3、天馬行空發想創意，聚焦品牌需求
「如果你不知道你的客戶想要什麼，那做什麼可能都是白做的。」領導創新思維的教練兼作家劉恭甫（Jacky Liu）總結 Nelson 與 Albert 的演講內容，提出在品牌行銷裡最重要的領導特質，即是創造力，Jacky 將主題回到論壇重點：品牌創新地圖（Branding Innovation Master Process）。
在品牌創新地圖裡，行銷關鍵緊扣 WHO（確定你的目標族群）、WHAT（定義你的產品服務）、HOW（創造品牌 DNA ）。在行銷之前，先問問自己，你是如何想出好點子的？ Jacky 提到，首先需貼近市場，站到第一線問與觀察消費者需求，然後與你的團隊共同發想，最好是一個異質團隊（團隊內包含不同專長的人才），透過不同觀點，天馬行空的發想創意，最後，聚焦在一個需求上去發想，這才是一個完整的循環。
Jacky 也提到賓士（Mercedes-Benz）的觀點，他們認為，創新不是發明，每個人不一定可以發明車子，但門把雨天窗如何更好，這是可以發想的，甚至，你可以把你的客戶拉進團隊一起工作。
最後，Jacky 也將創新地圖以桌遊的方式與現場參加者互動，透過創新四大領域：洞察、定義、創造、體現，來重新構想品牌創新的學習。
English version:
The “Taiwan Summit of Winners” (also known as the Taiwan Winners Summit) came to a successful conclusion on June 15th last week. When the global warmth is concentrated in the “2018 World Cup”, Taiwan and Germany for the first time, the “Global Brand Winning Strategy Forum” organized by multinationals has also attracted the attention of many high-ranking brand executives in Taiwan.
This international event was fully booked within 1 week of it’s announcement. Participants included ASUS, Acer, Giant, MSI, ZyXEL, Cathay Financial, China Trust, Far EasTone, Euronext, Telematics, and digital technology media.
How to improve brand value and image? How to develop strategies? This is always a constant problem, no matter how digital technology tools change, this is the long-term pain point of brand marketing. In the past few decades the Summit of Winner’s keynote speakers have been continuously developing and managing “marketing winning strategies” that are in line with the changes of several generations. We are sharing our know-how in Frankfurt, Germany, Hong Kong, Shanghai, Saigon, Manila, Philippines and many other places.
Now, we’ve put together three key summaries for you. You can bookmark this article, or repost it to colleagues in the company who are struggling with marketing issues!
1. “I think” oriented brand thinking
In the first part of the forum, Nelson Farfan Espada, MD of Ztarkbond GmbH, a former leader of well-known international brands from P&G, Gillette, Oral-B, Braun, Brita, Merz and many others, He shared his “Brand innovation master process” and exciting marketing cases.
One of the biggest issues is the “I think, I want” marketing thinking, developing a strategy is all about “doing our homework” to create a successful brand experience.
Traditionally the role of marketing thinking was guided by I (I think, I like) but it should be an end user insight generation. The focus should not be “The project/the Product” but the “Brand experience”. He told us that many times he asked many managers across the world “who is your target?” and the answer was “everyone” which actually means “NO-one” in Nelson’s vocabulary. The role and responsibility of a brand builder is not to service the sales department or project management but to “Direct the organization” yes…. “Direct = lead strategically”. Communication in a traditional way of wonderful products and features will not lead in to brand bonding with consumers it should be all about having a clear brand positioning strategy and emotional promise with the target consumer and many other comparisons of the mindset need to make leading brands in the mind and heats of consumers.
Consumers are paying more attention to experience. Nelson thinks that the so-called experience represents a “five-sensation experience,” allowing brand and consumption through sensory marketing.
Nelson cited Gillette Venus as an example. The Gillette razor is a world-renowned and long-established razor brand. Back in 1901, King Gillette invented a safety razor that completely changed the way men shaved. One hundred years later, that company introduced the original Gillette Venus razor, forever transforming women’s shaving. How do you sell a man’s razor to women?
The secret is simple and it’s understanding and reading consumers functional and emotional needs. Gillette thinks about the “beauty” that women care about most. It extends the image of the goddess Venus. There is a goddess is in every woman’s heart. Venus razors reveal the beauty of every woman making her feel like a goddess and NOT offering a feature for price proposition. Nelson mentioned although this may sound so easy it take great dedication to move the organization, undertaking and crafting a promise and deliver the solution.. Today Venus is a mega brand in the heart of consumers.
A well-planned marketing strategy must be innovative and creative. Creation is the key to the brand’s continued growth. Nelson also constantly assists different teams in global innovation, such as the Taiwan’s brand BRISE, creating the world’s first AI artificial intelligence air purifier, from the entire venture, innovation, crowdfunding, development to the story and the current success.
2. Ask where your brand’s “product starting point” is?
Brand innovation is one of the most important links in the formulation of marketing strategies. The second forum invited Taiwan’s innovation team, Albert Lee, to share the brand success story. How can an air cleaner be a smart solution? At the same time, integrate different platforms to create a high degree of consumer stickiness and make a brand different from others?
Albert mentioned that the starting point of the product is very important. The reason why the air cleaner was selected as a sales product was mainly because BRISE noticed the problem of air pollution a few years ago. If it is serious, it will cause health problems. If it is just an ordinary air cleaner, it can bring limited utility to consumers. Therefore, BRISE began to penetrate the product from the inside out, creating the world’s first AI intelligent air cleaner.
The key to the success of the BRISE brand is to create products and improve smart solutions. Albert’s jokingly mentioned that the team’s predecessor was a group of otaku engineers from the bamboo branch. Because of this group of people, the quality of the products is absolutely guaranteed.
With such a professional background, taking care of the product itself, and then it is a smart solution that can be useful to consumers in all aspects. Health is the most important thing for the general public. BRISE integrates three resources (consumer, medical, knowledge). After allowing consumers to purchase AI smart air cleaners, the provided personal data is effectively used and even integrated with the hospital platform to truly solve consumers’ health concerns.
Responding to the marketing focus mentioned by Nelson, BRISE’s entrepreneurial story and brand experience packaged the business strategy Know how into a marketing package and applied it to the world.
3, Jacky’s Innovation thinking, focus on brand needs
“If you don’t know what your customers want, then what will you give them in a nutshell.” Jacky Liu, the coach and writer who led the creative thinking, summed up the speeches of Nelson and Albert and put forward the most important in brand marketing. The leadership qualities, that is, creativity, Jacky re-caped the topic to the forum focus: Branding Innovation Master Process.
In the brand innovation map, the marketing key is closely linked with WHO (determining your target group), WHAT (defining your product service), and HOW (creating brand DNA). Before marketing, ask yourself, how did you come up with a good idea? Jacky mentioned that first of all, it needs to be close to the market, stand up to competition, ask and observe consumer needs, and then together with your team, it is better to be a heterogeneous team (teams with different expertise), through different perspectives, The idea of creativity in the sky, and finally, focusing on a need to think about it, this is a complete cycle.
Jacky also mentioned Mercedes-Benz’s point of view. They believe that innovation is not an invention. Everyone may not be able to invent a car. However, how do you invent a car experience?.
Finally, Jacky also interacts with on-site participants with innovative maps in the form of board games, rethinking brand innovation through innovation in four areas: insight, definition, creation, and presentation.
