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.
2. By Toni Verdú Carbó
WHAT IS BRAND POSITIONING
INNOVATION & MARKETING
WORKING IN A VUCA ENVIRONMENT
RESEARCH
DESIGN THINKING
DISRUPTIVE INNOVATION
RECAP
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. “”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”
11. 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.
12. V U C A
SPEAKER NOTE: VUCA IS AN ACRONYM FOR VOLATILE,
UNCERTAIN, COMPLEX AND AMBIGUOUS SOCIO-
ECONOMIC AND BUSINESS ENVIRONMENTS.
13. SPEAKER NOTE: INDIVIDUALS ARE MORE DIVERSE, TECHNOLOGICALLY-
EMPOWERED AND CONNECTED THAN EVER BEFORE.
31. PERFORMANCE
TIME
SPEAKER NOTE: EXAMPLES OF DISRUPTIVE INNOVATION WHERE
“LESSER” PRODUCTS ARE REPLACING BETTER PERFORMING
PRODUCTS THAT OFFER CONSUMER MORE THAN THEY NEED.
32. PERFORMANCE
TIME
SPEAKER NOTE: THE DISPLACEMENT OF AN ESTABLISHED
OFFERING IS A RECURRING THEME, OFTEN WITH THE
ORIGINALLY DISRUPTIVE OFFERING ITSELF BEING REPLACED.
35. 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