Joanna Bakas, Х Бизнес-Форум TOP Marketing Management, 26-26 октября, Москва

Thursday, October 20, 11

INNOVATION

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WHY IS INNOVATION SUCH A BUZZ WORD THESE DAYS? Because of parity and the increasing difficulty in growth through advertisingThursday, October 20, 11

innovation generally refers to the

creation of better or more effective

products, processes, technologies, or ideas that are

accepted by markets and society.

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http://en.wikipedia.org/wiki/Product

http://en.wikipedia.org/wiki/Product

http://en.wikipedia.org/wiki/Process

http://en.wikipedia.org/wiki/Process

http://en.wikipedia.org/wiki/Technologies

http://en.wikipedia.org/wiki/Technologies

http://en.wikipedia.org/wiki/Ideas

http://en.wikipedia.org/wiki/Ideas

http://en.wikipedia.org/wiki/Market

http://en.wikipedia.org/wiki/Market

http://en.wikipedia.org/wiki/Society

http://en.wikipedia.org/wiki/Society

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Innovation is not invention and does not always have to have a focus on the ‘new’ but it should have a focus on ‘better’. Innovation can be marginal or radical. It can play a role in any part of the organization and brand offer.Thursday, October 20, 11

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Principles of cultural innovation are: understanding culture, embracing collaboration and open idea exchange and not losing the concept when going to market.Thursday, October 20, 11

CONTEXT

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def: the conditions and circumstances that are relevant to an event, fact, etc.


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When much of innovation initiatives fail, how do you get people to embrace your ideas. A good starting point is understanding culture.Thursday, October 20, 11

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Cultural & social observation as the starting point for innovation


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people will more easily convey through behavior and conversations the ideas that they are ready then when they are asked


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life does not happen here


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it happens here


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and here


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"It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them."

Steve Jobs, BusinessWeek, May 25 1998


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''If you want to understand how a lion hunts, don't go to the zoo. Go to the jungle.''


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A collections of signals can point you to new behaviors and therefore new needs and opportunities because actions speak louder than words and because consumers will give hints as to what they are missing, what they need and what they want. You just need to look, spot the patterns and identify the opportunities. “When we listen only to our own noise, we miss the signals that culture is sending us”.Thursday, October 20, 11

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People’s behavior in various aspects of life rather than product categories can collectively point to a larger social and cultural movement that can have explicit and implicit implications for brands as well as inspirations for business.


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observe how people are changing their behavior in all aspects of life to draw implications, inspiration and opportunities for innovation


SOME PRACTICAL EXAMPLES

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Navigating-Venus.com


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FAQ: What do women really want


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Women globally have an economic power greater than India and China combined. Women account for over 60% of brand purchases and in#uence over 80%. 65% of American cars are bought by women and 60% of women said that they would rather have a tooth pulled than visit a car dealership. Women count, they need approaches, services, products and messages that are relevant yet they are misunderstood

INDUSTRIES WHERE WOMEN ARE MISUNDERSTOOD

1 Investments (47 percent).2 Cars (47 percent).3 Banking (46 percent).4 Life Insurance (44 percent).5 Physicians (41 percent).6 Car Insurance (39 percent).7 Work Clothes (37 percent).8 Hospitals (36 percent).9 Personal Computers (34 percent).10 Lodging (33 percent).


Cultural insight into women and the implications for brand and business: example of one trendThursday, October 20, 11

Women have stopped seeking equality in every sense and have started to enjoy and to a

large extend exploit their femininity and sexuality. Feminine charms and beauty itself

carry signi$cant social and oen economic clout and a shi towards what may seem as

cliche de$nitions of womanhood can be seen a rational way to seek advantages in a

world that clearly has not been able to place women on an equal footing with men.

Woman are still seeking equal opportunity or sometimes changing the rules of the game

in order to de$ne and capitalize on new opportunities, yet if we did not win the equality

$ght, on some level we want some of the old perks of ‘being a girl’ back.


Princess Behavior & Hyper-femininity


Trends in home decoration


Leisure and entertainment


Motherhood and child rearing


Work and career


Business and entrepreneurship


Success and earning


Clothing consumption


Opinions and advice


Mass media


Gender roles and expectations


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a trend like this has many implications for new products and services, packaging, communication and general brand offer and some brands really get it right


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Glamorizing technology


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Glamorous convenience

Luxury women’s panties by curated subscription: Panty By Post


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Pink and cute beer


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Old world clothing lines


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e end of political correctness


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From Poison to posh


3 other emerging behavioral patterns


Innovation in customer touch points


De#ning the bank of the future


Fitness bike 3.0


What a girl needs


IN CONCLUSION

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is is only the beginning


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observing in all aspects of life rather than just category behavior will hint towards patterns of the ideas and concepts that people are ready to embrace


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creative concepts development for innovation and strategy happen within predetermined opportunity areas rather than just a creative exercise


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there is no silver bullet for successful innovation but understanding cultural and social shis gives you a better starting place


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if we listen to our own noise, we will miss the signals that culture is sending us


ank you

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