designkitchen at das: why aren’t we innovating?
DESCRIPTION
The industry has become so focused on the latest tools, platforms and models of engagement -- obsessing over the how instead of the why -- that it has lost its ability to actually innovate. In this session, Kathryn Worthington argues that the next big thing should take the form of a paradigm shift. Presenter: Kathryn Worthington, vp, director of account planning, Designkitchen @kk_worthingtonTRANSCRIPT
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.
