SOSA, the leading global innovation platform that connects international organizations to innovative technology, has entered into a strategic partnership with Elron, a top Israeli early stage investment […]
The role of brand manager may be the most difficult yet rewarding of all marketing jobs. It defines much of what marketing is about. The brand manager is multifaceted and works at several levels in a company. Duties are varied and challenging. Brand managers see the product being created and manage through all of the product's journey. Brand manager is the most important person to have around when a new product is being created or even when an old product needs to be re-launched.
How has the role changed over the years, and what is the role's impact on new product or service innovation? Here is the first job description for a brand manager. It's from an internal memo dated May 13, 1931 that I got it from Ed Rider, head archivist at P&G's Heritage Center, a corporate museum that documents the history of the company and its brands. It is titled, "Brand Man:"
An innovation tool is a cognitive prosthetic that helps individuals and groups overcome their human limitations and innovate more capably. Just as an artificial limb or hearing aid compensates and augments a missing or impaired part of the body, a thinking tool does the same - it compensates and augments for a variety of cognitive deficiencies in all humans.
Yet there is an aversion to using a structured tool to be creative:
People can improve their innovation skills by mentally simulating the use of innovation tools. Chip and Dan Heath in their book, Made to Stick, talk of the importance of mental simulation with problem solving as well as skill-building.
Congratulations to Kennametal, Inc. as the winner of the 2010 Outstanding Corporate Innovator (OCI) award. The Product Development and Management Association (PDMA), a global network of product innovation professionals, announced Kennametal will receive the OCI Award at PDMA’s 34th Annual Global Conference on Product Innovation Management, October 16 – 20, 2010 at Rosen Shingle Creek in Orlando, Florida.
Could the greatest innovation of all time be a method of innovation? Roger Smith proposed this in The Evolution of Innovation. Is such a method out there? The answer is yes.
Suppose you want to come up with a new product idea. Where do you begin? What method would you use? Conventional thinking suggests three possible directions. First, we could seek insights from our customers through research and observation (Voice of the Customer). Second, we could emulate what past inventors such as Edison and Disney did to create new ideas (Voice of the Expert). Or we could seek ideas from competitors and other sources using the "open" mindset (Voice of the Market).
An idea stands a better chance of surviving if it is not attributed to the individual who conceived it. Otherwise, the idea carries with it all the baggage and perception of its owner, good or bad. During idea evaluation, people struggle separating their feelings about the ideator from the idea itself. If they like the person, they like their idea...and vice versa.
Creating innovative TV commercials is more effective when using patterns embedded in other innovative commercials. Professor Jacob Goldenberg and his colleagues discovered that 89% of 200 award winning ads fall into a few simple, well-defined design structures. Their latest book, "Cracking the Ad Code," defines eight of these structures and provides a step-by-step approach to use them.
Here are the eight tools: