Bài soạn Elite Programme 2 về đề tài Brand management essentials phần 2 - Brand innovation

2. OUTCOMES
• Expand brands beyond
current category
• Launching brands in new
territories
• Reading new consumer
groups
• Innovating the core with rapid
roll-out
BRAND INNOVATION is the 1st lever to pull a brand from initial ideas to real
life. It refers to both radical and incremental changes to products, processes or
services, and like most business functions, is a management process that
requires specific tools, rules, and discipline
Innovation is the process of harnessing
creative ideas to meet business needs
Creativity is the thinking process
by which we generate ideas
Definition1
REASONS
• Increase competitive
advantage
• Achieve bussiness goals/profits
Use 3 levers to pull brand into real
life
Create and understand
“Where are we going?”

3. Strategy2
INNOVATION PRINCIPLES
• Build on company, market and brand Strategy
• Complete the innovation path to create Innovation strategy
• Keep a balance of refresh-compete-breakthrough
• Work out the P+L as early as possible, keep on target
• Strong consumer insights are at the heart of a great concept
• Craft concepts and create the rich stimulus for research
Company strategy
Market strategy
Brand strategy
Innovation
strategy
INNOVATION TYPE
Refresh – Keep existing
benefits but refresh the offer
Variety of
tastes
Compete – Add new benefits to
existing offers
Strengthen digestive &
immune system
(Supplement beneficial
bacteria)
Break-through – New-offer/
New benefits
Savior of the
aging skin
(Supplement
collagen &
vitamin C)
Different levels of strategy
Shorter term, low risk and usually lower reward
These are essential developments BUT they
must not take time away from COMPETE +
BREAKTHROUGH
Require investment in technology/product, as
a result, more time development is needed
Risk is higher so make sure the REWARD is
sufficient
Bring something new to the category
Development may include technology, product
or pack. Therefore, this type require the most
time and resource

4. Process3
INNOVATION PATH INNOVATION FUNNEL
Context Initiative Concept
If things go wrong (and they will) just go back
one step and try again
Stage gate track to explore furtherPre-stage gate defines the direction
2 IMPORTANT PHASES OF
INNOVATION

5. Process3
Context Initiative Concept
Build on the Brand Strategy
House
Innovation Direction
• Brand
• Financial target
• Direction description
• Benefit Platform
• Innovation Program
• Scope
• Initiative Area
Identify Possible Innovation
Initiatives
Define each Initiative in more
detail
• Launch date
• Opportunity
• Trends
• P+L
• Innovation Type
Acts as the brief for concept
development
Create concepts for each
Initiative
• Name
• Description
• Insight
• Emotional Benefits
• Reason to Believe
• Visualization
Prepare successful concepts
for Innovation Funnel
Output
Factors
Aim
Innovation path

6. Process3
CONCEPT EVALUATION CRITERIAS
B-M-M-D (Benefit – Meaningful - Mind-opening –
Differentiation)
(Or Uniqueness – Relevance – Appealing –
Creditability – Purchase Intent)
Innovation path
• Build on
background
information
• The more
the better
• Fit the Brand Strategy
• Help address the Innovation
Direction
• Fit within the pre defined
Boundaries
INITATIVE
ONE approach to addressing Innovation Direction
Define the broad area to be explored by future
concepts (an innovation project)
INITIATIVE AREA
PROVOCATIVE CREATIVITY: Provoke the consume with
a real options (More emotional response, relevant
comments. easier to fine tune the concept)
• Go beyond stating the obvious
• Make sure you have dilemma pivot point
• Be positive
• Avoid absolutes/ culturally sensitive
CONCEPT BUNDLE: INSIGHT
• Single minded
• As short and concise as possible
• Must have a Dilemma/Friction /Pivot point (make
sure there is a BUT (or similar) in the sentence
Insight with “dilemma pivot point”
Insight = [Need/Benefit] BUT [Dilemma – why I can’t
satisfy my need/desire]

7. Process3 Innovation funnel
L
A
U
N
C
H
Contract
Launch Roll-out
Feasibility
Capability
Market Ready/
Market
deployment
Post-Launch
Evaluation
Roll-out
Contender
Ideas
Can we do it? Will we do
it?
Was it a
success?
Recommend
others to do the
same
Do we want
it?
What is it
about?
On shelf in first market(s)
Charter
IdeasGATE
At this phase, most projects are created and remain following review at the Gate Meeting if re-work is
required or if company resource is not available to pursue it.
This is the gate between Idea Phase and Feasibility Phase where decision is made whether to invest
in a project team.
This is the gate between Feasibility Phase and Capability Phase, its purpose being to decide
on investing capital and marketing mix costs.
At this phase, projects handled by Innovation Centers and Brand Development will
pass through – and get license from National Business Unit.

8. Process3
Confidence are firstly reflected through bright and healthy nutritious
facial skin
Ideas
Feasibility
Capability
Aloe Vera
• Balance skin moisture
• Absorb excess sebum
• Clean and tighten the
pores
Coffee bean
• Brightening effect
• Prevent UV ray
• Anti-aging
Seaweed
• Lightening effect
• Increase skin elasticity
• Anti-aging
Market Ready/ Market deployment At this phase, projects handled by Innovation Centers and Brand
Development will pass through – and get license from National
Business Unit.
Launching Pond’s Men Energy Charged
Pond's is an skin care expert on
whitening products, committed
to delivery rosy skin
transformations through
revolutionary product innovations
Example
1. Pond’s Men Oil Control 2. Pond’s Men Vitamin nutrients 3. Pond’s Men Energy charged