As corporations have turned their attentions from survival to growth strategies, so the innovation pipeline has come increasingly under the spotlight. What are some recent lessons in creating an operating rhythm to bring new offerings to market across staged time horizons?
P&G’s four types of innovation
Connect+Develop is by now a well-known innovation outreach model (read Where Next on Open Innovation?), but P&G recognized they needed to drive organic growth as well. As part of their overhaul of how the company innovates, they focused on the systemization of four types of innovation:
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What is design thinking?
Design thinking is hot, but what is it? It’s a human-centred process of solving big innovation problems, a balance of ‘left-brain’ and ‘right-brain’ thinking to deliver breakthrough ideas and create a culture of disruptive innovation.
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While lacking the hype of other consumer segments, mums in China are an important focus for consumer and retail marketers due to their direct influence on household spending. To put the prize in perspective – there are an estimated 320 million working mothers in China, more than the entire population of the United States.
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We hear every day how digital technology is changing business, but what’s the impact for marketing, and specifically for insight and innovation? A big subject, but we thought we’d gather some brain-food on how organisations are reaching out to harness the opinions and imagination of consumers and creative thinkers in digitally empowered ways:
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Open innovation and co-creation never seem to be out of the business and marketing media. Some organizations are consistently quoted as leading the way: the likes of P&G, LEGO, IBM and Dell; others have only just started to dip their toes in the water.
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This month, as everybody heads to the beach here in France, we’ve put together the 10 must-read Innovation and Branding books to help you refresh your mind. Read more…
It’s easy to believe that in times of economic crisis, brand owners should cut marketing and innovation investment. The evidence suggests this is the wrong thing to do. As AG Laffley, CEO of P&G, sees it: “We have a philosophy and a strategy. When times are tough, you build share.”
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Last month, we talked about how corporations are waking up to the opportunity offered by new models of innovation. This month we focus on the impact of change on the core brand management function and whether ‘brand mobilisation’ is a concept better suited to today’s environment.
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Just when it seemed that the innovation processes of all corporations were essentially the same, the landscape changed for ever, and new models of innovation have emerged with the capacity to provide competitive advantage to those organisations with the foresight to experiment.
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Each month News invites an expert to give their view on a topical issue. This month we approached Mallen Baker, Development Director, at BITC to share his view on influencing consumer behaviour. Read more…
