brand box 4 - what's the big idea? the marketer's ultimate toolkit
DESCRIPTION
http://www.stepchangemarketing.com/ In this Slideshare presentation: 1. Brand Box 4 - What's the big idea? 2. Actions from insights 3. Why Innovation? 4. Innovation context 5. Bill Gates 6. Corporate and Social Responsibility 7. Successful Innovation 8. Purpose of creativity 9. Importance of Innovation 10. Importance of Innovation cont. 11. Innovation driving growth 12. Applied Innovation 13. Limitations of accepting status quo 14. Knowledge vs. Creativity 15. Innovation as a habit 16. 5 roles in ideas development 17. The triangle for successful innovation 18. Sources of inspiration 19. Crowd sourcing 20. Where's your suggestion box? 21. What is crowd sourcing? 22. Consumer generated content 23, Share with the masses 24, Generation C(ash) 25 User generated content radar 26. Case study: Smith's "Do us a flavour" 27. Case study: Goldcorp 28. Case study: Mitsubishi 29. Case study: InnoCentive 30. Case study: Wikipedia 31. Case study: the London bombing 32. Innovation tools 33. Scamper 34. Scamper: An example 35. Scamper: Adapt something to it 36. Scamper: Magnify it 37. Scamper: Modify it 38. Scamper: Put it to some other use 39. Scamper: Eliminate something 40. Scamper: Reverse it 41. Scamper Rearrange it 42. Parameter analysis 43. Sensory overload 44. Future casting ideas generation 45. Process review 46. Using experience to drive innovation 47. Innovation platforms 48. The Phoenix checklist 49. The Phoenix checklist cont. 50. Six thinking hats by Edward de Bono 51. Six thinking hats cont. 52. Evaluation methods 53. Potential impact plotting 54. "Yes" reasonsTRANSCRIPT
WHAT’S THE BIG IDEA?
WHAT’S THE BIG IDEA?
2
GROWTH
Know Your Business
Brand Architecture Branding
Positioning
Know Your Consumers
1SPmMJOH�Segmentation
InsightsPricing
Know Your Market
CompetitiveEnvironment
#JOBSZ�"OBMZTJTPredatory Thinking
What’s the Big Idea?
Launch or NPDInnovation
Communications
How to Say It
Advertising IdeaTone & Messaging
When and Where to Say It
Media StrategyConnection Idea$IBOOFM�1MBOOJOH
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WHAT’S THE BIG IDEA?
WHAT’S THE BIG IDEA?
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Why Innovation?
“Relationships are like sharks, if they stop moving forward they die” ... and brands are no different.
INNOVATION CONTEXT
“We always overestimate what will change in the next 2 years, and underestimate what will change in the next 10.”
Bill Gates
WHAT’S THE BIG IDEA?
INNOVATION CONTEXT
6
Corporate and Social Responsibility
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Ipsos Mackay Report 2008
WHAT’S THE BIG IDEA?
INNOVATION CONTEXT
7
Successful Innovation
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The Power of Context
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WHAT’S THE BIG IDEA?
INNOVATION CONTEXT
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Purpose of Creativity
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WHAT’S THE BIG IDEA?
INNOVATION CONTEXT
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Importance of InnovationWhere are we now?
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and success
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WHAT’S THE BIG IDEA?
INNOVATION CONTEXT
10
Importance of Innovation cont...
The more innovative the product or category, the IJHIFS�UIF�MFWFM�PG�FOHBHFNFOU�TFFNT�UP�CF�
The Experience Age is being driven by brands SFTQPOEJOH�UP�DPOTVNFST��OFFET�GPS�SJDIFS�BOE�more engaging experiences around their products BOE�TFSWJDFT�
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WHAT’S THE BIG IDEA?
INNOVATION CONTEXT
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Innovation Driving Growth
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WHAT’S THE BIG IDEA?
INNOVATION CONTEXT
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Applied InnovationHow can it be done?
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WHAT’S THE BIG IDEA?
INNOVATION CONTEXT
13
Limitations of Accepting Status Quo
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WHAT’S THE BIG IDEA?
INNOVATION CONTEXT
14
Knowledge vs. Creativity
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Innovation as a Habit
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WHAT’S THE BIG IDEA?
INNOVATION CONTEXT
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5 Roles in Ideas Development
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INNOVATION CONTEXT
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The Triangle for Successful Innovation
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WHAT’S THE BIG IDEA?
INNOVATION CONTEXT
18
Sources of Inspiration
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CROWD SOURCING
WHAT’S THE BIG IDEA?
CROWD SOURCING
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Where’s your
Suggestion Box?
WHAT’S THE BIG IDEA?
CROWD SOURCING
21
What is Crowd Sourcing?
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Wikipedia 2008
Consumer Generated Content gives many different ways for customers to be involved
Consumer Marketers
Re-mix Culture
Expert Outsiders
Amateur Outsider
Consumer Generated Content 2.0
Pay me!
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WHAT’S THE BIG IDEA?
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23
Share with the masses... receive massive returns
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WHAT’S THE BIG IDEA?
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24
Generation CExamples of consumers being paid for content
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&WFSZ�UJNF�BO�BE�HFUT�DMJDLFE �3FWWFS�TIBSFT�UIF�BE�SFWFOVF�PO�B�������CBTJT�
Metacafe.FNCFST�BSF�QBJE�64���GPS�FWFSZ�UIPVTBOE�WJFXT�UIFJS�WJEFP�HFUT��1BZNFOU�TUBSUT�XIFO�B�WJEFP�SFBDIFT��� ����WJFXT�BOE�IBT�B�SBUJOH�PG���PS�IJHIFS��-JDFOTJOH�JT�OPO�FYDMVTJWF��NBLFST�SFUBJO�PXOFSTIJQ�PG�UIFJS�WJEFP�
(ash)
WHAT’S THE BIG IDEA?
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User Generated Content Radar
Inner Circle
Word on the Street
Co-existence
Brands that ResonateF�H��8BMM�4USFFU�+PVSOBM���##$�/FXT$SFEJCJMJUZ�DSFBUFE�CZ�TUSPOH�DPSQPSBUF�CSBOE�NBOBHFNFOU
F�H��$JUZTFBSDI�DPN���"NB[PO�DPN$SFEJCJMJUZ�DSFBUFE�CZ�OVNCFS�PG�VTFST �EJWFSHFOU�PQUJPOT
F�H��5SJQ"EWJTPS�DPN���:FMQ�DPN$SFEJCJMJUZ�DSFBUFE�CZ�UJNFMJOFTT�PG�JOGPSNBUJPO
F�H��'BDFCPPL���NZ4QBDF$SFEJCJMJUZ�DSFBUFE�CZ�DPOUFOU�DPOUSJCVUJPOT�UIBU�BMJHO�XJUI�DPNNVOJUZ�WBMVFT
Trust
Edit
oria
l con
trol
giv
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Low
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WHAT’S THE BIG IDEA?
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Case Study: Smith’s “Do us a !avour”
4NJUI�T�OFFEFE�CPUI�B�nBWPVS�UIBU�XPVME�CF�QPQVMBS�XJUI�DPOTVNFST�BOE�B�DBNQBJHO�UP�ESJWF�TBMFT��5IFZ�DBNF�VQ�XJUI�B�WJSBM�DBNQBJHO�PO�UIF�JEFB�ýDSFBUF�VT�B�nBWPVS�BOE�XFhMM�HJWF�ZPV����PG�UIF�QSPmUTý��
1VCMJD�WPUJOH�PO�UIF�XJOOJOH�nBWPVS�BEEFE�B�QBSUJDJQBUPSZ�FMFNFOU �JOWPMWJOH�DPOTVNFST�JO�UIF�CSBOE�BOE�WPUJOH�TUBHFT �XIJDI�MFE�UP�UIF�DSFBUJPO�PG�QBSUJTBO�nBWPVS�TVQQPSU�HSPVQT�BOE�NPWFE�UIJT�EJTDVTTJPO�POMJOF��
Results?5IF�DBNQBJHO�BUUSBDUFE�OFBSMZ�B�RVBSUFS�PG�B�NJMMJPO�FOUSJFT �DBQUVSJOH�UIF�JNBHJOBUJPO�PG�UIF�OBUJPO�
$POTVNFST�XFSF�ESJWFO�UP�USZ�BMM�GPVS�nBWPVST�BOE�WPUF�PO�XIJDI�POF�UIFZ�UIPVHIU�XBT�UIF�CFTU�
WHAT’S THE BIG IDEA?
CROWD SOURCING
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Case Study: Goldcorp
In March 2000, (PMEDPSQ�MBVODIFE�UIF�i(PMEDPSQ�DIBMMFOHFw�XJUI�B�UPUBM�PG����� ����JO�QSJ[F�NPOFZ�BWBJMBCMF�GPS�UIF�CFTU�NFUIPET�BOE�FTUJNBUFT�BCPVU�UIF�QSPTQFDUT�PG�HPME�EFQPTJUT�PO�B��� ����BDSF�QSPQFSUZ��
/FXT�PG�UIF�DPOUFTU�TQSFBE�BSPVOE�UIF�JOUFSOFU�BOE�XJUIJO�XFFLT�TVCNJTTJPOT�CFHBO�UP�nPPE�JO�GSPN�DPVOUMFTT�TPVSDFT��HFPMPHJTUT �HSBE�TUVEFOUT �DPOTVMUBOUT �NBUIFNBUJDJBOT�BOE�NJMJUBSZ�PGmDFST�BMM�TPVHIU�B�QJFDF�PG�UIF�BDUJPO�
Results?5IF�DPOUFTUBOUT�EJTDPWFSFE�����EFQPTJUT�PO�UIF�QSPQFSUZ �����PG�XIJDI�IBE�OPU�CFFO�EJTDPWFSFE�CZ�UIF�DPNQBOZ�
(PMEDPSQ�FTUJNBUFE�UIBU��o��ZFBST�IBE�CFFO�XJQFE�PGG�FYQMPSBUJPO�UJNF�BOE�UIF�DPOUFTU�USBOTGPSNFE�(PMEDPSQ�GSPN�B������NJMMJPO�DPNQBOZ�UP�B����CJMMJPO�DPNQBOZ�
XXX�HPMEDPSQ�DPNWikinomics, 2006
WHAT’S THE BIG IDEA?
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Case Study: Mitsubishi
Mitsubishi MBVODIFE�UIFJS�Lancer Supershot Series, aimed at DIBOHJOH�DPOTVNFS�QFSDFQUJPO�PG�UIF�-BODFS�BT�CFJOH�OPO�TUZMJTI��5P�BDIJFWF�UIJT�.JUTVCJTIJ�DSFBUFE�B�TFSJFT�PG���TIPSU�mMNT�UIBU�XFSF�BEWFSUJTFE�BDSPTT�B�SBOHF�PG�NFEJB �GSPN�UFMFWJTJPO�DPNNFSDJBMT�UP�NBHB[JOFT��5IF�mMNT�XFSF�TIPXDBTFE�PO�B�TQFDJmD�XFCTJUF�BOE�DPOTVNFST�XFSF�FODPVSBHFE�UP�DSFBUF�UIFJS�PXO�mMN�UP�BEE�UP�UIF�XFCTJUF�
Results?"T�B�SFTVMU�.JUTVCJTIJ�FYQFSJFODFE�t� ��� ����EJGGFSFOU�WJTJUPST�WJFXJOH�UIF�mMNTt� ��� ����DPOTVNFST�DBTUJOH�WPUFT�GPS�UIFJS�GBWPVSJUF�mMNt� �����JODSFBTF�JO�USBGmD�UP�UIF�-BODFS�XFC�QBHFt� �����TBMFT�JODSFBTF�PO�QSFWJPVT�ZFBSt� �.BSLFU�TIBSF�JODSFBTF�PG������o�GSPN������UP������
,OPXMFEHF�'PDVT��$SFBUJWF�$POTVNFS�1BSUJDJQBUJPOMediaedge: Cia Active Engagement 2008
WHAT’S THE BIG IDEA?
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Case Study: InnoCentive
InnoCentive is an “open innovationw�DPNQBOZ�UIBU�UBLFT�SFTFBSDI�BOE�EFWFMPQNFOU�QSPCMFNT�JO�B�CSPBE�SBOHF�PG�domains such as Engineering, Computer Science, Math, $IFNJTUSZ �-JGF�4DJFODFT �1IZTJDBM�4DJFODFT�BOE�#VTJOFTT �GSBNFT�UIFN�BT�iDIBMMFOHF�QSPCMFNTw �BOE�PQFOT�UIFN�VQ�GPS�BOZPOF�UP�TPMWF�UIFN��*U�HJWFT�DBTI�BXBSET�GPS�UIF�CFTU�TPMVUJPOT�UP�TPMWFST�XIP�NFFU�UIF�DIBMMFOHF�DSJUFSJB�
Results?4PMVUJPOT�DPNF�GSPN�BMM�PWFS�UIF�XPSME�BOE�DBTI�BXBSET�GPS�TPMWJOH�UIF�QSPCMFN�BSF�VTVBMMZ�CFUXFFO���� ����BOE����� ����
XXX�JOOPDFOUJWF�DPN8JLJOPNJDT��������TFF�BMTP�*EFBHPSBT
WHAT’S THE BIG IDEA?
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Wikipedia�JT�OPX�UIF�MBSHFTU�FODZDMPQFEJB�JO�UIF�XPSME�PGGFSFE�GPS�GSFF�BOE�JT�DSFBUFE�FOUJSFMZ�CZ�WPMVOUFFST�PO�BO�PQFO�QMBUGPSN�UIBU�BMMPXT�BOZPOF�UP�CF�BO�FEJUPS�
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Results?8JLJQFEJB�OPX�DPOUBJOT�BMNPTU���NJMMJPO�BSUJDMFT�JO�PWFS�����MBOHVBHFT�BOE�IBT�CFDPNF�POF�PG�UIF�NPTU�WJTJUFE�TJUFT�PO�UIF�*OUFSOFU�
0G�UIF�BMNPTU����NJMMJPO�SFHJTUFSFE�VTFST �UIFSF�JT�B�HSPVQ�PG�BSPVOE��� ����XIP�HMBEMZ�BDDFQU�SFTQPOTJCJMJUZ�GPS�UIF�MBSHF�WBSJFUZ�PG�UBTLT�UIBU�LFFQ�8JLJQFEJB�IVNNJOH�
&BDI�8JLJQFEJB�BSUJDMF�IBT�CFFO�FEJUFE�BO�BWFSBHF�PG����UJNFT �BOE�GPS�OFXFS�FOUSJFT�UIBU�OVNCFS�JT�IJHIFS�
Case Study: Wikipedia
XXX�XJLJQFEJB�PSHWikinomics 2006
WHAT’S THE BIG IDEA?
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31
Case Study: The London Bombing
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8JUIJO�NJOVUFT�PUIFS�VTFST�XFSF�BEEJOH�JOGPSNBUJPO�BOE�DPSSFDUJOH�TQFMMJOH��#Z�UIF�UJNF�/PSUI�"NFSJDBOT�XPLF �IVOESFET�PG�VTFST�IBE�BEEFE�UP�UIF�FOUSZ�
#Z�UIF�FOE�PG�UIF�EBZ �PWFS�� ����VTFST�IBE�DSFBUFE�B����QBHF�BDDPVOU�PG�UIF�FWFOU�JO�NVDI�NPSF�EFUBJM�UIBO�BOZ�OFXT�PVUMFU�
Wikinomics 2006
INNOVATION TOOLS
*G�ZPV�SF�BGUFS�CSBJOTUPSN�UPPMT�XF�IBWF�BOPUIFS�CPPL�DBMMFE�i$PMMBCPSBUJWF�$SFBUJWJUZw�
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8F�IBWF�JODMVEFE�POF�CSBJOTUPSN�UPPM�BSPVOE�JOOPWBUJPO�DBMMFE�4$".1&3��
WHAT’S THE BIG IDEA?
INNOVATION TOOLS
33
SCAMPER
SCAMPER�JT�B�DIFDLMJTU�PG�JEFB�TQVSSJOH�RVFTUJPOT�
To use SCAMPER:���*TPMBUF�UIF�DIBMMFOHF�PS�TVCKFDU�ZPV�XBOU�UP�UIJOL�BCPVU�
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Substitute something
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Reverse or Rearrange it
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WHAT’S THE BIG IDEA?
INNOVATION TOOLS
34
Substitute somethingExample: 5IJOL�PG�B�TQPPO�
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.BHOJGZ�UIF�TQPPO�BOE�ZPV�DPVME�IBWF�B�IVHF �TIJOZ�XBUFS�TMJEF�
Put the spoon to another use��ZPV�DPVME�VTF�JU�BT�B�NVTJDBM�JOTUSVNFOU�PS�BT�QBSU�PG�B�XJOE�DIJNF�
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SCAMPER: An Example
WHAT’S THE BIG IDEA?
INNOVATION TOOLS
35
SCAMPER: Adapt something to it
What else is like this? What other ideas does this suggest? What could I copy?Does the past offer a
parallel? Who could I emulate?
What other process could be adapted?
What else could be adapted?
What ideas outside my !eld can I incorporate?
What idea could I incorporate?
What different contests can I put my
concept in?
WHAT’S THE BIG IDEA?
INNOVATION TOOLS
36
SCAMPER: Magnify it
What can be magni!ed, made larger, or extended?
What can be exaggerated or overstated?
What can be added? Can it be made stronger, higher, or longer?
What can add extra value? What can be duplicated?
How about greater frequency? Extra features?
How could I carry it to a dramatic extreme?
WHAT’S THE BIG IDEA?
INNOVATION TOOLS
37
SCAMPER: Modify it
How can this be altered for the better?
What can be modi!ed? Change name?Is there a new twist?
What changes can be made to the plans? To the process?
To marketing?
What other form could this take? What other package?
Change meaning, colour, motions, sound, odour,
form, shape?
Can the package be combined with the form?
WHAT’S THE BIG IDEA?
INNOVATION TOOLS
38
SCAMPER: Put it to some other use
What else can this be used for? Are there new ways to use it as is? Are there other uses if modi!ed?
Other extensions? Other markets?What else could be made from this?
WHAT’S THE BIG IDEA?
INNOVATION TOOLS
39
SCAMPER: Eliminate something
What if this was smaller? What should I omit? Understate? Streamline?Should I divide it or
split it up?
Subtract? Delete? Can the rules be eliminated?Make miniature? Condense? Compact? What’s not necessary?
WHAT’S THE BIG IDEA?
INNOVATION TOOLS
40
SCAMPER: Reverse it
Can I transpose positive and negative? What are the opposites? Should I turn it around?What are the negatives?
Consider it backwards? Reverse roles?Up instead of down? Down instead of up? Do the unexpected?
WHAT’S THE BIG IDEA?
INNOVATION TOOLS
41
SCAMPER: Rearrange it
What other arrangement might be better?
Interchange components? Other pattern? Other layout?
Transpose cause and effect? Change place? Change schedule?Other sequence? Change the order?
WHAT’S THE BIG IDEA?
INNOVATION TOOLS
42
Parameter Analysis
#FGPSF�ZPV�JOOPWBUF�ZPV�OFFE�UP�LOPX�XIFSF�ZPV�SF�BU���
6TF�UIJT�UPPM�UP�EP�BO�BVEJU�BSPVOE�XIBU�JT�imYFEw �inFYJCMFw�BOE�iinconvenientw�BSPVOE�ZPVS�CSBOE�
Fixed Flexible Inconvenient
WHAT’S THE BIG IDEA?
INNOVATION TOOLS
43
Sensory Overload
Sight
Smell
Taste
Sound
Touch
WHAT’S THE BIG IDEA?
INNOVATION TOOLS
44
Future Casting Ideas Generation
5IJT�UPPM�MPPLT�BU�EJGGFSFOU�PSJHJO�QPJOUT�GPS�JOOPWBUJPO �BMMPXJOH�ZPV�UP�QSPKFDU�QPUFOUJBM�JEFBT�GPS�GVUVSF�DPNNFSDJBM�HBJO�
Currently In 3 to 5 Years
Customers
Competitions
Margins
Channels
Suppliers
5IF�*EFB�(FOFSBUPS �,FO�)VETPO�����
WHAT’S THE BIG IDEA?
INNOVATION TOOLS
45
Process Review
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Current Process Radical Redesign
Who?
When?
Where?
Why?
How?
What?
WHAT’S THE BIG IDEA?
INNOVATION TOOLS
46
Using Experience to Drive Innovation
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Question:
Clarifying Questions:
In My Experience:
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"GUFS�UIF�JOJUJBM�RVFTUJPO�IBT�CFFO�mOF�UVOFE �FBDI�NFNCFS�PG�UIF�HSPVQ�IBT�UIF�PQUJPO�PG�DPOUSJCVUJOH�UP�UIF�TPMVUJPO�TUBSUJOH�XJUI�i*O�NZ�FYQFSJFODF���w�
4PVSDF��:PVOH�1SFTJEFOU�0SHBOJTBUJPO
WHAT’S THE BIG IDEA?
INNOVATION TOOLS
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Innovation Platforms
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Examples List Attributes
Descriptive4VCTUBODF �TUSVDUVSF �DPMPVS �TIBQF �texture, sound, taste, odour, space and density
Process.BSLFUJOH �NBOVGBDUVSJOH �TFMMJOH �GVODUJPO�BOE�UJNF
Social3FTQPOTJCJMJUJFT �QPMJUJDT�BOE�UBCPPT
Price$PTU�UP�NBOVGBDUVSF �XIPMFTBMFS �SFUBJMFS�and consumer
EcologicalPositive or negative impact on the environment
WHAT’S THE BIG IDEA?
INNOVATION TOOLS
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The Phoenix ChecklistThe Problem
The 1IPFOJY�$IFDLMJTU�JT�B�DIFDLMJTU�EFWFMPQFE�CZ�UIF�$*"�UP�HFU�UIFJS�BHFOUT�UIJOLJOH�BCPVU�XBZT�UP�TPMWF�B�QSPCMFN�o�HSFBU�UP�BQQMZ�UP�ZPVS�CVTJOFTT�
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WHAT’S THE BIG IDEA?
INNOVATION TOOLS
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The Phoenix Checklist cont...
The Plan
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WHAT’S THE BIG IDEA?
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Six Thinking Hats by Edward de Bono
Hunches, Intuition, Impressions
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Objective Facts & Figures
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Leader
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WHAT’S THE BIG IDEA?
INNOVATION TOOLS
51
Six Thinking Hats cont...
Creativity
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Speculative Positive
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Logically Negative & Critical
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EVALUATION METHODS
WHAT’S THE BIG IDEA?
EVALUATION METHODS
53
Potential Impact Plotting
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Short term Medium term Long term
Low Impact
Medium Impact
High Impact
WHAT’S THE BIG IDEA?
EVALUATION METHODS
54
“Yes” Reasons
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Idea Positive “Yes” Reason Negative Aspect
The End
Congratulations on completing Book 4: What’s the Big Idea?
The next book in the Brand Box series is Book 5: How to Say It
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The Brand Box series