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"What If ?..."
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What if you were inspired by Lego and its mission "Nurture the child in each of us" to look at your projects with new eyes?
And please don't forget to thank your staff for joining the marathon and jumping the many hurdles of the innovation process.
Where you will understand how toothpaste, pasta, biscuits and chocolate went from a horizontal position to verticality. Like Cent Wafers from Lu, B&O stereos, the Yellow Pages logo or liquid butter by Solo. A change in status which leads to repositioning brands and boosting sales.
Where you will discover that at the turbulent start of this new millennium, companies and their staff have had to learn to reconfigure and adapt. Unable to resolve every problem on their own [ targets, technology, distribution, communication ], they are gradually learning to join together and create new products, new services and even new brands together [Japanese example: WiLL]. From our point of view, Multi-branding© represents the most advanced form of innovation marketing.
Where Coke, Procter, Nestlé and so many others have the same approach as Kinder Surprise packs, which consists of, in order: emotion, discovery, a toy, plastic and incidentally chocolate. They prefer putting fun into staple products rather than engaging in price wars.
Where you will discover that the wave of energy drinks, organic food and vitamins is not just a fashion but a global phenomenon with enormous business potential! Is an agro-medical treaty taking shape?
Where you will discover the other meaning of the word value. Every company stems from a true or unrealistic vision, expressed or not, rooted in the past, validated by the present and projected into the future. This vision guides the mission that the company intends to fulfill in its market. If a consensus exists on this point of logic, a confusion remains nevertheless on the meaning of the word "value". Hearing it only in the financial sense – as is often the case nowadays – stems from a reduced vision of the company.
Where you will discover how the large American groups segment their product offer according to ages. Quaker and Campbell's really have older people in mind and know how to speak to them. What about you? Are your products accepted by the most affluent and most demanding consumers?
Where you will breathe in the fragrance of innovation and discover that even a service can have it.
What if the difference between success and failure was,
in fact, due to very little?
Where the authors of What if? reassure marketing directors: the failure of products or services does not necessarily leave scars! Bring them out of the cupboards and drawers! Use these failures to have a good time! Toy with them to better bounce back! Remember the Shadocks principle: "By continually trying, one ends up succeeding. Therefore, the more you miss, the greater chance you have of success" or Watson's principle, founder of IBM: "to multiply success, multiply failure".
Where you will read that, at the four corners of the consumer market, brands are rediscovering flowers. After years of minimalism, such a green profusion greets the return of happiness. Like springtime shopping after a period of crisis?
Where you will have confirmation that the consumers have become marketing experts who resist marketeers, zap with their bank cards and boycott temporarily whenever they feel a brand goes too far, makes their life complicated or offers false innovations without any real added value that is truly different.
Where you, poor humans, will discover many initiatives related to automation. In 10 years' time robots, long confined to factories, will be everywhere in our daily lives. Capable at one and the same time of thinking and acting upon their environment, indefatigable, discreet and always more effective, even when faced by the unexpected, they will become, within a generation, as Asimov correctly foresaw, indispensable adjuncts to all human activities, whether it involves entertaining us, caring for us or helping us in a multitude of tasks.
Where you will learn that the brand extension is a tremendous way of getting brands to "perform stretching exercises" around their specific values. With one condition: to understand that the business of a brand [what the company makes] has nothing to do with its values [the heart and core of the brand, often summed up in one key word] and its mission. You will discover 3 ways of extending a brand:
1- extending around its key value and not around its original business
2- extending by agreement with other brands
3- extending by refreshing its ideas in the history of the brand itself.
Where next to Harry Potter, you will play sorcerer's apprentice to attract the favours of angels and demons. Know how to use the devil and convince your consumers with angelic smiles. Decipher the signs from the Middle Ages which return today to allure young people with new feasts and satanic imagery.
Where you will reflect as we do on the 6 reasons which explain why man is always in a hurry. Running like the rabbit in Alice in Wonderland, after his fleeting future. Perhaps it is time to take a break and think about it!
Where you will see that if companies were convinced that innovating and moving forward often consist in having a new look at their past rather than getting out of breath chasing after new horizons. Innovating while building on the rock of the past - this is where the strategic opportunity lies. Without automatically conforming to the nostalgia of over-consuming baby boomers, some big brands have already cashed in on the approach.
Where, to flee standardisation which impoverishes everything, even luxury goods, you will join Philippe Starck, Jean-Paul Gaultier, Ross Lovegrove and other famous designers in the world of the beautiful in saying "ugliness doesn't sell well".
Where you will see how to sell milk for 4.5 euros per litre and how you can use what happens in the marketing labs of the Pet Food industry to direct your marketing policies and create new products for humans.
What if we dreamed a little?
