Brand Building Innovation

The Demise of Kodak: An Innovation Lesson?

baztor — Wed, 01 Feb 2012 20:45:56 +0000

With Kodak filing for Chapter 11 bankruptcy a week ago, this is a salient lesson in the importance of bravery in innovation. This is a short video we put together on the collapse of a brand.

http://www.youtube.com/watch?v=AhJRPQpmaIE

This highlights the need for a robust innovation strategy that is linked to the brand and business strategies. The mistake Kodak made was to see digital as a threat rather than an opportunity to modernize and move the brand forward.

This is a key example where Brand Building Innovation could have helped, when we think of innovation in the context of how the brand can evolve, we can make smarter choices.

Brand Building Innovation

baztor — Wed, 01 Feb 2012 20:22:56 +0000

This is a short video that I created for my talk on Brand Building Innovation at the Front End Innovation conference. This outlines my belief that design thinking has dominated innovation for the last 10 – 20 years often at the expense of strategic brand thinking. This means that many of the innovations either incremental or breakthrough simply do not help build the brand in the eyes of consumers.

http://www.youtube.com/watch?v=zSRTvb3Nt00

Brand Desire: Adage

baztor — Wed, 01 Feb 2012 18:06:46 +0000

This is an article that I wrote last year for Adage on our 2011 Brand Desire study:

Is Yours a Most-Desired Brand?

Working with brands every day, we can get lost in all the ways to measure and monitor them. To best help them grow, we need to take a step back to remember why we get excited about brands in the first place. We at Clear wanted to get back to the heart of what brands do and why they matter: creating desire.

Find the rest of the article here - Brand Desire Adage Article

2011: Year in Brands

baztor — Wed, 01 Feb 2012 17:56:36 +0000

An infographic outlining some the key takeouts from our 2012 Brand Desire study.

Interestingly I have become a bigger Amazon user this year, are we seeing the dawn of a new Apple? In the last 3 months we now have 2 Kindles, Amazon Prime and have even started ordering some of our groceries from them. Looking forward to seeing what Amazon has in store for 2012.

Brand Desire 2012

baztor — Fri, 11 Nov 2011 19:54:37 +0000

Today my company Clear is launching our global Brand Desire study for 2012.

This is the second year of Clear’s global study into why we love the brands we love.

This year’s study is even bigger: we have expanded it to cover 22,000 people across 6 countries, 23 categories and over 500 brands.

And it’s even better: year on year comparisons have helped us to understand the dynamics of desire: which brands have become more and less desirable over the past 12 months and why. This is especially powerful because it helps us understand how we can increase desire for our brands in the face of continued economic uncertainty.

Through all the extra data and additional analysis two key findings stand firm from the original Brand Desire study: the principles of desire are as true today as ever and building desire remains an immensely powerful way to build sustained value into your business.

If you’d like to find out more about what the study means for your brands and how you can use the principles we’ve uncovered to build more Desire into your brands check out the link above.

This infographic outlines some of the global findings of the study: