Brand Innovation Checkup

Type of record:
  • Strategy method
  • Micro method
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Ideal innovation phases for this method:
  1. Innovation Phase
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Description

The Brand Innovation Checkup is a tool and part of the "Ten Types Of Innovation" macro method (also described here). Brand innovations describe innovations that affect the brand itself. Customers should be able to recognize the brand through these innovations and their original products should be able to compete with those of their competitors.

and imitators. With the Brand Innovation Checkup you test your own brand or further develop it with the results of the tool.

Great brand innovations distill a "promise" that attracts customers and conveys belonging to an individual group. These brand innovations are typically the result of carefully crafted strategies that take effect at the many points of contact between companies and customers. This includes communication, advertising, interactive service, individual sales channels with their unmistakable environment and targeted management of trainees and business partners. A brand innovation transforms a simple commodity into a high-quality and coveted product. It adds a deeper meaning and intention and increases the overall value of the company in customer perception.

Brand innovations include extensions: A new product or service can be published under the umbrella of an existing brand. Alternatively, brand innovation can consist of letting a company stand for a "big idea" or for a catalogue of values. The brand then stands for a firm belief in these values, which represent a constant and are lived transparently.

In business-to-business contexts, brand innovation is not limited to the last manufacturer perceived by the consumer. A manufacturer of components or pre-production stages can also control consumer preferences by creating a good brand and thus build up negotiating power.

Example of successful brand innovations in practice:
- Virgin: Richard Branson designed Virgin in 1970 as a mail order company for inexpensive records. In 1971 he opened the first Virgin Record shop in London. The following year he built a recording studio, published Mike Oldfield's "Tubular Bells" in 1973 and made a contract with the Sex Pistols in 1977. What is actually already music history was only the beginning of the Virgin brand, which remained a constant brand innovation. Under this name, Virgin Atlantic Airways launched and expanded a portfolio that included mobile telephony, transportation, financial services, media and fitness.
- INTEL: Every computer user should have read or heard "Intel Inside" before. This brand innovation was as smart as it was surprising, because the branding highlights the value of a processor that few computer users ever see.
- Method: These environmentally friendly detergents do not require chemicals, and their packaging is so aesthetic that the bottles can be safely and visibly decorated in the household. In addition, an advertising campaign invites customers to become part of their "people against dirty" community.
  • Effective for highly complex challenges
  • Effective for marketing innovations
  • Effective for medium complex challenges
  • Effective for radical innovations
  • P3 Observe (people - environment - product use)
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