This document discusses brand innovation strategies and processes. It provides examples of companies that successfully innovated their brands, including Apple's creation of the iPod and iTunes to meet customer demands for personalized music experiences, and Johnson & Johnson expanding its baby product line when they discovered the products appealed to adult consumers as well. The key principles of brand innovation emphasized are empathy, collaboration, courage, intuition, and tenacity. A typical brand innovation process involves assessing the context, developing initiatives to address opportunities or challenges, and conceptualizing solutions.

1. ASSIGNMENT – BRAND INNOVATION
Tuan Duong
Huong Giang

2. DEFINITION
BRAND INNOVATION IS___
EXAMPLE#1
Creative idea: iPOD – building iTunes for music lover, as they discover customers
want to enjoy more music and to express themselves through their music by
having more personal control over it.
Business solution: Build iTunes to provide customization for each music lover,
both image and music.
A process of CULTIVATING, bringing CREATIVE IDEAS INTO
PRACTICAL BUSINESS SOLUTION to adapt brand with
FAST-CHANGING ENVIRONMENT to win business.

3. WHAT IS IT USE FOR?
Expand new
consumer base
Adapt brand with
fast changing
environment
Open new
market at
new region
Enter/entrance
new category
EXAMPLE#2
Johnson Baby: The products stand for gentle
care, no tears and soft skin – benefits that make
them wonderful for babies. But they discover
mother also loves using the product
Instead of changing the products to match the
new target market, the company helped
adults come to realize that the Johnson’s baby
products can meet the needs of adults’ skin.
Reach new consumer,
open new consumer base
EXAMPLE#3
Liquid for powder (Ariel liquid): producer
realized consumer is using washing machine,
increasingly, and power is hard to dissolve, so they
innovate washing liquid in EU, Ariel was the
pioneer.
EXAMPLE#4
iPad was built because Apple thinks that
consumer will need something between smart
phone and laptop, movable.
Open new category,
new market

4. KEY PRINCIPLES IN BRAND INNOVATION STRATEGY
EMPATHY
COLLABORATION
COURAGE
INTUITION
Empathizing with your audiences creates deeper connections
and gives you a greater understanding of the people whose
lives the brand seeks to enrich.
TENACITY
People with different roles, interests, and backgrounds bring
diverse perspectives to bear.
Creating an environment in which failure is encouraged—even
rewarded—gets people to think outside their comfort zones, and
conjure up wild ideas that just might turn out to be the next big thing.
Continuing to forge ahead in the face of adversity is critical to developing
new ideas. Even when ideas don’t pan out for a given problem, they
should be catalogued and referred to when new challenges arise. What
didn’t work this time may be the perfect solution next time.
If it “just feels right,” it may well be. Discounting ideas that won’t test
well or don’t conform to numeric data can result in breakthrough
ideas being mothballed.

5. BRAND INNOVATION PROCESS
CONTEXT INITIATIVE CONCEPT
+ Assessing the external
landscape: Current
situation of brand,
consumer trends, and
challenges of market.
+ Assessing internal
resource and challenges:
brand existing positioning,
target, root strength etc.
Identify initial direction
for innovation
Identify consumer
understanding and
deepen consumer
insight for a possible
solution.
Develop detail
solution, with concept,
launching plan,
communication, new
positioning or re-
positioning with
complete information.
Acts as the brief for
concept
development
Prepare successful
concepts for
Innovation
Funnel
INPUT
OUTPUT

6. EXAMPLE#5
CONTEXT INITIATIVE CONCEPT
+Intense competition from other
companies in laundry market, with
constant innovation in communication
and power product ability of washing
clothes
+Consumer: Rising usage of washing
machine, require new method of using
washing powder.
+Internal company: Positioning as stain
removal solution but having no clear
difference from competitor
Innovate in product to meet new
consumer need for washing and
better stand removal.
Research for consumer insight
during washing:
+ They have need to better
wash clothes by washing
machine
+ Have belief that washing by
machine is not as good as
hand-washing
+ Big concern for powder: Hard
to dissolve, there for not as
clean as hand-washing when
consumer can make effort on
"seen stain" by themselve
Liquid for powder –
Ariel Powder: Better
stain removal by liquid,
better dissolving and
stronger power of
washing for washing
machine
Customer want to see
instant effect of stain
removal