KU Leuven Master Class: New Product Marketing
1/11 Course Introduction
Building Ideas that stick ... and people never forget
Summary: Most products fail… why. The power of stories and ideas that stick
Starting Off Right with WordPress- WP-BootCampHandsOnWP.com
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5 fast and fun ways to create great videoLou Bortone
Join us for this fun, fast-paced and free slide presentation where we'll reveal brand new, cutting-edge info that will turn you into an instant video ninja!
Online Visibility Expert and Video Pro Lou Bortone will share five (okay, maybe more) quick and easy ways to create great video, even if you hate technology or hate being on camera. Grab a paper and pen, because you'll want to write down all the stealth secrets and super-simple-shortcuts that we'll demonstrate.
You'll discover:
* How to tap into your inner creative genius
* New ways to deliver your message visually
* How to make your own "sketch" videos and cool animation
* New websites and resources to make video creation a snap
* How to crank out consistent and compelling video content
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled DIGITAL CREATIVE EXCELLENCE. Panelist discussed creative best practices online. There was an emphasis of how to emotionally connect to consumers. Logo and product design was also discussed. The panelist included Jim Forrest,
SVP of Digital Strategy at Ipsos ASI/Ipsos OTX & Sebastian Fernandez, B2B Insights at Yahoo!. Rick Bruner, VP of Product Management at Marketing Evolution moderated the discussion.
Love and Other (Marketing) Drugs nnu naccapRHB_Solutions
Rick Bailey, Shawn Odle and Mike Marston discuss how RHB helped Northwest Nazarene University find their distinctive voice and tell their story coherently.
Starting Off Right with WordPress- WP-BootCampHandsOnWP.com
This class was presented to the Texas Veteran's Community at the WP-BootCamp In October 2015. Sandi and Nick Batik discussed what we wished we would have known when we started our own WordPress business in 2007. We talked about the skills needed to be successful as a WordPress professional, opportunities within the community, as well as advice and resources.
5 fast and fun ways to create great videoLou Bortone
Join us for this fun, fast-paced and free slide presentation where we'll reveal brand new, cutting-edge info that will turn you into an instant video ninja!
Online Visibility Expert and Video Pro Lou Bortone will share five (okay, maybe more) quick and easy ways to create great video, even if you hate technology or hate being on camera. Grab a paper and pen, because you'll want to write down all the stealth secrets and super-simple-shortcuts that we'll demonstrate.
You'll discover:
* How to tap into your inner creative genius
* New ways to deliver your message visually
* How to make your own "sketch" videos and cool animation
* New websites and resources to make video creation a snap
* How to crank out consistent and compelling video content
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled DIGITAL CREATIVE EXCELLENCE. Panelist discussed creative best practices online. There was an emphasis of how to emotionally connect to consumers. Logo and product design was also discussed. The panelist included Jim Forrest,
SVP of Digital Strategy at Ipsos ASI/Ipsos OTX & Sebastian Fernandez, B2B Insights at Yahoo!. Rick Bruner, VP of Product Management at Marketing Evolution moderated the discussion.
Love and Other (Marketing) Drugs nnu naccapRHB_Solutions
Rick Bailey, Shawn Odle and Mike Marston discuss how RHB helped Northwest Nazarene University find their distinctive voice and tell their story coherently.
How to create change that sticks and spreadsHelen Bevan
This is a talk that Helen Bevan gave at the NHS Transformathon with support from Zoe Lord, Jodi Brown and Hannah Wall at 4am on 28th January.
The NHS Transformathon was a 24 hour virtual event to connect people from all over the world who are leading the way in transforming the health and care system. It took place on 27/28 January 2016.
The entire event was a live broadcast on Google hangout. You can watch all of the sessions. Go to http://theedge.nhsiq.nhs.uk/transformathon/ and click on the title of the session you would like to view. The content is free and available to all.
If you tweet about the content of the Transformathon, please use the hashtag #NHSTform
Healthcare Social Networking: Is Pharma Ready to Join the Conversation?Len Starnes
A pragmatic assessment of the impact of social networking on pharma marketing & sales. Includes analyses of HCPs' social networks, consumer/patient social networks and the convergence of PR with SEO and SEM. Presented at conferences in Zurich, Shanghai and Boston during 2008. This version presented at EyeforPharma's
E-Communications and Online Marketing Summit, Boston, 2008.
30 best Creative, Design & Marketing QuotesMike Hendrixen
30 Creative, Design & Marketing Wisdom, Quotes and Sayings. All photos (c): www.pimgeerts.nl
Featuring quotes from Seth Godin, Albert Einstein, Jim Stengel, Charles Darwin, Mark Zuckerberg, Steve Jobs and Benjamin Franklin.
People consume information on the web differently than traditional media. In an era of information overload we’ve become “grazers” of content, skimming digital channels for nuggets of information. More than ever, it’s important for individuals and organizations to be able to present ideas in a manner that can be quickly consumed, understood and remembered.
The Power of Infographics is a presentation that digs into visual thinking, how organizations can learn to present their ideas visually and how infographics can be used to help achieve some common business
objectives.
What is Infographics?
There are lot of phrase around the term Information graphics like
"Infographics." "Data visualization." "Information design. & “Communication Design"
We're talking about any graphic that displays and explains information, whether that be data or words. When we use the term "data visualization," we're using it as a general term used to describe data presented in a visual way.
Why Infographics?
Infographics are important because they change the way people find and
experience stories especially now, when more and more infographics are being used to augment editorial content on the web. Infographics create a new way of seeing the world of data, and they help communicate complex ideas in a clear and beautiful way.
SlideShare now has a player specifically designed for infographics. Upload your infographics now and see them take off! Need advice on creating infographics? This presentation includes tips for producing stand-out infographics. Read more about the new SlideShare infographics player here: http://wp.me/p24NNG-2ay
This infographic was designed by Column Five: http://columnfivemedia.com/
New Product Marketing: Market Entry strategies....A new look at first movers ...Bryan Cassady
KU Leuven Master Class: New Product Marketing
7/11 Market timing First vs Fast seconds
Summary:Different views of the value of being first / second in a market
New Product Marketing: What really happens at work.... Getting out of the thi...Bryan Cassady
KU Leuven Master Class: New Product Marketing
6/11 The real role of marketing
Summary: The role of marketing, how to make decisions and sell your ideas
New Product Marketing: A bakers dozen (12 +1)...Strategies to win in today’s...Bryan Cassady
KU Leuven Master Class: New Product Marketing
8/11 A new look at strategy
Summary: A bakers dozen (12 +1) of strategic ideas to win in today’s competitive markets
New Product Marketing: A new view on Market Research....Learning to run real ...Bryan Cassady
KU Leuven Master Class: New Product Marketing
3/11 Rethinking Market Research
Summary: How to run research that answers real questions instead of confirming what you want to know?
How to create change that sticks and spreadsHelen Bevan
This is a talk that Helen Bevan gave at the NHS Transformathon with support from Zoe Lord, Jodi Brown and Hannah Wall at 4am on 28th January.
The NHS Transformathon was a 24 hour virtual event to connect people from all over the world who are leading the way in transforming the health and care system. It took place on 27/28 January 2016.
The entire event was a live broadcast on Google hangout. You can watch all of the sessions. Go to http://theedge.nhsiq.nhs.uk/transformathon/ and click on the title of the session you would like to view. The content is free and available to all.
If you tweet about the content of the Transformathon, please use the hashtag #NHSTform
Healthcare Social Networking: Is Pharma Ready to Join the Conversation?Len Starnes
A pragmatic assessment of the impact of social networking on pharma marketing & sales. Includes analyses of HCPs' social networks, consumer/patient social networks and the convergence of PR with SEO and SEM. Presented at conferences in Zurich, Shanghai and Boston during 2008. This version presented at EyeforPharma's
E-Communications and Online Marketing Summit, Boston, 2008.
30 best Creative, Design & Marketing QuotesMike Hendrixen
30 Creative, Design & Marketing Wisdom, Quotes and Sayings. All photos (c): www.pimgeerts.nl
Featuring quotes from Seth Godin, Albert Einstein, Jim Stengel, Charles Darwin, Mark Zuckerberg, Steve Jobs and Benjamin Franklin.
People consume information on the web differently than traditional media. In an era of information overload we’ve become “grazers” of content, skimming digital channels for nuggets of information. More than ever, it’s important for individuals and organizations to be able to present ideas in a manner that can be quickly consumed, understood and remembered.
The Power of Infographics is a presentation that digs into visual thinking, how organizations can learn to present their ideas visually and how infographics can be used to help achieve some common business
objectives.
What is Infographics?
There are lot of phrase around the term Information graphics like
"Infographics." "Data visualization." "Information design. & “Communication Design"
We're talking about any graphic that displays and explains information, whether that be data or words. When we use the term "data visualization," we're using it as a general term used to describe data presented in a visual way.
Why Infographics?
Infographics are important because they change the way people find and
experience stories especially now, when more and more infographics are being used to augment editorial content on the web. Infographics create a new way of seeing the world of data, and they help communicate complex ideas in a clear and beautiful way.
SlideShare now has a player specifically designed for infographics. Upload your infographics now and see them take off! Need advice on creating infographics? This presentation includes tips for producing stand-out infographics. Read more about the new SlideShare infographics player here: http://wp.me/p24NNG-2ay
This infographic was designed by Column Five: http://columnfivemedia.com/
New Product Marketing: Market Entry strategies....A new look at first movers ...Bryan Cassady
KU Leuven Master Class: New Product Marketing
7/11 Market timing First vs Fast seconds
Summary:Different views of the value of being first / second in a market
New Product Marketing: What really happens at work.... Getting out of the thi...Bryan Cassady
KU Leuven Master Class: New Product Marketing
6/11 The real role of marketing
Summary: The role of marketing, how to make decisions and sell your ideas
New Product Marketing: A bakers dozen (12 +1)...Strategies to win in today’s...Bryan Cassady
KU Leuven Master Class: New Product Marketing
8/11 A new look at strategy
Summary: A bakers dozen (12 +1) of strategic ideas to win in today’s competitive markets
New Product Marketing: A new view on Market Research....Learning to run real ...Bryan Cassady
KU Leuven Master Class: New Product Marketing
3/11 Rethinking Market Research
Summary: How to run research that answers real questions instead of confirming what you want to know?
1/. The Myths of Innovation
2/. People and Teams for Innovation Success
3/. Customer Focused Innovation
4/. Speed: New thoughts on an old idea
5/. Co-Creation to build more value
6/. Eco-system development
7/. Selecting Ideas / Theories to tie things together
Overcoming the Fear of Public Speaking - John AcademyMazharul Hamid
It is in human nature to become nervous during a public presentation. It takes courage, determination, and the ability to use that situation to your advantage to turn it around. If you want to conquer your fear, then this Overcoming the Fear of Public Speaking is just right for you.
http://bit.ly/JohnAcademyHome
Lessons From The Explosive Growth of Online Learning During Covid-19VWO
COVID-19 has created unprecedented opportunities for online learning companies. Although traffic and new learner registrations have peaked during the lockdown, the only enduring competitive advantage for e-learning companies lies in being able to engage these learners in the long term.
Join VWO along with growth leaders at MasterClass & Springboard in a freewheeling conversation around what successful online learning companies must do to grow.
Introduction course to Product Management 101 for Business school students. What is Product Management? Why it matters? Who is a product manager? How to build a Product Vision? discussed the Double Diamond framework and use case like SpaceX and Tiktok.
Innovation Management/ lecture 4: Speed: New thoughts on an old ideaBryan Cassady
1/. The Myths of Innovation
2/. People and Teams for Innovation Success
3/. Customer Focused Innovation
4/. Speed: New thoughts on an old idea
5/. Co-creation to build more value
6/. Eco-system development
7/. Selecting Ideas / Theories to tie things together
It takes a village..,.
The hardest part of writing this book and the courses that go with it was not finding more to say and share, but to clarify and simplify. All the people list here helped.
Venture boss a program to coach train 1 million entrepreneurs by 2026Bryan Cassady
At venture-boss our mission is to help train and coach 1 million young entrepreneurs by 2026.
But for billions of people around the world, Entrepreneurship is just a dream. It is something other people do.
Venture-boss will change this by offering a simple, but powerful, 5-day learning by doing program that can be run in any language, for almost any type of business, online or in-person by thousands of trainers worldwide.
Our business model is inspired by Innovation engineering taught at 26 US universities. And the Founder Institute run in 182 cities. Our program and their programs are based on independent local programs that are easy to scale AND collaboration for continual improvement.
We’ve already taught students as young as 17 from 22 countries. Based on these successes, we have started new programs in Nigeria, Angola, India and Malaysia.
It is difficult it is to identify companies that have scalable business models AND equally important will they be able to execute their business plans. We have been working on this challenge now for over 4 years.In the past, a few interviews and some financial analysis might have been enough. Today, markets are more complex, and businesses are harder to evaluate. To solve this challenge have recently combined over 10 years of research on more than 10,000 companies to create an assessment that objectively measures: 1/. Scalability of the business 2/. And their ability to deliver innovation consistently.
The accuracy of our assessments are very good. Right now, with a 1-hour assessment, we are able to correctly classify businesses by scalability and able to predict just under 80% of their variance of innovation success
You can have the greatest idea in the world, but it you can’t get other people excited about your idea it won’t go far.
A perfect pitch takes time to prepare. yYu'll learn about the 5Ps of any good pitch (problem, promise, proof, profit and passion) and 7 easy ways to make your next pitch better...
Deliverable: A pitch that people will understand and will inspire them to take action
A lot of research has shown that systems are the key to innovation success.
Systems are made up of interrelated components of people and processes with a clearly defined, shared destination or goal.
Systems work best when everyone shares an understanding and commitment to the aim or purpose of the system.
The foundations are clarity and a commitment to learn, and improve.
Great companies have 3 characteristics that set them apart from the rest. These characteristics are:
1. An ability to see and build on strengths
2. A commitment to build innovation eco-systems and
3. A commitment to ongoing action
Deliverables: Simplifying the challenges, structuring the learning process, getting better internally and in your eco-system.
f you’re looking to build bigger and better ideas, you need to get feedback.
To get effective feedback you need to be able to explain your ideas clearly, really listen (listening is not just hearing!), slow down to make sure you are on the right path and most importantly be ready to kill bad ideas.
Deliverable: Do people understand the idea, what do they think of the idea, are we making progress. If there is no good hope of progress, kill the idea
Once you know what you want to do it is time to build ideas that have a chance to deliver on your objectives. Contrary to the belief that the ability to build ideas is limited to a select few, there are tools, techniques that can help any team build better ideas.
Better problem formulation
Effectuation (looking for ideas at home with the resources you have)
Systematic search for stimulus and diversity
Techniques to continue building ideas
With these tools and techniques the process is clear, but clear does not mean easy. Removal of fear and an ongoing action focus is the “secret sauce” that can pull everything together.
Deliverable: New ideas that have a good chance of being on strategy; meaningful and unique
This course covers what is Innovation and why everything needs to start with alignment.
If you don’t know where you’re going... Chances are you won’t get where you want to go.
Alignment is the foundation of effective growth and Innovation. It is about finding what is important to you (MISSION) and matching this with what the market wants (NEEDS) and plan to deliver and extract value. It is also about an honest assessment of who you are. (CULTURE)
Deliverables: After this course you will be able to identify 3-4 True North priorities for your company /division (True north) priorities can be:
1. Changing what you are doing and why
2. Changing how you work to generate or extract more value
3. How to work smarter and / or get your culture supporting your innovation objectives
Based on 4 years of research with over 400 companies - there are companies that succeed and companies that fail. The biggest difference between winners and losers is smart winners make good, even mediocre, ideas great over time.
This lecture introduces the ABCs of Innovation
A = Alignment
B = Build ideas
C = Communicate and Check
S = Learning Systems
And explains why a systematic application of these stages of development can help you build ideas faster while reducing the risks of failure.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
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New Product Marketing: Building Ideas that stick ... and people never forget
1. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
KU Leuven Master Class: New Product Marketing
1/11 Course Introduction
Building Ideas that stick
and people never forget…
2. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
About this course
It is a sad fact that most new businesses, products and service fail. Some
estimate the failure rate is as high as 90%. This course is about why products
fail and what you can do to increase your odds of success.
This lecture is a part of series of 12 lectures. In my classes I use a lot of
videos. If you’d like to see the presentations with videos, go to:
http://www.fast-bridge.net/resources/new-product-marketing/
I hope in the pages that follow you will find new ideas and inspiration… If
you’d like to download the whole class go to:
http://www.slideshare.net/bryancassady2/2009-course-new-product-
management-by-bryan-cassady
If you have ideas on ways to improve this course or would like help with your
new products, I’d love to here from you…
Bryan Cassady
bryan@fast-bridge.com
+32-475-860-757
10. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
"A medium-sized 'butter' popcorn at a
typical neighborhood movie theater
contains more artery-clogging fat than a
bacon-and-eggs breakfast, a Big Mac
and fries for lunch, and a steak dinner
with all the trimmings — combined!"
11. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Talk to someone tonight…
The kidney heist
The story
The details (probably not
all)
Movie popcorn
A lot of fat
The car
The visuals
The brand
The benefit
The non-profit
company
?
48. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
16 reasons products fail (Nielsen) Lecture Number
1
A less-than-optimal "configuration" of product or service
attributes and benefits is selected.
1 What is a new product
2 Marketers fall in love with a product no one else loves
3 Marketers assess the marketing climate inadequately. 2 Market research
4
A failure to ask the right questions and a belief that everything is
a big idea
5 A questionable pricing strategy is implemented. 3 Pricing
6 Cannibalization underestimated 4 Forecasting and business planning
7
Over-optimism about the marketing plan leads to a forecast that
cannot be sustained in the real world.
8 Too focused on the internal game not enough on the market 5 What really happens at work/ Selling a business case
9 Too focused on being first 6 Timing: Is there a first mover advantage
10 The Lemming effect
11 Lack of a strong sustainable position in the market 7 The basics of market interaction
12
The marketing plan for the new product or service is not well
implemented in the real world.
8 Execution
13 The plan is too complicated
14 No Support to get things done 9 Selling your ideas
15 A weak positioning strategy is used.
16
The advertising campaign generates an insufficient level of new
product/new service awareness.
10 Popper : Asking the 1 big question
49. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
A group presentation 20-30 min
Lecture 80-90 min
Then a discussion 60 min
52. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Date Lecture Who Assignment Student Presentation
Present
Group
Reading
11/02/2010 intro B Brand You None Summary: Made to Stick
18/02/2010 What is a new product B Concept proposals None
New product evaluation methods
Concept Training
25/02/2010 Market research B 3 big research Qs/ How to answer Concept proposals 1-Jan The wisdom of crowds
04/03/2010 Pricing for Value B Pricing Reco in 1 category
3 big research Qs/ How to
answer
2-Jan TBD
11/03/2010
Forecasting and business
planning
B A systems view of the business Pricing Reco in 1 category 3-Jan Chapter 5 Senge + Fifth discipline
18/03/2010 Building Buzz and interest B
A buzz activity: contest invite or link
request
A systems view of the
business
4-Jan The cluetrain manifesto
25/03/2010
What really happens at work/
Selling a business case
E Choosing the Best ad
A buzz activity: contest invite
or link request
5-Jan PG 99
01/04/2010
Timing: Is there a first mover
advantage
E First mover or fast second your reco Choosing the Best ad 6-Jan
Managing What consumers learn
through experience
the second mover advantage
08/04/2010 No Class(Spring Break) X no assignment X X
15/04/2010 No Class(Spring Break) X no assignment X X
22/04/2010
The basics of market
interaction (strategy)
E Choice of a value discipline
First mover or fast second
your reco
7-Jan The discipline of market leaders
29/04/2010 S-D Logic (execution) E
A service Mantra proposal
Choice of a value discipline 8-Jan TBD
06/05/2010 Selling your ideas E A sales letter
A service Mantra proposal
9-Jan Cialdini/ The new positioning
13/05/2010 New Class or no class ? E Winner or loser A sales letter 10-Jan TBD
20/05/2010 Class wrap up j no assignment Winner / Loser 11-Jan Nothing
Practice Exam Due
If all goes as planned , an Oxford style debate in the last class
54. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“Success is a question of how to marshal your
resources. Be really great in four or five areas.
Make some hard choices.
“The big challenge is to worry less about your
weaknesses and build more on your
strengths. Every success in your life will be
based on your strengths.”
55. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady
Email: bryan@leuvenresearch.com
Why did you take this course? :To teach it
About you:
A long time ago, an American boy came to Belgium, where he
met a pretty woman in a Laundromat. They got married
a year later and decided to stay in Europe. Since then, Bryan
has set up 9 successful business in 7 different countries. Several of which should have never
succeeded.
Skills:
A born marketer and salesman with a proven track of record business start-ups and
business development
A Talent for thinking outside the box and finding simple solutions to complex business
issues.
Driven by the challenge of new business initiatives…Proud to be able to make impossible
things to happen.
Now in academia, because he enjoys learning and teaching.