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INNOVATION WITH
A BRAND TWIST
Julie Cottineau CEO and Founder, BrandTwist
@jcottin
June 10, 2013
Copyright 2013 BrandTwist LLC
MY BACKGROUND
3
4
5
"Everyone who's ever taken a shower has had an idea. It's the
person who gets out of the shower, dries off and does
something about it who makes a difference.”
-- Nolan Bushnell, founder of Atari, Inc.
6
FEAR OF THE IDEA
7
INNOVATION DIAGNOSTIC
Which of these are common roadblocks apply to you?
1. Every brainstorming comes up with the same thing.
2. Why bother, competition will probably beat us to it.
3. Seems interesting, but we need more data to be sure.
4. Could be risky and we can’t afford to fail
5. Why hasn’t it been done before? What’s the catch?
6. Where will we find the resources to execute?
7. We are all over the place, where should we focus?
8. We make things because we can, but are they needed?
8
BRAND
LEAD INNOVATION
Name Logo Ad
WHAT IS A BRAND?
10
A BRAND IS…
TWITTER@JCOTTIN
• a value exchange or contract
– The brand owner provides distinctive tangible &
intangible benefits their key constituents value
– In turn, the brand’s constituents return value
to its owner (revenue, loyalty, forgiveness, word-of-
mouth recommendations)
A BRAND IS…
=
12
CREATE TANGIBLE VALUEOur definition of Brand Value
Brand value measures the current and future
earnings 13
Brand
Social
Media/
Viral/
Web
Advertising/
PR
Secondary
elements
Name
Identity /
logo
People
& HR
Products
& Support
Investor
Relations
Corporate
Communications
Environments
Promotional
Material
EVERYTHING YOU DO
DEFINES YOUR BRAND
Customer
Service
14
A STRONG BRAND
is an entrepreneur’s
SECRET WEAPON
MAKE SMARTER, QUICKER DECISIONS
WHAT CUSTOMERS CAN DO
GREAT BRANDS AIM HIGHER
WHAT YOU OFFER
HOW THEY FEEL
WHAT THIS
ENABLES
IMAGINATION…NOT TECHNOLOGY
18
ACHIEVEMENT…NOT ATHLETICS
19
20
EASY…NOT OFFICE SUPPLIES
21
VISION ALONE IS NOT ENOUGH…
YOU NEED TO DELIVER
22
$21 billion
“ Whenever I see people getting
a bad deal, I want to step in and
do something about it. I look for
opportunities where we can
offer something better, fresher
and more valuable. ”
HOW DID AIR TRAVEL
BECOME SO BLOODY
AWFUL?
First, they took away the meals.
Then, the pretzels. And then, the
peanuts. All seven of them. Then,
suddenly, those paper pillows got
smaller. Along with those “comfort-
resistant” blankets. Then, poof, they
were gone……That’s not how flying
used to be. Flying used to be
special. Not long ago people used
to get gussied up…..Flying should
make you feel like you are a virgin
again. (Flying-wise of course.) It
should feel new. And on Virgin
Atlantic Airways it always will.”
31
USEFULNESS, NOT INNOVATION
?
?
EXAMPLE
Step 2: Get Inspired
TWITTER@JCOTTIN
YOUR
BRAND
BRAND FAN EXERCISE
MENTOR
BRAND
TWITTER@JCOTTIN
BRAND FAN INNOVATION EXERCISE
Step 1: Focus on your Top business challenge (5 min)
Step 2: Pick an Inspirational brand to Twist with (5 min)
Step 3: Discuss what makes that brand strong (5 min)
Step 4: Twist with your brand (15 min)
Step 5: Flesh out 1 idea to share with the group (15 min)
Step 6: Repeat steps 4 & 5 on partner’s brand (15 min)
INSPIRATIONAL BRANDS
TWITTER@JCOTTIN
SETTING PRIORITIES
Table
Stakes
Win/Win
Wasteland Stage 2
Feasibility
Impact
TWITTER/JCOTTIN
BRANDSCHOOL.BRANDTWIST.COM
13 TIPS FOR IMPROVING YOUR BRAND IN 2013
THANK YOU
FOR TWISTING!
Julie@BrandTwist.com
twitter: @jcottin
www.BrandTwist.com
www.BrandSchoolOnline.com
https://Facebook/BrandTwist

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Innovation with a Brand Twist, EO Huddle, 6/11/13, NYC

Notas do Editor

  1. My background, been in marketing/branding in one form or another since 1987, been fortunate to work with some great companies on some great product, service and corporate brands. Every experience is different, not a one size all approach, but there are some common themes. Like to share today and see if these can be helpful for RSA.
  2. Great ideas come from solving issues and gaps that are personally relevant to us. Here’s an example from my own life. There’s me in 1974 at 8 years old with my Mom in Marblehead Massachusetts where I grew up. I was living a pretty nice life. Loving family, nice friends etc. but one thing was missing...a pet.While my parents were open to the idea in theory, the truth was my older brother Greg was very allergic to any kind of pet fur.
  3. So there’s my obstacle. MY GAP IN THE MARKETPLACE. So what did I do? Well like most 8 year olds, I did not take no for an answer.I went into my backyard, I picked out the prettiest rock I could find. I put it in a cool whip container, I added a few blades of grass (for nourishment or as a bed I am not quite sure), and I poked a few holes in the top of a cool whip container (so the rock could breath)…and voila.My pet rock.My parents were bemused, if not a bit concerned about my mental health, but in general happy that THE PET CRISIS WAS RESOLVED for now.
  4. Now remember this was 1974A year later on the other side of the country in San Francisco, Gary Dahl an advertising copy writer was at a bar with some colleagues after work listening to them talk about how much they loved their pets, but also moaning about how much work they were to take care of.This gave him the idea for the perfect "pet": a rock.[1] A rock would not need to be fed, walked, bathed, groomed and would not die, become sick, or be disobedient. He said they were to be the perfect pets, and joked about it with his friends.[2] However, he eventually took the idea seriously, and drafted an "instruction manual" for a pet rock. It was full of puns, gags and plays on words that referred to the rock as an actual petHE LAUNCHED THE PRODUCT. AND YES, WHILE IT WAS ONLY A “FAD” THAT LASTED A SHORT WHILE. DAHL SOLD 1.5 MILLION PET ROCKS AND BECAME A MILLIONAIRE.But my point is that this idea for the pet rock came to both Gary and myself out of a desire to solve a real problem in the marketplace. One that was affecting real people (me and his colleagues in the bar).The difference? HE DID SOMETHING ABOUT HIS IDEA.Ok in my defense I was only 8 and did not have the marketing resources I now have at my disposal….
  5. How many of you, have this reaction when you think of a new idea?I know I often do.I love coming up with new ideas it gives me a certain thrill…I can literally feel my brain and body buzzing-but it’s what comes next that can be the hard part.In some ways IDENTIFYING the game changing idea is the easy part. The hard part is having the skills and the resources to BRING THAT IDEA TO MARKET.And over time this gap between the excitement of the idea and the confusion about what to do next…and the frustration of now knowing how to move forward…can lead to a disease that I call the FEAR OF THE IDEA.So that little by little our entrepreneurial spirit seems to get bred out of us and we lose some of that original steam.Every brainstorming session comes up with the same thing. ☐ Worried about how the idea will get approved ☐Why bother, competition will probably beat us to it.☐Seems interesting, but we need more data to be sure.☐Could be risky and we can’t afford to fail☐Why hasn’t it been done before? What’s the catch?☐Where will we find the resources to execute?☐We are all over the place, where should we focus?☐We make things because we can, but are they needed?
  6. This fear can be quite paralyzing, but like most obstacles it becomes easier to deal with if we BREAK IT DOWN.In fact let’s get a quick read on how you fare in relation to some common issues that we have seen with moving ideas into action.In the packet in front of you there is a quick diagnostic. Take a moment to check any and all of these statements that apply to you.How are we going to get this approved in the organization?We’re not fast, our competition will probably beat us to it.Seems interesting , but maybe we need more data.This sounds exciting, but very risky. Can we afford to fail?Why hasn’t it been done before? What’s the catch? The irony is that quite often this last one is a result of the 4 points before it.If at least 1 or 2 of these applied to you then perhaps the following 5 success strategies will give you some food for thought.
  7. Why do we pay so much more for the coffee on the right? BRAND!a value exchangeThe brand ownerprovides distinctive tangible & intangible benefits which their key constituents value In turn, thebrand’s constituentsreturn value to its owner (revenue, premiums, loyalty, word-of-mouth, trial of new products, forgiveness )
  8. How many of you in this room would define yourself as an entrepreneur? Show of hands. Ok here’s another question. How many of you would say that on a fairly regular basis (let’s say a couple times a month) you find yourself in a situation (personal or professional) where you think “there’s got to be a better way?” You see some sort of gap between the way things are and they way they could or should be and your mind starts thinking about how to close that gap.Show of hands.
  9. 1 in 10 new products are still in the market three years later. Source Copernicus marketing
  10. And getting back to the famous entrepreneur Richard Branson, my mentor and former boss. This is the whole philosophy behind Virgin one of the world’s most successful and beloved brandsIn his own words:“ Whenever I see people gettinga bad deal, I want to step in anddo something about it. I look foropportunities where we canoffer something better, fresherand more valuable. ”And this is what Richard and the people at Virgin do, they go in and SHAKE UP INDUSTRIES where the consumer is underserved- getting a raw deal or not enough choice or the industry has become complacent (like airlines and recently financial services) THE RESULT? After 40+ years? This passion to provide something better in music, aviation, wellness, financial services, trains, mobile phones etc. has driven Virgin to over $20 BILLION in revenue, 300 branded companies in 30 countries, 50,000 employees and and 60 MILLION CUSTOMERS WORLDWIDE. THAT’S ONE NEW CUSTOMER EVERY 6 SECONDS. And it all started with a personal passion. You have all heard the Virgin story, and know In Richard’s case were a passion TO RE-INVENT THE MUSIC EXPERIENCE which he did first with student magazine, then virgin records, then Virgin mega-stores. In fact this life long passion resulted in a President’s award from the Grammy’s just last month. AND THEN TO RE-INVENT THE AVIATION EXPERIENCE MAKING IT MORE FUN- MORE ENTERTAINING.
  11. Here are just a few brands that are “winning” in their markets by focusing on usefulness.For examples, Zappos.com which was originally founded by Tony Hsieh as an online shoe company, and was purchased by Amazon in 2009 for $900million has a policy of helping customers find the exact shoes they want even if it means helping them find them on other competitive sites. This total dedication to usefulness has created a legion of passionate zappos fans and brand ambassadors.There has been an explosion of buzz about Pinterest the virtual pin boards site in the news very recently. According to comScore, Pinterest drew 11.7 million unique monthly visitors in January, making it the third-fastest-growing website since December. By comScore's measurement methods, Pinterest became the fastest independent website ever to hit 10 million unique monthly visitors.Personally, I am a newbie, still playing around. But loyal users compare it to Google and say that is more USEFUL than Facebook because it allows them to find and share items that are extremely targeted in a very fun and easy way. Consumers and brands are discovering new uses for it every day.