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Using Innovation to Manage Brand Positioning | P Collings 2014
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USING INNOVATION TO POSITION BRANDS PATRICK COLLINGS IDEA COUTURE MAY 2014
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I recently spoke at the Marketing Indaba conference in South Africa on using innovation methodologies and tools to determine and manage brand positioning. I have added speaker notes to several of the slides where you needed a speaker in front of them.
Transcript of Using Innovation to Manage Brand Positioning | P Collings 2014
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
