. to delve deep into how they live and experience your services
  34. 34. then: exploring patterns in the research data, to come to a brand story that clings
  35. 35. visualising patterns to create a vernacular that becomes part of the organisation’s daily dialogue
  36. 36. building a brand promise that inspires, guides and filters
  37. 37. building an innovation strategy
  38. 38. working with your marketing, R&D and sales teams to explore opportunities for innovation
  39. 39. courtesy NPK design in new products, services, markets, technologies or business models
  40. 40. and over the entire customer journey
  41. 41. visualising these opportunities and how they fulfil the brand’s promise
  42. 42. resulting in concrete guidelines for innovation
  43. 43. and even concrete concept directions
  44. 44. building a design strategy
  45. 45. working with internal and external design teams
  46. 46. and lead users
  47. 47. to create product and service design guidelines that inspire and guide, rather than limit
  48. 48. using the full depth design has to offer
  49. 49. and using all design disciplines to their maximum advantage
  50. 50. orchestrating touchpoints
  51. 51. Davis and Dunn, Building the brand driven business
  52. 52. The roll out: all disciplines in parallel, all based on the same vision managing the roll out of these strategies over all brand touch points
  53. 53. CONSUMER JOURNEYS Using consumer journeys to map future brand interactions A 6 STEP PROCESS FOR PERSONA BASED TOUCHPOINT ROADMAPPING Goal: to create brand interactions that are connected to the seasonal concept and that help build durable consumer relationships Purpose: brand engagement and call to action through touchpoint orchestration 2. This process will take 8 hours of your time | You will need a team of approximately 6 people | Make sure you bring a pack of post-its, a roll of paper, some markers, 5. glue, scissors, several personas, a photo camera, and of course gaffer tape 1. STEP 2 CURRENT 3. 6. CONSUMER JOUR- NEYS 4. STEP 5 BUILD RELA- TIONSHIPS STEP 3 ENRICH PER- STEP 6 TOUCHPOINT STEP 1 TOUCHPOINT SONAS STEP 4 CREATE ROADMAPPING MAPPING BRAND INTERACTION THEMES Create persona based con- sumer journeys by map- ping the personas along the Brainstorm on how to build touchpoints. Decide which a relationship with the en- Enrich personas through riched persona in such a Divide the personas and Write down all the Mexx touchpoints would be rele- creative exploration tech- way that it encompasses brainstorm in small groups touchpoints you can think vant for which persona and niques like storytelling, a the brand interaction theme on possible touchpoints to of, online and offline, now define the persona’s journey For each enriched persona, day in the (future) life of, of step 4. Write down all the fill the relationship circle. and in the future. (in time and space) along go through the consumer collaging techniques, story- phases in the relationship Use the upcoming seasonal those touchpoints. journey of step 2 and extrap- boards, future diary entries (pre-purchase, purchase concept as creative input. Map the touchpoints in the olate the (enriched) journey etc. Use the upcoming sea- and post-purchase) and Present the touchpoints to touchpoint circle, divided as experienced by the en- sonal concept as creative map them in a circle. each other in the form of a in pre-purchase, purchase riched persona into a brand input for these exercises. roadmap for the nearby fu- and post-purchase. interaction theme. ture (2-3 years ahead). making sure to create a compelling customer journey
  54. 54. and using service design as the main connecting theme
  55. 55. merci!!

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