Lessons from Some of the Most Innovative Brands
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Kelly O'Keefe, Chief Creative Strategy Officer of Padilla/CRT and Brandcenter Professor, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
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Lessons from Some of the Most Innovative Brands
- 1. Lessons FROM SOME OF THE MOST INNOVATIVE BRANDS ! ! ! ! ! ! ! ! ! ! ! Kelly O’Keefe / PadillaCRT / VCU Brandcenter / kokeefe@vcu.edu
- 2. Before we get started: A request
- 3. Don’t wait for change to happen ! “Do not wait for leaders; do it alone, person to person.” ! – Mother Teresa “They always say time changes things, but you actually have to change them yourself.” ! – Andy Warhol
- 4. Ordered Chaos the value of brands in a digital age
- 8. 70 Insiders Influencers Loyalists Casual Fans General Public { {Active Participation Passive Participation Influencing not just Advertising Information Flow
- 9. 1.Work tribes 2.Leisure tribes 3.Family tribes 4.Political tribes 5.Health tribes 6.Food tribes 7.Art tribes The Multicultural Me
- 11. Ten Lessons
- 12. 1. Less Voice/More Touch ! “The general idea is that no matter the size of your company, your brand should act small.” ! – Jack Spade, Partners & Spade
- 13. Partners & Spade "It was about this world we were creating, which was about graciousness. Developing that identity involved making hundreds of decisions that don't seem to be about marketing or advertising, but in fact, are essential elements of both.” ! – Jack Spade, Partners & Spade
- 14. Warby Parker
- 15. Starbucks
- 16. 2. Look for the Little Idea ! “There is something special about a warm, yummy chocolate chip cookie.” ! – DoubleTree by Hilton
- 20. Amazon
- 21. 3. Hold Conversations with Cynics ! “Without criticism there is no allowance for the full spectrum of truth, without truth there is no growth, and without growth there is no progress.” !
- 22. Barnes & Noble College
- 23. Barnes & Noble College
- 24. Barnes & Noble College
- 25. A Complaint is a Gift “Complaints provide a feedback mechanism that can help organizations rapidly and inexpensively shift products, service style and market focus to meet the needs of customers.” ! – Janelle Barlow and Claus Moller
- 26. 4. Shine Lights in Dark Corners ! “We've been changing the way America buys cars since we opened our first store in Richmond, Virginia, in 1993.” ! – CarMax
- 27. CarMax
- 28. CarMax
- 31. 5. Build a Stronger Internal Case ! “If you are a company that is averse to failure… if you’re a company that won’t embrace risk … if you’re a company that won’t even set aside a small part of your marketing budget for innovation, for failing, so that it can actually impact the learning of the organization, then you don’t really deserve to grow.” ! – Jonathan Mildenhall, Coca-Cola
- 32. Coca-Cola
- 33. Coca-Cola
- 35. Stieglitz ! “Celebrated for his photographs, Alfred Stieglitz (1864-1946) was one of the most influential figures in twentieth-century art.” – National Gallery ! 1. The power of luck 2. The power of observation 3. The power of encouragement
- 36. 7. Purposeful is Powerful ! “The need for purpose is one of the defining characteristics of human beings. Human beings crave purpose…it is a fundamental component of a fulfilling life.” ! – Steve Taylor, Psychology Today
- 37. Chipotle
- 38. Colombian Coffee
- 39. Cenveo
- 40. Cenveo ! “Through these publications, researchers from across the globe began to turn their attention to the potential in this protein. With the input of some of these professionals, the National Cancer Institute team found the protein to be particularly effective against the HIV virus.” ! – National Cancer Institute
- 41. 8. Do Less and Do It Better ! “Steve's kind of a fanatic about things, and you know, I think fanaticism is underrated.” – Bill Gates
- 43. 2001 2007 2010
- 46. $158 Billion in Cash
- 47. • $10 million $7.4 billion $10 million
- 49. 9. Ask For Participation Brand Progression: –A brand tells me what they do: Benefit –A brand tells me why they do it: Context –A brand does something that proves intent: Evidence –A brand does it every time – even if nobody is looking: Conviction –A brand and I do something together: Participation !
- 50. American Express
- 51. 10. The Age of Empowerment “Only one in five millennials thinks, “most people can be trusted.” “Millennials are more likely than their elders to believe that the nation’s best days are ahead of it.” “Most Millennials believe Social Security won’t be able to pay in full when they need it.” “Millennials trust that they’ll have enough money to lead the lives they want.” ! – Pew Research Center ! pessimism? optimism? pessimism? optimism?
- 52. Self-Propelled
- 53. “Bootlegging is defined as research in which motivated individuals secretly organize the innovation process. It usually is a bottom-up, non-programmed activity, without the official permission of the responsible management, but for the benefit of the company.” ! – Wikipedia ! Bootlegging
- 54. Bootlegging
- 55. Back to that request
- 56. Impatience is a virtue ! “If necessity is the mother of invention, impatience is the mother of action.” ! – Me “It is the job of the creative thinkers in any organization, to test the limits of the administration’s patience.” ! – Also Me
- 57. Thank You