This document discusses the concept of brand innovation. It defines brand innovation as harnessing creative ideas to meet both business and consumer needs. Effective brand innovation uses the brand's promise as a springboard for new ideas. The document provides an example of a baby care brand innovating to reach a broader consumer base by expanding their product line from baby care to include healthy essentials for adults as well. It emphasizes the integration of various aspects of innovation including product, process, pricing, packaging, channels, and communication. The rest of the document outlines a process for brand innovation that includes gathering insights, exploring possibilities, developing concepts, focusing ideas practically, ensuring feasibility, testing capabilities, preparing launches, evaluating outcomes, and making recommendations.

1. BRAND

2. Definition
Consumer
insight
Brand
stewardship
Brand
innovation
Brand
Brand
activation communication
IS: The process of harnessing
creative ideas to meet business
needs & consumer needs
FOR:
Better
quality
&
engagement with consumers
“….if branding is about finding the match
between who you are as a company and
what your customer really values, it is
the perfect basis for successful
innovation….”

3. Channel
Mix
Communication
B.I Mix
Product
Packaging
Process
Pricing
“…Innovation strategy that uses the promise of the brand as a springboard….”

4. Case study
I want to stay young
with my children
baby care
INNOVATION
- Product
: baby care 
healthy essentials (reach a
boarder target consumer)
- Process
: same skin function for adult as well
- Pricing
: affordable
- Packaging
: usually sell with
“mom & baby” package
- Channel
: supermarket,
health-care center,…
- Communication: as soft as your
baby skin

5. Idea
Feasibility
Capability
What
to do
Can do?
Make sure
Launch
Prepare Launching Evaluation
Roll–out contender
Recommendation
key word: INTEGRATION
Process
insight
exploring possibility
concept
connecting & framing
innovation
focusing practically

6. See clues from
everywhere
Process
How much innovation you
can handle?
Don’t fall in love with
an idea too soon
Are you going after new or
established consumers?
Be scrappy
Are you satisfy a new or an
old consumer need?
Obsess over execution

7. Joy &
Happiness
Interesting &
Meaningful
we
we
insight
How about
Sadness & Lost?
concept
We need 1 more button!
innovation
Idea
Research on consumer need
 What to do: new button
Case apply
Feasibility
Quantify the need
Capability
Concept test
Launch
Prepare (prototype)
Launching
Evaluation:
(Qual & Quan)
Roll–out contender
Recommendation
from user

8. NGUYỄN PHƯƠNG VI