Internal Investigation External Investigation Ideas STRATEGY Goal Codification Implementation MAKING IT HAPPEN Testing Launch 1. The document discusses brand innovation, defining it as the creative engagement between product potential and customer potential to transform understandings of current consumer insights into reality. 2. It provides examples of innovating different aspects of Mario's brand, such as expanding the product into new genres, telling new stories, constantly updating to trends, diversifying packaging, and expanding distribution channels while keeping prices lower than competitors. 3. The brand innovation process involves internal and external investigation to develop ideas, setting

1. BRAND INNOVATION ASSIGNMENT

2. DEFINITION
Innovation
Brand Innovation
The process of harnessing
creative ideas to meet business
needs
The creative engagement
between product potential and
customer potential
To transform understandings of current consumer insights in to reality, bringing
additional benefits to consumers – To transform your BRAND into a dynamic,
relevant asset

3. Brand
Innovation
Mix
PRICING
Reasoning for
the current
position and
market
PRODUCT
Transforming
to meet
current need
COMMUNICATION
Adjusting to fit
current ears
CONSUMER
PACKAGING
Adjusting to
shape for the
current value
CHANNEL
Widening and
sharpening to
reach current
touch points
PROCESS
Elevating to
deliver the
fresh
experience

4. 1. Product Innovation: Expanding the iconic Mario into both 2D and 3D worlds,
incorporating car racing, shooting, fighting, mini games, character playing into the old journey
2. Community Innovation: Escaping from the current boring
princess saving story, Mario now tells the story of adventurous
journey to overcome challenges, discovering magic, solving
childhood dream
3. Process Innovation: Constantly investigating current market trend to incorporate into Mario’s icon,
young, energetic software developer to keep the boy up to trend, asking players to constantly improve
4. Packaging Innovation: Diversifying and updating the packages to fit Mario’s playful, lovely new image,
with 3 ranges: standard, silver, platinum – fitting each channel
5. Channel Innovation: wii game, gamecube, Nintendo DS, Ios and Android application
6. Pricing Innovation: Mario do not madly run in the race of technology, he keeps his simplicity
and addiction, so his price is always lower than current average of Play station, Xbox

5. Brand
Innovation
Process
STRATEGY
Internal
Investigation
Listening
Brainstorming
Ideation
Innovation
Facilitation
Goal
Identification
Implementation
MAKING IT
HAPPEN
Prototype / beta
1.0 and beyond
External
Investigation
Goal
Codification
User interview
Stakeholder interview
Secondary research
Competitive analysis
Qualitative
Quanttative
Clarify objectives
Revisit Initial
Assumptions
Create
Implementation
plan
Testing
Launch
User testing
Interviews
Continually get
feedback and
improve

6. Idea Tunnel
Ideation
feasibility
Capability
What
should
we do
Can we
do it
Make sure
we can do it!
Let’s
do it!
Launch
Contract
Charter
Post
launch
evaluation
Launch
preparation
L
A
U
N
C
H
In 1st
markets
Rollout
contender
Was it a
success?
Recommend
others to do the
same
Roll-out

7. Brand Innovation
Process
Internal
Investigation
External
Investigation
Ideas
STRATEGY
• New young –
country loving
images
• Trendy
Innovation
• Cute Address
Implementation
MAKING IT
HAPPEN
First launch in
Boo city
Goal
Codification
Objective
Problem
• Old, stereotyping
image
• Sales dropping
Testing
Warm welcome
of consumer
Sales improving
More premium –
trendy –
personal image
A new –
trendier, more
personal image
Plan
Launch a new
product line
Launch
Continually get
feedback and
improve

8. Idea Tunnel
Ideation
feasibility
Capability
•
•
•
•
•
New brand
Cute image
More
personal
More
Vietnam
…
Bosua
The dynamic
comic casual
wear
•
•
•
Only need the
change in
design
Meeting
current trend –
big market
The fist and
only in the
market
•
•
•
Good supplier
with best
enduring
material
Nice designers
No need to
change
infrastructure
•
Hire new
designers
•
Cooperate
with DC Comic
•
Prepare
images of hot
girls, hot boys
Launch
Contract
Charter
Post
launch
evaluation
Launch
preparation
L
A
U
N
C
H
•
Big hit in
Hanoi
•
Attracting
lines of
consumers
•
Promising
good sales
Rollout
contender
• Open new show
rooms of BOSUA itself
• Expand to Southern
market
• Sponsor YanTV
In Boo City
Roll-out

9. Brand Innovation
Process