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Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

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http://www.stepchangemarketing.com/ In this Slideshare presentation: 1. Brand Box 4 - What's the big idea? 2. Actions from insights 3. Why Innovation? 4. Innovation context 5. Bill Gates 6. Corporate and Social Responsibility 7. Successful Innovation 8. Purpose of creativity 9. Importance of Innovation 10. Importance of Innovation cont. 11. Innovation driving growth 12. Applied Innovation 13. Limitations of accepting status quo 14. Knowledge vs. Creativity 15. Innovation as a habit 16. 5 roles in ideas development 17. The triangle for successful innovation 18. Sources of inspiration 19. Crowd sourcing 20. Where's your suggestion box? 21. What is crowd sourcing? 22. Consumer generated content 23, Share with the masses 24, Generation C(ash) 25 User generated content radar 26. Case study: Smith's "Do us a flavour" 27. Case study: Goldcorp 28. Case study: Mitsubishi 29. Case study: InnoCentive 30. Case study: Wikipedia 31. Case study: the London bombing 32. Innovation tools 33. Scamper 34. Scamper: An example 35. Scamper: Adapt something to it 36. Scamper: Magnify it 37. Scamper: Modify it 38. Scamper: Put it to some other use 39. Scamper: Eliminate something 40. Scamper: Reverse it 41. Scamper Rearrange it 42. Parameter analysis 43. Sensory overload 44. Future casting ideas generation 45. Process review 46. Using experience to drive innovation 47. Innovation platforms 48. The Phoenix checklist 49. The Phoenix checklist cont. 50. Six thinking hats by Edward de Bono 51. Six thinking hats cont. 52. Evaluation methods 53. Potential impact plotting 54. "Yes" reasons

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Page 1: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit
Page 2: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

WHAT’S THE BIG IDEA?

WHAT’S THE BIG IDEA?

2

GROWTH

Know Your Business

Brand Architecture Branding

Positioning

Know Your Consumers

1SPmMJOH�Segmentation

InsightsPricing

Know Your Market

CompetitiveEnvironment

#JOBSZ�"OBMZTJTPredatory Thinking

What’s the Big Idea?

Launch or NPDInnovation

Communications

How to Say It

Advertising IdeaTone & Messaging

When and Where to Say It

Media StrategyConnection Idea$IBOOFM�1MBOOJOH

AC

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Page 3: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

WHAT’S THE BIG IDEA?

WHAT’S THE BIG IDEA?

3

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5IF�OFYU�TFDUJPO�XJMM�IFMQ�HFU�ZPV�UIJOLJOH�

Why Innovation?

“Relationships are like sharks, if they stop moving forward they die” ... and brands are no different.

Page 4: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

INNOVATION CONTEXT

Page 5: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

“We always overestimate what will change in the next 2 years, and underestimate what will change in the next 10.”

Bill Gates

Page 6: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

6

Corporate and Social Responsibility

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BSPVOE�GPPE�

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Ipsos Mackay Report 2008

Page 7: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

7

Successful Innovation

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The Power of Context

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Page 8: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

8

Purpose of Creativity

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Page 9: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

9

Importance of InnovationWhere are we now?

Product Age1PTU�XBS �TVQQMZ�BOE�BXBSFOFTT�XBT�UIF�

main game

Brand Age/PU�BMM�QSPEVDUT�XFSF�HPPE �UIF�CSBOE�XBT�UIF�BTTVSBODF�PG�

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Information Age1SPEVDUT�BSF�OP�MPOHFS�UBLFO�BU�CSBOE�WBMVF �CVU�SFBM�JOGPSNBUJPO�JT�

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and success

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Communication

Page 10: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

10

Importance of Innovation cont...

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Page 11: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

11

Innovation Driving Growth

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Innovation

Positioning

Development

CustomerExperience

Audit

Channel Pricing

CustomerComms.

Internal Comms.

Page 12: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

12

Applied InnovationHow can it be done?

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New communication opportunities t� 1PTJUJPOJOH�GPS�HSPXUI�PS�TIBSFt� Methodst� Mediumst� Integrations

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Page 13: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

13

Limitations of Accepting Status Quo

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��� That there are OP�BMUFSOBUJWFT��5IFSF�JT�POMZ�POF�QPTTJCMF�XBZ�UP�MPPL�BU�UIJOHT�BOE�FWFSZUIJOH�JT�EJTNJTTFE�BT�CFJOH�XSPOH�

��� That OP�DIBOHF�JT�SFRVJSFE��"�QBSUJDVMBS�JEFB�JT�TP�QFSGFDU�UIBU�JU�JT�CFZPOE�DIBOHF�PS�JNQSPWFNFOU�

��� That there is no escape��5IF�JEFB�JT�TP�BCTPMVUFMZ�SJHIU�UIBU�FWFSZPOF�NVTU�XPSL�UIFJS�XBZ�UPXBSET�JU��

&EXBSE�EF�#POP

Page 14: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

14

Knowledge vs. Creativity

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Cre

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Information

EF�#POP�TUVEZ������������

Page 15: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

15

Innovation as a Habit

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Constantly Innovate���/PU�JNJUBUF

Best Practice Same Practice Commodity= =

Next Practice Innovation Leader= =

Page 16: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

16

5 Roles in Ideas Development

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Sponsor

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Shaper

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Sounding board

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Specialist

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WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

17

The Triangle for Successful Innovation

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Successful Innovation

Page 18: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

18

Sources of Inspiration

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Page 19: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

CROWD SOURCING

Page 20: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

WHAT’S THE BIG IDEA?

CROWD SOURCING

20

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Where’s your

Suggestion Box?

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WHAT’S THE BIG IDEA?

CROWD SOURCING

21

What is Crowd Sourcing?

$SPXE�4PVSDJOH�JT�UIF�BDU�PG�UBLJOH�B�UBTL�USBEJUJPOBMMZ�QFSGPSNFE�CZ�BO�FNQMPZFF�PS�DPOUSBDUPS �BOE�PVUTPVSDJOH�JU�UP�BO�VOEFmOFE �HFOFSBMMZ�MBSHF�HSPVQ�PG�QFPQMF�JO�UIF�GPSN�PG�BO�PQFO�DBMM�UP�BSNT��

'PS�FYBNQMF �UIF�QVCMJD�NBZ�CF�JOWJUFE�UP�EFWFMPQ�B�OFX�UFDIOPMPHZ �DBSSZ�PVU�B�EFTJHO�UBTL�PS�KPJO�JO�B�UIJOL�UBOL�

-&(0�GBDUPSZ�JT�B�XFCTJUF�XIFSF�FOUIVTJBTUT�BSF�JOWJUFE�UP�EFTJHO�NPEFMT�BOE�UBLF�QBSU�JO�DPNQFUJUJPOT��0OF�PG�UIF�QPQVMBS�DPOUFTUT�FOUJUMFE�UIF�XJOOFS�UP�IBWF�UIFJS�NPEFM�NBTT�QSPEVDFE�BOE�TPME�POMJOF �SFDFJWJOH�B����SPZBMUZ�PO�FBDI�TFU�TPME�

Wikipedia 2008

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Consumer Generated Content gives many different ways for customers to be involved

Consumer Marketers

Re-mix Culture

Expert Outsiders

Amateur Outsider

Consumer Generated Content 2.0

Pay me!

IUUQ���XXX�USFOEXBUDIJOH�DPN�USFOET�$6450.&3�."%&�IUN

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Share with the masses... receive massive returns

)FSF�BSF�TPNF�CSBOET�XIP�BSF�EPJOH�JU�QBSUJDVMBSMZ�XFMM

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Generation CExamples of consumers being paid for content

Revver.FNCFST�VQMPBE�UIFJS�WJEFP�UP�3FWWFS�XIP�UIFO�BUUBDI�BO�BE�UP�UIF�WJEFP�BT�XFMM�BT�USBDLJOH�TPGUXBSF�UP�UFMM�ZPV�t� IPX�NBOZ�UJNFT�JU�XBT�WJFXFEt� IPX�NVDI�NPOFZ�JU�IBT�FBSOFE

&WFSZ�UJNF�BO�BE�HFUT�DMJDLFE �3FWWFS�TIBSFT�UIF�BE�SFWFOVF�PO�B�������CBTJT�

Metacafe.FNCFST�BSF�QBJE�64���GPS�FWFSZ�UIPVTBOE�WJFXT�UIFJS�WJEFP�HFUT��1BZNFOU�TUBSUT�XIFO�B�WJEFP�SFBDIFT��� ����WJFXT�BOE�IBT�B�SBUJOH�PG���PS�IJHIFS��-JDFOTJOH�JT�OPO�FYDMVTJWF��NBLFST�SFUBJO�PXOFSTIJQ�PG�UIFJS�WJEFP�

(ash)

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User Generated Content Radar

Inner Circle

Word on the Street

Co-existence

Brands that ResonateF�H��8BMM�4USFFU�+PVSOBM���##$�/FXT$SFEJCJMJUZ�DSFBUFE�CZ�TUSPOH�DPSQPSBUF�CSBOE�NBOBHFNFOU

F�H��$JUZTFBSDI�DPN���"NB[PO�DPN$SFEJCJMJUZ�DSFBUFE�CZ�OVNCFS�PG�VTFST �EJWFSHFOU�PQUJPOT

F�H��5SJQ"EWJTPS�DPN���:FMQ�DPN$SFEJCJMJUZ�DSFBUFE�CZ�UJNFMJOFTT�PG�JOGPSNBUJPO

F�H��'BDFCPPL���NZ4QBDF$SFEJCJMJUZ�DSFBUFE�CZ�DPOUFOU�DPOUSJCVUJPOT�UIBU�BMJHO�XJUI�DPNNVOJUZ�WBMVFT

Trust

Edit

oria

l con

trol

giv

en t

o U

sers

High

Low

Low

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26

Case Study: Smith’s “Do us a !avour”

4NJUI�T�OFFEFE�CPUI�B�nBWPVS�UIBU�XPVME�CF�QPQVMBS�XJUI�DPOTVNFST�BOE�B�DBNQBJHO�UP�ESJWF�TBMFT��5IFZ�DBNF�VQ�XJUI�B�WJSBM�DBNQBJHO�PO�UIF�JEFB�ýDSFBUF�VT�B�nBWPVS�BOE�XFhMM�HJWF�ZPV����PG�UIF�QSPmUTý��

1VCMJD�WPUJOH�PO�UIF�XJOOJOH�nBWPVS�BEEFE�B�QBSUJDJQBUPSZ�FMFNFOU �JOWPMWJOH�DPOTVNFST�JO�UIF�CSBOE�BOE�WPUJOH�TUBHFT �XIJDI�MFE�UP�UIF�DSFBUJPO�PG�QBSUJTBO�nBWPVS�TVQQPSU�HSPVQT�BOE�NPWFE�UIJT�EJTDVTTJPO�POMJOF��

Results?5IF�DBNQBJHO�BUUSBDUFE�OFBSMZ�B�RVBSUFS�PG�B�NJMMJPO�FOUSJFT �DBQUVSJOH�UIF�JNBHJOBUJPO�PG�UIF�OBUJPO�

$POTVNFST�XFSF�ESJWFO�UP�USZ�BMM�GPVS�nBWPVST�BOE�WPUF�PO�XIJDI�POF�UIFZ�UIPVHIU�XBT�UIF�CFTU�

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Case Study: Goldcorp

In March 2000, (PMEDPSQ�MBVODIFE�UIF�i(PMEDPSQ�DIBMMFOHFw�XJUI�B�UPUBM�PG����� ����JO�QSJ[F�NPOFZ�BWBJMBCMF�GPS�UIF�CFTU�NFUIPET�BOE�FTUJNBUFT�BCPVU�UIF�QSPTQFDUT�PG�HPME�EFQPTJUT�PO�B��� ����BDSF�QSPQFSUZ��

/FXT�PG�UIF�DPOUFTU�TQSFBE�BSPVOE�UIF�JOUFSOFU�BOE�XJUIJO�XFFLT�TVCNJTTJPOT�CFHBO�UP�nPPE�JO�GSPN�DPVOUMFTT�TPVSDFT��HFPMPHJTUT �HSBE�TUVEFOUT �DPOTVMUBOUT �NBUIFNBUJDJBOT�BOE�NJMJUBSZ�PGmDFST�BMM�TPVHIU�B�QJFDF�PG�UIF�BDUJPO�

Results?5IF�DPOUFTUBOUT�EJTDPWFSFE�����EFQPTJUT�PO�UIF�QSPQFSUZ �����PG�XIJDI�IBE�OPU�CFFO�EJTDPWFSFE�CZ�UIF�DPNQBOZ�

(PMEDPSQ�FTUJNBUFE�UIBU��o��ZFBST�IBE�CFFO�XJQFE�PGG�FYQMPSBUJPO�UJNF�BOE�UIF�DPOUFTU�USBOTGPSNFE�(PMEDPSQ�GSPN�B������NJMMJPO�DPNQBOZ�UP�B����CJMMJPO�DPNQBOZ�

XXX�HPMEDPSQ�DPNWikinomics, 2006

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Case Study: Mitsubishi

Mitsubishi MBVODIFE�UIFJS�Lancer Supershot Series, aimed at DIBOHJOH�DPOTVNFS�QFSDFQUJPO�PG�UIF�-BODFS�BT�CFJOH�OPO�TUZMJTI��5P�BDIJFWF�UIJT�.JUTVCJTIJ�DSFBUFE�B�TFSJFT�PG���TIPSU�mMNT�UIBU�XFSF�BEWFSUJTFE�BDSPTT�B�SBOHF�PG�NFEJB �GSPN�UFMFWJTJPO�DPNNFSDJBMT�UP�NBHB[JOFT��5IF�mMNT�XFSF�TIPXDBTFE�PO�B�TQFDJmD�XFCTJUF�BOE�DPOTVNFST�XFSF�FODPVSBHFE�UP�DSFBUF�UIFJS�PXO�mMN�UP�BEE�UP�UIF�XFCTJUF�

Results?"T�B�SFTVMU�.JUTVCJTIJ�FYQFSJFODFE�t� ��� ����EJGGFSFOU�WJTJUPST�WJFXJOH�UIF�mMNTt� ��� ����DPOTVNFST�DBTUJOH�WPUFT�GPS�UIFJS�GBWPVSJUF�mMNt� �����JODSFBTF�JO�USBGmD�UP�UIF�-BODFS�XFC�QBHFt� �����TBMFT�JODSFBTF�PO�QSFWJPVT�ZFBSt� �.BSLFU�TIBSF�JODSFBTF�PG������o�GSPN������UP������

,OPXMFEHF�'PDVT��$SFBUJWF�$POTVNFS�1BSUJDJQBUJPOMediaedge: Cia Active Engagement 2008

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Case Study: InnoCentive

InnoCentive is an “open innovationw�DPNQBOZ�UIBU�UBLFT�SFTFBSDI�BOE�EFWFMPQNFOU�QSPCMFNT�JO�B�CSPBE�SBOHF�PG�domains such as Engineering, Computer Science, Math, $IFNJTUSZ �-JGF�4DJFODFT �1IZTJDBM�4DJFODFT�BOE�#VTJOFTT �GSBNFT�UIFN�BT�iDIBMMFOHF�QSPCMFNTw �BOE�PQFOT�UIFN�VQ�GPS�BOZPOF�UP�TPMWF�UIFN��*U�HJWFT�DBTI�BXBSET�GPS�UIF�CFTU�TPMVUJPOT�UP�TPMWFST�XIP�NFFU�UIF�DIBMMFOHF�DSJUFSJB�

Results?4PMVUJPOT�DPNF�GSPN�BMM�PWFS�UIF�XPSME�BOE�DBTI�BXBSET�GPS�TPMWJOH�UIF�QSPCMFN�BSF�VTVBMMZ�CFUXFFO���� ����BOE����� ����

XXX�JOOPDFOUJWF�DPN8JLJOPNJDT��������TFF�BMTP�*EFBHPSBT

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Wikipedia�JT�OPX�UIF�MBSHFTU�FODZDMPQFEJB�JO�UIF�XPSME�PGGFSFE�GPS�GSFF�BOE�JT�DSFBUFE�FOUJSFMZ�CZ�WPMVOUFFST�PO�BO�PQFO�QMBUGPSN�UIBU�BMMPXT�BOZPOF�UP�CF�BO�FEJUPS�

i*NBHJOF�B�XPSME�JO�XIJDI�FWFSZ�TJOHMF�QFSTPO�PO�UIF�QMBOFU�JT�HJWFO�GSFF�BDDFTT�UP�UIF�TVN�PG�BMM�IVNBO�LOPXMFEHF��5IBU�T�XIBU�XF�SF�EPJOH�w�8JLJQFEJB�GPVOEFS�+JNNZ�8BMFT

Results?8JLJQFEJB�OPX�DPOUBJOT�BMNPTU���NJMMJPO�BSUJDMFT�JO�PWFS�����MBOHVBHFT�BOE�IBT�CFDPNF�POF�PG�UIF�NPTU�WJTJUFE�TJUFT�PO�UIF�*OUFSOFU�

0G�UIF�BMNPTU����NJMMJPO�SFHJTUFSFE�VTFST �UIFSF�JT�B�HSPVQ�PG�BSPVOE��� ����XIP�HMBEMZ�BDDFQU�SFTQPOTJCJMJUZ�GPS�UIF�MBSHF�WBSJFUZ�PG�UBTLT�UIBU�LFFQ�8JLJQFEJB�IVNNJOH�

&BDI�8JLJQFEJB�BSUJDMF�IBT�CFFO�FEJUFE�BO�BWFSBHF�PG����UJNFT �BOE�GPS�OFXFS�FOUSJFT�UIBU�OVNCFS�JT�IJHIFS�

Case Study: Wikipedia

XXX�XJLJQFEJB�PSHWikinomics 2006

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Case Study: The London Bombing

0O���+VMZ����� �London�DBNF�UP�B�TUBOETUJMM�BT���TZODISPOJTFE�CPNCT�FYQMPEFE�JO�JUT�USBOTQPSUBUJPO�TZTUFN��

&JHIUFFO�NJOVUFT�MBUFS �BT�NFEJB�PVUMFUT�TDSBNCMFE�UP�DPWFS�UIF�TUPSZ �UIF�mSTU�FOUSZ�BQQFBSFE�PO�8JLJQFEJB�

"�XJLJ�FOUIVTJBTU�GSPN�-FJDFTUFS �&OHMBOE �XSPUF �i0O�+VMZ������� �FYQMPTJPOT�PS�PUIFS�JODJEFOUT�XFSF�SFQPSUFE�BU�WBSJPVT�-POEPO�VOEFSHSPVOE�TUBUJPOT�JO�DFOUSBM�-POEPO �TQFDJmDBMMZ�"MEHBUF �&EHXBSF�3E �,JOHT�$SPTT�4U�1BODSBT �0ME�4U�BOE�3VTTFMM�4RVBSF�5VCF�TUBUJPO��5IFZ�IBWF�CFFO�BUUSJCVUFE�UP�QPXFS�TVSHFT�w

8JUIJO�NJOVUFT�PUIFS�VTFST�XFSF�BEEJOH�JOGPSNBUJPO�BOE�DPSSFDUJOH�TQFMMJOH��#Z�UIF�UJNF�/PSUI�"NFSJDBOT�XPLF �IVOESFET�PG�VTFST�IBE�BEEFE�UP�UIF�FOUSZ�

#Z�UIF�FOE�PG�UIF�EBZ �PWFS�� ����VTFST�IBE�DSFBUFE�B����QBHF�BDDPVOU�PG�UIF�FWFOU�JO�NVDI�NPSF�EFUBJM�UIBO�BOZ�OFXT�PVUMFU�

Wikinomics 2006

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INNOVATION TOOLS

*G�ZPV�SF�BGUFS�CSBJOTUPSN�UPPMT�XF�IBWF�BOPUIFS�CPPL�DBMMFE�i$PMMBCPSBUJWF�$SFBUJWJUZw�

Visit XXX�TUFQDIBOHFNBSLFUJOH�DPN�UP�mOE�PVU�NPSF��

5IF�GPMMPXJOH�JT�B�DPMMFDUJPO�PG�UPPMT�UIBU�XJMM�IFMQ�ZPV�JEFOUJGZ�PQQPSUVOJUJFT�BSPVOE�QFPQMF �QSPEVDU �QSPDFTT�BOE�DPNNVOJDBUJPO��

8F�IBWF�JODMVEFE�POF�CSBJOTUPSN�UPPM�BSPVOE�JOOPWBUJPO�DBMMFE�4$".1&3��

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SCAMPER

SCAMPER�JT�B�DIFDLMJTU�PG�JEFB�TQVSSJOH�RVFTUJPOT�

To use SCAMPER:���*TPMBUF�UIF�DIBMMFOHF�PS�TVCKFDU�ZPV�XBOU�UP�UIJOL�BCPVU�

���"TL�RVFTUJPOT�BCPVU�FBDI�TUFQ�PG�UIF�DIBMMFOHF�PS�TVCKFDU�BOE�TFF�XIBU�OFX�JEFBT�FNFSHF��

Substitute something

$PNCJOF�JU�XJUI�TPNFUIJOH�FMTF

Adapt something to it

S

.PEJGZ�PS�.BHOJGZ�JU

Put it to some other use

&MJNJOBUF�TPNFUIJOH

Reverse or Rearrange it

C

A

M

P

E

R

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Substitute somethingExample: 5IJOL�PG�B�TQPPO�

Substitute�nFYJCMF�XJSF�GPS�UIF�IBOEMF��:PV�DPVME�BUUBDI�JU�UP�ZPVS�GPPU�BOE�FBUþ

Combine�B�TQPPO�XJUI�B�GPSL�UP�DSFBUF�B�VUFOTJM�HPPE�GPS�QPLJOH�GPPE�BOE�FBUJOH�TPVQ�

$PNCJOF�JU�XJUI�TPNFUIJOH�FMTF

Adapt something to it

S

.PEJGZ�PS�.BHOJGZ�JU

Put it to some other use

&MJNJOBUF�TPNFUIJOH

Reverse or Rearrange it

Adapt�UIF�TQPPO�UP�FBUJOH�UBMM�HMBTTFT�PG�JDF�DSFBN�o�NBLF�UIF�IBOEMF�NVDI�MPOHFS�

.BHOJGZ�UIF�TQPPO�BOE�ZPV�DPVME�IBWF�B�IVHF �TIJOZ�XBUFS�TMJEF�

Put the spoon to another use��ZPV�DPVME�VTF�JU�BT�B�NVTJDBM�JOTUSVNFOU�PS�BT�QBSU�PG�B�XJOE�DIJNF�

&MJNJOBUF�TPNF�QBSUT�PG�UIF�CPXM�PG�UIF�TQPPO�BOE�ZPV�DBO�VTF�JU�BT�B�TUSBJOFS�

Reverse�UIF�XBZ�ZPV�IPME�UIF�TQPPO�BOE�ZPV�DPVME�IBWF�B�SPVOE�IBOEMFE�UPPM�GPS�TDVMQUJOH�PS�NBSLJOH�DMBZ�

C

A

M

P

E

R

SCAMPER: An Example

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SCAMPER: Adapt something to it

What else is like this? What other ideas does this suggest? What could I copy?Does the past offer a

parallel? Who could I emulate?

What other process could be adapted?

What else could be adapted?

What ideas outside my !eld can I incorporate?

What idea could I incorporate?

What different contests can I put my

concept in?

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SCAMPER: Magnify it

What can be magni!ed, made larger, or extended?

What can be exaggerated or overstated?

What can be added? Can it be made stronger, higher, or longer?

What can add extra value? What can be duplicated?

How about greater frequency? Extra features?

How could I carry it to a dramatic extreme?

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SCAMPER: Modify it

How can this be altered for the better?

What can be modi!ed? Change name?Is there a new twist?

What changes can be made to the plans? To the process?

To marketing?

What other form could this take? What other package?

Change meaning, colour, motions, sound, odour,

form, shape?

Can the package be combined with the form?

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SCAMPER: Put it to some other use

What else can this be used for? Are there new ways to use it as is? Are there other uses if modi!ed?

Other extensions? Other markets?What else could be made from this?

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SCAMPER: Eliminate something

What if this was smaller? What should I omit? Understate? Streamline?Should I divide it or

split it up?

Subtract? Delete? Can the rules be eliminated?Make miniature? Condense? Compact? What’s not necessary?

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SCAMPER: Reverse it

Can I transpose positive and negative? What are the opposites? Should I turn it around?What are the negatives?

Consider it backwards? Reverse roles?Up instead of down? Down instead of up? Do the unexpected?

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SCAMPER: Rearrange it

What other arrangement might be better?

Interchange components? Other pattern? Other layout?

Transpose cause and effect? Change place? Change schedule?Other sequence? Change the order?

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Parameter Analysis

#FGPSF�ZPV�JOOPWBUF�ZPV�OFFE�UP�LOPX�XIFSF�ZPV�SF�BU���

6TF�UIJT�UPPM�UP�EP�BO�BVEJU�BSPVOE�XIBU�JT�imYFEw �inFYJCMFw�BOE�iinconvenientw�BSPVOE�ZPVS�CSBOE�

Fixed Flexible Inconvenient

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Sensory Overload

Sight

Smell

Taste

Sound

Touch

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Future Casting Ideas Generation

5IJT�UPPM�MPPLT�BU�EJGGFSFOU�PSJHJO�QPJOUT�GPS�JOOPWBUJPO �BMMPXJOH�ZPV�UP�QSPKFDU�QPUFOUJBM�JEFBT�GPS�GVUVSF�DPNNFSDJBM�HBJO�

Currently In 3 to 5 Years

Customers

Competitions

Margins

Channels

Suppliers

5IF�*EFB�(FOFSBUPS �,FO�)VETPO�����

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Process Review

$POTJEFS�BOZ�QSPDFTTFT�HSFBUFS�UIBO���ZFBST�PME�BOE�IPX�UIFZ�DPVME�CF�SBEJDBMMZ�JNQSPWFE�

Current Process Radical Redesign

Who?

When?

Where?

Why?

How?

What?

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Using Experience to Drive Innovation

5IJT�JT�B�UFDIOJRVF�UIBU�JT�VTFE�GPS�JOOPWBUJPO�TUFFSJOH�DPNNJUUFFT�UP�ESBX�PVU�SFMFWBOU�FYQFSJFODFT�XIJDI�DBO�PWFSDPNF�DIBMMFOHFT�PS�DBQJUBMJTF�PO�PQQPSUVOJUJFT�

Question:

Clarifying Questions:

In My Experience:

"TL�POF�RVFTUJPO�CBTFE�PO�UIF�QSPCMFN�

&BDI�NFNCFS�PG�UIF�HSPVQ�IBT�UIF�PQUJPO�UP�DMBSJGZ�UIF�NFBOJOH�PG�UIF�JOJUJBM�RVFTUJPO�

"GUFS�UIF�JOJUJBM�RVFTUJPO�IBT�CFFO�mOF�UVOFE �FBDI�NFNCFS�PG�UIF�HSPVQ�IBT�UIF�PQUJPO�PG�DPOUSJCVUJOH�UP�UIF�TPMVUJPO�TUBSUJOH�XJUI�i*O�NZ�FYQFSJFODF���w�

4PVSDF��:PVOH�1SFTJEFOU�0SHBOJTBUJPO

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Innovation Platforms

6TF�UIJT�UPPM�UP�JEFOUJGZ�PQQPSUVOJUJFT�PS�BSFBT�GPS�ZPVS�CVTJOFTT�UP�JOOPWBUF�JO�

Examples List Attributes

Descriptive4VCTUBODF �TUSVDUVSF �DPMPVS �TIBQF �texture, sound, taste, odour, space and density

Process.BSLFUJOH �NBOVGBDUVSJOH �TFMMJOH �GVODUJPO�BOE�UJNF

Social3FTQPOTJCJMJUJFT �QPMJUJDT�BOE�UBCPPT

Price$PTU�UP�NBOVGBDUVSF �XIPMFTBMFS �SFUBJMFS�and consumer

EcologicalPositive or negative impact on the environment

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The Phoenix ChecklistThe Problem

The 1IPFOJY�$IFDLMJTU�JT�B�DIFDLMJTU�EFWFMPQFE�CZ�UIF�$*"�UP�HFU�UIFJS�BHFOUT�UIJOLJOH�BCPVU�XBZT�UP�TPMWF�B�QSPCMFN�o�HSFBU�UP�BQQMZ�UP�ZPVS�CVTJOFTT�

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Page 49: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

WHAT’S THE BIG IDEA?

INNOVATION TOOLS

49

The Phoenix Checklist cont...

The Plan

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WHAT’S THE BIG IDEA?

INNOVATION TOOLS

50

Six Thinking Hats by Edward de Bono

Hunches, Intuition, Impressions

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Objective Facts & Figures

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Leader

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WHAT’S THE BIG IDEA?

INNOVATION TOOLS

51

Six Thinking Hats cont...

Creativity

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Speculative Positive

This hat represents positive, constructive KVEHFNFOU �OPU�FYDFTTJWF�PQUJNJTN��8IFO�DPOTJEFSJOH�UIJT�IBU�ZPV�TIPVME�MPPL�BU�UIF�QPTJUJWF�BOE�NPTU�TVDDFTTGVM�QPJOUT�PG�ZPVS�QMBO�

Logically Negative & Critical

:PV�TIPVME�CF�QFTTJNJTUJD�XIFO�iXFBSJOHw�UIJT�IBU��#F�DBVUJPVT�BOE�EFGFOTJWF �MPPL�BU�UIF�XFBLFTU�QPJOU�PG�ZPVS�QMBOT�BOE�USZ�UP�BOUJDJQBUF�XIBU�XPVME�HP�XSPOH��5IJT�JT�XIFSF�ZPV�DBO�EFWFMPQ�DPOUJOHFODZ�QMBOT��5IJT�IBU�is not aiming at providing doubt, but BDUVBMMZ�PVUMJOJOH�USVF�XFBLOFTT�

Page 52: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

EVALUATION METHODS

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WHAT’S THE BIG IDEA?

EVALUATION METHODS

53

Potential Impact Plotting

:PV�DBO�VTF�UIJT�DIBSU�UP�FWBMVBUF�UIF�QPUFOUJBM�JNQBDU�your idea might have over the TIPSU �NFEJVN�BOE�MPOH�UFSN�

Short term Medium term Long term

Low Impact

Medium Impact

High Impact

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WHAT’S THE BIG IDEA?

EVALUATION METHODS

54

“Yes” Reasons

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Idea Positive “Yes” Reason Negative Aspect

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Page 56: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

The End

Page 57: Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

Congratulations on completing Book 4: What’s the Big Idea?

The next book in the Brand Box series is Book 5: How to Say It

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The Brand Box series