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Accelerating Brand Innovation

Accelerating Brand Innovation. April 2002. Reflections. How do you…. identify and decide on new programs or initiatives? prospect for new opportunities? get involvement? When, how, stages? nurture discoveries and thwart idea killers? as a culture use prototypes? Betas?

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Accelerating Brand Innovation

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  1. Accelerating Brand Innovation April 2002

  2. Reflections How do you…. • identify and decide on new programs or initiatives? • prospect for new opportunities? • get involvement? When, how, stages? • nurture discoveries and thwart idea killers? • as a culture use prototypes? Betas? • assess what’s working or not? • work to speed the process and reduce costs?

  3. Can we predict the future? In the knowledge economy learning faster may be the only competitive advantage! How do you speed up succcessful strategy generation? • What is the emerging context for business over the next 10 years? • What skills and competencies will the future require? • How do you devise a clear innovation strategy? • Is your approach to market research failing new product - service breakthroughs? • Are you effective at thinking forward, beyond competitors - collaboratively? • What questions should you really be asking?

  4. Traditional Model Think Excellence Best Practice / Specs. Scorecard Measures capture past performance Inconclusive, inaccurate, untimely data from key market(s) How to gather ongoing data from key market(s)? How to develop new products and services? Network Model Think Connectivity Prototypes / rapid learning Accurate and timely information on needs and preferences Key markets are always accessible, (24/7/365) Products introduced to market 2-3 times faster Knowledge available and shared Links & speeds network learning Reputations & relationships drive tomorrow’s value creation Resulting in: Increased bottom-line results, (revenue and costs) Faster decision making Products/services introduced faster Greater brand loyalty Increased customer satisfaction

  5. Example designing new learning processes Remarkable People STEEP Network Conversations Permission Panels External Trends Creative Sensors Database Assessment Beta Testing Exploratory Prototyping Internal - Brand Worshop Core Project Team Build Innovation Space Brand ScenariosWorkshop Modeling Workshop Expand Networks Run Rapid Prototypes Start Chart Navigate Online Internal Assesment Project Network Future Narratives Internal Internal Conversations Experience Design Scorecard Brand Position Risk Options Connective Feedback Mental Models Project Team Current Narrative Stories Creative Learning Networks Future Needs Simulator Sustainable Brand Innovation Innovation Space Concepts Accelerate Learning

  6. 20+ years leading strategic product development GBN Global Business Network Scenario Practioner Member Entovation Network E100 - Global Knowledge Innovation Leader Founder KCI Knowledge Communities International SVP Marketing & Sales - Consumer Products Facilitator, speaker, writer, Haas & U of Ak. Executive Programs Stuart HenshallPrincipal - Innovation Architect Stuart Henshall

  7. To acclaim • “Stuart provided us with the external push we needed to take us outside of our comfort zone and into the realm of future possibilities we needed to explore.” n Gary Anderson Chairman and CEO of Dow Corning • “The bringing together of diverse minds creates an environment that is ripe for attaining leadership in new marketspaces!” n Luce Chandon – Manager Comtech Communications • "Stuart is a highly skilled strategist, facilitator, and consultant. I value his content knowledge about e-commerce as well as his process skills in managing groups and projects."   n Jay Ogilvy, Co-founder of Global Business Network • “….. a framework that will help tie together various development initiatives into a platform which will be the basis for future growth…...” n Liz Koh General Manager E.S.R.

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