Brand Innovation Workshop Brandculture Sessions #2

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Slides from Brandculture Sessions #2 "Brand Innovation Workshop" 12/11-2009

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Brand Innovation Workshop Brandculture Sessions #2

  1. 1. Brand, Innovation & Design
  2. 2. Complex Complicated Emergent Good Practice Chaotic Simple Novel Best Practice
  3. 3. Can your job be done…
  4. 4. Complex Complicated Emergent Good Practice Chaotic Simple Novel Best Practice
  5. 5. 2 dominating problems Extreme clutter of the marketplace Relentless speed of change
  6. 6. 1600
  7. 7. 13.000.000 available articles on Wikipedia
  8. 8. Brand Strategy Design Thinking Culture of Innovation
  9. 9. A brand is a person’s gut feeling about a product, service or company
  10. 10. Design thinking is a process for practical, creative resolution of problems or issues that looks for an improved future result
  11. 11. Design thinking Inspiration Implementation Ideation
  12. 12. What is Design Thinking? It’s a fluid but definable process involving several key components COLLABORATIVE: Working with people who share similar and dissimilar experiences to generate richer work. ABDUCTIVE: Starts from a set of accepted facts and works back from their likely explanations. EXPERIMENTAL: Build prototypes. Pose hypotheses. Test them. Iterate. All to manage risk. PERSONAL: Realize each problem – and the people there to solve it – has a unique context. INTEGRATIVE: Seeing the whole system and its many connections. INTERPRETIVE: Creating the best way to frame the problem and judge the possible solutions.
  13. 13. INNOVATION: Ideas applied successfully in practice
  14. 14. If you wanna innovate… …you gotta design!
  15. 15. Design leverage Thought leadership Business Model Organizational structure Strategic decisions Internal communications Operational processes Brand Ecosystem Customer relationships Products & Services External conversations
  16. 16. The whole mind
  17. 17. A Culture of innovation
  18. 18. Innovation no longer just happens in R&D But that does not mean that everyone is equally good at it
  19. 19. Innovation is a team sport Silos must be broken
  20. 20. Keep the consumer at the heart of what you do. But don’t listen to everything they say – use your intuition
  21. 21. Innovation culture thrives on optimism & trust Listen to ideas, embrace risk, learn from failure, reward bravery
  22. 22. Speed is good Fail faster
  23. 23. Innovation has many forms Incremental innovation requires different support from revolutionary
  24. 24. Be careful how you measure success Allow small, fragile ideas the time to grow into big strong ones
  25. 25. It’s not easy. But it is possible. Project by project
  26. 26. One size does not fit all. You need to build a culture of innovation that fits your organisation
  27. 27. Innovation no longer just happens in R&D Innovation is a team sport Keep consumers at the haert of what you do Innovation culture thrives on optimism & trust Speed is good Innovation has many forms Be careful how you measure success It’s not easy One size does not fit all
  28. 28. Culture eats strategy For breakfast

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