The Brand Innovation Checkup is a tool and part of the “Ten Types Of Innovation” macro method (also described here). Brand innovations describe innovations that affect the brand itself. Customers should recognize the brand through these innovations and compare your original products with those of competitors.
and prefer imitators. With the Brand Innovation Checkup you can test your own brand or develop it further with the results of the tool.
Great brand innovations distill a “promise” that attracts customers and conveys membership in an individual group. These brand innovations are typically the result of carefully crafted strategies that come to fruition at multiple touchpoints between companies and customers. This includes communication, advertising, interactive service, individual sales channels with associated distinctive environment and targeted management of trainees and business partners. A brand innovation transforms a simple commodity into a high-value and desirable product. It adds deeper meaning and intent and enhances the overall value of the company in the customer’s perception.
Brand innovations / brand innovations include extensions: a new product or service can be released under the umbrella of an existing brand. Alternatively, brand innovation can consist of letting a company stand for a “big idea” or for a catalog of values. The brand then stands for a firm belief in these values, which represent a constant and are lived transparently.
In business-to-business contexts, brand innovation is not limited to the last manufacturer perceived by the consumer. A manufacturer of components or production precursors can also control consumer preferences by generating a good brand and thus build negotiating power.
Example of successful brand innovations in practice:
– Virgin: Richard Branson designed Virgin in 1970 as a mail order company for inexpensive records. In 1971 he opened the first Virgin Record Shop in London. The following year he built a recording studio, released Mike Oldfield’s “Tubular Bells” in 1973 and made a deal with the Sex Pistols in 1977. What is actually already music history, however, was only the beginning of the Virgin brand, which remained a consistent brand innovation. Virgin Atlantic Airways launched under this name and expanded a portfolio that includes mobile telephony, transportation, financial services, media and fitness.
– INTEL: Every computer user is likely to have read or heard “Intel Inside” at some point. This brand innovation was as smart as it was surprising, because the branding elevates the value of a processor that few computer users ever get to see.
– Method: These environmentally friendly detergents do not use chemicals, and their packaging is so aesthetic that you can safely decorate the bottles visibly in the home. In addition, an advertising campaign invites customers to become part of their “people against dirty” community.