5 questions that lead to brand innovation
TRANSCRIPT
5 QUESTIONS THAT LEAD TOBRAND INNOVATION
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WHAT IS A BRAND?
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A BRAND IS A RELATIONSHIP
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WHAT DON’T WE KNOWABOUT THAT RELATIONSHIP?
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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
INN
OVA
TIO
N S
PEC
TRU
M
WHERE ARE YOU?
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VALUE STREAM MATRIXDISCOVER, TRACK, AND ITERATE YOUR VALUE STREAM
ORGANIZATION: PERSONA SEGMENT: DATE:
AWAREINTRIGUEDTRUSTINGCONVINCEDHOPEFULSATISFIEDPASSIONATE
ACQUISITIONFUNNELCONVERSIONMVPGROWTH ENGINE
Result:
Organization Action Audience Action
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Organization Action Audience Action
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Organization Action Audience Action
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Organization Action Audience Action
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Organization Action Audience Action
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Organization Action Audience Action
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Organization Action Audience Action
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Version 1.0 | Copyright © 2014 Moves The Needle| All Rights Reserved | www.MovesTheNeedle.comFrom The Lean Brand | LeanBrandBook.com | #TheLeanBrand
Brant Cooper & Jeremiah GardnerDESIGNED BY:
THE VALUE STREAM
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“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)
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HYPOTHESIS–DRIVENDEVELOPMENT
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WHAT CAN WE BUILD TODAYTO START LEARNING?
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VALUETODAY, GREAT BRAND DEVELOPMENT ISN’T ABOUT BROADCAST…IT’S ABOUT THE DELIVERY OF
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INNOVATION
EXPERIMENTATION
VALIDATED LEARNING
LEANTHROUGH
MANAGED BY
BRANDING
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MINIMUM VIABLE BRAND
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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.
HOW WILL WE KNOW WE
ARE LEARNING?
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If we do X, Y% of people will behave in way Z.
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WORKSHOPS | EVENTS | SPEAKING
“MARKETING ONLY AMPLIFIES EXISTING BUZZ, IT DOESN’T
CREATE IT.”
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WHAT’S NEXT?
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INNOVATION =
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GOODBYE, OLD-SCHOOL BRANDING.
HELLO, INNOVATION#TheLeanBrand @JeremiahGardner