products and brands values mortierbrigade
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How to create a strong brand? Start with a strong product! A presentation by Mortierbrigade on Innovation Day 06TRANSCRIPT
20.10.2006
PRODUCTS & BRANDS
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PRODUCTS & BRANDS
David Pas en Joost van de Loo
www.productbrigade.com
VERHAERTINNOVATIONDAY – OCTOBER 20th, 2006
www.mastersininnovation.com
Commercially confidence – This presentation contains ideas and information which are proprietary of PRODUCTBRIGADE, it is given in confidence. You are authorized to open and view the electronic copy of this document and to print a single copy. Otherwise, the material may not in whole or in part be copied, stored electronically or communicated to third parties without prioragreement of PRODUCTBRIGADE.
20.10.2006
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who are weproductbrigade is a hybrid group of people, from different backgrounds (advertising, design, architecture, technical development), assembled to create new inspiring products
20.10.2006
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who are weproductbrigade is an exclusive alliance betweenproductplus (verhaert group) and mortierbrigade
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today's agendathe virtues of soft innovation
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many brands have a product centric approach to innovation
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PRODUCTS & BRANDS
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The quietest Vacuum Cleaner
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PRODUCTS & BRANDS
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Mercedes introduces its new S500. And it has eight airbags...
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7UP, now 100 % Natural
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approach to innovation
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take for example the Swiffer
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PRODUCTS & BRANDS
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R&D– electrostatic charge attracts soil into the
cloth– deep ridges trap and hold dirt in place– launch: 1999
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PRODUCTS & BRANDS
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brand– promise: “Clean your floors without all the
hassles of the mop, bucket, broom and dustpan”
– USP: “Making small cleanups easy”
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improve and extend
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and this works fine for Swiffer– 75% share of US quick-clean market
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in spite of all the copycats
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new products fail more often
– “In consumer products industry, upwards of 85 percent of new products fail after a couple of years in the market” - Forrester Research
but....
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innovation life cycles are getting shorter
– “Turnaround time on knock-offs is now measured in a few scant months” -BrandChannel
but....
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and advertising is having less impact
– 37% of all advertising is waisted– 69% of consumers are interested in
products to skip or block marketing and advertising
but....
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the world has changed
but....
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a new media landscape– too much clutter– too much noise– too many channels– too much spam– customers want to participate
but....
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creators have much better tools
but....
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technology has advanced– more and more patents limit freedom for
innovation– bar for truly revolutionary innovation is getting
higher
but....
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Slide 24
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m so companies are struggling
– stakeholders resist innovation– R&D doesn't pay off– big ad spending doesn't pay off
but....
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but they still need remarkable products
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products that can transform the marketproducts that change the way we consume
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a solution
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•couple your product with a feature that the consumer might be attracted to•design products that change the way we experience consumption•focus on emotional values : design matters, styling matters, extra's matter•coherence between products and brand values
a solution
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soft innovation isexperience centric
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chopsticks for kids
soft innovation
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Ben & Jerry's pint lock
soft innovation
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to create authenticity
VW Beetle styling art
soft innovation
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PRODUCTS & BRANDS
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interaction to empower the experiencepersonalised bank card
soft innovation
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interactionNokia silence booth
soft innovation
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categories to increase the experienceNike watches
soft innovation
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Tiense suiker & Douwe Egberts
soft innovation
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Nike & Ipod nano
soft innovation
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Preva Xsport portable espresso maker
soft innovation
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terminals,...ATM's, vending machines, information terminals can create an experience and communicate your brand
soft innovation
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PRODUCTS & BRANDS
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terminals,...ATM's, vending machines, information terminals can create an experience and communicate your brand
soft innovation
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PRODUCTS & BRANDS
Slide 41
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innovation
why
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marketing and R&D
why
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communication is• not about their products• only about emotions• expensive• overpromising
why
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communication can be about innovation
why
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from 3:1 ratio to 1,3:1
why
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R&D is• not consumer oriented• too slow• very expensive• not sexy
why
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Seth Godin :“innovation is cheaper than advertising that interrupts you for things you don’t want”
why
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PRODUCTS & BRANDS
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m 2. soft innovation communicates the brand
valuessoft innovation is a valid route to expand your portfolio with products that communicate your brand values
why
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differentiation strictly based on functional product features often leads to poor customer perception
why
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PRODUCTS & BRANDS
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but when you get it fast and with limited resources to the market, other can also...
why
lowmediumhighmarket risk
lowmediumhightechnical risk
6-18 months1-3 years5-7 yearstime-to-market
derivateplatformbreakthrough
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innovation levels (hard- en soft innovation)
why
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m and....it only works if its a unique expression of
your brand values
why
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m 5. drive soft innovation yourself
you don't have to be a scientist or a wacky creative
why
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productbrigade
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improving the user experience of existing product
product creationgenerating ideas for totally new product
solutions
productbrigade
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• product architecture and functional description• visuals, dummy• cost/benefit projection• feasibility check and risk analysis
productbrigade
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example
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conclusionthe virtues of soft Innovation– brand-supporting– good cost-benefit ratio– high perceived differentiation– fast to market
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Verhaert New Products & Services nvHogenakkerhoekstraat 219150 KruibekeBelgiumTel +32 (0)3 250 19 00 Fax +32 (0)3 254 10 [email protected]
www.mastersininnovation.com