USING INNOVATION TO POSITION BRANDS

PATRICK COLLINGS!IDEA COUTURE!

MAY 2014

By Toni Verdú Carbó

     WHAT IS BRAND POSITIONING      INNOVATION & MARKETING      WORKING IN A VUCA ENVIRONMENT      RESEARCH      DESIGN THINKING      DISRUPTIVE INNOVATION      RECAP

WHAT IS BRAND POSITIONING?

SPEAKER NOTE: A KEY ASPECT OF BRAND POSITIONING IS THE FUNCTION AND VALUE-ADD THAT THE OFFERING PERFORMS IN THE MARKET. POSITIONING IS A VITAL STRATEGIC DECISION THAT IMPACTS ON ALL ASPECTS OF THE BUSINESS. MONTBLANC USED AS AN EXAMPLE.

“”MARKETING IS GETTING THE RIGHT GOODS AND SERVICES TO THE RIGHT PEOPLE AT THE

RIGHT PLACES AT THE RIGHT TIME AT THE RIGHT PRICE

WITH THE RIGHT COMMUNICATIONS AND

PROMOTION”

MARKETING ISOFFERING / COMMUNICATION

INNOVATION IS MORE THAN JUST COMING UP WITH IDEAS

INNOVATION, AT THE HEART OF BUSINESS STRATEGY, IS ABOUT GETTING THE RIGHT OFFERINGS TO MARKET

INNOVATION ISBUSINESS MODELS / OFFERING

DISTINCT BUT VERY SIMILAR

SPEAKER NOTE: REFERENCE TO MARKETING AND INNOVATION WITH POINT THAT IF VERY SIMILAR THEN MARKETING SHOULD USE INNOVATION METHODOLOGIES AND TOOLS.

V U C A

SPEAKER NOTE: VUCA IS AN ACRONYM FOR VOLATILE, UNCERTAIN, COMPLEX AND AMBIGUOUS SOCIO-ECONOMIC AND BUSINESS ENVIRONMENTS.

SPEAKER NOTE: INDIVIDUALS ARE MORE DIVERSE, TECHNOLOGICALLY-EMPOWERED AND CONNECTED THAN EVER BEFORE.

RESEARCH / OFFERING / CONTEXTPOSITIONING REQUIRES

CLASSIC RESEARCH

AWARENESS

UNDERSTANDING

OPINION

RESONANCE

     ETHNOGRAPHIC RESEARCH

BREAK DOWN THE SILOS, NEAR AND FAR, AND LOOK FOR CONVERGENCE AND LESSONS

LOOK FOR WEAK SIGNALS

Today’s  core  market

Tomorrow’s  market

Adjacent  markets  /  industries

WS

WS

WS WS

BRAND-CENTRIC RESEARCH YIELDS BRAND-CENTERIC ANSWERS. REAL VALUE COMES FROM IDENTIFYING UNMET CONSUMER NEEDS

DESIGN THINKING ALLOWS US TO UNRAVEL COMPLEXITY AND DELIVER INNOVATIVE OFFERINGS

MOVING THROUGH THE KNOWLEDGE FUNNEL

SYSTEM

S  THIN

KING

ETHNOGRAPHIC  RESEARCH

I

I

BUSINESSMODELLING

IINNO

VATION

THEORIES

I AGILE STRATEGIES

MARKETING

VUCA  CHALLENGES  &  OPPORTUNITIES

HEURISTIC  PROCESSES

ALGORITHMIC  EFFICIENCY

A B D U C T I V E   L O G I C

UTILISING MULTIPLE THEORIES & TOOLS

RETURN TO THE QUESTIONS

KEEP RETURNING TO THE MYSTERIES TO MAKE SURE THAT YOUR POSITIONING IS STILL RELEVANT

CLAYTON CHRISTENSEN

PERFORM

ANCE

TIME

Performance  that  consumer  uNlise  or  absorb

PERFORM

ANCE

TIME

Sustainin

g  InnovaN

ons

PERFORM

ANCE

TIME

DisrupN

ve  Innova

Nons

PERFORM

ANCE

TIME

SPEAKER NOTE: EXAMPLES OF DISRUPTIVE INNOVATION WHERE “LESSER” PRODUCTS ARE REPLACING BETTER PERFORMING PRODUCTS THAT OFFER CONSUMER MORE THAN THEY NEED.

PERFORM

ANCE

TIME

SPEAKER NOTE: THE DISPLACEMENT OF AN ESTABLISHED OFFERING IS A RECURRING THEME, OFTEN WITH THE ORIGINALLY DISRUPTIVE OFFERING ITSELF BEING REPLACED.

WHEN COMPETITOR SUBSTITUTES ARE GOOD ENOUGH, YOUR BEST MAY NOT BE THE BEST

image by alice popkorn

POSITIONING A BRAND IN THE MARKET IS THE STRATEGIC BUSINESS DECISION

THE RELATIONSHIP BETWEEN INNOVATION AND MARKETING IS SYMBIOTIC

RESEARCH MUST IDENTIFY UNMET CONSUMER NEEDS NOW AND IN THE FUTURE

DESIGN THINKING TAKES US DOWN THE KNOWLEDGE FUNNEL, BUT REQUIRES REVISTING

POSITIONING IS RELATIVE TO COMPETITORS’ STRATEGIES

/ PATRICK COLLINGS!PCOLLINGS@IDEACOUTURE.COM!+27 (0)83 616 0967

idea!couture