brand

22 07, 2019

Ten Types of Innovation: 30 new case studies for 2019

By |2019-07-23T10:55:03+11:00July 22nd, 2019|Innovation|0 Comments

If you've followed my work for a while, you'll know that I'm a big fan of the Ten Types of Innovation, a framework developed by Doblin (now a part of Deloitte). I previously listed it as the #2 innovation framework you should be using. And with good reason. I have used it frequently with clients [...]

26 07, 2017

Back to Basics: Elements in the Product Story

By |2017-07-26T17:04:25+11:00July 26th, 2017|Innovation|0 Comments

Many companies and people confuse what they mean when discussing Value Propositions, Benefits, and Features. Be clear with your product marketing. Value Proposition: Definition: A value proposition is the concise statement of the overarching solution to your customer’s problem.  The solution then is not your product or its technical details, but the solution your product or service provides; i.e. the [...]

9 06, 2017

Brand Essence: The Rock’n’Roll of Business (Part Two)

By |2017-06-09T13:45:36+11:00June 9th, 2017|Innovation|0 Comments

Part two of three. See part 1 here One real power of a brand is that it serves as a tuning fork for an organization, helping them quicken strategic decisions, vetting new opportunities, and making hard choices when projections are slipping away from the target. Nothing kills brand value more than short-term revenue focus. When [...]

9 06, 2017

Brand Essence: The Rock’n’Roll of Business

By |2017-06-09T13:43:52+11:00June 9th, 2017|Innovation|0 Comments

Like famous musicians, effective brands maintain a certain sway over those who come into contact with them, a sense of awe and authority that translates talent, focus, and hard work into an essence that communicates instantly. Let’s begin by defining the word “brand.” To start we will play the game “no.” I’ll ask several questions [...]

26 05, 2017

Reboot a Sluggish Brand: Part Two

By |2017-05-26T13:09:06+11:00May 26th, 2017|Innovation|0 Comments

In last week’s column we explored the corporate psychological journey that happens to accept the fact that a once-leading brand needs to be transformed and relaunched. This column will walk you through how to do it. Allow me to be clear. I am not discussing refreshing a logo or crafting a new tag line, but [...]

19 05, 2017

Reboot a Sluggish Brand

By |2017-05-19T14:08:50+11:00May 19th, 2017|Innovation|0 Comments

Once market shares dwindles and revenue targets are missed year after year (despite category growth), it may be time to reboot a once-beloved brand. First off, you need to decide if you genuinely want to reboot a brand. Some people get so tethered to old ideas about the brand that there is resistance to rethink [...]

11 05, 2017

When to Call an Innovation Firm

By |2017-05-11T14:59:21+11:00May 11th, 2017|Innovation|1 Comment

Change is difficult, and changing for the better rarely happens out of virtue. When prospects reach out we know only one fact: They want to change something in their organizational mix and grow and want help. Often the need is an unexpressed and even unconscious urge for the company or nonprofit. Sometimes the board demands [...]