Using Innovation to Manage Brand Positioning | P Collings 2014

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I recently spoke at the Marketing Indaba conference in South Africa on using innovation methodologies and tools to determine and manage brand positioning. I have added speaker notes to several of the slides where you needed a speaker in front of them.

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Using Innovation to Manage Brand Positioning | P Collings 2014

  1. 1. USING INNOVATION TO POSITION BRANDS PATRICK COLLINGS! IDEA COUTURE! MAY 2014
  2. 2. By Toni Verdú Carbó      WHAT IS BRAND POSITIONING      INNOVATION & MARKETING      WORKING IN A VUCA ENVIRONMENT      RESEARCH      DESIGN THINKING      DISRUPTIVE INNOVATION      RECAP
  3. 3. WHAT IS BRAND POSITIONING?
  4. 4. SPEAKER NOTE: A KEY ASPECT OF BRAND POSITIONING IS THE FUNCTION AND VALUE-ADD THAT THE OFFERING PERFORMS IN THE MARKET. POSITIONING IS A VITAL STRATEGIC DECISION THAT IMPACTS ON ALL ASPECTS OF THE BUSINESS. MONTBLANC USED AS AN EXAMPLE.
  5. 5. “”MARKETING IS GETTING THE RIGHT GOODS AND SERVICES TO THE RIGHT PEOPLE AT THE RIGHT PLACES AT THE RIGHT TIME AT THE RIGHT PRICE WITH THE RIGHT COMMUNICATIONS AND PROMOTION”
  6. 6. MARKETING IS OFFERING / COMMUNICATION
  7. 7. INNOVATION IS MORE THAN JUST COMING UP WITH IDEAS
  8. 8. INNOVATION, AT THE HEART OF BUSINESS STRATEGY, IS ABOUT GETTING THE RIGHT OFFERINGS TO MARKET
  9. 9. INNOVATION IS BUSINESS MODELS / OFFERING
  10. 10. DISTINCT BUT VERY SIMILAR SPEAKER NOTE: REFERENCE TO MARKETING AND INNOVATION WITH POINT THAT IF VERY SIMILAR THEN MARKETING SHOULD USE INNOVATION METHODOLOGIES AND TOOLS.
  11. 11. V U C A SPEAKER NOTE: VUCA IS AN ACRONYM FOR VOLATILE, UNCERTAIN, COMPLEX AND AMBIGUOUS SOCIO- ECONOMIC AND BUSINESS ENVIRONMENTS.
  12. 12. SPEAKER NOTE: INDIVIDUALS ARE MORE DIVERSE, TECHNOLOGICALLY- EMPOWERED AND CONNECTED THAN EVER BEFORE.
  13. 13. RESEARCH / OFFERING / CONTEXT POSITIONING REQUIRES
  14. 14. CLASSIC RESEARCH AWARENESS UNDERSTANDING OPINION RESONANCE
  15. 15.      ETHNOGRAPHIC RESEARCH
  16. 16. BREAK DOWN THE SILOS, NEAR AND FAR, AND LOOK FOR CONVERGENCE AND LESSONS
  17. 17. LOOK FOR WEAK SIGNALS
  18. 18. Today’s  core   market Tomorrow’s   market Adjacent  markets  /   industries WS WS WS WS
  19. 19. BRAND-CENTRIC RESEARCH YIELDS BRAND-CENTERIC ANSWERS. REAL VALUE COMES FROM IDENTIFYING UNMET CONSUMER NEEDS
  20. 20. DESIGN THINKING ALLOWS US TO UNRAVEL COMPLEXITY AND DELIVER INNOVATIVE OFFERINGS
  21. 21. MOVING THROUGH THE KNOWLEDGE FUNNEL
  22. 22. SYSTEMS  THINKING ETHNOGRAPHIC  RESEARCH I I BUSINESS MODELLING I INNOVATION THEORIES I AGILE STRATEGIES MARKETING VUCA  CHALLENGES   &  OPPORTUNITIES HEURISTIC   PROCESSES ALGORITHMIC   EFFICIENCY A B D U C T I V E   L O G I C UTILISING MULTIPLE THEORIES & TOOLS
  23. 23. RETURN TO THE QUESTIONS
  24. 24. KEEP RETURNING TO THE MYSTERIES TO MAKE SURE THAT YOUR POSITIONING IS STILL RELEVANT
  25. 25. CLAYTON CHRISTENSEN
  26. 26. PERFORMANCE TIME Performance  that  consumer  uNlise  or  absorb
  27. 27. PERFORMANCE TIME Sustaining  InnovaNons
  28. 28. PERFORMANCE TIME DisrupNve  InnovaNons
  29. 29. PERFORMANCE TIME SPEAKER NOTE: EXAMPLES OF DISRUPTIVE INNOVATION WHERE “LESSER” PRODUCTS ARE REPLACING BETTER PERFORMING PRODUCTS THAT OFFER CONSUMER MORE THAN THEY NEED.
  30. 30. PERFORMANCE TIME SPEAKER NOTE: THE DISPLACEMENT OF AN ESTABLISHED OFFERING IS A RECURRING THEME, OFTEN WITH THE ORIGINALLY DISRUPTIVE OFFERING ITSELF BEING REPLACED.
  31. 31. WHEN COMPETITOR SUBSTITUTES ARE GOOD ENOUGH, YOUR BEST MAY NOT BE THE BEST
  32. 32. image by alice popkorn POSITIONING A BRAND IN THE MARKET IS THE STRATEGIC BUSINESS DECISION THE RELATIONSHIP BETWEEN INNOVATION AND MARKETING IS SYMBIOTIC RESEARCH MUST IDENTIFY UNMET CONSUMER NEEDS NOW AND IN THE FUTURE DESIGN THINKING TAKES US DOWN THE KNOWLEDGE FUNNEL, BUT REQUIRES REVISTING POSITIONING IS RELATIVE TO COMPETITORS’ STRATEGIES
  33. 33. / PATRICK COLLINGS! PCOLLINGS@IDEACOUTURE.COM! +27 (0)83 616 0967 idea! couture

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