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CHARGED 2020
The Global Energy Storage Forum 2010
              30 June-1 July, San Diego-USA

Driving sustainable innovation along the energy storage and
                   smart-grid value chain



 Branding & Innovation: An Outsider's Perspective

                      Jeff Campbell
                     Chairman of CRT Board
Branding & Innovation:
An Outsider’s Perspective



                   Jeff Campbell
As the Drill Instructor explained…
Branding & Innovation: An Outsider's Perspective
Branding & Innovation: An Outsider's Perspective
Branding & Innovation: An Outsider's Perspective
A “learning organization”

 
                    After Action Review
                      (Post-Mortem)



                       - Immediately after a
                         completed test or
                         initiative…

                       - “Lessons Learned”…

                       - How will we act
                         differently going
                         forward?
The “New” Branding
Can commodity products
be successfully branded?
(probably)
Getting Inside the
Customer’s Head:

    1. Talk to them…




    2. Listen to them…




    3. Co-develop with them…
Your “Angle of Attack”:

1. New product/new feature


2. “Plus 1” feature


3. Bundling


4. Downstream benefits


5. Better product delivery/
   reliability


6. Hidden Differentiators


7. Look outside your industry
Branding & Innovation: An Outsider's Perspective
Branding & Innovation: An Outsider's Perspective
1. Fast shipping


2. Accurate order fulfillment


3. Amazing inventory management


4. Better margins (!)
Branding & Innovation: An Outsider's Perspective
The Innovator’s Dilemma

          (Clayton Christensen)
Once Current Technology (1953)
Disruptive Technology (1954)
Solving for Innovation in an established company:



     1. Be organizationally creative…




     2. Beware of mixed messaging in incentive structures…




     3. Become an investor in a disruptive player…



     4. Collaborate with customers…

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Branding & Innovation: An Outsider's Perspective