BRAND INNOVATIONTRUNG HIẾUPHÚ CƯỜNG

Brand innovation = Invention + Commercial

Brand Innovation is realized transforms your brand into a

dynamic, relevant asset,

then directs it with purpose and creativity to a

position of preference in your markets. It requires a new way of thinking and the courage and commitment by

executive management to seek real and positive change.

Definition

Brand Innovation Mix Product innovation

Communication innovation

Channel innovation Process innovation

Packaging innovation Pricing innovation

OMO

Product innovation

1922-2012

“Stain removal”

2012-present

Unilever has patented better whitening technology that will deliver wins on whiteness

There is a new fragrance that wins and makes clothes smell fresh and clean The stain removal ability has been boosted It has a new ingredient which provides a slippery solution, thus preventing dryness

of the skin

Channel innovation

From 2005 mass advertising on TV, radio , traditional channels, Omo focus on PR & Social marketing such as 10 standard parks in Viet Nam, activities outside for kids to encourage them to develop themselves.

From the first day in Viet Nam’s market, Omo always use functional benefit to convince consumers using Omo with tagline : “Stain removal” and using mass advertising

From 2002 , beside Advertising traditional & marketing mix base on “Stain removal expert”, Omo applied the first PR campaign “ Ao trang ngoi sang tuong lai” with many success.

From end of 2005, base on the stable benefit that increased “ Best Omo ever” , Omo also focus on building kids developments through experiences while they are playing and get dirty. All of their communications followed this activity. The ‘Dirt is good’ strategy proposed that ‘Getting dirty is learning, discovering, having fun, and getting to know life’. With these propositions, Omo set out to create an emotional bond with mothers who are focused on the healthy development of their children as they are growing up

Communication innovation

Packaging innovation

Pricing innovationIn 2002 , Omo & Tide compete in price , so Omo reduce 7500 VND -> 5500 for 500gr pack and they compete with each other in a long time still Tide decrease 30% of price and Omo is 26% of price, they have to increase the price to exist. From now on, Omo increase about 10.000 VND/ kg

Omo price chart

2002

Now

Brand Innovation Process There are 9 problems to get through to fully reach the innovation of the brand

CreateFrame

Cluster Enable

Extend

Connect

Resonate

Optimise Impact

Each problem has to go through a process of 3 steps to solve:

Creativity(ideas, more

ideas)

Evaluate, Measure(possibilities,

potential)

Innovation

Funnel model

IdeasIdeas

IdeasIdea

Idea

Idea

Process, define, divide and evaluate INNOVATION

Creativity Evaluation Action

OMO example

Frame Innovate the brand purpose(focus on people and passions)

Wash clean & white care about kids’ development and release tension for moms

Create Innovate the brand concept(real experiences enabling more)

Expert in washing playful experience for kids through concept “DIRT IS GOOD”

ResonateInnovate the brand story

(enable resonance with real-time stories)

Functions advertising engage consumers with interactive activities (“ngày hội những chiếc túi tài năng”, “áo trắng

ngời sáng tương lai”, “học hỏi điều hay, ngại gì vết bẩn”, …)

ClusterInnovate the brand solution

(brands are platforms to innovate business)

Functions advertising engage consumers with interactive activities (“ngày hội những chiếc túi tài năng”, “áo trắng

ngời sáng tương lai”, “học hỏi điều hay, ngại gì vết bẩn”, …)

Example: OMO – “Dirt is good”

EnableInnovate the brand experience(branded experiences focus on

enabling)

1 way communication moms and kids have changes to understand and experience “Dirt is good”

ConnectInnovate the brand relationship

(between brand-people and between peoples )

Customer-brand relationship only moms-moms (debate on how to develop children by letting them play dirty freely),

moms-children

Extend Innovate the brand range(build around bigger ideas)

“Dirt is good” is the core concept of all kind of products such as OMO Matic (powder, liquid)

Optimise Innovate the brand portfolio OMO has not moved into this criteria yet

Impact Innovate the brand value(measured by profits and potential)

Concept “Dirt is good” is so strong that it can be used to execute into many different ways in the future