The document discusses innovation styles and launching new products successfully. It argues that while brand stability is important, products and communications must evolve over time. To launch effectively, companies need to engage customers through experiential marketing that shows rather than just tells. Truly experiential launches involve direct customer experiences and use of non-traditional media and distribution channels to amplify the brand essence.

1. Innovation styles By Jake Pearce Stability and Change Prepare for the innovation voyage

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3. I – Getting the Brand Right

4. Stability & Change 19 out of top 22 American brands in 1925, still led their product category today Source : ACNielsen

5. Stability & Change Britain's top ten grocery brands have an average age of 42 Source : ACNielsen

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7. Stability & Change Stability Essence (why?) Change Product evolution Brand Appearance

9. Stability & Change Stability Essence (why one word)

10. Stability & Change Stability Essence = enhanced Ability Change How the essence is communicated….Story Red Bull gives you wings

11. Stability & Change Stability Essence = Timeless (Why?) Change Product/Comms (How?) Show don’t tell

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14. II – Getting the Launch Right

15. Stability & Change Stability Relevant (emotional, engagement) Change 2003 How

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23. Stability & Change Level 1     ? ROI      Corporate Commitment to Experiential Marketing approaches X X    Part of Launch X  X   Experiential Marketing delivered through non-traditional distribution channels      Use of Non-traditional media across mix      Amplifies Essence Haagen Daz Virgin Atlantic Big Brother Red Bull Tylenol

24. Stability & Change Level 2 Level 3 Level 4 Level 5 X? ? ? X    ROI X? X X X X ?  Corporate Commitment to Experiential Marketing approaches X?  X /  X X X X Part of Launch    X? X?   Experiential Marketing delivered through non-traditional distribution channels        Use of Non-traditional media across mix X X X? X    Amplifies Essence VW Nestle Mercedes Benz Coca Cola DB Export Saturn Motor Company Lynx

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27. Stability & Change Stability Relevant (emotional, engagement) Change Media - Direct Experience