BRAND INNOVATION ASSIGNMENT

DEFINITION

The process of harnessing creative ideas to meet business

needs

The creative engagement between product potential and

customer potential

Innovation Brand Innovation

To transform understandings of current consumer insights in to reality, bringing

additional benefits to consumers – To transform your BRAND into a dynamic, relevant asset

Brand Innovation Mix

PRODUCTTransforming

to meet current need

COMMUNICATIONAdjusting to fit

current ears

PRICINGReasoning for

the current position and

market

CONSUMER

PROCESSElevating to deliver the

fresh experience

PACKAGINGAdjusting to

shape for the current value CHANNEL

Widening and sharpening to reach current touch points

1. Product Innovation: Expanding the iconic Mario into both 2D and 3D worlds, incorporating car racing, shooting, fighting, mini games, character playing into the old journey

2. Community Innovation: Escaping from the current boring princess saving story, Mario now tells the story of adventurous journey to overcome challenges, discovering magic, solving childhood dream

5. Channel Innovation: wii game, gamecube, Nintendo DS, Ios and Android application

3. Process Innovation: Constantly investigating current market trend to incorporate into Mario’s icon, young, energetic software developer to keep the boy up to trend, asking players to constantly improve

6. Pricing Innovation: Mario do not madly run in the race of technology, he keeps his simplicity and addiction, so his price is always lower than current average of Play station, Xbox

4. Packaging Innovation: Diversifying and updating the packages to fit Mario’s playful, lovely new image, with 3 ranges: standard, silver, platinum – fitting each channel

Brand Innovation Process

STRATEGY

MAKING IT HAPPEN

InternalInvestigation

External Investigation

GoalCodification

Implementation Testing Launch

ListeningBrainstorming

IdeationInnovation Facilitation

Goal Identification

User interviewStakeholder interview

Secondary researchCompetitive analysis

Qualitative Quanttative

Clarify objectivesRevisit Initial Assumptions

Create Implementation

plan

Prototype / beta 1.0 and beyond

User testingInterviews

Continually get feedback and

improve

Idea Tunnel

What should we do

Can we do it Make sure

we can do it!Let’sdo it!

Was it a success? Recommend

others to do the same

Ideation

Capability

feasibility

Launch preparation

Post launch evaluation

Rollout contender

Charter

Contract

Launch Roll-outIn 1st

markets

LAUNCH

Brand Innovation Process

STRATEGY

MAKING IT HAPPEN

InternalInvestigation

External Investigation

GoalCodification

Implementation Testing Launch

Ideas• New young –

country loving images

• Trendy Innovation

• Cute Address

Problem• Old, stereotyping

image• Sales dropping

ObjectiveA new – trendier,

more personal image

PlanLaunch a new product line

First launch in Boo city

Warm welcome of consumerSales improvingMore premium – trendy – personal image

Continually get feedback and

improve

Idea Tunnel

• New brand• Cute image• More

personal• More

Vietnam• …

BosuaThe dynamic comic casual

wear

• Good supplier with best enduring material

• Nice designers• No need to

change infrastructure

• Hire new designers

• Cooperate with DC Comic

• Prepare images of hot girls, hot boys

• Big hit in Hanoi

• Attracting lines of consumers

• Promising good sales

• Open new show rooms of BOSUA itself

• Expand to Southern market

• Sponsor YanTV

Ideation

Capability

feasibility

Launch preparation

Post launch evaluation

Rollout contender

Charter

Contract

Launch Roll-outIn Boo City

LAUNCH

• Only need the change in design

• Meeting current trend – big market

• The fist and only in the market

Brand Innovation Process