Why aren't we innovating? digiday agency summit 2013
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kathryn-worthington -
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We have become so focused on the latest tools, platforms and models of engagement - obsessing with the ‘how’ instead of the ‘why’ that we have lost our ability to truly innovate. We see countless briefs with the same mandate - “We need to create the next big thing…” and cited are examples from Apple, Nike, Coca-Cola, or Starbucks. At the heart of their success is a human truth, an experience that builds on a passion. We need to move away from thinking of ourselves as the architects of brand stories to the architects of brand relationships. If relationships are the new economy, then we have to change the way the game is played.
Transcript of Why aren't we innovating? digiday agency summit 2013
The HOW prematurely focuses on tools, systems and platforms and following iconic brands’ constructs as models for success.
Starting with the WHY enables us to focus on the human truth of the brand relationship and create utility, service and value for the consumer.
Innovation requires a shift in our mental model from being the architects of brand stories to architects of brand relationships.
Build brand relationships based on giving, not receiving. Put consumer needs first, create a system of unique branded service instead of complicated reward systems.
Connect people based on their passions, create value through relevance, utility and authenticity.
Create unique, transformational value by empowering people. Disrupt the category.
Each of these innovative brands could fit into any or all of these categories. They disrupted entrenched industries by tapping into consumer passions, leveraging technology and reinventing.
Each of these innovative brands could fit into any or all of these categories. They disrupted entrenched industries by tapping into consumer passions, leveraging technology and reinventing.
