Joanna Bakas, Х Бизнес-Форум TOP Marketing Management, 26-26 октября, Москва. www.MarketingOne.ru

INNOVATION

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Thursday, October 20, 11

WHY IS INNOVATION SUCH A BUZZ WORD THESE DAYS?
Because of parity and the increasing diﬃculty in growth through advertising
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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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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.
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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
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market.

CONTEXT

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.
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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
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opportunities. “When we listen only to our own noise, we miss the signals that culture is sending us”.

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. 17


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

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SOME PRACTICAL EXAMPLES

Navigating-Venus.com

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FAQ: What do women really want
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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).

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
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misunderstood

Cultural insight into women and the implications
for brand and business: example of one trend

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 oen 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


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

Glamorous convenience
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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
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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

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 shis 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

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ank you

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Joanna Bakas, Х Бизнес-Форум TOP Marketing Management, 26-26 октября, Москва. www.MarketingOne.ru

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Joanna Bakas, Х Бизнес-Форум TOP Marketing Management, 26-26 октября, Москва. www.MarketingOne.ru