Using Innovation to Manage Brand Positioning | P Collings 2014
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The document discusses the significance of brand positioning and its interplay with innovation and marketing in a volatile and complex business environment. It emphasizes the need for effective research methodologies to identify unmet consumer needs and the importance of design thinking in developing innovative offerings. The relationship between innovation and marketing is highlighted as symbiotic, with strategic positioning relative to competitors being crucial for success.
Using Innovation to Manage Brand Positioning | P Collings 2014
- 1. USING INNOVATION TO POSITION BRANDS PATRICK COLLINGS! IDEA COUTURE! MAY 2014
- 2. By Toni Verdú Carbó WHAT IS BRAND POSITIONING INNOVATION & MARKETING WORKING IN A VUCA ENVIRONMENT RESEARCH DESIGN THINKING DISRUPTIVE INNOVATION RECAP
- 3. WHAT IS BRAND POSITIONING?
- 4. 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.
- 5. “”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”
- 6. MARKETING IS OFFERING / COMMUNICATION
- 8. INNOVATION IS MORE THAN JUST COMING UP WITH IDEAS
- 9. INNOVATION, AT THE HEART OF BUSINESS STRATEGY, IS ABOUT GETTING THE RIGHT OFFERINGS TO MARKET
- 10. INNOVATION IS BUSINESS MODELS / OFFERING
- 11. 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.
- 12. V U C A SPEAKER NOTE: VUCA IS AN ACRONYM FOR VOLATILE, UNCERTAIN, COMPLEX AND AMBIGUOUS SOCIO- ECONOMIC AND BUSINESS ENVIRONMENTS.
- 13. SPEAKER NOTE: INDIVIDUALS ARE MORE DIVERSE, TECHNOLOGICALLY- EMPOWERED AND CONNECTED THAN EVER BEFORE.
- 14. RESEARCH / OFFERING / CONTEXT POSITIONING REQUIRES
- 16. ETHNOGRAPHIC RESEARCH
- 17. BREAK DOWN THE SILOS, NEAR AND FAR, AND LOOK FOR CONVERGENCE AND LESSONS
- 18. LOOK FOR WEAK SIGNALS
- 19. Today’s core market Tomorrow’s market Adjacent markets / industries WS WS WS WS
- 20. BRAND-CENTRIC RESEARCH YIELDS BRAND-CENTERIC ANSWERS. REAL VALUE COMES FROM IDENTIFYING UNMET CONSUMER NEEDS
- 21. DESIGN THINKING ALLOWS US TO UNRAVEL COMPLEXITY AND DELIVER INNOVATIVE OFFERINGS
- 22. MOVING THROUGH THE KNOWLEDGE FUNNEL
- 23. SYSTEMS THINKING ETHNOGRAPHIC RESEARCH I I BUSINESS MODELLING I INNOVATION 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
- 25. KEEP RETURNING TO THE MYSTERIES TO MAKE SURE THAT YOUR POSITIONING IS STILL RELEVANT
- 28. PERFORMANCE TIME Performance that consumer uNlise or absorb
- 31. PERFORMANCE TIME SPEAKER NOTE: EXAMPLES OF DISRUPTIVE INNOVATION WHERE “LESSER” PRODUCTS ARE REPLACING BETTER PERFORMING PRODUCTS THAT OFFER CONSUMER MORE THAN THEY NEED.
- 32. PERFORMANCE TIME SPEAKER NOTE: THE DISPLACEMENT OF AN ESTABLISHED OFFERING IS A RECURRING THEME, OFTEN WITH THE ORIGINALLY DISRUPTIVE OFFERING ITSELF BEING REPLACED.
- 33. WHEN COMPETITOR SUBSTITUTES ARE GOOD ENOUGH, YOUR BEST MAY NOT BE THE BEST
- 35. 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
- 36. / PATRICK COLLINGS! PCOLLINGS@IDEACOUTURE.COM! +27 (0)83 616 0967 idea! couture