BRAND

IS: The process of harnessing creative ideas to meet business needs & consumer needs

FOR: Better quality & engagement with consumers

Consumer insight

Brand stewardship

Brand innovation

Brand activation

Brand communication Definition

“….if branding is about finding the match between who you are as a company and what your customer really values, it is the perfect basis for successful innovation….”

Mix

Product

Process Pricing

Packaging

Channel Communication

“…Innovation strategy that uses the promise of the brand as a springboard….”

B.I Mix

I want to stay young with my children

baby care

INNOVATION

- Product : baby care healthy essentials (reach a boarder target consumer)

- Process : same skin - function for adult as well

- Pricing : affordable - Packaging : usually sell with

“mom & baby” package - Channel : supermarket,

health-care center,… - Communication: as soft as your

baby skin

Case study

Process

Idea Feasibility Capability Launch Roll–out contender

What to do

Can do? Make sure Prepare Launching Evaluation

concept innovation insight

exploring possibility

connecting & framing

focusing practically

key word: INTEGRATION

Recommendation

See clues from everywhere

Don’t fall in love with

an idea too soon Be scrappy Obsess over execution

How much innovation you can handle?

Are you going after new or

established consumers? Are you satisfy a new or an

old consumer need?

Process

We need 1 more button!

Case apply

Joy & Happiness

we

Interesting & Meaningful

we

How about Sadness & Lost?

insight

concept

innovation

Idea Feasibility

Capability

Launch

Roll–out contender

Research on consumer need What to do: new button Quantify the need

Concept test

Prepare (prototype) Launching Evaluation: (Qual & Quan)

Recommendation from user

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