Tuesday, June 9, 2015

5 Questions That Lead To Brand Innovation

5 Questions That Lead To Brand Innovation

Published in: Marketing, Business

Transcript

  • 1. 5 QUESTIONS THAT LEAD TO BRAND INNOVATION
  • 2. #TheLeanBrand @JeremiahGardner
  • 3. WHAT IS A BRAND? t#TheLeanBrand @JeremiahGardner
  • 4. A BRAND IS A RELATIONSHIP t#TheLeanBrand @JeremiahGardner
  • 5. WHAT DON’T WE KNOW ABOUT THAT RELATIONSHIP? t#TheLeanBrand @JeremiahGardner
  • 6. BRANDING LEADS THE WAY EXISTING MARKET PROBLEM WELL UNDERSTOOD INNOVATION IMPROVES DIFFERENTIATION INCREMENTAL CHANGE PRODUCT LEADS THE WAY UNKNOWN / NEW MARKET PROBLEM NOT WELL UNDERSTOOD INNOVATION IS DRAMATIC RADICAL CHANGE INNOVATIONSPECTRUM WHERE ARE YOU? t#TheLeanBrand @JeremiahGardner
  • 7. VALUE STREAM MATRIXDISCOVER, TRACK, AND ITERATE YOUR VALUE STREAM ORGANIZATION: PERSONA SEGMENT: DATE: AWAREINTRIGUEDTRUSTINGCONVINCEDHOPEFULSATISFIEDPASSIONATE ACQUISITIONFUNNELCONVERSIONMVPGROWTH ENGINE Organization Action Audience Action Result: Organization Action Audience Action Result: Organization Action Audience Action Result: Organization Action Audience Action Result: Organization Action Audience Action Result: Organization Action Audience Action Result: Organization Action Audience Action Result: THE VALUE STREAM t#TheLeanBrand @JeremiahGardner
  • 8. “A ‘STARTUP’ IS A COMPANY THAT IS CONFUSED ABOUT - 1. WHAT ITS PRODUCT IS. 2. WHO ITS CUSTOMERS ARE. 3. HOW TO MAKE MONEY.” ~ Cuddly Bear (AKA Dave McClure) t#TheLeanBrand @JeremiahGardner
  • 9. HYPOTHESIS–DRIVEN DEVELOPMENT t#TheLeanBrand @JeremiahGardner
  • 10. WHAT CAN WE BUILD TODAY TO START LEARNING? t#TheLeanBrand @JeremiahGardner
  • 11. t#TheLeanBrand @JeremiahGardner
  • 12. VALUE TODAY, GREAT BRAND DEVELOPMENT ISN’T ABOUT BROADCAST…IT’S ABOUT THE DELIVERY OF t#TheLeanBrand @JeremiahGardner
  • 13. INNOVATION EXPERIMENTATION VALIDATED LEARNING LEAN THROUGH MANAGED BY BRANDING t#TheLeanBrand @JeremiahGardner
  • 14. MINIMUM VIABLE BRAND t#TheLeanBrand @JeremiahGardner
  • 15. t#TheLeanBrand @JeremiahGardner
  • 16. WHEN I DIE. I WANT TO BE FROZEN. I WILL WAKE UP STRONGER THAN EVER, BECAUSE I WILL HAVE USED THAT TIME, TO FIGURE OUT EXACTLY WHY I DIED AND WHAT MOVES I COULD HAVE USED TO DEFEND MYSELF BETTER.
  • 17. HOW WILL WE KNOW WE ARE LEARNING? t#TheLeanBrand @JeremiahGardner
  • 18. If we do X, Y% of people will behave in way Z. t#TheLeanBrand @JeremiahGardner
  • 19. t#TheLeanBrand @JeremiahGardner
  • 20. WORKSHOPS | EVENTS | SPEAKING “MARKETING ONLY AMPLIFIES EXISTING BUZZ, IT DOESN’T CREATE IT.”
  • 21. t#TheLeanBrand @JeremiahGardner
  • 22. WHAT’S NEXT? t#TheLeanBrand @JeremiahGardner
  • 23. t#TheLeanBrand @JeremiahGardner
  • 24. INNOVATION = t#TheLeanBrand @JeremiahGardner
  • 25. http://leanbrandbook.com FREE ARTWORK, CASE STUDIES, FREE CHAPTER
  • 26. http://leanbrandlab.com EVENTS,WORKSHOPS & LAB APPLICATION
  • 27. GOODBYE, OLD-SCHOOL BRANDING. HELLO, INNOVATION #TheLeanBrand @JeremiahGardner
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