Slides from Brandculture Sessions #2 "Brand Innovation Workshop" 12/11-2009

2. Brand, Innovation & Design

4. Complex Complicated
Emergent Good Practice
Chaotic Simple
Novel Best Practice

5. Can your job
be done…

8. Complex Complicated
Emergent Good Practice
Chaotic Simple
Novel Best Practice

10. 2 dominating problems
Extreme clutter of the marketplace
Relentless speed of change

11. 1600

14. 13.000.000
available articles on Wikipedia

15. Brand Strategy
Design Thinking
Culture of Innovation

19. A brand is a person’s gut
feeling about a product,
service or company

20. Design thinking is a process for practical,
creative resolution of problems or issues
that looks for an improved future result

21. Design thinking
Inspiration
Implementation
Ideation

22. What is Design Thinking?
It’s a fluid but definable process involving several key components
COLLABORATIVE:
Working with people who share similar and dissimilar experiences to generate richer
work.
ABDUCTIVE:
Starts from a set of accepted facts and works back from their likely explanations.
EXPERIMENTAL:
Build prototypes. Pose hypotheses. Test them. Iterate. All to manage risk.
PERSONAL:
Realize each problem – and the people there to solve it – has a unique context.
INTEGRATIVE:
Seeing the whole system and its many connections.
INTERPRETIVE:
Creating the best way to frame the problem and judge the possible solutions.

23. INNOVATION:
Ideas applied successfully in
practice

24. If you wanna innovate…
…you gotta design!

25. Design leverage
Thought leadership
Business Model
Organizational structure
Strategic decisions
Internal communications
Operational processes
Brand Ecosystem
Customer relationships
Products & Services
External conversations

26. The
whole
mind

27. A Culture of innovation

28. Innovation
no longer
just happens
in R&D
But that does not mean that
everyone is equally good at it

29. Innovation is a
team sport
Silos must be broken

30. Keep the consumer at
the heart of what you do.
But don’t listen to everything they say – use your intuition

31. Innovation
culture thrives
on optimism &
trust
Listen to ideas, embrace risk, learn
from failure, reward bravery

32. Speed is
good
Fail faster

33. Innovation has many forms
Incremental innovation requires different support from revolutionary

34. Be careful
how you
measure
success
Allow small, fragile ideas the time
to grow into big strong ones

35. It’s not
easy.
But it is possible. Project by
project

36. One size does
not fit all.
You need to build a culture of innovation that fits
your organisation

37. Innovation no longer just happens in R&D
Innovation is a team sport
Keep consumers at the haert of what you do
Innovation culture thrives on optimism & trust
Speed is good
Innovation has many forms
Be careful how you measure success
It’s not easy
One size does not fit all

38. Culture eats
strategy
For breakfast