Post on 18-Jul-2015
@markwing @interrel8ed
Mark Wing
Founder of Interrelated
Brand strategy consultant >25 yrs
Design Council Associate
https://vimeo.com/channels/292138
2 /44
Brand ModelCustomer and
Market insightsBusiness insights and Propositions
Understanding the various relationships
What are your potential customers saying
about your offer
Where will you sit in relation to the
competition
Be aware ofmarket trends and
how these shape thethings you do
Understanding the business opportunity
What is required to be a standard bearer in the industry
What ‘hard’ and ‘soft’ issues is the business needing to address
What is your vision of the future and how are you planning to get there
Brand Recall Triggers
COMMSBEHAVIOUR ENVIRONMENTPRODUCT
Individual strategies
Activation
Website, Social Media, CRM, PR, Campaigns, Events
4 /44
What exactly is creativity? Is it just a word?
Creativity and innovation were once two adjacent, yet separate, research fields.
Beauty is in the eye of the beholder
7 /44
What exactly is creativity? Is it just a word?
[ creative ]
Having the quality or power of creating…
8 /44
What exactly is creativity? Is it just a word?
[ creative ]
Resulting from originality of thought, expression; imaginative
9 /44
What exactly is creativity? Is it just a word?
[ creative ]
Resulting from originality of thought, expression; imaginative
A person
10 /44
What exactly is creativity? Is it just a word?
[ innovative ]
To invent or begin to apply (methods, ideas, etc)
11 /44
What exactly is creativity? Is it just a word?
[ innovative ]
To invent or begin to apply (methods, ideas, etc)
A processoften executed by a group of people
12 /44
What exactly is creativity? Is it just a word?
Without innovation and creativity the world would appear quite different.
What drives people and organizations to go on inventing and creating?
24 /44
Differentiate
On the face of it most business products appear the same
…so why is Dyson not a Hoover?
32 /44
Feedback
drives innovation
creativity
Informs
Communication
Channels
Relationship
Intelligence
Co
mm
sP
lan
nin
g
41 /44
www.facebook.com/Interrelated
The Good Enough Revolution:When Cheap and Simple Is Just Fine
…it’s all about innovation
43 /44
Strategy, Creativity and Change all drive Innovation
CREATE
CHANGEPLAN
…it’s all about innovation
44 /44