5 Questions That Lead To Brand Innovation
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The document discusses brand innovation and lean branding principles. It advocates using hypothesis-driven development and building minimum viable brands to start learning. Brands should focus on delivering value through experimentation, innovation, and validated learning managed through a lean process. This moves branding away from old-school broadcast methods and toward discovering what customers need through iterative development.
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5 Questions That Lead To Brand Innovation
- 1. 5 QUESTIONS THAT LEAD TO BRAND INNOVATION
- 3. WHAT IS A BRAND? t#TheLeanBrand @JeremiahGardner
- 4. A BRAND IS A RELATIONSHIP t#TheLeanBrand @JeremiahGardner
- 5. WHAT DON’T WE KNOW ABOUT THAT RELATIONSHIP? t#TheLeanBrand @JeremiahGardner
- 6. BRANDING LEADS THE WAY EXISTING MARKET PROBLEM WELL UNDERSTOOD INNOVATION IMPROVES DIFFERENTIATION INCREMENTAL CHANGE PRODUCT LEADS THE WAY UNKNOWN / NEW MARKET PROBLEM NOT WELL UNDERSTOOD INNOVATION IS DRAMATIC RADICAL CHANGE INNOVATIONSPECTRUM WHERE ARE YOU? t#TheLeanBrand @JeremiahGardner
- 7. VALUE STREAM MATRIXDISCOVER, TRACK, AND ITERATE YOUR VALUE STREAM ORGANIZATION: PERSONA SEGMENT: DATE: AWAREINTRIGUEDTRUSTINGCONVINCEDHOPEFULSATISFIEDPASSIONATE ACQUISITIONFUNNELCONVERSIONMVPGROWTH ENGINE Organization Action Audience Action Result: Organization Action Audience Action Result: Organization Action Audience Action Result: Organization Action Audience Action Result: Organization Action Audience Action Result: Organization Action Audience Action Result: Organization Action Audience Action Result: THE VALUE STREAM t#TheLeanBrand @JeremiahGardner
- 8. “A ‘STARTUP’ IS A COMPANY THAT IS CONFUSED ABOUT - 1. WHAT ITS PRODUCT IS. 2. WHO ITS CUSTOMERS ARE. 3. HOW TO MAKE MONEY.” ~ Cuddly Bear (AKA Dave McClure) t#TheLeanBrand @JeremiahGardner
- 10. WHAT CAN WE BUILD TODAY TO START LEARNING? t#TheLeanBrand @JeremiahGardner
- 12. VALUE TODAY, GREAT BRAND DEVELOPMENT ISN’T ABOUT BROADCAST…IT’S ABOUT THE DELIVERY OF t#TheLeanBrand @JeremiahGardner
- 13. INNOVATION EXPERIMENTATION VALIDATED LEARNING LEAN THROUGH MANAGED BY BRANDING t#TheLeanBrand @JeremiahGardner
- 14. MINIMUM VIABLE BRAND t#TheLeanBrand @JeremiahGardner
- 16. WHEN I DIE. I WANT TO BE FROZEN. I WILL WAKE UP STRONGER THAN EVER, BECAUSE I WILL HAVE USED THAT TIME, TO FIGURE OUT EXACTLY WHY I DIED AND WHAT MOVES I COULD HAVE USED TO DEFEND MYSELF BETTER.
- 17. HOW WILL WE KNOW WE ARE LEARNING? t#TheLeanBrand @JeremiahGardner
- 18. If we do X, Y% of people will behave in way Z. t#TheLeanBrand @JeremiahGardner
- 20. WORKSHOPS | EVENTS | SPEAKING “MARKETING ONLY AMPLIFIES EXISTING BUZZ, IT DOESN’T CREATE IT.”
- 25. GOODBYE, OLD-SCHOOL BRANDING. HELLO, INNOVATION #TheLeanBrand @JeremiahGardner