Jeff Campbell, Chairman, Chairman’s Round Table - San Diego, Former CEO, Burger King • Seizing opportunities to innovate and manufacture brandlike equity • How to create a unique position for your products and services • Discussing some examples of commodity branding strategies that can be successfully implemented in the energy storage industry and lessons learned • Thoughts on “the new branding” • The “innovator’s Dilemma” and how to tackle it

1. 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

2. Branding & Innovation:
An Outsider’s Perspective
Jeff Campbell

3. As the Drill Instructor explained…

7. A “learning organization”
After Action Review
(Post-Mortem)
- Immediately after a
completed test or
initiative…
- “Lessons Learned”…
- How will we act
differently going
forward?

8. The “New” Branding

9. Can commodity products
be successfully branded?

10. (probably)

11. Getting Inside the
Customer’s Head:
1. Talk to them…
2. Listen to them…
3. Co-develop with them…

12. 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

15. 1. Fast shipping
2. Accurate order fulfillment
3. Amazing inventory management
4. Better margins (!)

17. The Innovator’s Dilemma
(Clayton Christensen)

18. Once Current Technology (1953)

19. Disruptive Technology (1954)

20. 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…